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Are artificial Intelligence content generatora a threat?

Updated: Aug 1, 2023

An artificial intelligence text generator is a large language model (see my previous article "How to use AI in content writing") that is able to generate text using machine learning. It has been trained on large amounts of textual data, such as articles, books, news, etc. The model uses this data to understand the content of the text. The model uses this data to understand the structure and style of language, and then generates text based on this understanding and specific criteria, such as keywords or topics chosen by the user. Author of this introduction ChatGPT, in fact to write this article I found out what a text generator was and tried it out.

artificial intelligence

What are the uses of a texte generator?

Artificial intelligence is a versatile tool that is already used in various fields. The AI content generator has several uses

  • News writing, AI text generators can automate news production by using raw data and information to generate informative articles.

  • Report and document writing, text generators can help to quickly produce reports, technical documents and presentations using previously collected data and information.

  • In marketing and communication, they can help you produce content for social networks, email marketing, online advertising, create content for a blog or web pages.

  • Media scripting, AI content generators can help produce scripts for movies, TV series and video games.

  • Programming, code generators can automate the production of computer code using predefined algorithms and templates.

AI text generators are tools to help speed up repetitive tasks, but the quality and relevance of the information must be verified by real people.


What are the impacts on the communication and marketing professions?

They have a significant impact on the communication and marketing professions. Artificial intelligence text generators allow :

  • Automate the creation of quality content, improve productivity and save time and costs.

  • Generate content in seconds, making them very useful for tasks such as report writing, product description generation, etc.

  • Customised content creation based on user needs through training with specific data.

  • Writing in different styles of content for different audiences through training on different styles and types of data.

  • Save time and effort by automating tedious or repetitive tasks.

  • An increase in productivity of 74% according to a Sortlist study.

However, it is important to remember that artificial intelligence content generators cannot completely replace human creativity and strategy in communication and marketing. Indeed, human intervention is still necessary to ensure the quality and relevance of the content generated, as well as to ensure that the content is in line with the overall brand strategy of the company. Indeed, there are some potential disadvantages to using Artificial Intelligence content generators:

  • Difficulty in finding the right setting for the generator to find the right tone for your content, the text written may not be written correctly or suit your style.

  • Production of coherent text, but lacking creativity, originality and empathy.

  • Training on existing data may reflect bias and stereotypes in the data.

  • There may also be ethical concerns about the use of these content generators, which can produce misleading content.

  • Factual errors, as they are trained on incomplete or inaccurate data. They can also produce inappropriate results when exposed to new or unusual data.

  • Automating content creation can also mean that the quality of your publications can be compromised.

ChatGPT seens as a threat

All the information in this section comes from a study conducted by Sortlist on ChatGPT. The study was conducted between 27 December 2022 and 9 January 2023 among 500 users (employees and employers combined) in 6 different countries such as the UK, Belgium, Germany, Spain, the Netherlands and France.

However, content generators such as ChatGPT are globally seen as a threat by professionals. Indeed, 23% of employees working in the software and technology sector are worried about the possibility of losing their job.


Employs, on how ChatGPT will affect headcount
photo credit : sortlist

Millennials in finance and technology are 2.4 times more concerned about a content generator taking over their jobs. These concerns are real and well founded as 26% of employers surveyed are considering downsizing as a result of ChatGPT. In marketing, 51% of employers are considering downsizing, while only 16% of employees still expect to do so, according to Sortlist's research.


Concern about job lss vs planned cuts
photo credit : sortlist


The main tasks replaced by ChatGPT would be for 43% of employers a "marketing copywriter" and for 44% answering consumer questions. It should also be noted that the study revealed that 40% of employees are concerned about the loss of human contact.


What is the future of these generators ?

As a result of the increase in computing power and the amount of data available, these artificial intelligence text generators are becoming increasingly accurate and capable of generating quality content. Applications are numerous, including automated news production, media scripting, report and document writing, and social media content production. The ChatGPT tool is seen as a potential productivity booster for 32% of employees surveyed in Sortlist's study and for 33% of employers. The main added value of this tool would be in the areas of programming and marketing. The future of AI text generators is promising for me, but I think it is important to remember that these text generators cannot completely replace the creativity that we as humans bring to the table, and that our intervention is still necessary to ensure the quality and relevance of the generated content. Artificial intelligence text generators are a powerful tool for automating certain content production tasks, but it is important to use them with caution and to understand their limitations in terms of the quality and consistency of the text produced.


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