Now, just as we thought we had mastered the art of impact on online social platforms, generative AI burst into the scene. Its digital stampede engulfed social media, flooding it with ChatGPT-generated responses and an ever-growing array of Midjourney images. The content machine was relentless, churning out material at lightning speed. Overnight, AI had transformed the content production landscape, and marketing would never be the same again.
But not to worry, this wild robot can be managed and tamed — all it takes is time, patience, and determination. It’s less about caging the AI monster and more about how we properly handle the potential of this algorithmic beast.
A disproportionate amount of time saved
Like many, I was already dabbling with AI for my own content writing. The most obvious benefit? An overwhelming amount of time saved. Marketing leaders surveyed in China claim that AI helps them save six to seven hours per week, assisting with tasks via automation, enhancing efficiency, and optimizing marketing strategies. Those in France, Germany, the Netherlands, the UK, and the US state they save between three and four hours. And this time often goes towards more creative pursuits, personal development, increased efficiency — essentially, better work-life balance.
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However, taming this wild robot demands an upfront investment of time and effort. Grasping the mechanics of language learning models (LLMs) would be crucial in mastering their use. It wasn’t just about plugging in a query and getting results; you had to figure out prompt engineering while tirelessly guiding the AI to deliver desired outcomes.
Integrating generative algorithms into my personal workflow felt second nature, but only after copious amounts of continuous trial and error. To me, generative AI was a cheat code for content writing, a supercharger for those already possessing a knack for crafting copy. I could juggle an increasing number of projects while the quality of work remained consistent or above baseline. Unsurprisingly, content ideation and copywriting are often cited as top AI use cases in creative processes globally. Despite their flaws, these algorithms proved surprisingly effective in facilitating creativity in marketing.
It quickly became apparent that ChatGPT wasn’t a direct replacement for discernment and writing skills. This was the newest performance enhancer in the world of content, albeit a blunt one that could potentially be wielded with finesse. Even with constant rewritten prompts and considerable amounts of context, I found that LLM algorithms often struggled to inject soul or identity into their outputs — perhaps due to the lack of personal bias. On the other hand, issues like this could very well be ironed out within a few years.
Valid concerns temper optimism towards the AI beast
Despite the positive buzz, skepticism and worry surrounding AI are persistent. TEAM LEWIS found that 61-75% of respondents in France, Germany, the Netherlands, the UK, and the US share concerns about AI replacing creatives, alongside half of those in China (52%). The Authors Guild, along with well-respected authors like John Grisham and George R.R. Martin, have since filed a lawsuit against OpenAI, alleging the use of their books to train machine learning algorithms.
Then Hollywood went on strike, fearing AI could render them obsolete. Even as Hollywood’s quill pens had their feathers ruffled, I remained unfazed. Perhaps because AI in various forms had always been a part of my life. From NPCs (non-Player Characters) in video games to preprogrammed lights and thermostats – AI has been a daily constant in its simpler iterations. Or maybe because it was never a question of if, but when.
Marketers and content creators are now recognizing the need to develop new guidelines and frameworks to tame and effectively collaborate with AI. Only those who have already earned their accolades can afford to pass up on this opportunity.
Bridging uncertainty and creative opportunity
Some marketing leaders remain on the fence regarding the effectiveness and usability of generative AI in content marketing and design. A third of those in the US (33%) believe AI won’t benefit content marketing such as copywriting for blogs and e-books. Meanwhile, a quarter of those in China (26%) don’t believe AI will benefit creative content such as videos and graphic design.
I certainly had some initial reservations of my own. However, once I developed my own prompting system, any lingering doubts about generative AI’s role in the creative process quickly dissipated, and it became evident that generative AI could significantly enhance content generation. Anecdotal results from my daily writing routine, combined with data from the broader consensus, confirmed its immense potential for creativity. Around half of those in China, Europe, and the UK say they will increase their use of generative AI for creative purposes (50-60%). As AI usage in marketing increases, over three-quarters of those in the US believe marketers will be forced to become more creative (78%), a view shared by over two-thirds of those in Europe and the UK (69%).
Generative AI has already become one of the greatest creative assets in the digital toolbox, supercharging creativity and accelerating brainstorming sessions.
Addressing the wild robot in the room
Globally, AI usage and sentiment vary, but one concern is universal: the implications on skillsets and jobs. Will we have the right tools and knowledge necessary to tame the beast, or will it instead consume us? Global marketing leaders believe that proficiency in artificial intelligence or machine learning, along with skills in analytics and ethics, will require further development (78%) and are advocating for this to happen sooner rather than later.
While reskilling and job displacement dominate the headlines, what keeps me up at night is the increasing number of paywalls and restrictions on the accessibility and usability of AI tools. Paid versions will undoubtedly outpace free “dumbed down” versions if they haven’t already, and this trend will only accelerate with the likes of OpenAI publicly announcing their consideration of raising ChatGPT paid subscriptions to $22 by 2025 and $44 by 2029. In addition, the algorithms available today in your current location could disappear tomorrow, simply because of geopolitics, revised local data privacy laws, changing AI regulations, and a myriad of other unaccountable factors.
Highlighting concerns and addressing criticisms of generative AI will help us collectively create stronger ethics that guide the principles of its use. How, why, and what we use AI for are important questions to answer, and frameworks will be needed to guide this collaborative relationship moving forward. When LLMs and generative AI allow anyone to generate content that writers and artists like myself would otherwise be paid for — quickly and at a low cost, it’s clear that inevitable social and economic consequences will need to be addressed.
Just one more prompt
In the coming years, the rollout of generative AI will continue and evolve as the technology behind it matures. Marketers should act swiftly to tame this wild robot and draw upon its power for good. But be warned, those who choose to handle this powerful beast must proceed with caution and patience, or risk missteps that could lead to unwanted setbacks from brand misalignment to sensitive data leaks.
The stakes may be high, and the margin for error is precariously slim. Nonetheless, we all should find our own ways to harness generative AI with a strategic yet inquisitive mindset — or be left behind in this rapidly evolving digital landscape that waits for no one.
