The Rise of AI-Generated Content: Friend or (Foe) Challenger in Digital Marketing

By Mr. Nitin Tyagi, Director of Media Maniacs Group

In recent times, generative AI has transformed content as we have never known. It has transformed many industries, especially digital marketing. However, it has also sparked conversation whether AI generated content is a friend or foe of digital marketing.

Generative AI is a part of artificial intelligence that involves training models to generate content like text, visuals, images and even music. It employs learning techniques and large datasets to learn patterns and create unique output that imitates human creativity.

AI technology is used as chatbots, content generators, personalized recommendations and even virtual influencers, which digital marketers use to engage with their audience. Let’s overview the opportunities and challenges of using AI-generated content in digital marketing.

Pros of using AI generated content in Digital Marketing

Create Content Faster

Digital marketing depends on various types of content, including text, images, or videos. Creating compelling content requires time and creativity. Fresh and effective content is the king in this dynamic social media era.

Generative AI assists marketers in creating compelling and unique content. With AI-generated content, digital marketers can generate blog posts, social media captions, and sometimes an entire article based on input data and predefined rules.

This creates content faster, saves time, and maintains a consistent flow of content, helping digital marketers to produce fresh and relevant content.

Generates Personalized Content

With generative AI , digital marketers can create personalized campaigns for their target audience. By analyzing user behaviour, preferences and demographic information, AI algorithms can assist digital marketers by generating tailored recommendation and advertisement campaigns.

This level of personalized campaign helps engage customers’ interest and involvement and increase conversion rate, thereby increasing marketing ROI. By creating unique and impactful content, digital marketers bring better and faster results.

With generative AI tools like Open AI’s GPT-4, digital marketers create fresh content and adaptive and dynamic campaigns bolstering brand loyalty and stronger relationships between the brand and its customers.

Impactful and Cost-effective Content

Generative AI can help digital marketers create impactful and cost-effective content. From visually compelling advertisements to attractive and realistic product images, generative AI tools like Google Bard can analyze new datasets to develop content aligned with brand image and vision.

This helps marketers and brands avoid expensive product photoshoots and elaborate graphic designing, saving costs. Generative AI is relatively more cost-effective, except for the initial setup investment, it is far more cost-effective than traditional marketing alternatives.

Generative AI can also edit videos, thereby saving the cost of a video editor and creating aesthetically appealing and impactful videos.

The Challenges of Using AI-generated Content for Digital Marketers

Ethical Concerns

Generative AI is a technology; like any other technology, generative AI has its challenges, and foremost is ethical concerns. Though generative AI creates human-like content, it is less sophisticated than human-created content.

It is pivotal that marketers must be transparent to the customers and clients while employing generative AI to create content. This transparency is pertinent as many organizations and industries dislike using AI-generated content. Also, there have been many cases of misusing generative AI, such as deep fakes.

Plagiarism and Repetitive

Digital Marketers can utilize generative AI in strategic development, data analysis and customer service management. However, as AI technology uses the internet to create content, it has the shortcoming of creating repetitive content, especially in text form, like blogs and articles. It is advisable to edit the content when using AI-generated content heavily.

Another major challenge when using generative AI content is plagiarism. When a prompt is given to generative AI, it searches for answers from existing online documents. It can create a document by using already published data. Therefore, it is always advisable to check the content’s authenticity.

Digital marketers can leverage generative AI to create compelling and impactful content. Generative AI can help digital marketers create personalized and effective campaigns by analyzing customers’ behaviour, preferences and demographic data.

Such personalized content can help increase customer interest and engagement, increasing conversion rates and followers. Generative AI assists digital marketers in strategic development, data analysis and customer service management.

AI-generated content generates visually appealing content and texts, making cost-effective options for marketers. However, it is pertinent to be transparent with customers while using generative AI to avoid misuse of this technology.

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