Decoding AI-Driven Content Creation for B2B Marketing: The Pros and Cons

Limitations to Consider as AI Evolves 

Note: ChatGPT’s capabilities and limitations are likely to evolve, not only as the tool gets smarter but as we learn how to use it.  

Besides accuracy issues, there are other limitations to using AI that may include an inability to understand context or process nuance such as sarcasm, irony or figurative language.  

Or a predisposition to human manipulation.  

A recent article from IBM, titled “Shedding light on AI bias with real world examples,” addresses how people can manipulate output to match certain biases. As organizations increase their use of artificial intelligence, there is a risk of human biases being baked into the AI models, then distributed at scale.  

AKA: Garbage in, garbage out (GIGO).  

We have to be mindful of the input data that is driving output results.  

As explained in a 2022 National Institute of Standards and Technology (NIST) article titled, “There’s More to AI Bias Than Biased Data, NIST Report Highlights,” rooting out bias in artificial intelligence will require addressing human and systemic biases as well.  

“Context is everything,” said Schwartz, principal investigator for AI bias at the NIST. “AI systems do not operate in isolation. They help people make decisions that directly affect other people’s lives. If we are to develop trustworthy AI systems, we need to consider all the factors that can chip away at the public’s trust in AI. Many of these factors go beyond the technology itself to the impacts of the technology, and the comments we received from a wide range of people and organizations emphasized this point.” 

Sam Altman, CEO of OpenAI has said AI is evolving more rapidly than previous technologies and “we have to be somewhat uncomfortable as a tool builder with some of the uses of our tools.”  

In a 2024 interview with Ina Fried at Axios news, Altman said he believes future AI products will need to allow “quite a lot of individual customization” and “that’s going to make a lot of people uncomfortable,” because AI will give different answers for different users, based on their values preferences and possibly on what country they reside in. 

Why AI Will Not Replace Content Writers (At least not anytime soon)  

Does AI have the capability to create content just as well as a human writer?   

With the emergence of AI content writing capabilities, many people wonder whether this technology will replace human writers.  

The short answer is no.  

Artificial intelligence (AI) is a great tool that can augment the quality of content, but it should not be seen as a replacement. Because in its present state, AI cannot provide the creative and emotional aspect of writing that only humans can bring to the table, nor can it capture subtle nuances.   

Instead, it should be seen as an assistant that helps writers perform functions like topic research and outlines, saving time in the brainstorming process, and enabling them to create more impactful content.  

John Warner, education writer, speaker, consultant and former faculty at the College of Charleston, wrote something that resonated with me.  

He said, “ChatGPT is not generating meaning. It is arranging word patterns. ChatGPT can’t kill anything worth preserving.”   

It’s true. In its present form, AI can certainly elevate bad writing, it can even produce writing that can pass as “pretty good.” But connecting human beings through the power of words? We’ll leave that to the professionals.  

Robert Rose, Founder and Chief Strategy Officer of The Content Advisory, says, “Some people likely will use generative AI technology in a way that harms the creative process and creators. But it’s just as likely that some people will leverage the technology to further the craft of writing – and challenge the rest of us to use the tool to get better at it.”  

I’m happy to incorporate AI into my content strategy to elevate my clients’ content, and I am not afraid of it replacing writers like myself. Because here’s what artificial intelligence can’t do:   

• Speak to your people and your customers to learn what makes them tick.  
• Focus on building and sustaining relationships that are important to you.  
• Perform routine gut checks on the quality and accuracy of content.  
• Help business leaders and employees share their stories and experiences.  
• See the big picture and help you create long-term strategies.   
• Help you develop your brand voice.   

You can stay in the middle of the pack, or you can lead it.  

The key to brand recognition and market share is to differentiate your business from everyone else. In life and in business, to stand out from the rest, you must tell your story. Why should customers choose you? How are you different?  

The future is here, and we must adapt to it. Using technology to make our processes more efficient and streamlined — I am all for it and excited to immerse myself in this new world. But make no mistake, the collection of words gathered and assembled by a chatbot will not tell your unique story.  

At least yet.