AI Will Kill Content Creation
Ben • February 24, 2024

Artificial intelligence (AI), through ChatGPT, Gemini, Jasper, and others is transforming content creation as we know it, and faster than most appreciate. The slow adopters, or anyone not adapting, will be left behind. Creators with the aid of AI can create any written content, in multiple versions, faster than you can create new ideas. And video is clearly on the horizon with Sora. 

We all appreciate that content is vital to any organization connecting with prospects and customers. Content that connects in a meaningful way will continue to be valuable to growth. Our understanding of content creation needs to change with new AI tools becoming widely available every week. Data-driven hyper-relevant strategies will be your key to relevancy. 

This perspective is driven by two key points. The first is the simple fact that engagement channels continue to grow. Digital channels, traditional media, streaming services, social media, email, and more, means consumers can consume content during every waking hour. And for many consumers, they’re consuming multiple channels at the same time. Add to this nearly unlimited content through AI, and the “noise” will be even more unbearable. 

The second, anyone can create any content in multiple formats for multiple demographics in a matter of minutes. While this doesn’t mean it’s good content, it does mean it’s more content flooding all these channels.

If you consider your current state as a consumer, you’d agree you’re drowning in marketing now. Just wait until AI content creation is more fully adapted by organizations!

The Dawn of Endless Content

The process of creating content with AI has become astonishingly efficient. It’s easy for any level of writer or creator to create content. (It may or may not be good content, but nothing is stoping anyone from sharing or paying for placement!) What once took hours, days, or weeks can now be accomplished in minutes, enabling the production of content at an unprecedented scale. The advent of “mega prompts” (embedded in GPTs or copy and pasted into AI) allows marketers and creators to encapsulate their brand voice, goals, and style into a comprehensive template. Add to these prompts instructions to write different forms of content like blogs, digital copy, emails, and tag lines, and a full campaign can be created in minutes. Change your demographic and your campaign, and your output grows exponentially. 

By simply swapping in topics, products, services, demographics, or any other need you’ll have ready made drafts of campaigns in minutes. Consider the volume of email or content pushed to you on social media, now multiply that exponentially. The ease of creating content creates new challenges, anyone consuming content (everyone reading this blog), will be inundated with sales pitches, promotions, ads, and content all asking for their time.

This capability is revolutionary, allowing for quick adaptation of content. This fact will kill content creation. Not the ability to create, but the ability to be relevant. If everyone can create any content at any time with no real skill, there’s no real value left in this practice. Unless you evolve. 

The Challenge of Creativity and Relevance

The real game-changer for anyone who wants to truly connect is with the application of data for hyper-relevance. The ability to use data to craft marketing content that resonates deeply with specific audiences is invaluable. But we need to move past our current beliefs and expectations of how we define hyper-relevant content. Hyper-relevance means not just reaching out to your audience but connecting with them on a level that reflects their unique needs, desires, and stages in life.

Each organization, or content creator, may or may not have the resources to become “hyper-focused”. But pushing beyond current expectations should be the minimum goal to adapt to rapidly changing technology. This influx of AI in content creation signifies a shift towards quality over quantity. The old strategy of flooding the market with content is obsolete, as consumers grow adept at identifying and ignoring irrelevant marketing attempts. The future belongs to those who leverage data to understand their audience profoundly and tailor their efforts accordingly. This approach not only enhances the relevance of the content but also its impact, allowing marketers to engage more meaningfully with their target demographic.

The Path Forward

The winners will be those who understand the power of data with a specific game plan to incorporate a more focused and coherent game plan. Taking some steps today will lay some key foundational expectations for this evolution. 

Ideas to get you started:

  1. Understand Your Audience: Data, any data, that can help you better focus on our target market. Don’t underestimate the data you have available and be more active using data to make decisions. 
  2. Personalize Content at Your Scale: Creating content with AI is easy, but managing the content and volume is hard. Work to generate scalable content that can be used and refreshed over time that hits your core needs. 
  3. Invest in Quality: Spend more time focusing on building your brand and brand assets which creates a more polished brand. Allow your brand to connect and speak for your organization. 
  4. Focus on Quality Content: Creating less content, but higher quality that is more engaging is the biggest key to success in our future with AI content. 

The focus will shift towards strategic, data-informed campaigns that prioritize relevance and engagement over sheer volume. And if you think you’re doing this now, you’re in for a surprise when you begin to weave AI creation into your work. This evolution requires a more targeted, efficient, and impactful way of connecting with audiences.

AI content creation is not the end of content marketing but a call for innovation and adaptation with new tools that are developing rapidly. By embracing this change marketers can cut through the noise and connect with their audience in more meaningful ways. The future of content marketing is in our ability to harness the full potential of AI combined with other strategies to help our organizations grow. 

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