In recent years, there have been significant advancements in the field of artificial intelligence (AI), particularly in the realm of generative AI. OpenAI’s launch of ChatGPT, an AI chatbot that can understand and generate human-like text, has paved the way for a new era of content creation. Recognizing the potential of this technology, I have taken on the role of teaching writers how to effectively use generative AI tools, such as ChatGPT, to create valuable content.
Before delving into the practicalities of using generative AI, it is essential to understand what makes content helpful. According to Danny Goodwin’s article, “What is helpful content, according to Google?”, helpful content is created for a specific audience, features expertise on the topic, is trustworthy and credible, and meets the needs of the searcher. These principles serve as a foundation for creating valuable and engaging content.
However, it is crucial to acknowledge the capabilities and limitations of generative AI. While these models can generate coherent and fluent text, they may not always produce factually accurate or high-quality content without human oversight and editing. It is essential to exercise caution and double-check the information provided by AI chatbots.
To demonstrate the potential pitfalls of relying solely on generative AI, I have assigned students in the United Arab Emirates and participants in training workshops in the United States with tasks that highlight the limitations of this technology. For example, AI chatbots may struggle with nuanced knowledge, such as the shifting date of Ramadan each year or local holidays specific to certain regions.
That being said, there are specific writing tasks where generative AI can be particularly useful. It can assist with brainstorming and ideation, researching and gathering information, expanding on ideas or creating rough drafts, and improving existing content. However, it is crucial to view generative AI as a tool to complement human creativity and expertise rather than a replacement for it.
When using generative AI, writers should have clear expectations and outline responsible use in writing assignments. Crafted prompts should guide the AI chatbot’s output towards the desired outcome. Critical thinking and editing are essential to assess the factuality, relevance, and coherence of generated content. Adding a personal touch, such as personal insights or anecdotes, can make the AI-generated content more engaging and authentic.
There is ongoing debate about the use of generative AI in content creation. However, Google’s latest core update has targeted spam generated by AI models, indicating that marketers can still use generative AI to draft content, but should exercise caution in publishing the raw output. Transparency is crucial when using AI-generated content, and it is essential to disclose the use of AI tools in the creation process.
One notable tool in this space is BrightEdge’s Copilot for Content Advisor, which provides insights, structured content suggestions, and AI-generated first drafts for human refinement and collaboration. Early users have reported significant improvements in content publishing productivity, with AI saving time on research and identifying blind spots.
As someone who practices what they preach, I have taught workshops where writers use generative AI tools like Copilot for Content Advisor to generate drafts for their articles. The AI-generated content is then refined by adding relevant statistics, credible quotes, and citations from reliable sources. This process has significantly improved the content creation workflow and reduced the time spent on keyword research.
In conclusion, generative AI has the potential to revolutionize content creation by assisting writers in various tasks. However, it is crucial to understand its limitations and exercise caution when relying solely on AI-generated content. By combining human creativity and expertise with generative AI tools, writers can create valuable, reliable, and engaging content that benefits readers. The future of content creation lies in the collaboration between humans and AI.
