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The power and limitations of AI in creating written content for marketing and websites
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In today's digital age, hoteliers are constantly seeking innovative ways to create engaging content for their marketing and website needs. Over the last few years, artificial intelligence (AI) has gained significant traction and is now able to generate coherent, and in some cases, intelligent written content. AI-powered language models, like ChatGPT, have the potential to streamline repetitive tasks, overcome writer's block, and condense information into concise paragraphs. However, while AI holds immense promise, there are still limitations to consider, including challenges in teaching it a brand's tone of voice (TOV) and its struggles with varying content types. This article explores the benefits, challenges, and potential of AI in the realm of content creation for marketing and websites.
Streamlining repetitive tasks
One of the most practical applications of AI in content creation is its ability to handle repetitive and mundane tasks. For instance, rewriting basic, fact-heavy content such as location pages or lists of things to do can be automated with AI. Similarly, when creating collections of pages with similar policies and processes, AI can efficiently generate content that adheres to the required structure and guidelines. By automating these tasks, hotels can save time and allocate their teams to more creative and strategic tasks.
Overcoming writer's block and condensing information
Writer's block can be a frustrating hurdle, especially when crafting blog posts or other lengthy pieces of content. AI can serve as a valuable tool in these situations by providing inspiration and generating talking points. By feeding the AI with relevant information, it can also help condense reams of data into a single paragraph, allowing writers to break through creative barriers and make a start on their writing process. However, it's important to note that AI-generated content should not be relied upon as a finished piece of copy but rather as a starting point that requires human refinement.
Teaching AI a tone of voice
One significant challenge in utilising AI for content creation is teaching it a brand's unique tone of voice. AI models like ChatGPT lack the contextual understanding and familiarity with a company's brand guidelines that human writers possess. Consequently, the quality and personality of a brand's copy might not be fully captured by AI-generated content. Although AI has made substantial progress in language generation, it still struggles to consistently deliver the same quality, style, and brand essence that human writers bring to the table. However, ongoing research and advancements in AI may improve this aspect in the future.
Editing and human input
While AI can produce initial drafts and rewritten content efficiently, it is crucial to remember that it should never be taken as gospel. The generated content should always be carefully reviewed and edited by human writers to ensure accuracy, coherence, and adherence to the brand's guidelines. Humans possess the ability to inject creativity, context, and emotional intelligence into their writing, aspects that AI models are yet to fully master. Therefore, human input and editing remain vital to maintain the quality and authenticity of the final content. It’s also worth noting that ChatGPT’s awareness only spans up to 2021, which means it has no record of anything that’s been published over the past two years - calling into question its accuracy.
Understanding and adapting to different content types
AI models like ChatGPT have demonstrated remarkable language generation capabilities. However, they do not necessarily "think" like humans, leading to limitations when it comes to specific content types. For instance, when asked to create copy for an Instagram story, ChatGPT may struggle due to limited access to expired or temporary content examples. On the other hand, Snapchat's AI has shown better performance in creating or reworking content for websites and social, possibly due to its programming to be more conversational and relatable. Understanding the strengths and weaknesses of AI in different content contexts is crucial to leveraging its potential effectively.
The use of AI in creating written content for marketing and websites offers numerous benefits, such as streamlining repetitive tasks and overcoming writer's block. While AI-generated content can serve as a valuable starting point, it should always be edited and refined by human writers. Challenges remain in teaching AI a brand's tone of voice and enabling it to produce content that matches the desired quality and style. As AI technology continues to advance, it is essential to acknowledge its limitations and understand when and how to best leverage its capabilities in different contexts. By combining the strengths of AI and human creativity, hoteliers can create compelling, authentic, and impactful content that resonates with their target audience, and reduce the time spent doing so.