It’s 2022. We may not be anywhere near the flying cars that we’ve seen in the Back to the Future movies, but the future's looking bright indeed. A few years ago, when computers started replacing people in critical industries, many people swore that these artificial constructs would never be able to be creative like humans are. Uhm, sorry?
Welcome to the future of digital marketing – AI writing. Human copywriters used to do tons of research in trying to perfect marketing content for businesses. Now, it’s taking AI writers a few minutes to do the same thing.
In fact, JP Morgan Chase, a giant in the finance industry, used AI to generate marketing material for their company and it worked! The marketing campaign generated by AI writing did more than 250% better than human copywriters.
However, before we dive deep into the changes instituted by AI writing, let’s discuss what it is and how it works.
Behind the Scenes
AI writing is a kind of software that makes use of artificial intelligence that predicts text based on what you’re providing. Because of this, the software can churn out landing pages, marketing copies, slogans, blog outlines, lyrics, brand names, and even full blog content. That’s how powerful this new tool is.
For people not familiar with its use, they would be skeptical of how good an AI writer really is until they try it for the first time. Then, those raised eyebrows will give in to oohs and aahs of amazement. And, their shock would be understandable because a few years ago, AI writing wasn’t anywhere near what it is now. In fact, AI could only produce short pieces of text.
Now, they can probably start taking over the world! Just kidding! Even the AI writers we have now aren't perfect. They still have flaws that are expected to diminish as technology evolves.
How Can It Do What It Does?
Most of the AI Writers used today are based on OpenAI’s GPT-3 model. Just 2 years ago, when given input, the Application Programming Interface (API) would try to match the pattern it was given.
You could even give it a few examples, so what you’re asking it to do is clearer. Then, it can start creating whatever text you “programmed” it to create. Pretty neat, huh?
Obviously, GPT-3 has improved drastically since then, to the point where it can analyze thousands to millions of human-created content in a few minutes and then, creates content that’s not only unique, but grammatically correct too. Thus, eliminating the need to grammar check and check for plagiarism.
Not So fast, Buddy!
Although AI writing is an amazing feat, it’s still prone to making mistakes, especially when writing long-form blog content. For shorter marketing copies, they’d be excellent, but some AI writers have trouble generating those 1000-word articles with consistency.
That’s why many content writers always describe the blog content AI writers produce as “some editing required”. Basically, these AI writers still need the complex workings of the human mind to keep it in line.
What to Look Forward To
It’s barely been 2 years since OpenAI developed their GPT-3 model and the capabilities of AI writers are already astounding. Many scientists and programmers are very optimistic about what’s to come. Add a self-learning capability to AI and you’ll get the closest artificial intelligence we have to the human mind.
Today, Digital Marketing; tomorrow, the world!