How Content Creation Is Changing With the Use of Artificial Intelligence

How will content creation be changed with the help of many AI tools such as ChatGPT and Co.? I believe it will have huge consequences - not tomorrow, but now. It is now important to combine the strengths of AI with the strengths and experiences of humans - not only to save time and costs (which is of course important), but to produce something that is ultimately better, more meaningful, more helpful and more effective. Here is an initial interim report of my thoughts on this.

In the old world we did it like this: First we thought about the goals for the content, the target audience, the channels and possible assumptions. Then we went into the next process, which was about research and writing. To support this, graphics were added which we optimized in several iterations to a final version. The final version was then proofread, translated and possibly formatted for the different channels and released. For this, people were needed again: for input into the CMS, for designing a PDF and print version and then for creating social media posts in different channels. In far too few cases, the content was then even used for sales activities such as a pitch or presentation.

AI-supported content creation changes the thinking and writing processes

So, what changes if artificial intelligence is added?

A little experienced content creator would immediately go to the AI machine and start the artificial intelligence to create an article according to certain specifications, maybe keywords. However, this will probably not result in a targeted article. That is why the conception of content supported by artificial intelligence is even more important. So far, after the conception, without much validation, writing was started. Artificial intelligence can here validate all assumptions.

This is very valuable because in this way we get to a much better result that really shows the desired effect. For example, we can use the artificial intelligence to take a very close look at the target group, to get a persona in a few minutes and to ask the AI for example how it would write an article for a very special persona. That’s very interesting and informative.

Get a better understanding of the target group and the effect of the content right from the start

If we use artificial intelligence for the validation of the assumptions in the conception and feed this back, we start with a much more solid basis for the research and writing. I am sure that much better articles will be created and content will be created.

In the next step, artificial intelligence is of great help in researching content that normally takes a lot of time and you always have the feeling that something is missing. AI can go deeper here.

I currently see writing with artificial intelligence as co-writing or co-thinking. That is also visible in the sketch above. In the end there is always a small yellow dot that needs human writing and thinking to give the whole thing authenticity.

Some content formats are better suited for creating with artificial intelligence, while others require more human support.

Faster negotiations and readable content

The next step in the process is the negotiation and here the validated assumptions from the first step help us. With the use of artificial intelligence, the negotiation rounds can be significantly shortened, as the texts become more readable and target group oriented.

After proofreading and translating, artificial intelligence can be used for output in the different channels. I already see social media completely replaced by artificial intelligence. There is also the possibility to create a landing page or pitch or presentation with artificial intelligence. But here too it depends on the content whether more human support is needed.

Formats that are particularly suitable for the use of artificial intelligence are pages that only have one purpose: to please the search engines. Interviews are probably hardly replaceable, as two people are speaking here. AI can help here to turn the recorded interview into text. Whisper from openai is also a step further, but it doesn’t really work - but only because people don’t cooperate, speak unclearly or don’t express their thoughts perfectly in words. Oh yes, we are not machines.

Think critically and carefully, read attentively, and don’t trust AI completely

As you can see, a lot will change. But it is important to make the right considerations and actually use artificial intelligence. Just because you visit a big library, you don’t necessarily get smarter. It is important to ask the best questions and take the answers as a starting point for further clever questions. We should take much more time for this than before.

So we won’t accelerate the processes, but the content will be significantly better. An important point is certainly the verification of the results of artificial intelligence. Since all texts will be wonderfully polished, quality assurance requires a pronounced reading intelligence. This can only be done by experienced, careful readers - a virtue that will become increasingly valuable in our short-lived world with attention spans in the millisecond range. Here presence and concentration are required. Under no circumstances should we blindly trust the results of artificial intelligence, but we should not demonize them either, but instead make consistent use of the strengths of AI. And that’s exactly what I’m going to do now. More to come.