Artificial Intelligence (AI) is cool.
That said, we suggest you think twice about relying on AI for all your content creation needs.
The advent of widely accessible AI has created a tsunami of AI-generated branding and marketing content, from images and videos to landing pages and blogs. And the truth is, it leaves something to be desired.
Where AI Falls Short for Content Creation
AI tools are excellent for producing large amounts of content in a short period.
It’s got the quantity down. The issue lies in the quality of that content.
Bye Bye, Brand Voice
Let’s not forget your brand is what makes your audience fall in love with your business. Your brand voice demonstrates who you are, what you do, and what you stand for. Which is to say, your brand voice is unique to you.
Artificial intelligence tools are incapable of capturing the subtleties of your brand voice.
On the one hand, that’s a good thing. AI-generated text tends to be pretty easy to spot—if your brand voice sounds computer-generated, it might be time to workshop that a bit more.
On the flip side, this means that AI content will generally fail to capture your brand voice. You win some, you lose some, right?
Faux “Facts”
Another huge pitfall of relying on AI is that it is very comfortable blatantly lying to your face.
It’s not uncommon for AI tools to generate “facts” and figures that are undeniably incorrect or to refer to studies that simply don’t exist. And yet they present these ideas with such confidence that it’s easy for these fabricated truths to go unnoticed before publishing.
You don’t want to lie to your audience. It’s important to note that AI doesn’t share the same moral integrity on that front.
Sayonara, SEO
SEO is a long and sometimes arduous process, and the last thing we want is for your efforts to go down the drain.
It’s important to be aware of how AI-generated content can negatively affect your precious SEO strategy.
Well-optimized SEO content is rife with valuable keywords inserted naturally and strategically. It includes relevant and concise metadata and provides clear value to the reader.
AI content, however, tends to stuff content with keywords to the point where it becomes clunky and robotic. Considering it is a robot, perhaps that’s not all that surprising.
Since Google’s algorithms prioritize valuable information, and since AI functions by repackaging and regurgitating information, AI content is often not particularly favoured from an SEO perspective. Remember, strong copywriting appeals to readers and search engines alike.
Not So Valuable Visuals
Visuals aren’t everything when it comes to branding, but they’re undeniably a vital piece of the puzzle.
Just like AI writing struggles to capture the nuances of your brand, so too do AI-generated images and videos. AI visuals are often off-brand and even low quality, and that’s before we even get to the legality of it all.
Branded photography and videography are more impactful on your audience, have higher quality, and are free of potential copyright problems. They take more time to produce, yes, but the payoff is worth it.
Ready for branded visuals? Let The Brand Brew ® capture your brand personality with our Photography and Video sessions.
Where Man Meets Machine: A Balanced Approach
Don’t get it twisted—we’re not saying AI is useless. It’s simply not the answer to all of your content generation needs.
Brainstorming
AI is great at producing loads of content in record time. In the brainstorming stage, this can be a huge asset.
Utilize AI tools to help you generate ideas for blog posts or to pitch title ideas, for instance. Then, use your analytical human brain to decipher which suggestions are worth pursuing and which ones, well, aren’t.
Organization
Another strength of AI is its ability to apply logical structure. It is a computer, after all.
If you find yourself with a bunch of rough ideas that need to be organized, AI can help you to do so. If you’ve taken scattered notes during a meeting or dictated rambling thoughts onto a document, for instance, AI is an excellent way to format those thoughts into a logical progression to form a coherent outline in a flash.
Personality
It’s right there in the word—personality. Don’t rely on AI to produce content—writing or visuals—that conveys personality or brand voice. It misses the mark.
For engaging, personality-rich branded content, it’s up to you to cozy up to the keyboard yourself! You can turn to AI to help you brainstorm colourful vocabulary or interesting analogies, for example, but these suggestions must be carefully curated in order for your brand personality to shine through.
Editing
Even the Shakespeares of the world don’t get it right on the first try.
Editing requires a human touch. It’s up to us to verify facts and figures, ensure that brand voice is consistent, optimize for SEO best practices, and rework phrases that just sound off.
Many businesses opt to use an AI-generated first draft, followed by human editing. While this approach can work, we caution you against it.
Editing serves to turn something good into something great. With AI, what often happens is that we wind up turning something mediocre into something good. With human copywriting, we have the potential to transform something great into something unforgettable.
At The Brand Brew ®, unforgettable is our specialty. Book a call with us today to discuss SEO copywriting and brand photography that will blow your competitors’ AI content out of the water.
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