The use of Artificial Intelligence (AI) is already transforming content marketing, and looks set to play a big part in its future. How can AI improve and personalise the content you serve your customers? And what, if any, role does that leave for the human content creators?
This article showcases the ways AI is changing the landscape of content marketing, and looks at where that leaves our reliance on humans.
Called Artificial Intelligence because it mimics the intelligence of a human, AI is a branch of computer science that replicates our ability to reason and respond. Here are some of its most popular applications.
Content personalisation has come a long way from simply adding customers’ names to emails. And, with 80% of consumers saying they’re more likely to buy from brands that personalise – the importance of customised content is only going to grow in the future.
In an era of mass digitisation, AI tools are increasingly being used to tailor all types of content and messaging, including these familiar online examples.
Using AI to monitor site usage and serve up personalised content is a great way to deliver a user-friendly customer experience.
But a note of caution – there are already so many AI tools available in this area that it can be a little baffling. It’s a good idea to be picky about which you choose to use. Take a good look at how users interact with your site, go with only the solutions that work for you, and disregard the rest.
This popular solution uses AI to guide users through their inquiry or interaction in a human way, but without any need for an actual human. Chatbots often deliver lines from a pre-programmed script, and save valuable time and money for customer services teams. Up to 30%, according to estimates.
Unlike their human counterparts, chatbots can work 24/7, making them an efficient and effective option to handle simple inquiries. But in more complex scenarios, chatbots tend to talk in circles and frustrate users. In these cases, it still makes sense to have a human on hand to take over when needed.
AI is here to help, not replace, content creators.
In all content marketing teams, there are the mundane jobs that just need to be done – things like blog topic planning, keyword research, shaping content strategies. Well, many AI solutions already exist to manage these tasks automatically. In the future, more and more of these necessary tasks could be handled by a machine – freeing up content marketers to do what they do best, adding value and engaging customers.
AI-driven productivity tools like Grammarly and Hemingway Editor already reduce the need for writers to proof their own work – leaving them more time to research, explore and create. But imagine no more writer’s block. AI will soon be able to help writer’s get started, supporting them to sketch out the first draft of a quality blog post in less than five minutes.
Even more impressively, natural-language AI models are engineered to absorb internet data like a sponge, unlocking an ever-expanding database of new information, ideas and insights that will help writers learn more as they write.
At CopyHouse, we place great value on the creativity of our in-house team of human copywriters and content creators. But we’re certainly not against using AI tools to make our lives easier and free up our people to spend more time being creative.
We frequently use tools like Semrush – a platform that uses advanced AI to deliver keyword research, helping us optimise our content for search engine visibility and reach the widest, and most relevant, audience for our clients.
Other AI-based tools like Otter.ai take care of administrative tasks that would otherwise tie up our writers – which leaves them free to get on with creating great content. Otter.ai automatically transcribes recordings of important meetings and interviews, so we can be sure we’ve captured everything.
In one word: absolutely! It’s incredible what AI has to offer in terms of improving content marketing – and its capabilities will only continue to grow. But we believe that, while AI can clearly offer a great deal of help to us humans, it will never replace a human altogether when it comes to compelling content creation.
Only a human can capture the emotion, empathy and deeper insight needed to tell truly engaging stories. Besides, AI ultimately depends on rules. But the joy of human creativity will always lie in breaking them.
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