Is artificial intelligence judging web editors by retraining?

Accountants, bank employees, tellers, dealers, executives, marketers, and artificial intelligence are at the root of change and even the possible disappearance of some professions. AI-based writing tools are booming in the market. Should we be afraid of him? Are they reliable? Are they threatening the career of a web editor in the long run?

Since the early 2000s, content has been a critical component of website reference on search engines. It is the true cornerstone of SEO, without which visibility would not be possible, good web writing requires methodology, skills and a lot of practice. Artificial intelligence, whose concept originated in 1950 thanks to the famous British mathematician and cryptographer Alan Turing, can and should play a role in writing web content?

Can content written by a device be as qualitative as that written by a web editor? This question stirs the excitement of the digital marketing world. The real limits of AI could lie elsewhere as well: cultural characteristics that a machine doesn’t take into account, hot versus cold content, lack of data on niche topics, content personalization, etc.

Quality of writing in question

In recent years, more and more online gamers are offering AI-powered writing solutions. These technologies use more advanced language models such as GPT-3, developed by OpenAI in 2020, which is based on Natural Language Processing (NLP) and Understanding (NLU).

These solutions allow those who use them to produce content of all kinds in record time and in large quantities: blog articles, posts on social networks, product descriptions. We’re talking about writing here, not translating or transcribing content into video or audio.

Content production is important, but quantity shouldn’t be an end in itself, at the expense of quality, which affects your company’s brand image and builds readership loyalty. To be sure, I tested some of these tools to see if the writing quality was at the level of experienced writers, who have a good pen.

While these tools like Mark Copy, Syllabs, or even Thundercontent are still perfect, they deliver misspelled and understandable content, as long as you choose a theme that the device has enough data to exploit. But producing high-quality content isn’t just about putting together blocks of paragraphs one by one. The writing is often very stereotypical, addressing ideas that are conveyed widely on the web, sometimes without comfort or depth. It is at this very moment that human intervention takes on its full meaning.

AI Mark Copy Tool © Netinshape / Capture

Artificial intelligence, yes, but for what purpose?

Producing high-quality content requires a certain methodology. The editor must construct his idea and structure his article in such a way that it is as understandable as possible for his audience. Some golden rules are inevitable when it comes to writing for the web.

Technologies known and proven by journalists and marketers such as the 5W method, the inverted pyramid, the PASTOR method or the AIDA model, make it possible to prioritize information in order to arouse reader curiosity and generate commitment.

In the context of this preparatory work, AI-based tools can be interesting. They suggest structural ideas you may not have thought of and provide food for thought. These tools also make it possible to rationalize human resources by improving investigation and preparation time.

This is a completely different way of approaching writing and taking into account the profession of the editor. The expectation that machines will deliver “turnkey” content of equal quality to that of an editor is, in my opinion, an illusion, but it will undoubtedly constitute a huge future asset in the writing process.

The limits of artificial intelligence in writing

If AI has limits, it probably isn’t a technology because the advent of quantum computing opens up new avenues for machine learning. They will be more cultural and emotional.

Depending on the topic covered, the cultural peculiarities of each country can have an impact on the content and form of the written content. Let’s take the example of an educational product (book, application, games, online course) … to sell it to a different audience, it is necessary to rely on the cultural characteristics of the audience, here the parents. Content production requires good knowledge in order to raise convincing arguments. In Asia, competition is very fierce in terms of education and demanding level, while in Europe, the well-being and development of children plays an important role in the learning process in the eyes of parents. There are a lot of cultural differences that lead, for the same topic, to write content that is completely different in content and even form.

AI must remain relevant to these cultural differences in order to produce content without necessarily relying on local resources. This means that the device is sufficiently paid. However, it cannot be excluded that, tomorrow, artificial intelligence will be able to take into account these minute details.

The second major limitation that can be seen is that AI is not compatible with all types of content. Right now, it’s hard to imagine asking a typewriter to write a column, mood post, or article on recent news (or hot content). These various exercises appeal to human intelligence and the relationship a person has with his environment, inspiring him with a sense of humor, emotions, subjectivity, critical thinking and creativity.

Will AI be able to write humorous content targeting different audiences? It is no secret to anyone that the sense of humor of the French is not the same as that of the British, and vice versa.

The third limitation that can be observed, and which will likely be erased over the years, is the lack of usable data for specialized topics. AI feeds on existing data to be able to create content. However, on topics where there is still little coverage, AI is unlikely to be very useful.

Artificial Intelligence: Is it a Real Threat to Seasoned Copywriters?

In the future, artificial intelligence will increase the automation of crafting processes. But this does not mean that it will ultimately threaten the editor’s career. As I mentioned earlier, the quality of the content lies above all else in the personalization of the writing, the unique nature of the writing and the arguments used. In this, the editor will have every turn to play. However, it is very likely that the profession will evolve and the entire exploration and preparation phase, before writing, will be facilitated by AI.

If there is a question of substitution, it will probably be necessary to look to outside editorial companies, based in Morocco, Madagascar or Benin for French and India for English content. In recent years, companies have succumbed to the song of alarm to outside editors in order to get content at a lower cost, at the risk of undermining the quality of the final show.

The arrival of AI will undoubtedly be a life saver from this point of view because AI will soon equal the quality of writing a freelancer abroad, if this is not already the case.

So no worries for you experienced editors. Your creativity, analytical mind, and ability to leverage AI remain key assets for companies associated with a unique and innovative editorial strategy, and caring about their brand image.

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