Many artificial intelligence writing programs are now capable of producing sentences that are grammatically correct. But the lack of creativity is very apparent in their work.
“Artificial intelligence can write a blog post, but it’s not going to win any awards for its prose,” says Jason Miller who considers himself future-proof because his company curates compelling content that artificial intelligence isn’t yet able to produce. “You have to be more strategic than just blogging.”
For businesses, artificial intelligence represents an opportunity and a threat. It’s an opportunity to reduce labor costs by utilizing AI tools, but it also means less job security as artificial intelligence begins taking over the writing process.
“Ultimately artificial intelligence will replace me,” said Mike Butler who has spent 12 years working at a digital marketing agency. “I just haven’t seen artificial intelligence truly replace me yet.”
However, artificial intelligence is already capable of many things that humans are not, like identifying objects in photos and producing content across multiple formats. Businesses should be embracing artificial intelligence to take on responsibilities that human workers cannot.
“Artificial intelligence can do things I can’t,” says Paul Ellett who is the head of artificial intelligence for an e-commerce retailer. “It’s able to aggregate vast amounts of data across various channels.”
For example, artificial intelligence is currently being used by marketers to determine which products will be deemed most relevant to consumers based on past buying patterns and product reviews. That frees up marketers’ time to focus on strategy and planning.
However, artificial intelligence can’t outperform humans anytime soon. While artificial intelligence writing programs such as Jarvis produce grammatically correct sentences and even blog posts (like this one) that are eerily human-sounding, they don’t possess the creative spark that separates average content from truly compelling work that makes a difference.
“I know artificial intelligence can write code to create apps or pick images for social media campaigns,” says Ellett. “But this isn’t just about producing words.”
Artificial intelligence is changing the way professionals do their jobs Essential artificial intelligence tools are able to write code to mimic app development, photo editing, blogging, and more. Artificial intelligence is expected to replace digital marketing jobs within the next 10 years
Ellett believes artificial intelligence still has a long way to go before truly delivering on its promise of ‘thinking’ like humans. “Artificial intelligence writing tools will be able to produce content that humans can’t, but artificial intelligence won’t be capable of producing content that humans don’t want.”
“It’s not something you can put an ROI on,” said Darrin Mylet who works at DMI Marketing. “For us, it’s about writing compelling content, and artificial intelligence isn’t there yet.”
Pros of AI writing tools:
- Artificial intelligence can write content across multiple formats like blogs, books, and social media campaigns
- These writing programs are cost-effective because they can do many of the tasks that humans cannot (i.e. identify objects in photos)
- Artificial intelligence does not require time off or sick days
Cons of AI writing tools:
- Artificial intelligence still has a long way to go before it delivers on its promise of ‘thinking’ like humans
- These writing tools produce content that is similar to what humans can do, not necessarily better
- Artificial intelligence won’t be able to produce creative work at this point in time
More quick points about AI writing tools:
- AI is expected to replace 1/3 of all jobs by 2030
- Artificial intelligence writing programs such as Jarvis and Siri may one day take over the writing process entirely
- Artificial intelligence should not be thought of as a threat, but an opportunity to take on responsibilities that human workers cannot
Scared for your job yet? Confused? Well, for what it’s worth, this is the first and only paragraph in this post that was not written completely by Jarvis, an AI tool that I’ve been experimenting with. You give it some instructions and off it goes. I’ve been giving it a trial run and I’m shocked by how well it can perform when you can get it pointed in the right direction. But, it still needs some proofing and editing, and in some instances, it just completely misses the mark. However, the writing is on the wall – it’s coming, and you either figure out how to adapt and incorporate, or you’re going to be replaced.