With the rise of artificial intelligence tools becoming common use in people’s daily lives, it is no surprise that some use it to cut corners. It can be tempting to save time and money by using AI to complete marketing tasks for you, like content creation and graphic design. However, using AI for your campaigns may be hurting them more than they are helping.
What Is AI-Generated Marketing Content?
There is a plethora of accessible AI tools that can help you and your business. From writing content to generating images, AI helps expedite a lot of the grunt work when it comes to creating marketing campaigns and building websites. AI is commonly used for research, creating graphics, writing ad copy, recording voice overs, writing code, and even building website pages. There are numerous AI tools used to do these tasks but the most common are ChatGPT, Perplexity, and Google Gemini. These are chatbots which use software known as Natural Language Processing (NLP) to understand and communicate in human languages.
The Risks of Unchecked AI Use
While AI seems like a great time saver, especially for those running a small business with limited resources, there are some risks to account for. AI content is created by taking pre-existing knowledge, and reforming it into something new. This means that at its core, generated content is always derivative and has a poor sense of ingenuity. When using AI tools to create the majority of your content, it will often feel less engaging and unique as opposed to written by a human. Additionally, as AI tools get smarter, so does our ability to detect when they are being used. Google has recently announced that websites where the majority of their content is AI generated, will be given the lowest rating for quality. Since Google values quality above all else when it comes to ranking, using AI to cut corners can severely cost you in terms of visibility and web traffic.
Public perception of AI
When using AI-generated content, it’s crucial to consider not only its perception by search engines like Google, but also how potential customers may feel about it. We are currently in a transitional phase as AI becomes integrated across the internet. With that, many concerns have been raised about the ethical and environmental factors of AI. The population is still skeptical of the subject and often view AI content as untrustworthy. In short, using traditional methods of creating content can only help your campaigns, while using AI tools comes with a potential risk factor for turning off customers. However, AI tools can still be used in a way that benefits your creative process, without upsetting customers or search engines.
How to Use AI Responsibly
Using AI responsibly helps you get high quality content produced faster than your competitors. If you want to reap the time saving benefits of AI tools without the potential hinder to your business, below we have detailed what you should and shouldn’t do with generative content.
Written Content
Firstly, AI should be a supplement to your endeavors, not the one doing a majority of the work. When artificial intelligence writes the majority of your content, you run the risk of having your site be viewed as low quality by Google and potential customers. Using AI to brainstorm, research, and rephrase texts are all responsible ways of using generative tools. These methods can still help streamline your content creation process without losing that human touch Google is looking for.
Graphic Design
Beyond the issues using AI can bring when it comes to search engine optimization, there are also ethical and consumer based concerns to consider. Many people today are still weary about AI and its effects on the world. Using generative tools to create graphics for your company can make it feel cheap and potentially turn away new customers. Use AI responsibly when it comes to graphic design, like generating visual starting points or researching current trends. Generated graphics can also be used for internal business operations, like presentations or data visualization. By saving time on those more tedious tasks, you can spend more on creating high quality graphics that Google will accept.
In-House Help
Time is money when it comes to business, so if you are weary about using AI for external aspects like advertising and copywriting, consider using it instead to expedite internal processes. While Google may police your content for AI usage, you have free reign to utilize AI for business operations. Artificial intelligence can help draft internal memos and emails, take notes during meetings, and even create presentations for important lectures. With less time focused on mundane tasks and grunt work, your employees can better focus their attention on content creation and outreach. With the potential risks AI use can bring, it is better to cut corners internally, rather than with your customers.
Use AI to Help, Not Replace
AI can be an extremely useful tool but also one that separates successful campaigns from unsuccessful ones. Using it to replace the human element of content creation is a hefty risk that can greatly hinder your online visibility. However, those who use AI responsibly can reach new levels of efficiency without losing their credibility. If you want high-quality content creation without the use of AI, contact Rise Marketing Group today for a free consultation!
