For content creation agencies, the recent boom in artificial intelligence (AI) tools comes with a mix of optimism and trepidation. The technology is impressive, but will AI replace writers and destroy the business model of thousands of agencies and professionals? Large language models (LLMs) like ChatGPT produce remarkably human-like text in seconds in response to simple prompts. 

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Content writing isn’t the only industry being disrupted by AI: with recent advancements in AI art and graphic design to AI social marketing tools, many digital marketing pros are asking themselves if they’ll be replaced by AI. In this article, we’ll explore these valid concerns and look at the future of digital content marketing in our brave new AI-powered world.

Can AI replace writers?

AI isn’t going to replace writers completely anytime soon. There’s no denying that AI is replacing some aspects of the content creation process for professional writers. But will AI replace content writers? It’s highly unlikely. 

The writing process involves far more than putting words on a page. Writers should grasp their briefs within the broader context of their client's business goals, utilize fitting language and tone, conduct research, prioritize relevant research findings, and apply creativity and emotional intelligence in their writing. Even if the final product feels effortless and quick to produce, the work involved in high-quality writing that effectively supports business goals is deceptively complex. 

ChatGPT and other natural language processing (NLP) models may replace some aspects of this process, but not to such an extent that writers will be replaced by AI completely. For example, writers can effectively speed up their idea-generation process by using AI tools to create a long list of relevant content ideas. Outlining the general structure of writing projects can also be done efficiently and effectively using AI.

However, AI-generated content itself is often easy to identify. It lacks the human creativity and emotional intelligence required to write quality, differentiated, on-brand content, resulting in a formulaic final product. NLP models are trained on previously existing content, so when it comes to innovation and creativity, they miss the mark.

Why AI can't completely replace writers

AI has transformed the way many professional writers organize their workflow, but there are inherent skills possessed by human writers that AI models don’t successfully replicate. If you’ve spent any time online in the last couple of years, you’ve probably had the experience of spotting some AI-generated content in the wild. As more readers are exposed to it, this type of content will become even less compelling.

Let’s take a look at what you shouldn’t expect AI to do when it comes to content creation.

The creative human touch

One of the key areas where AI writing programs fall short is in infusing content with the freshness and creativity that marketing content calls for.

Content for digital marketing isn’t just about hitting a word count and cramming as many keywords in there as possible. That isn’t effective for human readers or for search engines, whose sophisticated algorithms prioritize originality, value, and quality.

Successful content creation requires an ability to imbue the text with emotion, personality, and nuance, all of which require a level of creativity that AIs aren’t very good at. Human writers draw on sophisticated market knowledge as well as their unique perspectives and experiences to deliver a creative final result. This impacts not just the content and ideas but also things like content structure and vocabulary choice.

Critical thinking and decision-making

Fundamentally, language learning models are designed for pattern recognition and reproduction rather than critical thinking. They rely on predefined algorithms and data patterns, which can be effective for some purposes but hit limitations when it comes to adapting new information and thinking critically about its implications. AI writing tools do a reasonably good job of reproducing variations of existing content, but the job of content writers isn’t to rehash existing content in slightly different wording. 

Strong writers take into account new information, cultural context, and business goals to make strategic decisions that result in more impactful marketing content. 

Connection with readers

No matter how mind-blowing new technology becomes, we’re fundamentally social creatures. We thrive through human connection. AI is unable to replicate a person’s ability to empathize with their audience and to understand the emotional context of the audience’s needs, pain points, and interests. Humans can also engage in authentic storytelling and use personal anecdotes that create an emotional connection with readers, boosting trust and credibility.

All of these qualities result in more emotionally resonant work, a far cry from the comparatively robotic output of AI writing tools. While AI can mimic certain aspects of writing, it lacks the subtlety and authenticity that so often makes writing memorable or relatable, making it difficult to believe that AI will replace writers any time soon.

How AI can help with content writing

If you come to this post asking yourself if AI will replace writers, hopefully by now you’re confident that the answer is a resounding no. But that doesn’t mean AI isn’t an incredible tool for marketers. Whether you’re an established agency or you’re thinking about building an AI startup, NLP writing tools make it easier to do your job well and at scale. Here’s how.

Acing your grammar, spelling, and style

There’s no shortage of writers out there who are knowledgeable and gifted content creators but not quite as strong in the grammar and spelling department. While spellcheck has helped writers avoid embarrassing mistakes for decades now, new AI-powered solutions are far more sophisticated.

Writing assistants use AI insights to analyze your writing as you work, offering suggestions for improvements in grammar, punctuation, sentence structure, readability, and even style. These help writers produce clear, error-free content, but they can also help strengthen your intrinsic writing muscles with regular use by drawing attention to your writing habits and nudging you to adopt best practices.

Generating data-driven insights

AI digital marketing solutions for writers can provide valuable data throughout the project cycle. Before starting a project, AI insights can be used to create a keyword strategy with the best chance of helping businesses achieve their SEO lead-generation goals. AI tech can also synthesize trends, patterns, and data insights to help writers make better decisions about the topics they cover and the angles they take.

Once content is published, AI tools can be used to gauge important content performance metrics that can inform strategies moving forward. 

Boost productivity and helping creative juices flow

When used correctly, AI can boost creativity rather than stifle it. Sure, it takes no creativity to ask ChatGPT to write an article for you, but the end result of that strategy won’t be very good. AI can replace writers who regurgitate existing formulaic content, but that isn’t a valuable skill.

Instead, AI tools can help writers break through creative blocks by generating a long list of ideas, heading suggestions, or phrasing alternatives. Even the most seasoned content creators experience droughts of inspiration, and AI can be a helpful brainstorming companion for working through those and creating more inspired work, faster. 

AI doesn’t just help agencies with their writing process: from AI social media tools to review management integrations, many routine agency activities can be enhanced and delivered more effectively using AI. Small and medium-sized (SMB) businesses are well aware of the zeitgeist too, making it a great time for agencies to empower their clients with white-label AI software.

How to combine AI workflows with content writing

Even if you’re starting an AI agency without experience, knowing how to harness this new technology will put you ahead of the slower-to-adapt competitors out there. Check out this video to learn how you can do just that.

 

 

AI replacing writers isn’t likely to happen, but AI is already helping content creation pros significantly enhance their workflows and the quality of their output. Use these tips to improve your agency’s content writing flow:

• Incorporate AI tools in the early stages of the writing process. Start by using AI tools for brainstorming and idea generation. NLP models can spark creativity and generate content prompts to kickstart your writing process. Use them as a jumping-off point, and if you get stuck in your writing, revisit your AI platform of choice to explore more ideas.
• Streamline your research and fact-checking flow. Instead of starting with a Google search, try using AI to gather information on your subject. The effectiveness of this approach is dependent on which AI solution you use and the data it was trained on. It’s a much faster way to begin your research—just be sure to verify the accuracy of information you use through more traditional research methods, since AIs aren’t fool-proof.
• Tap into AI for editing. Take advantage of AI editing tools to refine your writing. Many AI tools enable you to provide information about the writing style or personality you wish to convey, so edits can be tailored to your needs.
• Don’t forget the human touch. While AI can streamline certain aspects of the writing process, it's essential to humanize your AI-generated content. 

Conclusion

It’s not looking like AI will replace writers any time soon, but that doesn’t mean it hasn’t shaken up the content creation world. AI undeniably offers game-changing tools to streamline research, editing, and idea generation, but it’s not capable of replicating the emotional intelligence and creativity of humans. 

Writers and agencies that want to set themselves up for success in the years ahead should view AI as a valuable tool rather than a threat. Embracing AI to enhance your workflow will help you produce more compelling, high-quality content at scale, helping your clients meet their business goals faster.