In today's digital age, creating captivating and engaging content is crucial for businesses hoping to stand out from their competitors. However, the process of generating content can be time-consuming and expensive. This is where generative AI comes in - a technology that could transform content creation as we know it.
What is Generative AI?
Generative AI, also known as creative AI, is a subfield of artificial intelligence that focuses on teaching machines to create content. With input from humans, generative AI uses machine learning algorithms to generate text, images, and even music. Providing input is also known as prompting and there’s a rise for tools and skills including a specific role called “prompt engineer”. We can conclude that the better the prompt, the better output from AI.
Pros of Using Generative AI in Enterprise Marketing
- Time-Saving: With generative AI, businesses can create quality content in a fraction of the time it would take to produce manually. This efficiency can save time and money while freeing up staff to work on other high-priority tasks. For instance, Adobe Photoshop has launched built-in generative AI allowing it to rapidly manipulate images subtracting content, or adding new objects such as backgrounds or other elements into the image. Generative AI can also rapidly summarize content or lift the key points from even a large volume of text or create transcripts from video files.
- Consistent Quality: By using generative AI, businesses can produce consistent and high-quality content that aligns with their brand's messaging and tone, eliminating errors and inconsistencies with a pre-defined set of prompts. Writers are quickly becoming prompt engineers and editors which changes their skill requirements and work itself.
- Personalization: Generative AI can create customized content for individuals based on their interests and preferences. This personalized approach has led to increased engagement and conversions for businesses that implement it. Imagine personalizing greeting videos for each of your prospects - with generative AI and video tools such as pictory.ai this can be achieved very quickly.
Cons of Using Generative AI in Enterprise Marketing
- Lack of human touch: Despite the advances that have been made in generative AI, it still falls short when it comes to delivering content that truly resonates with people. Humans can often detect when content has not been created by another human and may respond negatively as a result. There are also stylistic differences that readers will learn to spot over time.
- Limited Creativity: Generative AI is only as good as the data it is trained on and the algorithms it uses. Although it can generate content quickly, the creativity of that content may be limited since it does not have a human's ability to think creatively or make nuanced judgments. Especially with generative images you sometimes see immediately that it was created with AI instead of a human.
- Legal and security risks: The use of generative AI could pose legal risks, particularly when it comes to copyright enforcement. The AI is still learning, and there is a risk that it could inadvertently infringe on existing intellectual property rights. There’s also a risk that users will inadvertently use proprietary data as part of their prompting which can lead to data becoming part of the learning dataset of the foundation model. This data leakage is particularly problematic if there’s some personally identifiable information included.
- Accuracy: There’s a term coined for this - AI Hallucination. This refers to the scenario where the AI model will generate content that seems perfectly logical but is factually incorrect. Either there have been inaccuracies in the training set or the statistical model that is being used during generation connects wrong concepts. For instance, if you ask AI “What is the oldest language still spoken” you get the answer that it’s Tamil. But in fact, it’s Sanskrit and it’s easy to confirm. The hallucination here seems to be that more people speak Tamil today than Sanskrit, so you get the answer that’s not bad but not factually correct.
Despite its limitations, generative AI has the potential to revolutionize enterprise marketing and content creation. Its speed, consistency, and personalization capabilities make it a promising technology for businesses looking to keep up with the ever-changing digital landscape. However, it is crucial to recognize its limitations and use it appropriately to avoid any ethical or legal issues. If your organization is planning to implement generative AI more widely, it’s good to engage with an organization like Kloud9 which can help you navigate the challenges and introduce the best-performing large language and foundation models as well as the platforms such as GPT or AWS Bedrock/Titan.