Are you busy writing content all the time? Well, now there’s help. Except, it’s not the help you might have had in mind… Meet your new copywriter: a machine. Yes, that’s right. AI can write content now!
AI Writing Content? That’s Crazy-Talk.
Right? In fact, Forbes and Washington Post are starting to use AI to write articles. Although, these articles are basic and repetitive. Usually, they report on a topic like sports scores or congressional voting results.
AI is being used by more than publications though, there are now financial services companies that are using AI to write their content for marketing.
JPMorgan Chase has agreed to a five-year deal with an AI marketing firm, Persado, to produce marketing content. Other notable companies, like Citi, American Express, Humana, and TurboTax use Persado’s services too.
Kristin Lemkau, CMO at JPMorgan Chase, claimed, “Machine learning is the path to more humanity in marketing.” Often, headlines the AI wrote were ones “that a marketer, using subject judgment and their experience, likely wouldn’t have. And they worked.”
What Else Can AI Do?
AI is beginning to scale beyond recognizing what is and what isn’t. It’s beginning to develop unique and abstract capabilities. For instance, making music, a unique form of artistic expression, can now be influenced by AI. Here are some examples:
- Amper uses millions of samples to create original, royalty-free music. Humans can adjust the music and the AI will readjust the composition to fit the user’s needs.
- MuseNet changes popular songs to fit the “style” of another artist. Do you want to know what Fur Elise would sound like if Lady Gaga wrote it? MuseNet put on a concert earlier this year where it cycled through dozens of styles and artists.
- AIVA creates soundtracks for videos that can be controlled by a human. The AI assists the composer in real-time to make better background music.
Nichefire is another example of AI in the marketing process. Currently, Nichefire uses AI to understand the style and purpose of content among numerous financial services companies. Its AI identifies points of differentiation social media marketing strategies.
AI in the Marketing Process
Thomas Husson, Vice President and Principal Analyst at Forrester, believes applying AI in the content creation process is an inevitable, natural progression in the use of AI in marketing. “It’s more about augmenting creativity of humans,” asserts Husson. “There are opportunities emerging to tap data-driven creativity for more marketing results.”
Husson thinks merging human creativity with the things that AI does will be the future – at least for now. “The challenge has been to stop thinking about jobs, and the fear of losing jobs, and think instead about tasks, and the tasks that AI is better equipped to perform. At the end of the day, you should think about AI as a smart, efficient and inspirational assistant,” Husson claims. For example, by sheer computing power and constantly working, AI can create personalization of marketing messages at a massive scale, says Husson.
Want to see another example of AI? Book a demo with Nichefire!