How to use AI-generated content safely in digital marketing

An increasing number of AI-backed applications are on the market that allow companies to generate high quality content. But companies must ensure they still retain human oversight at various steps of the process if they wish to avoid the possibility of serious mistakes.

The use of various Artificial Intelligence (AI) applications such as ChatGPT can provide businesses with a powerful tool to generate useful content effectively. To do so, however, does require careful planning and implementation to get the best value, and to avoid mistakes that can have serious impact on your brand reputation and business.

The basic benefits of using AI are that it can speeden up and play a highly cost-effective role in generating content, but it is critical to remember that it stills need human oversight at several stages of the process.

AI applications can quickly generate drafts, variations, or outlines and ideas which can be useful in formulating the content required. Moreover, when an insightful feature, say, has been written it can also optimize the draft with the inclusion of key words to improve SEO and ideas for headlines. It still needs a skilled operator, however to decide on the subject matter of the content; align the final copy with the style, depth and tone that reflects the company’s brand values.

The choice of which application also needs to be carefully considered as some may well be better than others for certain content. As new AI powered applications continue to bombard the market, decisions will have to be regularly made as to which are the nest to deliver the exact requirements. Moreover, any system used is likely to have its own unique ways to input instructions to achieve the best output of material. AI is one of the fastest-developing technology sectors and it is essential to keep up-to-date with new product launches and existing platform upgrades.

At this stage in their development, AI platforms such as ChatGPT, may "hallucinate" or fabricate information; reflect stereotypes or outdated norms; incorrectly present facts, and lack sensitivity to geopolitical or moral issues that could be disastrous for a company. Users should avoid these pitfalls by ensuring someone with the required publishing and AI knowledge and skills is available to fully fact check material, ensure editorial structure reflects the brand’s unique stance on such issues, is in keeping with its editorial style.

By establishing formal guidelines that achieve the above, or by outsourcing them to an individual or organisation with the requisite professional skills, A company can ensure that AI-generated copy is a powerful tool. Through combining its strengths with professional and experienced human judgment, editorial control, and ethical oversight, companies can unlock its AI’s potential for digital marketing avoiding the reputational and legal pitfalls that could occur.