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How AI Will Impact Digital Content Production

The future potential of AI is a complicated topic that presents consequences and opportunities to every business in every industry. We can already see how AI could impact our daily lives with cars becoming a reality, Coca-Cola using AI instead of human employees to generate its latest adverts and AI experts (including Elon Musk) already urging a ban in AI weapons. The dawn of AI is here and its impact is already being felt, even in the digital content sector.

Current AI use in content

AI already plays a big part in digital content production - you’ve probably even read some automated content without knowing it! Using Natural Language Generation (a type of AI that can work from a template to turn large amounts of data into readable content) businesses can create documents, such as earning reports, quickly and efficiently. Quill and Wordsmith are two examples of this software - here’s what the content looks like:

“Revenue in the second quarter, ending June 30, rose 45% to $9.32 billion, from $6.43 billion in the same period a year earlier, topping the $9.2 billion and 43% year-over-year growth expected on average among analysts polled by Yahoo Finance.”

AI is also being used extensively for tweets and social media updates; anything from sports results to news updates can easily be set up to report in a live social feed.
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Other ways it helps digital content

It isn’t just content creation that AI is impacting. Companies have been using software like Buzzsumo to help understand which topics are trending - and therefore which content would be best to curate and post.

Using AI to assist in content curation makes the process faster and more efficient than ever before, as AI can collect large amounts of information on a specific audience at a much larger scale and in a much smaller timeframe than a human.

This allows content curators to make informed decisions to help them understand what content their target audience wants. This still takes a considerable amount of time and effort from a human, but now their focus can be spent more on decision making rather than data analysis.

The future of digital marketing and content careers

With AI nearly winning a literary award in Japan, things have never looked more uncertain for the long-term value of human-written content. A German company are even in public alpha-testing for an artificially intelligent content creator - you just have to provide it with a topic and it will source references and write an article.

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Although these cases sound scary, automated content doesn’t necessarily mean the end of human careers in digital content production - at least for now! Humans are still needed to make the “big picture” decisions of how a campaign should be run, or whether a piece of content could be offensive or not politically correct. It will also free up their time to focus on creative high end work and to put more time into understanding the reader/customer and how they can best gain their trust with high quality content.

Possible industry impact

One of the changes AI is effecting on digital content production is that everything looks to be getting a lot more personal - and on a much larger scale. AI such as WayBlazer use IBM Watson’s AI to personalise search results based on customer data.

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Following this logic, it’s perfectly feasible that AI will give creators the ability to produce hyper personalised content for smaller and smaller groups by using data collected and processed by AI, and then producing pieces of content that offer specific value to that group.

This large scale personalisation will free up content producers to work more on “big picture” projects and high-end content rather than the day-to-day repetitive tasks which can easily be automated.

Artificial Intelligence is here to stay

Eventually, AI will change everything, and digital content production is no exception.

There are many positives of introducing AI to digital content; removing the busy work from content producers’ day-to-day lives and allowing them to work on more strategic and insightful projects.

Keep an eye out for AI, its content can already be found all over the Internet without most users knowing it wasn’t written by a human, and it’s only going to get harder to ascertain its origin. With novels from AI almost winning awards and whole articles able to be produced automatically, it’s important to understand how you can harness the power of AI and how you can best apply it to your content marketing plan.

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