A few years later, AI went from science fiction to the important parts of content creation and management.
What began as a simple automation to streamline your chatbots by answering customer queries has now become an entire ecosystem of Geneai (Genai) platforms that allow you to create articles, social media posts, videos, graphics and marketing strategies in just a few seconds. This has led to an increase in AI-generated content with the widespread adoption of Genai tools.
According to a 2024 McKinsey survey, almost 75% of organizations employ some form of AI, and 65% have specifically implemented Genai in their businesses. Rapid intake reflects both the power and promise of these tools to provide speed, scale and efficiency. However, the rise of AI-generated content raises questions about originality, ethics, quality control, and how humans fit into the content creation and management process.
Learn how AI-generated content has become an accepted part of your content strategy, the challenges it introduces, and how your business is already adapting.
The history of AI in content
Chatbots paved the way for the rise of AI-generated content. They introduced conversational AI and natural language processes. This sets the stages of tools that allow you to create content rather than answering questions. It also normalizes the machine creation language to show that the content generated by AI is functional and accurate.
Before Genai joined the content creation of CELO Health, a New Zealand-based healthcare collaboration platform provider, the company used AI-powered chatbots trained in the company’s knowledge base to answer frequently asked questions and answer relevant information directly. The company’s chatbot helped users find blog posts, guides and product documentation, reducing support tickets by 22%.
How is Generated AI different from both chatbots and AI agents?
According to Chris Rodgers, founder and CEO of CSP Agency, a Colorado-based internet marketing service, the AI-based search engine optimization (SEO) tool also helped companies adapt to a wider range of AI use.
“Seo tools have built in AI for a very long time, and there have been many different tools. They weren’t the place for ChatGPT today, but SEO-centric tools really opened it up,” he said.
Issues with AI-generated content
The rise of AI-generated content is not as disastrous as Skynet, the main antagonist of the Terminator franchise, but it still poses challenges. For example, there may be concerns about consistency and copyright.
“We’re committed to providing a range of services to our customers,” said Tim Berney, founder and CEO of Oklahoma-based Marketing and Branding.
Using AI to generate content also creates ethical issues surrounding project fees. For example, if a team is paid by a project and does a lot of work with Genai, the ethics behind it is muddy, Bernie said. Ethics should always be the best mind for business owners.
Furthermore, from a legal perspective, AI can infringe copyright. This is because organizations train AI models on large datasets, and often include copyrighted works. Therefore, the AI output can unintentionally replicate protected material, Allen said.
The US Copyright Office has observed several lawsuits over AI-generated content. The work generated by AI has determined that it cannot retain copyright itself – it works only with human input cans, but the landscape is still developing.
Despite their shortcomings, many organizations have achieved positive results with genai. For example, church teams used AI to draft blog and SEO content overviews. She said she cut the writing time in half and contributed to a 136% increase in website traffic and a 300% increase in search engine clicks in two months.
The human brain must be driving.
CHRIS RODGERSFOUNDER and CEO, CSP Agency
According to Rodgers, Genai is also running the ideas, allowing his team to adjust content to a specific persona.
“As we expand from the zone of subject expertise at the surface level, AI is very good at doing that,” Rogers said. For example, if a content creator compiles a top 10 list, the Genai tools are drawn from a vast collection of documents and information to provide basic research.
But true new ideas require human involvement to ensure that content is accurate and unique, Rogers said. So his team is keeping people in the process. CSP writers use AI to generate ideas, while agencies use AI to process large datasets and perform time-consuming SEO tasks.
“The human brain must drive,” Rogers said.
The church reiterated the importance of human involvement, even if the genais were more refined.
“Use AI to strengthen your team. Exchange it. Combine AI tools with human editors. Train AI with tones of voice and style guides.
Christine Campbell is a freelance writer specializing in business and B2B technology.
