How can you tell if AI is writing this?
You can’t. Not yet. But you will.
The answer lies in the creativity of this article.
Creativity is rebellious thinking. It goes off the beaten track, it goes against the grain, it is unique, it is new.
And yes, AI is creative. But its process is algorithmic and model-based, predictive and based on large data sets and pattern recognition.
Humans create… differently. We are emotional and intuitive, imaginative and playful. We are sensitive to context, culture and ethics.
And sometimes we’re completely crazy.
Jack Kerouac improvised like jazz on a 120-foot scroll, with no regard for conventional grammar or structure, to give us the incomparable On the Road, which defined the Beat Generation. Starry Night was painted by a deranged asylum resident with moody moods and torn-off ears. If Kerouac and Van Gogh had created like artificial intelligence, they would have produced works that would have been forgotten as soon as they were finished. But they gave us something unique. And memorable. Human creativity is a mystical spark that connects to the deepest parts of our souls. And it stays with us.
“Yes, man-made art is a good thing, but how does it affect my bottom line?”
Great question. This is a commercial article, after all. So let’s get down to business.
Here’s my answer: Emotions are at the heart of the buying process. People buy because they feel something.
So if your marketing content, which plays a vital role in your customers’ buying journey, fails to create an emotional connection, then it will be useless and ineffective. And they will move on.
Sure, AI can create your web content, blog posts, or logo with a click of a button, but it won’t be unique enough to engage your audience. And it could also get you in trouble. It can lie, offend, and plagiarize. It can hurt your credibility, SEO, and competitive advantage.
AI-generated content is not emotionally connected because it is created by an emotionless intelligence. But human creativity is closely tied to emotion, which is essential to creating marketing content – written and visual – that resonates with the humans we are trying to reach. AI is simply not, and will never be, a substitute for the mystical spark of our species.
But!
This article is not meant to dismiss artificial intelligence. Even Van Gogh would find that insane. Artificial intelligence is a powerful tool that enhances, not replaces, the human creative process.
So here are five tips for using artificial intelligence without sacrificing your emotional intelligence:
1. Think, do your own brainstorming and research.
The creative process is complicated at first. Accept it.
2. Work on your ideas.
Determine what you want to say and who you want to say it to. Get to the heart of what you are trying to communicate.
3. Write your own poor first draft.
First drafts are never meant to be perfect. As writer Ted Chiang says, “Your first draft is not an unoriginal idea expressed clearly; it’s an original idea poorly expressed.”
SO…
4. Use AI to do its job. Ask it to do additional research for you. Ask it to generate content ideas and lists that you can compare to yours. Let it polish your content and correct your grammar. This is where it will save you time, trouble, and hassle.
SO…
5. Add the final human touch to your content.
Adjust it to make sure it has your voice and personality.
Ultimately, if you don’t use AI, you’re going to waste valuable resources and energy. But if you use it too early in the creative process, you’re going to waste your chance to stand out.
So, did AI write this article?
I think the answer is obvious now.
Discover the art of using AI for marketing at NCET’s Biz Bite on September 25. NCET is a member-supported nonprofit organization that hosts educational and networking events to help people explore business and technology. Learn more at www.NCETbite.org
NCET is a member-supported non-profit organization that produces educational and networking events to help people explore business and technology.
Brandon Evans is a solopreneur content writer (evanswriting.net) and a verifiable human.
