Is Generative AI Reliable?

Generative AI is Popping Up Everywhere

It’s no secret that generative AI is taking the world by storm.  From the classroom to the workplace, more people are using artificial intelligence on a daily basis.  Even though people are using generative AI to write and create content, individuals are questioning its validity.  More specifically, if it’s trustworthy.  When it comes to AI platforms like ChatGPT-3, Notion AI, and Article Forge, there’s a growing concern over the accuracy and quality of the content.

So, is generative AI reliable?  The short answer is, to an extent.  In the marketing realm, there’s no doubt that AI is a useful tool.  When using it to generate content though, proceed with caution, especially when it comes to facts. 

Considerations in Using Generative AI

When using generative AI for content creation, there are two aspects of the content to consider, the facts and everything else.  The “everything else” encompasses style and opinion.  In this early stage of the AI revolution, we don’t suggest blindly trusting AI.  While AI algorithms can analyze large amounts of data and provide insights, they also make mistakes.  This is one of the reasons why humans are imperative to creating quality work, and why AI won’t be stealing your job anytime soon.  It’s critical that content highlights marketing professional’s unique opinions, style, and voice.  In the same vein, it’s crucial to verify the accuracy of the information.  To accomplish this, AI generated content should go through thorough review and fact checking.

Supplementing Generative AI with Fact Checking

A marketer can use AI to their advantage by generating content in a niche they’re already familiar with.  This way, a marketer can easily verify the information that the AI produces.  For example, a marketer with a knack for social media strategy can use an AI tool to write the first draft of an article.  After, the marketer can use their expertise to refine, edit, and tailor the article to their target audience.  When using AI generated content for topics an individual is less familiar with, we recommend an extra round of fact checking.  

While it’s tempting to rely solely on the AI, this can lead to inaccurate content.  A perfect example of this occurred in real-time when Google’s AI, Bard, made an error in its first demo.  While it’s normal for AI to make mistakes, the human error of sharing the demo across social media channels was easily preventable.  As marketers, we only have so much trust with our audience.  Knowing this, it’s better to take the time to review AI generated content, ensuring your audience is receiving top quality information.

We Think Generative AI is Worth It

Even with its faults, AI is an extremely valuable digital marketing tool.  Through processes like AI marketing automation and AI campaign creation, marketers can save hours of work every single week.  Speaking to this, Contentware is an AI marketing platform that auto generates entire marketing campaigns in minutes.  Contentware writes copy, creates campaign imagery, generates email and social content, and populates a best practices marketing calendar with all the content.  As an extra safety wall, all the content on the calendar must be approved by a human before distribution.

Ultimately, there’s no reason to be scared of generative AI, as it’s proving to be a valuable tool for marketers and content creators.  When marketers use AI responsibly, and include fact checking in their workflow, they save hours of time and energy on repetitive tasks.  At the end of the day, it’s up to the human behind the AI to ensure that the content they release is accurate and reliable.

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