The advent
of Generative AI tools like ChatGPT and Google Gemini has seen brands and
businesses worldwide turn to AI to create content. The move seems logical as these seem to be
able to create what appears to be extremely well-written content in moments,
freeing marketing managers and business owners with the necessity of giving
extensive briefs to their content writers, only to have them turn out content
that often needs many iterations to finally reach a stage where it is ready for
dissemination.
But are
things really all that wonderful with using Generative AI to create content for
businesses, or is this the entirely wrong way for a business to go about its
business of creating content? According to Neil Patel, one of the foremost
authorities on digital marketing in the world, human content performs better
than AI content.[1]
According to a study conducted by his team, human-generated content fared 5.44
times better in generating traffic than AI-generated content. It also found
that every minute spent writing by humans received 4.10 visitors to 3.25 in the
case of AI-generated content. Patel
attributed the superior performance of human-generated content on account of it
being better with regard to emotion and context.
What is
important to understand about writing great content is the fact that while
Generative AI's ability to put across complex information in an
easy-to-comprehend manner might be extraordinarily good, it is also important
that it be done in the kind of language that resonates with the target audience
in question. It is humans who are better at doing so, as unlike AI, they can
truly know where their audience is coming from and contextualize the content
for them. This is something that Generative AI struggles with as it is not
adept at asking the right questions as it has lived experience and is totally
bereft of emotional intelligence.
AI writing might be smart and efficient, but it
lacks personality. It is more like the Nazi army’s blitzkrieg across Europe in
the Second World War. Human writing on the other hand can be likened to
Churchill’s, “We shall fight from the beaches--- speech.” We all know who
finally won that epic war.
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