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Will AI Replace Content Writers?

February 7, 2023
By Sarah Harris
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Since the release of ChatGPT in November 2022, the news has been awash with stories about AI software.

This tool is known to craft articles and essays in just seconds with the help of a prompt and a few parameters. It can write a poem in the style of Shakespeare, compose a thesis on astronomy, or simply provide a product description of a sweater.

While many celebrated the introduction of ChatGPT, others werenโ€™t so excited. Many people are left wondering โ€” will AI replace content writers? Among the detractors are teachers and professors concerned that students will feed their writing assignments into the app and submit the output for grading.ย 

One professor, Kristen Asplin of the University of Pittsburgh at Greensburg, changed her approach to essays. She now requires all her students to submit their assignments in different stages of the writing process, so she can confirm that theyโ€™re actively working on the essay. 

Another area of particular concern is content writing. In the past, AI-generated content tools produced written content that was clearly the work of a robot (or someone with poor written language skills). With ChatGPT, itโ€™s no longer so easy to distinguish humans from machines.ย 

Will AI replace human writing in the near future? Will we rely on AI-generated content to craft content or our literary works instead of hard-working authors such as Ken Follett and Stephen King?ย 

Here’s why AI won’t replace writers.

While many celebrated the introduction of ChatGPT, others werenโ€™t so excited. Many people are left wondering โ€” will AI replace content writers? Among the detractors are teachers and professors concerned that students will feed their writing assignments into the app and submit the output for grading.ย 

Personal Experience Canโ€™t be Imitated

Any compelling piece of writing will have a strong voice that serves as an undercurrent to the narrative, influencing content in powerful ways. The author’s personality, education, and life experiences have shaped this voice, giving it a distinctive, individual voice.

This allows a writer to communicate complex thoughts and difficult concepts in ways that make it easy for the reader to understand while also challenging them at the same time. But because an authorโ€™s voice is derived from their unique life experiences, it cannot be replicated or supplanted by artificial intelligence โ€” the nuance behind a distinct voice simply cannot be forced or distilled into an algorithm. When it comes to brand messaging, how can AI understand the values of your business or who you are as a company?

For example, consider a comedianโ€™s ability to take the banalities of everyday life and turn them into hilarious jokes that everyone can connect with. You wonโ€™t see an artificial intelligence pull a Jerry Seinfeld, go on a rant about socks, and have the audience in tears from laughter anytime soon.

While many celebrated the introduction of ChatGPT, others werenโ€™t so excited. Many people are left wondering โ€” will AI replace content writers? Among the detractors are teachers and professors concerned that students will feed their writing assignments into the app and submit the output for grading.ย 

So until AI learns to dive beneath the surface level of language, develop an intricate understanding of the human condition, and connect the two concepts in meaningful ways, itโ€™s unlikely that it will be able to mimic a compelling voice and produce powerful, nuanced writing.

AI Canโ€™t Fact-Check at 100%

AI content writing tools like ChatGPT rely on the data they amass, known as a neural network, a system based on math and sequencing. ChatGPT โ€œlearnsโ€ by analyzing data and picking out patterns. 

The creators of ChatGPT, OpenAI, used many digital texts, including e-books, Wikipedia articles, and news stories, to allow ChatGPT to become the โ€œsmartโ€ tool it is today.

However, ChatGPT canโ€™t distinguish between inaccurate and accurate information. If ChatGPT analyzes data stating the world is flat, it will convey the same to you โ€” but with an unnerving sense of confidence.

Thereโ€™s a well-known term in finance to describe the phenomenon: garbage in, garbage out, or GIGO. Essentially, if ChatGPT picks up false information, it will expend the same details in its output. There is no second stop for accuracy checks. 

Trustworthy companies with a reputation to uphold arenโ€™t likely to jump on the AI-generated content-writing bandwagon right now. They know the repercussions of disseminating false information can have on their brand. 

Instead, theyโ€™ll stick with the tried-and-true content writers, who spend time checking their facts before submitting a story.

Googleโ€™s Stance on AI Content Writing Isnโ€™t Very Positive

Will AI replace content writers? Not if Google has anything to say about it.

Google dominates the world of search, and companies that want to rank highly follow its principles for content writing. If Google penalizes your site for violating its search quality standards, youโ€™ll find your content relegated to the dustbins of the search rankings, far behind your competitors.

Thatโ€™s a situation no company wants, especially when theyโ€™re paying good money for quality content.

In December 2022, Google updated its well-known E-E-A-T guidelines to include an extra โ€œE,โ€ likely to address the ChatGPT phenomenon.

To rank well on Google, content must meet all four standards: Experience, Expertise, Authoritativeness, and Trustworthiness. The newest standard, Experience, refers to a first-hand account of the contentโ€™s topic. 

For instance, someone who writes about their own experience traveling to Zanzibar from the U.S. will rank higher than a blog about Zanzibar based on TripAdvisor reviews. 

Since ChatGPT relies entirely on material sourced from other spaces of the internet and e-books, itโ€™s unlikely to provide any first-hand information that meets the Experience standard.

Microsoft Is the Main Investor in ChatGPT, and Google Is Microsoftโ€™s Rival

Consider the ChatGPT appโ€™s largest investor, Microsoft. Microsoft has long been a competitor of Google, particularly regarding search. 

However, Microsoftโ€™s search engines, Bing and Yahoo, capture a tiny percentage of the search market. 

Currently, over 80% of consumers use Google for searches on desktop computers, and that number jumps to 95% on mobile devices. In contrast, Bing and Yahoo command a much smaller share of search, which varies between 10 to 15% of the market. 

Since search is Googleโ€™s bread and butter, they have little reason to saddle up to ChatGPT, a Microsoft endeavor. Itโ€™s more likely that theyโ€™ll penalize sites that use AI-generated content tools like ChatGPT rather than scurry them up the rankings. 

While many celebrated the introduction of ChatGPT, others werenโ€™t so excited. Many people are left wondering โ€” will AI replace content writers? Among the detractors are teachers and professors concerned that students will feed their writing assignments into the app and submit the output for grading.ย 
Google is in no rush to incorporate its competitor’s (Microsoft) endeavors โ€” if anything, they are more likely to penalize sites using ChatGPT.

On the other hand, Microsoft jumped to incorporate ChatGPT into its search functionality. Recently, the company announced a ChatGPT-4 initiative, which Bing will integrate into its search function to provide human-like answers to queries. Weโ€™ll see how Google responds next.

Since AI programs rely on information from previously published sites, documents, and books, they have the potential to commit copyright infringement. This is quite concerning, and there isnโ€™t currently a solution that can prohibit AI from unwittingly incorporating copyrighted works into its written content.

This could result in copyright owners pursuing infringement cases against those who use AI-generated content. It may even result in lawsuits against the creators of AI programs. Weโ€™ll see the impact over the coming months as AI tools expand in popularity. Developers might introduce anti-infringement measures into their algorithms to combat this issue, and itโ€™s unlikely (but possible) that legislation will be introduced that regulates the use of AI-generated content.

Scammers Might Use AI Content Writing for Fraudulent Means

Increased scamming and content writing for fraudulent means is also a rising concern about AI. Will AI replace content writers, leading to more scams? 

Most of us can recognize a scam website when we see one. There will be many grammatical errors in the content, ads might proliferate the site, and finding the website administratorโ€™s contact information might be an exercise in futility. 

However, content created from AI tools like ChatGPT seems strangely natural and complies with grammatical nuances, like removing passive voice and following appropriate sentence structure.

Thatโ€™s advantageous for scammers. With AI-generated content, that scammy-looking website might appear downright legit. A little technical tweaking of the site and removal of banner advertisements could lead even the most discerning among us to scramble for our credit cards to pay for someoneโ€™s fake GoFundMe or sign up for a home refinancing scam. 

But donโ€™t think that regulators arenโ€™t taking notice of the potential for AI-generated content scams. They are. If scams become a truly significant issue, regulators might take action to shut down AI-generated text completely. Thereโ€™s simply too much at risk; data privacy, democracy, and consumer protection.

Do AI Content Writing Tools Have Benefits?

The short answer is yes. There are a few things that can help writers perfect their craft, organize their time, and plot their content. Here are four of our favorites.

ChatGPT

As creatives, ChatGPT was a bit threatening at first. The last thing we want is our work to be outsourced to robots! However, we soon realized it had become an indispensable tool to help speed up our workflow. It’s a Wiki that answers all your questions in one place. You should use this tool judiciously, and it’s your responsibility to fact-check whenever you use it because it’s not always accurate. That said, I’ll let Chat GPT do the talking. I put in the following prompt and copied the answer to my question.

Here are some practical uses for ChatGPT to create original writing in your voice:

  • Come up with stories, plots, characters, and settings with the help of AI idea generation. These ideas can serve as a foundation for writers to build upon on their own.
  • To save time on background research, writers might use research assistance to get topic summaries, answers to particular research inquiries, or recommendations for resources.
  • When writers are stuck or need a jumpstart on a new project, AI can assist by iterating on ideas you prompt it with. It never gets tired!
  • Help with Dialogue: Writers can use this to create or enhance dialogue. It can provide alternative wordings or lines of speech that mesh with a character’s tone of voice. Or your own.

We had to create some animated videos and get approval on the rough drafts from the client. We did some more tweaking, then prompted Chat to format multiple roughs as video scripts , and Abracadabra it was perfectly formatted. We’ve done this manually many times. However, it’s a task that could be automated, saving us time.

One of my favorite uses for ChatGPT has been to put my written content in the query box and ask the AI to add relevant updated material. I prompt it to not change my words but to insert updated information or statistics into the body of copy. I ask it to insert the changes in bold so I can see where there are improvements without changing my voice or authenticity.

Grammarly

Content writers who want to focus on the purpose of their content rather than grammatical nuances and spelling errors are wise to invest in Grammarly. Grammarly offers two plans for individuals: a free and paid subscription.ย Grammarly can be installed as an extension in your browser so that anything you are working on will be checked by Grammarly as you work – emails, web copy, Google Docs, etc.

Most of its recommendations are available in the free version, but full-time writers can benefit from the paid version, which assists in word variety and clarity. 

Grammarly is a must for ensuring that content passes the grammatical muster. While proofreading and editing cannot replace professional editing, they can assist writers in spotting and correcting more egregious instances of poor language, inappropriate wording, or punctuation. After all, no company wants to post content full of comma misuse and obvious errors. And now there’s absolutely no reason why you should.

Quilbot

Quilbot has been recognized as one of the most valued Chrome extensions. It’s an online writing and paraphrasing tool powered by artificial intelligence. QuillBot employs state-of-the-art natural language processing (NLP) methods to aid users in improving their writing, creating new expressions, and enhancing the clarity and quality of their content. We leverage Quilbot with other AI-assisted writing tools to establish a mood.

Surfer

Surfer is a content optimization tool that incorporates SEO into the writing process. The writer starts with a given topic, which Surfer analyzes for relevant keywords. It also identifies the highest-ranking articles that are closest to the topic.

With Surfer, writers obtain highly tuned software that suggests the optimal structure of an article, including the number of paragraphs, headings, and images. The writer knows their content hits the mark once it ranks over a certain number โ€” typically 75. 

Many companies find that Surfer is the antidote to simple keyword-based SEO. Since it suggests relevant keywords, the author is less likely to drift away from the article’s purpose.

Will AI Replace Graphic Designers?

Will AI Replace Content Writers? Itโ€™s Not Likely

With all that said, will AI replace content writers? Fear not; freelance writers have little reason to jump ship in search of a safer career, at least for now.ย We think it’s more likely that writers can be more productive.

AI is like having a digital Swiss Army Knife by providing support with narrative ideas, conducting research, refining thoughts, improving dialogue, and checking for grammar and punctuation mistakes, all while allowing you to write in your own unique style.

It should help you work smarter, freeing more time for creativity and curiosity!

The implications of AI content writing tools are just beginning to be known. We believe that companies and regulators will place restrictions on the mechanism that limit its usefulness in the world of written content.ย As mentioned Google is already penalizing content that is mostly generated with AI.

However, while in the discovery period, itโ€™s best to be aware of potential AI scams and research before handing over your details to a site youโ€™re unfamiliar with.

Get the Help You Need with Digital Marketing

Navigating the tricky world of digital advertising is tough โ€” especially in the ever-evolving world of technology. While it can be tempting to navigate it on your own, companies often find they get better results with the assistance of professionals. Contact Mighty Fine today to learn about our digital marketing and SEM solutions. 

Author

Sarah Edwards
Sarah Harris, a professional writer with nearly two decades of experience in digital marketing and B2B tech, is known for infusing humor into her copy to make brands more approachable. She graduated from Emerson College and lives in Agoura Hills, California, with her husband and two children.

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