There’s much debate at the moment about the use of AI for content creation and marketing. Some of our clients readily use AI-generated content and others very little, so where do we stand on its use?
Recently, we have noticed that when some magazines send us their editorial guidelines, they often state that any articles submitted must not be AI-generated, or must at least state that it contains AI generated content. So, how do you balance what the magazines want with the benefits of using the latest technology? Here we take a look at the pros and cons of AI-generated content.
Q: What are the advantages of using AI for content creation?
Using AI language models can save quite a bit of time in generating body copy and can give you a really solid start, especially if it’s a subject that you haven’t researched or written about before. AI can help to speed up research and gather ideas for content, working like an assistant to help collect and analyse information. This can be useful to build background knowledge and understand complex topics; however, each AI-generated statement must still be fact-checked. It is always important to ensure that the information is accurate, with proper verification to prevent any issues.
Q: Is it better to not use AI at all?
Not necessarily. By avoiding AI, you could be restricting yourself from access to a wealth of well-sourced information. It is better to use AI as a tool, but not to rely on it completely. PR executives and copy writers still need to be able to generate copy themselves, but can use AI as an assistive tool for idea generation, testing different content variations, and improving clarity.
Q: Why are some editors insisting that content is not AI-generated?
From our discussions with editors, they say that they are receiving lots of AI articles that feature long, over complicated rambling sentences and repetition. They also don’t like the fact that key points are listed as bullet points, rather than being explained in the text. There are also too many subjective clauses and the whole thing is split up with several large dashes (-).
Editors say they are worried that all content within their magazine could become very same-y, with no actual tone of voice, personality or character, making the publication appear flat. Finally, there is the obvious potential for plagiarism. For example a construction brand could be unwittingly quoting a competitor’s research findings.
Q: How can you tell if content is AI-generated?
AI-generated content usually follows the same pattern. Some articles can seem too balanced, neutral and monotone. When using AI for content creation, it often uses vague statements lacking the detail which makes content niche to your industry. AI also loves structure, so many AI-assisted articles are repetitive with paragraphs following the same patterns and headlines sounding the same.
Q. Are magazine editors right to insist that no articles be AI-generated?
Yes and no! Some editors we speak to regularly say they use AI themselves and often run press releases or articles from PR agencies or clients through AI. As AI advances, it cannot be completely ruled out. Magazines need to realise that it helps agencies and clients to turn articles around more quickly. There needs to be a fair approach with magazines recognising where use of AI is essential, but agencies and clients have to be careful not to become over-reliant on it.
Publishing houses are often under pressure to turn magazines around with a lot fewer staff than previously, so are using AI to fill the gap. It is therefore essential that they practice what they preach if they insist that agencies and clients do not use AI as stated in their editorial guidelines.
Q: Should construction marketing agencies see AI as a threat?
We don’t see AI language models as a threat because our strengths are in having established media contacts, which get us great opportunities for clients. These contacts have been established over the last three decades! That is something that AI cannot take away. With these close relationships, we have the ability to get articles placed in key construction publications. With decades of experience, we understand the editorial style, tone and context that they are looking for.
Q: Are clients using AI?
Yes, from our experience, clients are using AI tools extensively. We often find clients use AI for planning and generating ideas, and also to proofread content when providing feedback on our articles or press releases. However, it is still important that clients check the content and accuracy of articles themselves and not solely rely on AI. This is because AI language models are not 100% accurate and can confuse information, use outdated facts and misattribute sources.
Q: Does Dragonfly PR use AI for content generation?
We do use some of the latest AI tools, which is mainly used for research purposes, especially if it is a particularly technical article. When using AI, we always make sure we are specific about what we are asking AI to assist with. When using AI for assistance, ask yourself:
- What is the topic and purpose?
- Who is the target audience?
- How much detail do you need from AI?
- What is the format?
- What is the source?
- What should AI include or not include?
This will help to refine AI-generated answers to ensure you get the best results. Once a piece of AI content is generated, our time is spent updating and fact-checking an AI-generated article, then re-editing to ensure it is in the style and tone of voice of our client. Or if AI is used for research purposes only, we then develop those ideas to add a creative flair, tailoring the idea to the right audience, tone, style and branding. Essentially, AI is a starting point for most construction marketing agencies, but we still do the work to ensure content is authentic, relevant and suitable for our clients and magazines.
Q: Is AI ok to use for social media posts?
For social media, AI can help to build content calendars, repurpose old content, identify trends and themes, generate campaign ideas, recommend a social media strategy and provide audience targeting suggestions. Of course, it can also be used for creating social media copy. However, we often find that AI language models produce social media content that is repetitive, overly polished and exaggerated. Check the tone of the post after it has been through AI and adapt as necessary.
Q: How do you see AI evolving in the future?
Like social media, AI language models are here to stay and will make an increasing impact on people’s day-to-day lives. AI should be embraced for use in areas where it can save time on manual or laborious tasks. In our line of work, you see many websites and blogs now where all or the majority of the copy can clearly be recognised as AI-generated. For many building specifiers and contractors, this switches them off, especially when they read advice pieces that have obviously been written for SEO reasons rather than for reader benefit. When using AI, be sure to still add your own brand style, tone, personality and write for the reader.
For more information on content creation, construction marketing strategies and how working with a construction PR agency can help you generate sales leads, contact our PR team today.
