AI touches every part of our lives - from smart devices to apps and other software tools. But particular AI-powered tools launched earlier this year have been the subject of headline news – AI-driven content creation. Love it or hate it – and there are plenty of people on both sides of the fence – it has become a major talking point in the world of marketing and web content creation. 
The recent AI Marketing Benchmark Report 2023 found that 44.4% of businesses use AI content creation technology for marketing purposes. However, there are pros and cons in using these types of tools to create content for your website. We will delve a little deeper into this so that you have all the information you need to make an informed decision. 

What is AI-powered content creation? 

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Advantages of AI for content creation 

Without a doubt, there are advantages to using AI-powered content creation tools for some tasks, such as websites, articles and blogs, social media posts and generating ideas. 
1. Saves time. Contrary to belief, creating good, effective and engaging content takes time, from the initial research to building an outline and then writing the words. AI significantly reduces this time-consuming work and can produce research results, ideas and even the content itself within a matter of minutes, or even seconds. 
2. Saves money. In many situations, businesses will hire freelancers or outsource content creation work to agencies, which costs money. So, for business owners, and marketers in particular, to be able to generate content using AI tools for a variety of uses saves quite a bit of money for the business. 
3. Greater productivity and efficiency. Because creating content manually takes time and resources, it will slow down productivity and reduce the efficiency of staff. However, using AI-based content generators, what would take hours now takes minutes. 
4. Better content quality. Although this particular advantage has been the subject of debate in recent months, it must be said that AI-generated content does deliver consistency in tone and writing style. 
5. Enhanced SEO performance. Many of today’s AI content generators are used for creating SEO-optimised content that will improve the overall performance of your online channels. 
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Disadvantages of AI for content generation 

Despite the advantages of using AI content generators, there are disadvantages that must be considered. 
1. A lack of personalisation and creativity. At the moment, AI cannot mimic humans and, therefore, will lack a level of creativity, such as improvisation. This means that the content generated can appear bland and dull as it doesn’t have the human element, which often creates engagement with consumers. Because AI is not ‘emotional’ (think of the character played by Brent Spinner in Star Trek – Data), AI content will lack that personalisation and emotional element. Therefore, it is unlikely to ‘connect’ with consumers and probably won’t be shared as much. 
2. Prone to errors. As recently demonstrated with Microsoft Start’s article, which used AI to create the content, and an inappropriate poll was included. The famous Grammys also suffered at the hands of AI, when a song featuring the ‘voices’ of Drake and those from The Weekend was submitted – it was all generated by AI and is now barred from consideration. This incident, like others, has led to many looking at the legal side of using AI. Therefore, if you are using an AI content generator, it is important to not only proofread the content but also to thoroughly check the details. AI, at the moment, cannot recognise content that is unstructured, inaccurate, offensive or cluttered – only a human can do that. 
3. The ethical issue. As mentioned above, AI is prone to errors and can also produce content that is biased or discriminating, or worse. There have been cases in recent months where AI-generated content has been used to deceive or influence people’s decisions maliciously and in creating ‘fake’ news, as well as false reviews. For example, Sir Keir Starmer was falsely accused of verbally abusing staff in an audio clip that turned out to be a deep fake. 
4. Plagiarism and lack of quality. The problem is that AI-based content generators rely entirely on information already in the public domain. The algorithms take a black-and-white view of the content, i.e. does it match the request or not, and then knit the data together in an article-like piece. Not only can this impact the quality of the content, but it could also lead to plagiarism claims. 
5. Humans are still needed. For ethical reasons, emotional and personalisation aspects, and the errors that can occur, humans are still very much needed to review AI content before it gets published. 
6. Lack of new ideas. AI has its limitations, and creating new ideas or topics is one of them. This is because the algorithms are programmed to use existing data to pull together the content, making it extremely hard for AI to produce ideas based on the latest trends or market analysis. 
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While there are pros and cons for using AI to generate content for your website, it is still a useful tool, such as when conducting research, proofreading or editing existing content, answering queries, translating from different languages and creating short-form content, like metadata or social media posts. 
At it’seeze, your professional web design company in Bristol, we specialise in delivering affordable website packages for start-ups and small businesses. We combine our easy-to-use website editor with ongoing expert local support and in-house resources to build bespoke, high-quality and engaging websites, fully SEO-optimised for local searches. Call us today to start developing the website you need to turn your business into a success. Contact us for more details. 
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