A few years ago, artificial intelligence still seemed like some distant, sci-fi version of reality. And it certainly didn’t seem like it was going to completely change how marketers worked in the next few years.
But in 2023, generative AI is officially here, and it’s only on the rise. In fact, the size of the Generative AI market is responsible for more USD 7 billion in 2021, and is expected to exceed USD 110 billion by 2023 – Growing at a CAGR of 34.3%.
All of which is to say: Generative AI is poised to completely disrupt and elevate the content strategies of businesses in 2023 and beyond.
And disruption of any kind can be scary. What does generative AI mean for the future of marketing? Will it replace us, or elevate us? And what about SEO? Will Googling be replaced by AI chatbots – and what does this mean for content creation?
here, i talked with Samyutha Reddy, jasper’s Head of Enterprise Marketing, to find out his perspective on whether AI will replace content creators in the future as well as SEO.
Let’s dive in
Will AI replace marketers?
AI augments the human experience – but it doesn’t replace the human within that experience
Generative AI can research virtually any topic on the Internet, and convert that research into original content. It can format that content as a blog post, email, Facebook ad or anything else depending on the query.
Generative AI is still in its infancy, and has some issues. The information it collects may be biased or simply false, and it does not have the intelligence of a real human to catch those inaccuracies.
But as generative AI continues to learn and grow, it’s understandable that marketers are concerned. In the future, instead of needing a team of five or ten content creators, will you need just one AI to fact-check content?
Luckily, Samyukta is not worried. In fact, even though his team currently uses Generative AI on a daily basis, he is actively hiring and growing his team.
As she puts it, “AI augments the human experience, but it does not replace the human within that experience. We value authors in our society because they are able to give us a thought-provoking human perspective on the world.” It’s not just about summarizing facts. It’s about humans sharing opinions on very real topics that help form your perspective on how you feel about something So AI can never really replace that human approach.”
However, AI Desire Force content creators to re-skill
Samyukta acknowledges that AI will force content creators to re-skill, as aspects of their roles become more automated.
He told me, “I think it will force content creators to re-skill. And I don’t think that’s a bad thing. I think that’s what every major change in technology has done to humans.” “
She adds, “I have never met a content creator who said, ‘wait. I really want to spend more time doing all the rote work of reading everything there is to know on the internet about a given topic.’ AI will give marketers more time to be creative, form opinions, and incorporate more data sources into their approach.”
Instead of thinking of AI as a content creator replacement, it is better to think of AI as the marketer’s efficient side-kick.
Consider this: A marketer decides she wants to write a topic about SWOT analysis. Instead of sipping her morning coffee and reading up on what SWOT analysis means, effective SWOT analysis examples, and how SWOT analysis can help businesses grow, she can simply plug the query into an AI chatbot.
Once she verifies the sources that the chatbot used to pull that information, she can quickly skim through the AI’s response and everything she needs to start writing about the topic. Can learn She can also use the AI’s feedback as a first draft, and reinforce it with her own unique tone and perspective.
From there, she can take advantage of the AI’s proofreading skills to edit her final copy.
Additionally, if the marketer has written a piece of content that she wants to turn into a full-fledged campaign, she can use AI to reformat her blog post into relevant ad copy and creative, which she can then integrate into her Sales and paid advertising teams.
As Reddy says, “I can effectively run an entire drip campaign for sales, an entire outbound sequence, complete with landing pages, with ads that people will click and see. And that really gives me control.” It allows me to take back what it means to execute a campaign. It really enables me to be a project manager and a strategist, versus someone who uses other people’s influence to deliver my end of the bargain. are waiting
Marketers will need to specialize in chosen AI platforms
freelancing platform upwork recently announced that a new category has been added to‘Generative AI’, as a feature within their market.
This means business leaders can now hire freelance content creators who have expertise with a specific AI platform — and Reddy isn’t surprised.
She says, “AI has deeply built-in biases within its models that people are working on. AI has a tendency to hallucinate and talk about random things when you’re asking it for output.” start, so it’s going to be really hard to remove it completely.” Human by process.”
She adds, “Just as a marketer can level-up by becoming HubSpot or Salesforce certified, I think we will soon see marketers who demonstrate their value by saying, ‘Hey, I want to use the generative AI platform. I am skilled in using it.'”
AI will eliminate parts of the manufacturing process – but it will also upend marketers
Reddy admits, “I Doing I think it will eliminate parts of the content creation process.”
However, he’s quick to add, “I think AI will focus on elevating people, and I think the angle you take on this whole generative AI front. If you’re a writer, content creator or marketer If you want to ask yourself, ‘Am I going to be someone who embraces technology and figures out how to groom myself in terms of talent and really become the cream of the crop? Or am I going to be someone who pushes technology away, refuses to believe it’s happening, and clings to the old way of life?’,
For Reddy, she sees marketers at the forefront of a tool that will eventually eliminate all roles within a business, and believes it is a great privilege to be the first to adopt it.
As she puts it, “I think there’s a certain power here that marketers can reap, and instead of falling victim to this story of ‘generative AI coming to marketing,’ I think we can actually Let me repeat it as we say, ‘Generative AI has landed in the most innovative part of enterprise: marketing.'”
She adds, “And now we’re stewards of this technology and how it will be used within the enterprise, and we get to pilot it and see how it can supercharge our work. And the people who Lean toward being the manager of this powerful technology that will take advantage of it. I consider myself and our industry extremely fortunate to be in this position.”
Will Generative AI replace search engines?
As more marketers and consumers use AI chatbots to get quick answers to common questions, it stands to reason that they will use search engines less.
Reddy doesn’t see search engines going away, especially since the information on search engines powers generative AI results – but she sees this changing very quickly.
As she puts it, “Search can help fight AI’s inaccuracies. For example, Jasper has a function where you can toggle on Google search results. So if I say, ‘Jasper, show me XYZ’ help write a paragraph about,’ it would write the paragraph, and below it would put it in Google search results, whereas it helped me generate that output. So I have factual links I can cite, and it fact-check to make sure they are the most reliable piece of content on a given topic.”
She continues, “I don’t see the search going away. I Doing See a future where I don’t necessarily want to type things into a search bar, and instead, I want to use chat functionality. I think it is imminent. And I think we’re already seeing it with the virality of Chat GPT. In a few days, it has become Fastest Growing Consumer App,
Ultimately, I found my conversation with Reddy positive and encouraging. As marketers, we don’t need to fear AI: we need to embrace it as technology that will help us do our jobs better.
And, personally, I’m in favor of any tool that cuts down on the time I spend on my research, so I can get back to what really matters: getting readers to think differently. Creating content with the intent to move, inspire or challenge.