This article was based on the interview with Jon Ricketts of Writerly by Greg Kihlström, MarTech keynote speaker for The Agile Brand with Greg Kihlström podcast. Listen to the original episode here:
Generative AI, also known as a type of artificial intelligence (AI) that can generate content, has become increasingly popular in recent years. With the rise of platforms like Writerly and others, it has become easier than ever to create content using AI. However, with this ease of use comes the potential for misuse and mediocre content. In this essay, we will explore the proper use of generative AI and how it can be leveraged to create high-quality, on-brand content.
One of the common shortcomings of improper use of generative AI is the lack of attention to detail. While AI can generate content quickly and efficiently, it may not always produce content that is accurate or on-brand. This can result in content that is generic, unengaging, or even misleading. Proper use of generative AI involves setting clear guidelines and parameters for the content being generated, ensuring that it aligns with the brand’s voice, tone, and messaging.
Another common shortcoming is the over-reliance on AI to generate content without human oversight. While AI can be a powerful tool for content creation, it is important to remember that it is still a machine and may not always understand the nuances of language or context. Proper use of generative AI involves using AI as a tool to assist human writers, rather than replacing them entirely. Human oversight is essential to ensure that the content generated is accurate, engaging, and on-brand.
Proper use of generative AI also involves understanding the limitations of the technology. While AI has made great strides in recent years, it is not perfect and may still make mistakes or produce subpar content. It is important for brands to be aware of these limitations and to use generative AI as a supplement to human creativity, rather than a replacement for it.
The proper use of generative AI involves setting clear guidelines, providing human oversight, and understanding the limitations of the technology. By leveraging AI as a tool to assist human writers, brands can create high-quality, on-brand content that engages and resonates with their audience. With the right approach, generative AI can be a valuable tool for content creation, helping brands to stay agile, innovative, and competitive in today’s fast-paced digital landscape.
