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Why Isn’t Every Blog Post AI-Created Content Already?

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Hi, it’s me, a real-life human being, writing these words with my fingers.


If you’ve ever used ChatGPT, you know just how powerful large language models (LLMs) can be. More commonly referred to as AI, these complex models produce incredibly accurate imitations of human writing. 

So, to ask the question more clearly, why are humans still writing?

Well, it turns out that LLMs just aren’t quite good enough…yet. Let’s break down why I didn’t just hand this topic to an LLM to write for me, how I use AI writing assistants to speed up my writing process, and the advice I have for anyone interested in doing the same.

A robot trying to read a book with a question mark displayed on its monitor

Limitations of AI in Content Creation

If I could just get a robot to do this whole article for me, I’d do it! But sadly, we don’t live in that world. It turns out that there are a few things that make LLMs like GPT fall short of completely replacing content writers like me. Let’s break them down:

Emotion and Authenticity

One of the key limitations of AI in content creation is the ability to replicate emotion and authenticity. While LLMs like GPT are impressive in their ability to mimic human writing, they fundamentally lack the emotional depth and authentic experiences that humans possess. 

These models can’t feel joy, sorrow, excitement, or any other human emotions. They don’t have personal experiences or a unique perspective to draw upon. These factors are critical in creating content that resonates with readers on an emotional level and feels genuine.

Emotion and authenticity are crucial elements in content creation because they establish a connection between the writer and the reader. They inspire trust and loyalty, make the content relatable, and add a layer of depth that makes the content more engaging. 

When content feels personal and authentic, it can have a much stronger impact on the reader. This emotional connection and authenticity are the reasons why human writers are still important in the content creation landscape despite the advancements in AI technology. 

Up-to-Date Research

LLMs are kind of like grand libraries with no new books past a certain date. They miss out on the hot-off-the-press insights that could be game-changers in understanding a topic. Their inability to provide real-time updates or sift through the relevance and credibility of new nuggets of information is where they trail behind people.

Now, why does all that matter? It’s simple. It’s about serving the freshest, most accurate intel to the readers who are always on the lookout for the latest and the greatest. It’s about building a narrative that’s built on the solid foundation of the most recent advancements, not on the shaky grounds of bygone data.

Of course, LLMs can take in the research you feed them, especially when you use the right plugins. But they aren’t very good at evaluating the research’s quality, so you have to do the hard part of finding and evaluating it yourself. Because Google’s latest updates put an even stronger emphasis on updating your articles with substantive changes and the most up-to-date information, this is more important than it ever has been before.

Strategic Thinking

Before you use an LLM, you need to know how you’ll use it. If you don’t have a strategy in place, the AI-generated content will sound disjointed and disconnected from your brand’s voice and tone. This is where human writers excel—they can think strategically about how to incorporate AI-generated content into their writing process in a way that enhances the overall quality of their work.

Strategic thinking also involves considering the purpose and context of the content being created. AI may not be able to fully comprehend these underlying factors and produce content that aligns with the intended goals. Human writers can use their understanding of the target audience, industry trends, and brand voice to create content that meets the desired objectives.

For example, an AI won’t know the preferences and prior knowledge of the audience you’re targeting. You can—and should—try to include this information in your prompts, but there’s no guarantee that the AI will produce content that meets those specific needs. Human writers can anticipate and address these factors to create more impactful and relevant content that matches the strategic purpose of the piece.

Ethical and Bias Concerns

The use of AI in content creation brings forth a myriad of ethical, legal, and bias concerns that are yet to be fully addressed. One major concern is the potential for AI to perpetuate or even exacerbate existing societal biases. Since AI systems learn from data generated by humans, they may inherit the biases present in that data. For instance, an AI writing tool might propagate gender stereotypes or racial biases present in the training data, which can have real-world consequences and further entrench discriminatory attitudes.

Additionally, the legal landscape surrounding AI-generated content is still in its nascent stage. Who holds the copyright for AI-generated content: the human operator, the developer of the AI, or perhaps the AI itself? The absence of clear legal guidelines can lead to disputes and hinder the adoption of AI in content creation. Moreover, the potential misuse of AI for creating misleading or false information is a significant ethical concern. AI can be used to generate fake news or deepfakes that can misinform the public and erode trust in digital content.

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