Updated: Jan 31, 2021
In 2016, Gartner predicted that 85% of consumer interactions will not need a human by 2020. As it turns out, their projection wasn’t far from the truth.
Today, Artificial Intelligence (AI) has automated practically all industries – from manufacturing to communication. One of the most affected sectors is content marketing. To better understand the correlation between AI and content in 2020, it’s important to know what exactly artificial intelligence is.
Simply put, AI is the science of computers developing intelligence like human beings. With this technology, computers can do some tasks that humans do regularly.
So, what is the role of AI in content creation in 2020?
Check out the trends below:
AI and Content in 2020: Pros
Content creation can be defined as the consistent development of valuable content that’ll be able to communicate and engage your target audience. Already, AI plays a crucial role in the content creation field by making processes more effective, especially during times of massive content overload. The following are ways AI is revolutionizing the art of content creation in 2020:
1. Automation of Repetitive Tasks
If you think about the time content creators spend on repetitive content creation tasks, you’ll realize just how beneficial it’d be to handle all these tasks with AI. From finding keywords to planning blog topics, to scheduling when to post, there are so many tasks that AI can handle alongside humans. With AI automation, content marketers will have more free time for other important content marketing activities.
2. Content Curation
One of the major hurdles that marketers face is determining what kind of content to create during different times of the year. Whether it’s a blog post, ebook, or video; you need to create content that resonates well with your target audience. AI content tools can help you plan out your content by examining your customers’ needs and wants as well as evaluating successful, previously created content. AI can also predict the type of content that’ll work well with your target audience and tell you what’s trending in your niche.
3. Writing Content
There are some language processing tools like Wordsmith that “write content”. These tools convert structured data into language that consumers can understand. You can use Wordsmith to write things like e-commerce product descriptions, property listings, and stock portfolio descriptions. It can also be used to generate unique email copies. The company claims to generate millions of narrative content pieces for established companies like Yahoo, Cisco, the Associated Press, PwC, Microsoft, and more. Thus, if you run an e-commerce business and want 1000 product descriptions for your online store, you can simply feed Wordsmith with the raw data for quick and affordable AI-generated content.
4. Grammar Checking
AI-assisted grammar checking tools such as Grammarly have advanced tremendously over the last few years, probably because of the increase in online content. This is such a hot area that Grammarly has recently closed a $90 million round of funding to expand its service even further.
In 2020, we can expect these language processing toolkits to be more accurate at correcting written grammar and suggesting better ways to improve our writing. The grammar toolkits will help content creators analyze their copies quickly, saving valuable time.
AI and Content in 2020: Cons
AI in content marketing comes with its fair share of disadvantages, including:
1. AI Lacks an Understanding of Human Behavior
Application of AI in content creation can churn out impressive results when it comes to quantity, but not quality. The generated content lacks a sense of emotion to produce emotive content.
While AI can tell what’s good or bad with your content, it lacks the judgment to give opinions. These gray areas are best solved by a human expert.
2. AI Can Fail
Algorithms are only reliable when they have plenty of relevant, accurate raw data. While they may be formulaically and mathematically correct, humans are comprised of so much more than statistics and formulas. Computers can’t make creative decisions, change their minds, or use their imaginations. Therefore, if your business solely relies on AI for content creation, your content will lack creativity and cultural reference. People have unique preferences and tastes which you can’t narrow down to a few formulas. Thus, you can’t always trust AI in content creation.
AI and Content in 2020: Bottom Line
AI in content creation is the next big thing. It’ll help you save money and increase your productivity when it comes to content creation. But this doesn’t mean that human expertise isn’t necessary. There’s always the need for additional editing, tweaking, and personalization.
Many of the content creation trends above are already impacting the way we create content. Ensure you align your business objectives with your customers’ evolving needs for best results. To improve your content creation even further, check out these 2020 trends on content length.