The use of AI in marketing is growing at a fast pace, as creators utilise its speed and generation of ideas. We recently shared how useful it can be for blog writing; from creating SEO titles to meta descriptions (Read how AI can enhance your content creation here). But what are the watch outs? Knowing any pitfalls beforehand will help guide your usage of it; here are 10 questions answered.

Is it ethical?

People worry that it will take our jobs, which is understandable if you are a content creator, marketeer, copywriter, etc but also it is important to understand how it could affect your business ethically. For example, how will it use your data? AI systems may collect data about users and their behavior, which raises questions about privacy. It's important to be transparent about data collection practices and to obtain user consent when appropriate.

Will the content be well written?

While AI can help generate content faster and more efficiently, it's important to ensure that the quality of the content meets your standards. It's still important to review and edit the content before publishing. In fact, we suggest if you use it, that you personalise it and add your thoughts to the copy throughout.

Does it plagiarise?

AI-generated content can unintentionally be similar to existing content, leading to accusations of plagiarism. It's important to ensure that the AI is not simply regurgitating existing content and that it's adding value. We suggest you run all text through a plagiarism checker first before using any for your business.

Will it have your tone of voice?

AI-generated content may not always reflect the brand's voice or tone. You can train the AI to understand your brand's voice and ensure that the output aligns with it. However, this would take time - time you could spend writing your own copy!

Will the language be correct?

AI tends to be Americanised (color vs colour for example) so you’d need to double-check everything before you press publish.

Will the information be biased?

AI can also reflect the biases of its creators and the data it's trained on. This can lead to biased content that may not resonate with all audiences. It's important to ensure diversity and inclusion in the training data and to regularly check for bias in the output.

Is it truly SEO-focused?

We love how AI can help with SEO, some of which we explored in our last AI blog. However, it is worth considering that if you ask it to write for you without giving it your SEO keywords that align with your overall strategy, the text it generates won’t be SEO focused for your business. It is only as good as what you ask it to do!

IS IT LEGAL?

It's important to ensure that the content generated by AI does not infringe on any copyrights or trademarks. It's also important to ensure that the content complies with any relevant laws and regulations. With this, we suggest you use your common sense and don’t publish anything that you wouldn’t yourself have written.

Will it provide false information?

Leading on from whether the information is legal, you need to consider whether the information generated is in fact true. Double-check any research provided to ensure it is up-to-date and correct.

Will the text have a mechanical robot feel?

The AI-generated text has been written by a robot and may well sound like it - it won’t have your personality or humour within it. This may not be an issue for you, but as said, it is always good to personalise any AI copy. We have used it for ideas generation (it is great for this!) and then write the text ourselves which we feel is vital for customer connection.

While AI can be a powerful tool for content creation, it's important to use it responsibly and ensure that the output meets your standards and aligns with your brand.