The Pros and Cons of Using AI in Content Marketing

The fear of every content marketer isn't whether their content will do well when put out to the world or if it’s good enough for the public—before it gets to that, it often starts with a blank page. That’s right, the blank page can be so daunting because, as a content marketer, you’re staring at it, waiting for that eureka or light bulb moment, which can take a while to reach. Let’s not forget that we’re on a tight deadline to deliver a content calendar or blog that will engage the audience. Oh, the shivers! 

However, when you finally figure it out, a sense of peace surrounds you. However, it was for a brief moment you had to get back to creating another content, this time for social media. The cycle never ends. There is constant turmoil within, but what if you have someone who can assist your creative process? Not one you have to call every now and then, and sometimes they won’t be available, but someone who is always ready to assist—yes, I’m talking about AI. 

According to studies, artificial intelligence is projected to generate over $15 trillion globally by 2030. This is a big number! Why did I throw this in here? Honestly, it looked nice. However, it doesn’t remove the fact that AI can help you as a content marketer automate some tasks like emails and social media posts. It can assist you in content calendar creation, blog writing, newsletters, and many more. However, to achieve this, you have to know how to navigate the pros and cons of artificial intelligence. 

Pros of Using AI in Content Marketing

Artificial intelligence can produce amazing results when you know the right prompts to use. Here are some Pros of AI:

Crafting from a Scalable Perspective

When you start seeing AI as your assistant and not YOU, then you’re on the right path. What we mean by this is that you never allow AI to take the wheel in your creative process. You’re not using a Tesla Cyber Truck yet. Anyway, exceptional content thrives when it offers a compelling, distinct point of view — something challenging to reproduce on a large scale, especially when collaborating with writers less immersed in your domain. This is why AI is helpful; with its ability to generate different ideas based on the prompts inputted, both you and your content team can never run out of inspiration.

Personalize Your Content to Fit Your Voice

Yes, this is what most people fail to understand. AI can definitely mimic any voice tone, and at certain times, it can be so convincing that you can overlook it and pass it as good enough—don’t! Your voice is your brand; it’s your identity, and your audience knows it as much as you do. Any hint of AI can cause you to lose your credibility or value in your craft. 

Creating a brand-specific voice is challenging but essential. It's about going beyond generic AI responses and truly understanding what sets your brand apart. Sometimes, an outsider's perspective can provide valuable insights into capturing the brand's tone.

Generative AI has immense potential here if marketers take the time to customize it. While large language models (LLMs) are intelligent, they need human direction to communicate effectively. Always pay attention to the details generated by AI, and the more you personalize it, the better it understands your voice. Any marketer who can achieve this has added a powerful tool to their arsenal. 

Streamlined Content Creation

Gone are the days of laborious content creation processes. With AI-powered tools like natural language generation (NLG), businesses can automate the production of compelling articles, blog posts, and product descriptions in a fraction of the time. This not only boosts efficiency but also ensures a consistent flow of high-quality content to engage and captivate audiences.

Cons of Using AI in Content Marketing

Ethical Challenges

The swift progress of AI has surpassed the capacity of legal frameworks to tackle copyright infringement and the inherent concerns of plagiarism associated with its development.

Let's look at this ethical example. Large language models (LLMs) are trained on vast datasets that often include pre-existing images and information. If this data is biased, AI's outputs could reflect that bias. Consider AI being trained on images of CEOs. If it predominantly sees images of white men in suits, it might conclude that this is the typical appearance of a CEO. Consequently, its outputs would perpetuate the outdated stereotype that being a CEO is reserved for white men. Even though the majority of current CEOs may fit this description, the AI's outputs overlook the diversity and potential of individuals who don't conform to this narrow profile.

While legal clarity remains elusive, the risk of legal complications once regulations are established is substantial. The US Copyright Office has already stated that works generated by AI, such as those produced by text-to-image tools like Midjourney, are not eligible for copyright protection.

Privacy and Data Security Concerns

The collection and analysis of vast amounts of consumer data raise concerns regarding privacy and data security. AI-powered content marketing relies heavily on data-driven insights, prompting questions about data ownership, consent, and compliance with regulations such as GDPR (General Data Protection Regulation). Businesses must prioritize data security measures and adhere to strict data privacy protocols to maintain consumer trust and mitigate the risk of data breaches.

Potential for Displacement of Human Creativity

This is one of the biggest fears of using AI. There is a saying that “ Humans shouldn’t be afraid of AI taking over but we humans, learning from AI”. As AI continues to advance, there is a growing concern about the displacement of human creativity in content creation. While AI can automate repetitive tasks and generate content at scale, it lacks the nuanced creativity and emotional intelligence inherent in human storytelling. Marketers must strike a balance between AI-driven automation and human ingenuity to craft compelling narratives that resonate with audiences on a profound level.

There is no doubt that AI is here to stay, and it can help content marketers enhance their creativity. No more fear of the white screen. However, we can’t overly rely on AI. When we see AI as an assistant, then we can navigate these tricky waters comfortably.

Disclaimer: This article is informative and not for promotional purposes. Moreover, the content belongs to the owner, and there are no affiliations or marketing motives behind it.