What's an acceptable use of AI in content creation?

[Antonio Rodríguez _Deiser_]

I feel like this is the Million-dollars question nowadays, isn't it? Have you ever wondered it? Are you already using AI in your Marketing departments? What are the main use cases?

See, at Deiser's Marketing Team we have been working with AI tools for a bit. We haven't had any discussion with Atlassian's AI tools, but when it comes to ChatGPT or Claude the matter is not so clear. 

As of today we have arrived to an agreement: using AI to create content but keeping human eye to curate them. 

Then, I want to know how are you, folks, using it? What level of deepness in your content creation are you allowing AI to reach?

[Evita Legzdina_eazyBI]

@Antonio Rodríguez _Deiser_ 
We, at eazyBI marketing team, have also concluded that AI is a great tool for us, not native English speakers, for getting the content work done much faster than before. But there should be a human touch to it all the way through.

There are different levels of AI usage (most probably some more, but those are the first on my mind):

1. Just for the proofreading - usually for some short statements, etc.

2. Smoothening of the flow of the text. But here is a big watch out for not becoming too much AI-ish. So we actually feed the AI with the guidelines on tone of voice and other requirements. 

3. I also use it to shorten the texts, sometimes you've got those requirements for 200 or 270 characters.. I really appreciate the help on this.

4. Idea generation - last but not least, he is my assistant and brainstorming buddy before I get to my colleagues with some idea ;) (highly appreciate this as we are a fully remote company)

5. Less rare, but have also used it for email writing. In those cases, I provide the core messages, and it has to wrap them in correct words, but I've never asked it to create a blog post from scratch. 

P.S. for the texts i mainly use Chat GPT.

[Stephen_Lugton]

We're in a regulated financial industry, so we have one very simple rule for using AI:

A human reads and signs off on everything!

AI is a great tool, and I have used it to rewrite boring instructional content that I've created, but you have to be aware that AI hallucinates, and we can't risk creating inaccurate content, either from a regulatory or from a reputational point of view

[Dzmitry Hryb _Mushroom Marketing_]

I’d never let AI write a critical piece of copy. Not even proofread, because then I’d sound just like everyone else, and my goal as a marketer is to stay apart from the competition.

As Jimmy Carr recently said, “AI is a covers band.” It won’t create unique texts that can really move a target audience. The reason is that marketers need to understand their audience in a human way, which AI simply can’t do.

Also, Google penalises generated web content, so the entire domain authority goes down. It’s not worth the risk.

That said, AI can do quite well and saves a lot of time for:

• solo brainstorming to feed the human mind, just like @Evita Legzdina_eazyBI suggested (be prepared to sift through 90% of weak ideas to select the nuggets worth real attention)
• quick research from public sources and analysing large datasets (make sure to anonymise the input and double check the output, though!)
• preparing outlines and structures for long-form pieces, which can kickstart the creative process
• repurposing a core piece into shorter forms like social media posts (still requires editing, but speeds up the somewhat tedious process)

I use it quite a lot, but treat it rather as a junior assistant than a senior coworker. It’s good to have sharp copywriting chops and be able to rely on them 😎

I learned how to strip anything down to 250 chars while churning out posts for the company Twitter back in the day. It turned out most words we normally use in a sentence are absolutely disposable 😂