While the use of artificial intelligence (AI) has been widely discussed for years (if not decades), it has seemed more like a promise that remained out of reach for most and only applicable to the lucky few who had the resources to adopt it within their businesses.
That’s all changed. In a relatively short time frame, AI was no longer a promise of the future but the reality of today. Conversational and generative AI applications like ChatGPT skyrocketed in recent months, with both businesses and individuals alike leveraging it to expedite various components of the content process, in particular. These tools support idea generation, keyword optimization, content summarization and so much more, ultimately helping to expedite content workflows and save time and resources that could be leveraged elsewhere.
But—are we going too fast? Are these tools ethical? Are they actually effective? How exactly are they changing content programs? Let’s dive in.
AI and your content program: What you need to know today
First, let’s cover how AI applications are being put to work within content programs.
One AI platform that’s particularly popular at the moment is ChatGPT. It’s a ‘natural language processing’ (NLP) tool that allows users to have human-like conversations. It can answer questions and assist users with tasks, such as composing emails, articles, or social media posts—and with specific prompts (the more specific, the better), it can complete these tasks in seconds.
Keep in mind, however, that ChatGPT has limitations. It doesn’t generate original thinking or ideas. It might not always provide the correct response or a well-written response. It doesn’t cite sources, and it only pulls from existing information up until 2021. With that, these aren’t tools that can replace content programs or the people who execute them, rather can help aid various steps within the process.
8 questions to ask about AI and your content program
What are the ethical considerations around using AI in my content creation process?
What are some downsides to using AI in my content program?
What guidelines or restrictions do we need to be aware of when it comes to using AI?
Do we have to disclose that we used AI?
How do we learn how to use AI tools?
Are developers required for incorporating AI into my content program?
Will AI eliminate anyone's role?
How can we ensure accuracy in our content when used in conjunction with AI tools like ChatGPT?
Benefits of leveraging AI for your content program
With so many outstanding questions surrounding AI, you might be wondering if it’s worth incorporating it into your content workflow. Here’s the upside of AI:
- It can help generate content ideas and topics: Writer’s block? AI can help with that. You can use different AI tools to help ideate content ideas and topics that would resonate with your specific audience.
- It can speed up various processes: These tools can scan existing, relevant information for you and then summarize the answer you’re looking for in seconds. This can especially help with the upfront research process when content teams are trying to understand their buyers (but again–remember to fact check what it provides you).
- It assists with writing: Various tools help with editing and proofreading and now writing itself. This can save a significant amount of time for teams, with content experts only having to edit and refine the piece to ensure it aligns with the company’s tone and voice in some cases.
- It supports all forms of content: AI isn’t only being leveraged for written content but for audio and visual content as well. It can help create and edit visuals to supplement blogs and articles, for example.
- It accommodates various channels: Content teams can leverage these tools to break down content across different channels. With the right prompt, you can feed the tool an article and have it break it down into various social posts for you.
There are various benefits of incorporating AI into your content programs. The best path forward is to stay informed and ensure you and your teams understand how it can be used within your company to enhance and elevate the content you create.
Questions about AI and your content program? Let’s connect.
It’s no question that, with the acceleration of time-saving tools like AI, content programs are poised for disruption. However, that disruption can ultimately be a great thing for the people running the programs and the audiences digesting their content if these tools are understood and properly deployed by those using them.
Moreover, remember that AI is new and still evolving. Take your time learning the implications of these tools and lean on your technology partners for support and insights.
Have questions or concerns about how AI is impacting content programs? Want to learn more about how Brightspot is approaching AI? Let’s connect! We’re more than happy to dive into the details with you.