A.I., for content creation, has revolutionized Marketing, and it is just in its infancy. Depending on your point of view, A.I. is either the fantasy we all have been dreaming about or the threat the apocalyptic text predicts. A.I. is neither a divine answer to our questions nor an apocalyptic achievement that will make us all lose our jobs.

What is A.I. for?

A.I. is a powerful ally, a tool that can significantly enhance our work. As technology advances, we can look forward to delegating tasks without worrying about the tone, voice, or source of information. It’s akin to having a new Marketing Coordinator with a bright future, impressive qualifications, and references. We need to guide them to ensure their success.

A.I. for content creation?

Having established my stance on A.I., I’m curious how many Marketers, especially those from older generations, understand its inner workings for content creation. Yes, it involves machine learning, but what does that mean?

Machine Learning is just one aspect of A.I. A.I. creates content through computational processes like NLP (Natural Language Processing), ML (Machine Learning), and deep learning.

Let’s look at how A.I. for content creation works in more detail.

1. Collection data:
   • The A.I. is trained on large amounts of data from various sources like books, articles, websites, and other digital texts. This data collection allows the A.I. to learn and assimilate language patterns, grammar, syntax, facts, opinions, context, and more. This process helps the A.I. learn language patterns, grammar, context, and facts. The knowledge it acquires at this point is broad and generic. A.I. will write using a different tone and voice for your brand. Following the previous analogy of the Marketing Coordinator, they are excellent writers but still need to get the brand down.

• Training the Model:
  • Training the model allows A.I. to predict a text, for example. This training is done through “unsupervised learning,” where the model analyzes text data without explicit instructions. As stated, A.I. reads the part you are writing, runs statistics and probabilities analysis based on all the data analyzed on the web, and chooses the most likely word to follow your text.

• Fine-Tuning in A.I. for content creation:
• • Fine Tuning is the part in which our involvement is requested the most. This means the A.I. for content creation uses its interactions with you to set the tone, voice, and parameters you write or speak in. A.I. makes the content created sound like your brand or you. The system takes all the millions of data points, analyzes, processes them, and uses them for content creation and an array of secondary functions like:

• • • Text Generation: Texte created according to the probabilities and patterns learned. Fine-tuning is extremely important here because A.I. can understand how you write and mimic the same tone, voice, and pattern.
    • Text prediction: As mentioned above, probabilities and statistics help A.I. predict the following letter, word, or sentence in a text. To do this, A.I. creates patterns and suggests the subsequent character in that pattern.
    • Content Summarization: A.I. analyzes vast amounts of information to extract the most pertinent information in a concise summary text.
    • Translation: Translation fascinates me since communication and rhetoric are my fields of study and research. Language is an established pattern of sounds, symbols, and structures. A.I. translation systems learn these patterns through extensive training on bilingual text corpora. They then use this knowledge to translate information from one language pattern to another, ensuring the meaning and context transfers across languages.
    • Sentiment (Emotional) Analysis: This analysis determines the sentiment of the text based on patterns resulting from the analysis of millions upon millions of lines of text. An example is Grammarly, which tells you whether your text sounds joyful or sad.
    • Personalization: Based on fine-tuning and the information gathered from the web, it tailors content specific to you, doing the same for the content you write.

Once the system has learned how you write, what you write about, and what patterns you use, it will start creating or suggesting content based on the previous interactions and the data acquired.

Is AI my Marketing Coordinator?

Following the initial analogy of using A.I. for content creation, your Marketing Coordinator is ready. However, like any other team member, you must provide precise information so they can create the most influential work that aligns better with your requirements.

A.I. for content creation is effective and quick but can be dangerous. If we become complacent and simply ASS-U-ME that the system knows how to write and write like I want it to, we may run into problems.

An anecdote of using A.I. for content creation

I was revising a website recently and found several things that needed to be corrected. The tone and voice of the text varied from page to page, and some sentences felt awkward or hard to understand. I made my corrections and sent them to the team.

Trust technology, but not too much

The team member in charge of changing the content said my corrections were wrong because his grammar had already checked the text and gave no errors. I asked what settings he used for Grammarly and discovered he was using a free version. I also realized he would run the text utterly separate from one another, so some texts sounded formal, others relaxed and even intrusive.

When you trust A.I. for content Creation too much: Repercussions

Suppose the system writes content with different voices and tones. In that case, the audience will not recall the messages quickly nor associate content with your brand and the brand association you have established. The audience will soon find out your messages are prefabricated or machine-generated, and you can lose your favorability with the audience or never gain it at all.  

A common mistake when using A.I. for Content Creation

In this example, the person trusted the technology more than their skills, or my skills, for that matter. If I had just left it there, the problem of tone, voice, and awkward sentences would remain. I explained the reasoning behind the edits, and we corrected everything.

What were the mistakes?

The person used a free version of Grammarly, which is good but could be better. If I write, I would instead use Grammarly’s best possible options. I have been paying for it myself since 2020. I advise spending a few bucks for the premium version of your favorite A.I. and Grammarly, Reverso, or any of those.

The person needs to understand how A.I. works and that there is a learning curve for the system to write as you want.

Be specific with your instructions.

The person needed to be more specific with his instructions. When I use A.I., I give it as much information as possible, and if there is an example of a structure I want, I also p[rovided. It is just like dealing with a copywriter; they will only succeed if we are specific.

My A.I. has learned to use my persuasion trees, the structures I use to build an argument or any other persuasive message.

A TREE is an acronym for Topic sentence, Reasons, Examine reasons, and Ending.

In conclusion, the A.I. I use for content writing already knows this structure and how I structure an argument, giving me the type of message I want. However, I always have to change things here and there because, as marketers, we are the stewards of the brand, the experts on our audience, and the gatekeepers of the information we publish under our professional banner.

If you like to read more about AI, read AI in Marketing

I also recommend this study, “What is our Role in the Age of AI?“

For sources, please click the word