Will AI replace humans in content creation? The other day I saw a test by David Groult on LinkedIn (reproduced below) which asked to compare texts made by men and machines (with GPT3). When I saw that, I got pretty pissed off. I expected a 10/10 and got… 3/10 (either I underestimated the machine or overestimated the humans). That is enough to rest the questions that I have already revealed in the presentation I gave in early 2022 at ISEFAC on the future of In B2B, explain its vision, its work philosophy, its approach to the market, its methods and its secrets of implementation in websites, booklets, Webzines, newsletters, WebTV, etc. is a must.. And even to have a few scares and imagine a world at HGWells, governed by machines. Fortunately, an expert gave me hope.
AI: when content is created by machines
In the wake of the fiasco of my LinkedIn test on the examples given from GPT3, I asked myself the question: do we really have to worry about the creation of content of the future? Wasn’t I too optimistic? Won’t AI ultimately be better than a bad copywriter (if we can objectively describe what a bad copywriter is)…?
Granted, low-level content will be machine-generated, but it can’t be worse than that made by cheaply exploited humans.
And it is not doing them any harm to point out that paying a few euros for intellectual work is an insult to human creation.
AI, content and content from modern slavery
But lo and behold, there are hungry people, and wherever there are, there are unscrupulous fools out to exploit them (and believe me, on some The B2B website is the digital showcase of your business. This is the easiest and most effective way to present your company’s products and services to your future customers. we discover very pretty logos with well-stocked pockets that engage in this sport that the English call bluntly: “modern slavery*“).
Fortunately for us, In creating this glossary Visionary Marketing came up against a major problem: should we write BtoB or B2B?we are too attentive to the quality of what we write, we have no right to play with the quality at this point.
And isn’t it, as usual, hindsight that will give us the answer – inevitably reassuring, because it is more complex than the abrupt reality of a click-through post on LinkedIn – and which will help us to see it clearly?
An entrepreneur in the field to help us see things clearly
And his words were reassuring. Phew! We will be able to continue to work normally and the machines are our friends… well, when they don’t bug too much.
* In the UK if you sell content you have to sign a sworn statement that you refuse to work with companies that practice modern slavery like Fiverr or Amazon Mechanical Turk. It’s the Modern Slavery Act of 2015. I voluntarily do not put a link on these sites. As often, in France, we wrap ourselves in human rights and a whole bunch of good feelingsbut there are only lyrics.
How do content creation AIs work?
Content generation AIs don’t invent anythingsays Arnaud: they make text prediction only based on past elements.
[et voici comme promis le quiz]
They are trained with huge volumes of already written texts. From the few words that we type, they simply go, statistically, from the whole corpus of texts that they know, calculate what could be the rest of the text started.
We are not at all in a perspective of replacing journalistic creation in the months or years to come
On the other hand, AI can replace very repetitive taskssuch as the generation of product descriptions in e-commerce, without value for a journalist or a content producer, since it is simply a question of generating text from product characteristics.
Solutions also exist to produce automatic comments on stock market prices, or football matches, for example.
Artificial intelligence helps humans produce low value-added texts
The AI that is being put in place is a real opportunity
It relieves repetitive and uninteresting tasks and frees up time for journalists to concentrate on their real job, which is to write papers requiring investigation and research.
AI is absolutely not capable of this today..
AI and content creation: spectacular achievements in the field of legal publishing
AI makes it possible to detect legal reference links automatically, by identifying references to the law to, for example, ensure that a text of law quoted by a lawyer has not been repealed, that it is still valid.
Automatic creation of continue reading links between articles
The AI is able to offer further reading articles that talk about exactly the same subject as the one that has just been read, and this in a very relevant way.
She does it as a human would, or even better, because a human necessarily has biases that make him think first of the paper he wrote himself recently, while an older paper will give context on the subject, and may be more interesting.
The real impact is measurable. This solution deployed at the Point, specifies Arnaud, has made it possible to note an increase in the click rate of more than 30%. The links offered are therefore more qualitative.
Automation of product classification in e-commerce
A very large distributor of French cultural products uses Contentside solutions to classify its products.
He found several advantages in this solution: the first advantage is the saving of time, the second is the reduction in the number of errors.
On a repetitive task, a human will make about 10% errors. A good AI will only do 5%. By combining the two, you can easily achieve 100% success
Thousands of products classified per month.
AI identifies product features. It is able to indicate that such a product is concerned, for example, by a commercial license, or, in the case of cultural products, that they are aimed at a particular age category.
This classification makes it possible to add filters to the website and thus offer more filtering to users.
The volumes are far too large to require humans to enter this information.
AI and content creation: generation of product sheets
Mister Auto, for example, uses Contentside solutions to generate product sheets.
Their car spare parts catalog contains 12,000 brake pad references. Manual entry, even offshore, is unthinkable.
AI allows them to generate text from product features. The text generated is reliable on the information given to the user, and thus makes the entire sales chain more reliable by also increasing conversion rates.
The AI does not do magic, it can only do very quickly what a human could do more slowly
AI does not know how to search the deep web for hidden information, for example. On the other hand, it can be used to improve the indexing of documents.
The BNF, for example, indexes press articles with Contentside solutions.
This involves determining what the article is about, identifying places, people, organizations, works, in order to extract the keywords that will make it possible to offer much more relevant search indexes to users.
AI and content creation, don’t panic
Computer science promises miracles. She does great things, of course, and we’re happy about that.
But at the same time, you have to know how to keep and store your fantasies.
AI is a real revolution and it will no doubt sometimes replace humans. But it will also create a lot of jobs.
AI can’t replace everything, it’s a fantasy
Artificial intelligence, concludes Arnaud, is above all a prediction tool, but a prediction starting from the past. She is unable to guess an event that has never happened before.
We wish to thank the author of this write-up for this outstanding web content
AI content creation: how to get rid of repetitive tasks
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