Tammivaara Digital Marketing

Generative AI is here to stay whether we like it or not.

As a person, I am pretty open-minded and get excited quickly about new technologies. Generative AI was no different. I hopped on board with ChatGPT pretty early on. I was thrilled by the opportunities I brought to the digital marketing realm.

The honeymoon phase with ChatGPT lasted only so long before it became a daily companion and just another essential tool in my daily routine.

I use ChatGPT (and sometimes other AI programs) as a helpful tool in various daily tasks, but since this text is about content creation, let’s focus on that.

I have noticed that the use of artificial AI in content creation is a topic that divides opinions, and my clients have varied attitudes towards it.

Some almost insist on its use to ensure maximum efficiency, while others prefer entirely human-generated work. (This is why I have now differentiated my content creation services into AI-assisted and non-AI-assisted options.)

I understand both perspectives, and it also depends on the subject matter and the specific context of the website, whether using AI is suitable or not.

I have gathered below my thoughts on the pros and cons when it comes to using AI in content creation based on my own experiences.

Pros

Improvement in efficiency is undoubtedly one of the most significant benefits of using AI. AI-assisted content creation takes me at least half the time compared to doing it entirely without AI assistance.

AI significantly speeds up background research, ideation, organization, editing, SEO optimization, and potential translation processes. ChatGPT also considerably reduces the time spent on Googling if I need quick assistance with, for example, technical issues on websites.

Another significant advantage of using AI in content creation is idea generation. We all encounter moments in creative work when ideas simply don’t come to mind. Waiting for inspiration can be frustrating and time-consuming. Nowadays, there’s no need to wait; when facing such writer’s block, you can turn to AI for ideas.

A third significant advantage is immediate feedback. I receive pretty good feedback from ChatGPT when I provide it with my text and ask, for example, whether it addresses a specific target audience.
Its suggestions are often very useful, and it also provides me with peace of mind when I’m uncertain about something.

Cons

Now, onto the downsides. While AI can be highly beneficial, I see some issues, mainly if used extensively.

The first of the drawbacks is quite apparent and pertains to entirely or nearly entirely AI-generated text (although no sensible content creator would do this). AI-generated text is often quite generic and dull to read, and it’s challenging to convey different tones of voice.

Additionally, AI-generated text can often be at least partially plagiarized. This is why AI-generated content should always be edited and checked with a plagiarism detection tool (I personally use Grammarly). However, it’s worth noting that if you create lots of pieces of similar text with AI, it gradually learns your writing style surprisingly well.

The second downside is the flip side of what I mentioned about idea generation. It’s indeed true that excessive use of AI can be detrimental to creativity. This is because inspiration typically requires time, and relying on AI can make us impatient to wait for it. Of course, this largely depends on the type of content and the time pressures you’re working with.

The use of AI also carries a somewhat negative stigma, and many beliefs are associated with it. Some even seem to think using AI is a deception towards customers. This is why it is extremely important to be as transparent as possible about the use of AI and offer alternatives to customers if it doesn’t align with their business needs.

My final concern, as a Finn, is that there has yet to be an AI program that can handle the Finnish language well. While ChatGPT can be used to some extent for tasks like translation, it isn’t much help for content writing in Finnish. I keep my fingers crossed that our small country and language will get a reliable AI program one day.

To summarize, AI can be an excellent tool in content creation when used professionally and wisely. As with any tool, using it requires practice and experimentation.

If you are looking for a professional, reliable, and transparent content writing service with or without AI, feel free to contact me!

This text is edited with AI (ChatGPT and Grammarly). This means that the text is originally mine and has been enhanced with AI for SEO and smoother readability.