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How do ChatGPT and AIs affect content marketing?

The marketing world is turning upside down by the potential impact of ChatGPT and other AIs. These tools can be used to help automate content marketing tasks, such as creating content ideas, optimising content for search engine optimisation (SEO), and analysing content performance. AI-driven content marketing can also help marketers better understand their target audience and create more personalised content - quickly and often for free.

So, do we still need content creators? How good are these machines and what is really behind them? We will answer these and more questions here.

What is AI-generated content?

AI-generated content refers to any type of content that is created using artificial intelligence technologies, such as machine learning algorithms and natural language processing (NLP) techniques. This includes text, images, audio, and video content that is generated or enhanced by AI.

AI-generated content can take many different forms, such as automated news articles, product descriptions, social media posts, and even entire books. In some cases, AI algorithms may generate content from scratch, while in others, they may assist human creators by suggesting ideas, optimising language, or enhancing visuals.

The benefits and limitations of AI-generated content

AI-generated content offers several benefits, including:

  1. Speed and efficiency: AI algorithms can generate content much faster and more efficiently than humans, allowing businesses to create large volumes of content in a shorter amount of time.
  2. Consistency and accuracy: AI-generated content can be highly consistent and accurate, as algorithms can follow pre-defined rules and guidelines without making errors or deviations.
  3. Personalisation: AI can analyse vast amounts of data to generate personalised content that is tailored to individual users' preferences and interests.
  4. Cost savings: By automating content creation processes, businesses can save time and money on hiring and training human writers or designers.

However, there are also limitations to AI-generated content, including:

  1. Lack of creativity and originality: While AI can generate content quickly and efficiently, it may lack the creativity and originality of human creators, leading to formulaic or uninspired content.
  2. Quality control: AI-generated content may contain errors or inaccuracies that can negatively impact the brand's reputation and credibility.
  3. Ethical concerns: The use of AI to create or modify content raises ethical concerns around issues such as bias, plagiarism, and copyright infringement.
  4. Limited contextual understanding: AI algorithms may struggle to understand the broader context and meaning of content, leading to inaccuracies or inappropriate language in certain situations.

Overall, while AI-generated content can be a powerful tool for businesses, it is important to carefully consider the benefits and limitations and use it responsibly and ethically.

Here are just a few examples of the many ways in which AI is being used to generate content across various industries.

  1. Automated news articles: Many news organisations use AI algorithms to generate automated news articles that report on sports, finance, and other data-driven topics. The Associated Press, for example, uses AI to produce thousands of earnings reports each quarter.
  2. Product descriptions: Retailers like Amazon and Walmart use AI to automatically generate product descriptions for their online catalogues. The algorithms analyse data from product listings, user reviews, and other sources to create compelling and accurate descriptions that help customers make informed purchasing decisions.
  3. Social media posts: AI-powered social media tools like Hootsuite and Sprout Social can help businesses create and schedule social media posts automatically. The tools can analyse trending topics, user engagement data, and other factors to generate content that resonates with followers and drives engagement.
  4. Chatbots: Many companies use AI-powered chatbots to provide customer support and answer common questions. Chatbots can use NLP to understand user input and generate relevant responses in real-time, improving the customer experience and reducing the workload for human support agents.
  5. Art and music: AI algorithms can also generate art and music. For example, the AIVA AI algorithm can compose original pieces of classical music based on user preferences and style guidelines, while the DeepDream algorithm can generate surrealistic art by analysing and modifying existing images.

What is ChatGPT and how does it work? 

ChatGPT is a large language model developed by OpenAI, which uses deep learning techniques to generate human-like responses to natural language input. ChatGPT is designed to understand and respond to a wide range of questions and topics, making it a useful tool for information retrieval, language learning, and conversation.

At its core, ChatGPT works by processing and analysing large amounts of text data, using a deep neural network to learn patterns and relationships between words and phrases. The model is trained on a vast corpus of text data, such as books, articles, and websites, which enables it to recognise and understand a wide range of language patterns and structures.

When a user inputs a question or statement into ChatGPT, the model uses its trained knowledge to generate a response. It analyses the input text to determine the most relevant and accurate response, taking into account factors such as context, tone, and intent.

ChatGPT is constantly being updated and improved through ongoing research and development, enabling it to provide increasingly accurate and informative responses to users. The model is also designed to learn and adapt over time, based on user interactions and feedback, making it a powerful tool for natural language processing and communication. Currently, ChatGPT draws on the complete knowledge of the internet up to and including 2021.

The benefits and limitations of ChatGPT

ChatGPT offers several benefits, including:

  1. Wide range of knowledge: ChatGPT has been trained on a vast corpus of text data, enabling it to respond to a wide range of questions and topics across multiple domains, including science, history, art, and current events.
  2. 24/7 availability: ChatGPT is available to users 24/7, making it a convenient and accessible resource for information and conversation.
  3. Improved efficiency: ChatGPT can provide quick and accurate responses to user queries, reducing the need for manual research and saving time.
  4. Personalisation: ChatGPT can learn from user interactions and adapt its responses over time, providing personalised responses and improving the overall user experience.

However, there are also limitations to ChatGPT, including:

  1. Lack of empathy and emotional intelligence: ChatGPT is not capable of understanding emotions or empathising with users in the way that humans can, which can limit its ability to provide appropriate responses in some situations.
  2. Inability to understand context: ChatGPT may struggle to understand the broader context of a user's question or statement, leading to inaccurate or irrelevant responses.
  3. Language barriers: ChatGPT may have difficulty understanding certain accents or dialects, as well as non-standard or informal language use.
  4. Ethical concerns: The use of ChatGPT raises ethical concerns around issues such as bias, privacy, and data security, particularly as the technology becomes more advanced and widely used.

What does this all mean for content marketers? 

The rise of AI-generated content has significant implications for content marketers. Here are some key takeaways:

  1. Improved efficiency: AI-generated content can help content marketers save time and effort by automating repetitive tasks, such as generating product descriptions or social media posts.
  2. Enhanced personalisation: AI algorithms can analyse user data and behaviour to deliver more personalised content that resonates with individual users, improving engagement and conversion rates.
  3. Increased relevance: AI-generated content can help content marketers stay up-to-date with the latest trends and topics, enabling them to produce more relevant and timely content that appeals to their target audience.
  4. Ethical considerations: As AI technology becomes more advanced, content marketers must be aware of ethical considerations such as bias, privacy, and data security, and ensure that their AI-generated content is responsible and transparent.
  5. Balancing AI and human input: While AI-generated content can be useful for automating certain tasks, it is important to balance this with human input and creativity, to ensure that the content is engaging and resonates with users on a human level.

How Artificial Intelligence Will Transform CRM

Beside content marketing, the use of AI in customer relationship management (CRM) is becoming increasingly popular as businesses look for ways to improve customer service and increase efficiency. 

AI can be used to automate customer service tasks, such as responding to customer inquiries, providing personalised recommendations, and predicting customer needs. AI can also be used to analyse customer data and provide insights into customer behaviour, allowing businesses to better understand their customers and tailor their services accordingly. 

AI-powered chatbots can be used to provide 24/7 customer service, allowing businesses to respond to customer inquiries quickly and accurately. 

To automate marketing tasks, such as segmenting customers into different groups and targeting them with personalised messages, AI is also very helpful. 

Many of these possibilities can already be implemented with HubSpot today, like  Conversation Intelligence which brings the voice of the customer directly into your CRM and provides better coaching for your team with insights from customer calls. Or the totally new AI tools Content assistant and ChatSpot. Work smarter, not harder with HubSpot.


AI can power up your content creation process, but it still requires human input. To ensure AI-generated content is correct and accurate, get it checked by a writer or editor. Make it concise and ensure it aligns with the intended context.

Keep your brand voice in mind to humanise the content and add a bit of personality.

There are a variety of AI digital assistants that can optimise for SEO, write a draft, or edit the content. Once you become familiar with these next-generation content writing tools, you can speed up and automate the writing process.

Need help planning your content? Then you should definitely download our content plan.