Do you remember the old joke about monkeys? How if you put enough of them in front of typewriters and allowed them to bang away, one of them might eventually bash out the Great American Novel?
Well, we’re currently seeing a similar premise play out in real time. It’s not with chimps, but with robots. AI is rapidly overtaking the content marketing industry, helping to automate some of those simple, repetitive functions that take so much time. The idea is that, when AI is able to handle things like scheduling and reporting, it frees marketers to focus more of their efforts on real, creative work.
But what happens when the robots take over the creative work, as well?
Maybe it sounds farfetched to think that AI could actually produce written content… but the truth is, it’s happening already. There are programs out there that can automatically generate simple, factual stories (think stock reports or sports updates) with little or no input from human writers.
Great news for anyone who needs basic Web copy quickly, and without a lot of hassle. Bad news for, well, writers, the latest professionals to see their livelihoods encroached on by faceless tech.
What AI Can’t Do
Actually, though, the situation is not that dire. While AI can and should be used in certain content marketing functions, it will never be able to put writers out of work.
Why? Because AI is great for many things: Learning, mastering basic patterns, even mimicking human speech. Indeed, it’s no great surprise that simple reporting can now be automated; for AI to take sports scores and plug them into a formula doesn’t require much in the way of out-of-the-box thinking.
And that’s the one thing AI doesn’t possess: The ability to engage in lateral thinking or creative brainstorming. Robotic “writers” may be able to mimic some narrative archetypes, but they can’t build worlds or capture emotion like a human writer can.
To put it one way, AI can absolutely report the basic stats of a soccer game… but it could never invent Quidditch, or develop the story beats for a Rocky movie.
The functionality of AI rests on what’s repeatable… on tasks that can be boiled down to a formula or algorithm. But there’s no algorithm for human creativity; no way you can automate out-of-the-box thinking, storytelling, human interest, or reader engagement.
And what that means is that, while AI can be a helpful tool for generating boilerplate copy, it can’t produce the kind of original, emotionally-charged, and value-adding content that’s required for effective content marketing.
Still a Role for Writers
Writers can rest easy. And companies that have invested in automated programs to assist with their content marketing can pat themselves on the back: They’ve taken meaningful steps toward streamlining their processes and maximizing efficiency.
But they still need human beings who are skilled in using words to facilitate connection. That’s where we come in. To speak with a Grammar Chic writer about any of the things your AI can’t do, reach out today: 803-831-7444 or www.grammarchic.net.
Amanda E. Clark founded Grammar Chic in 2008. She is a graduate of Eastern Michigan University and holds degrees in Journalism, Political Science, and English. She launched Grammar Chic after freelancing for several years while simultaneously leading marketing and advertising initiatives for several Fortune 500 companies.