Recently there has been a lot of attention about AI, or artificial intelligence. The concept of AI may seem far off in the future, but AI is already intertwined with our daily lives. Take a minute to think of how your life has changed over the past 10 years, specifically in terms of technology.
- Speaking on the phone is so last century. Now there's Face Time, Skype and/or Zoom.
- Meeting people is no longer about going to bars or recreational football leagues. Apps like Tindr, Grindr, and Bumble introduce us to potential partners.
- Working doesn't always require an in-person trip to the office. We can use Slack from home or our phones.
These developments are all linked with the rise of the revolutionary iPhone/smartphone. Ever since, technology has been speeding along with increasingly amazing developments.
Still not convinced? If the aforementioned examples aren't AI enough for you, ask Siri or Alexa about just about anything. Maybe they can't articulate feelings or pass the Turing test, but you can play Jeopardy with Alexa. Which is really cool!
Some people are concerned about what exactly AI development means for the future, like Elon Musk. Others are more optimistic about living in a UBI paradise where robots meet our every needs. Whether or not you think the future is more Skynet or Rosie the Robot, AI will continue to become increasingly part of our lives. And as content marketers, it's important to be on top of technological developments, especially within our field. Let's take a look at 3 ways AI has changed content marketing already.
AI Written Content Creation
Ah, content creation. The nuts and bolts of what we do. It's cerebral and creative so how can AI compete?
Believe it or not, it's already happening–but don't panic quite yet. This technology exists in the form of Quill and Wordsmith, which are focused on converting analytical data reports into cohesive, readable summaries. Content Marketing Institute notes that currently, machines can create content with simple rule sets and formats such as: financial summaries, quarterly reports, sports news/recaps and real-time stock insights. Reputable companies like Forbes are already using them, and probably others, too.
AI technology, however, is still a ways off from programs being capable of using unstructured data to create reports or articles. Though Automated Insights contends that their program is capable of automating humor, there is still a marked gap between what AI can produce versus humans. Thus, creative works like blogs and opinion pieces are still a uniquely human creation.
Content marketers: Take advantage of current AI tools to create routine content that eats up your creative time. Think basic reports involving data, email and social media content — and torture yourself with your writer's angst over long form pieces.
AI Personalized Emails
Emails are a huge part of content marketing. As much as marketers would like to make the emails we send highly personalized to customers, it’s a daunting task to even imagine undertaking. But the facts don’t lie: personalized emails fare far better than content that is written for a broad audience.
Lucky for us, AI is already on top of this issue. As customers engage with emails and websites, their interactions are recorded and analyzed by AI. Between looking at the customer’s preferred interests, engagement patterns and amount of time spent on pages, AI can predict other areas of interest for the customer by assessing their wish lists, time spent on pages, what they've read and engaged with, and the habits of other similar customers.
Content marketers: Focus on AI’s learning ability to analyze the customer’s data so you can give your customers more of what they want. Using analytics allows for emails to be tailor-made for target customers. It’s less guess work for you and hopefully more money for your business!
AI Website Design
When you think about redesigning a website, it's a fairly involved and complex process that involves designers, developers and engineers–at least for now. AI is already attempting to corner this market. A company called The Grid has an AI named Molly and she’s capable of building sites for a fraction of the cost. Check it out:
Currently, the process for web development takes a lot of time and money. Clients see several revisions before settling on what's the best design for their purposes. In lieu of all this back and forth, Molly can create multiple iterations in sheer seconds and at a fraction of the cost. If parts of the site aren't performing well, Molly can quickly implement various solutions that may work better.
Content marketers: Taking the guess and grunt work out of web design leaves more time for creating ultra cool and creative content. Combined with Molly's ability to rapidly change a site, it's so much easier to have fresh content.
AI Technology isn't a Career Killer
Seeing how AI is already changing the content marketing world may make you feel a little anxious. It's great that technology is making some of the rote and routine work less of our problem, but will it get smart enough to take over our jobs completely?
History teaches us that as technology has developed, it will change jobs. Think of phone books, typewriters, snail mail and coal mining, among numerous industries that had their time and place in human history. For example, email is now one of the primary forms of written communication. The mail service industry, however, isn't obsolete. With e-commerce exploding, we are more reliant on the postal service more than ever. But sadly handwritten letters and cards aren't the norm anymore.
Industries and jobs evolve. The use of AI is a benefit to content marketing, not reason to fear your job dissipating into the ether. All this new AI technology allows us to be much better marketers. We have an even better understanding of our target customers and with all the AI doing all the mundane work, we have more time to be creative. Or play Jeopardy with Alexa!