Artificial Intelligence has recently become a hot topic with ChatGPT gaining a huge amount of notoriety, however, AI-powered platforms have been in the marketing world for quite some time and include tools such as grammar checkers, ad targeting, search engine optimization (SEO), marketing insights analysis, live chat bots and graphic design tools.
Can (and should) you use AI to create your scientific marketing content?
There are several different AI content generating platforms available including ChatGPT, Jasper.ai and Anyword. These tools can generate human-like text that can be used for various purposes, including marketing content creation. AI content generating platforms can seemingly save time and resources, as the AI can quickly generate multiple versions of content based on specific inputs or prompts. As AI-powered platforms are becoming more sophisticated it’s possible to set the tone of voice and style in which the content is written, currently these tend to be quite high-level settings; formal, playful, bold.
So far it all sounds great, however, it is important to note that the quality of the content produced by AI-powered platforms will vary depending on the input and the training data available to the model, and as with any computer-based system you need to know what to enter into it in order to get anything of value out - what content do you want to generate and why? You need to accurately describe and succinctly know exactly what you want as AI platforms still struggle to match the imaginative capabilities and the unique insights, perspectives, and contextual understanding of humans.
While AI can generate text that appears persuasive, it may not fully grasp the emotional nuances or cultural references that resonate with human audiences. AI also relies on the data it was trained on, so if the training data is biased or flawed, it may produce inaccurate or misleading content.
If you plan to use AI to create marketing content, it is essential to keep in mind that the output generated by the model may require additional editing and refinement to ensure that it is appropriate for your brand and target audience.
You should also be aware of the potential ethical considerations related to using AI-generated content and ensure that your use of the technology complies with relevant regulations and best practices. Any claims made in a piece would need to comply with legal and regulatory requirements, ensuring that you are not in breach of copyright or anti-competition laws. Trademarks and registration marks would need to be used correctly as and where appropriate, and any quoted references would need to be checked for accuracy and reliability.
So, are AI-platforms really that useful? AI can analyse vast amounts of data, identify trends, and generate personalized recommendations, making it a powerful tool for marketing purposes. AI content generators can be great at providing a jump off point for the start of a new piece of content, helping the writer over come any creative blocks they may have, and even stimulating new ideas. Combining the strengths of AI and human expertise can lead to more effective marketing campaigns.
Overall, using AI-powered platforms to write marketing content can be a useful tool for marketers, but it should always be used in conjunction with human input and oversight to ensure that the content meets the needs and expectations of the audience. It should also be noted that if or when the market starts to become flooded with AI-generated content there is a possibility that users may get bored or disengaged with marketing materials that lack variety, authenticity, personalization, or a genuine human touch.
