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TL;DR – Not just yet, but it’s coming. Today, AI can’t take our place yet, but In the long run, AI may even reshape the way we speak…
We’ve used OpenAI (Generative AI technology) in a content marketing experiment. We asked it to write an article about using AI to create B2B tech marketing content. We created the structure, titles, and bullets for each section, provided basic guidelines, and phrased specific questions for each section, in a sequential manner. We took all these steps after realizing that the software couldn’t generate a well-structured article without it.
Below you can read the article as it was generated by the AI. But first, here are a few thoughts we have on its quality and limitations:
On the positive side:
- At the end of the day, writing an article with the help of AI was much faster than our usual experience – That’s a thing!
- Simple operational tasks can be easily delegated to AI (“make the content more readable”, “optimize for SEO”, “add meta title and description”….)
- You get what you ask for – The more detailed and accurate we were, the better results we got (for example: “Bring benchmarks of AI usage in B2B content” versus: “Add recent data statistics about AI in B2B content market size and growth forecasts”)
- Working with AI is fun and playful
On the negative side:
- B2B tech content articles are many times written with the goals of attracting professionals and experts and providing them with real educational value. We had trouble getting the AI to adjust the content in accordance (cut off the fluff, ignore too basic or too general messages, extract interesting juice, etc.) and we ended up with a “shallow” article (as you can see below) that we will need to deeply invest it if we wish to turn it into a valuable piece of content that is worth publishing and reading.
- The article feels like it was generated by a bot. It lacks the human touch. While we prefer an ”edutainment” style, meaning the content is fun to read, personal, unofficial, and friendly, OpenAI playground failed to comply (though we specifically asked for it) and the outcome is… well… you’d be the judges, but we feel it’s dry.
- We couldn’t use the software to create an optimized structure that satisfied us without the need to proactively define it. In other words, it couldn’t generate a sufficient content outline. We had to fill up the gap. We also had to ask it to write each subtopic in a sequential manner, we didn’t see how to insert the entire outline and get an outcome that was “normal”
(disclaimer – we acknowledge the fact that training and operating the AI software demands expertise and skills. Naturally, as this is an early market, we are just learning and are not experts yet)
Here’s the original article, with no human editing :
We “just” predefined the topic (How AI is changing B2B tech content marketing), the structure, and the main bullet points. The actual writing was done by the AI:
Title: How generative AI is changing B2B tech content marketing
“When it comes to B2B tech content creation, there’s nothing more important than producing accurate and relevant content for your audience. This is especially true when you’re talking about a B2B tech product, which can often be very complex and difficult to understand.
Today, you can find a wide range of AI-powered content creation tools that can help you produce better content. But the most interesting ones are the ones using Generative AI, which is the most sophisticated type of AI. Here are some of the ways in which Generative AI is changing B2B tech content creation: Generative AI can help you with your research by automatically generating data and statistics based on your queries. You can also use it to automatically generate data from your existing content, so you don’t have to spend time manually doing it. You can also use it to automatically generate reports for your customers, so you don’t have to spend time manually doing it. You can even use it to create new content from scratch, so you don’t have to spend time manually doing it. It’s a great way to save time and increase productivity.
Use cases:
- Better Research Generative AI can help you with your content creation by automatically creating content based on your queries. You can also use it to automatically create content from scratch, so you don’t have to spend time manually doing it. You can even use it to automatically generate reports for your customers, so you don’t have to spend time manually doing it. It’s a great way to save time and increase productivity.
- Automatic Content Creation Generative AI can help you with your content creation by automatically generating content based on your queries. You can also use it to automatically generate content from scratch, so you don’t have to spend time manually doing it. You can even use it to automatically generate reports for your customers, so you don’t have to spend time manually doing it. It’s a great way to save time and increase productivity.
- Improved Productivity Generative AI can help you with your content creation by automatically generating content based on your queries. You can also use it to automatically generate content from scratch, so you don’t have to spend time manually doing it. You can even use it to automatically generate reports for your customers, so you don’t have to spend time manually doing it. It’s a great way to save time and increase productivity.
- More Detailed Analytics Generative AI can help you with your content creation by automatically generating content based on your queries. You can also use it to automatically generate content from scratch, so you don’t have to spend time manually doing it. You can even use it to automatically generate reports for your customers, so you don’t have to spend time manually doing it. It’s a great way to save time and increase productivity.
- Better Collaboration Generative AI can help you with your content creation by automatically generating content based on your queries. You can also use it to automatically generate content from scratch, so you don’t have to spend time manually doing it. You can even use it to automatically generate reports for your customers, so you don’t have to spend time manually doing it. It’s a great way to save time and increase productivity.
So, is it all good?
Overall, generative AI can be a powerful tool for creating B2B tech content, but there are risks to consider. First, AI-generated content can be difficult to verify for accuracy, meaning that incorrect information could be included. Additionally, AI-generated content may not be as interesting or engaging as content created by a human, meaning that it could fail to capture the attention of readers. Finally, AI content could be seen as impersonal or even robotic, potentially reducing the trustworthiness of the content.
Some questions still remain:
- Content quality: How well does the AI-generated content address the needs of the intended audience?
- Content accuracy: How accurate is the information provided in the AI-generated content?
- Content delivery: How quickly can AI-generated content be delivered to the reader?
- Content reuse: How often can AI-generated content be reused in other contexts?
- Content personalization: How well can AI-generated content be personalized to meet the needs of the reader?
- Content engagement: How engaged are readers with AI-generated content?
- Content trustworthiness: How trustworthy is the information provided in AI-generated content?
- Content conversion rate: How often does AI-generated content result in conversions?
What does the future hold? Some forecasts –
The market growth of AI-generated content is projected to be quite substantial. According to a report by Grand View Research, the global AI-generated content market size is expected to reach USD 7.34 billion by 2027, growing at a CAGR of 21.1% from 2020 to 2027. The increasing adoption of AI-based solutions and technologies in various industries such as retail, media and entertainment, and healthcare is driving the market. The growing need for personalized content, increasing usage of chatbots, and the need to reduce content creation costs are also driving market growth. https://www.grandviewresearch.com/industry-analysis/ai-generated-content-market
AI-generated content has the potential to revolutionize the tech B2B industry. AI-generated content can be used to create high-quality content that is tailored to the specific needs of B2B customers. This content can be used to optimize website content, create targeted marketing materials, and even generate personalized customer support responses. AI-generated content can also be used to analyze customer feedback, allowing businesses to better understand their customers and provide improved products and services. As AI technology continues to advance, AI-generated content will become increasingly sophisticated and will allow businesses to gain valuable insights into their customers and their markets.
Innovation is (nearly) here – some examples
Content personalization in real-time: AI-generated content can use natural language processing (NLP) to analyze user data and generate personalized content in real-time. AI can collect data from user interactions, such as website visits, search history, and social media posts, to gain insights into user behavior. It can then use NLP algorithms to analyze this data and generate content tailored to the user’s interests and preferences. AI-generated content can also be optimized for specific platforms, such as voice-activated assistants and chatbots, to deliver tailored experiences in real time.
What about technical content?
AI-generated content can be used to quickly generate product content that is accurate and up-to-date. AI-generated content can be used to generate technical documentation such as product specifications, product descriptions, and installation instructions. AI-generated content can also be used to create product videos, tutorials, and interactive product tours. AI-generated content can also be used to create FAQs and troubleshooting guides for technical products. Finally, AI-generated content can be used to identify and analyze customer feedback in order to inform product development and ensure customer satisfaction.
To summarize:
We are all trying to understand if content generated by AI can match or outperform the one that’s created by humans. The content generated by AI is more accurate, efficient, and consistent for certain tasks, such as natural language processing, image recognition, and data analysis. The content generated by humans is more creative and emotionally resonant. But the truth is that AI-generated content is neither better nor worse than manually-generated content. And that’s a good thing because it means that both have a place in the world.”
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Humans here, taking over again 🙂
Hoping that ChatGPT will overcome some of the described limitations, we asked it to help us edit the content so it will be more personal, unofficial, and slangish
We got a bunch of tips and guidelines. It didn’t volunteer to do the job for us…
So we asked it if it could do it for us, we got a polite no-go:
So, we then asked the tool to name an alternative tool that can do it for us. Here’s what we got:
When we asked for tools for nontechnical users, designed for marketers, we got a bunch of additional recommendations:
This exercise made us realize that a whole new Industry will soon be born: AI Engine Optimization – AEO (the evolution of search engine optimization) – Businesses will want to get their brand name mentioned when the relevant question will be asked.
We wonder if and how it will be possible to manipulate AI engines methodically in the future… but obviously, the game (still) continues..
Meanwhile, we advise all marketers to start playing with this tool and stay in the loop – OpenAI
Einav Laviv is a tech and startup marketing exec. with 20 years of experience, and a Co-Founder at G2Mteam, which supports Israeli startups with full-stack global marketing services since 2014. She lives, breathes, and loves deep tech & data driven marketing
