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“Can artificial intelligence ever really replace humans?” is a question you’ve likely heard many times over already — and if you haven’t, you need only give it time. Generative artificial intelligence (AI), which is capable of generating text, art, and other forms of media by studying the way humans create this kind of content, is everywhere you look.
2023 was an AI breakout year. Sam Altman’s rapid ousting, then hiring by Microsoft, then triumphant return to OpenAI rocked headlines. Google released its Gemini (née Bard) chatbot this year, Intel just announced a new AI-powered chip, and unexpectedly, Grimes announced a line of interactive AI plushies that learn and adapt to their owner’s personality. Investments are up, and venture capitalists are hungry for more.
AI has proven itself capable of creating text, art, audio, and other forms of media. It can learn from us and adapt to our requests, editing content faster than any human could. Naturally, it leaves many skeptics concerned about its ability to replace us. According to a recent MIT study, maybe it can — and perhaps surprisingly, people prefer AI-generated content.
AI’s Persuasive Power
The groundbreaking study affirms AI’s capability to reshape the landscape of content creation, particularly in the realm of persuasive writing.
To draw this conclusion, researchers enlisted professional content creators and OpenAI’s ChatGPT4 to write product descriptions as well as content for an ad campaign. They instructed it to do what the marketing industry does best: convince people to hit that “buy” button.
Then, they presented four variations of content to readers: human-written, AI-written, human content edited by AI ( or “Augmented AI”), and AI content edited by humans (or “Augmented Human”).
Readers exhibited a preference for content created solely by AI. Learning that AI generated the text didn’t change that. The study's lead researcher, reflecting on these findings, stated, "AI's persuasive abilities shine when given precise directives."
This research has not only unveiled a shift in reader preferences but also shed light on the symbiotic relationship between AI and human creators.
AI’s Role in Marketing
For marketers, this study delivers a pivotal revelation: AI writes well. Not only that, but readers responded that they would pay more for the products whose descriptions were written by AI.
In defined, straightforward tasks—such as crafting persuasive content—it appears to be on par, if not better than, professional human writers. Experts say that while AI won’t replace humans, humans who use AI will replace the ones who can’t.
“This is definitely the case for generative AI,” said professor Karim Lakhani, who specializes in AI, in the Harvard Business Review’s “The New World of Work” series. Now is the time for industries to begin helping not just technologists, but all employees understand how to use it.
“Give them access to tools, figure out what use cases they develop, and then use that as a basis to rank and stack them and put them into play,” he added. This is because AI can’t showcase its copywriting prowess on its own; it needs human input.
So, human involvement isn't obsolete. It'll evolve. AI demands precise instructions and meticulous fact-checking. This collaboration ensures that while AI accelerates content production, humans fine-tune and rectify errors, bolstering the quality of AI-generated content.
AI’s Impact on the Job Landscape
Contrary to popular fear, AI's integration into content creation doesn't spell the demise of human writers.
Instead, it augments their capabilities, empowering them to generate superior content efficiently. “This transition is really inevitable,” said Lakhani, again emphasizing the importance for executives to train employees in using AI. The MIT study, meanwhile, serves as a beacon, calling for the need for a harmonious coexistence between AI and human creators in the marketing realm.
Conclusion
The MIT study fundamentally alters perceptions regarding AI's role in content creation. Its persuasive potential and proficiency in certain writing tasks herald a new era.
For business owners, this marks a pivotal revelation in marketing as AI demonstrates an ability to craft compelling product descriptions and ad content, with readers expressing a willingness to pay more for AI-generated descriptions. Contrary to fears, AI's integration augments human capabilities rather than replacing them, underscoring the need for executives to facilitate employee training in utilizing AI for optimal collaboration and content enhancement. When used correctly, AI should be a force multiplier for the mundanity of content creation, freeing up valuable time and resources for marketers. However, it's crucial to note that human oversight remains pivotal for refining AI-generated content.
Sources
This article was originally published in Certainty News.
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