Brands publish content to inform, educate, inspire, connect, and ultimately persuade their audience to take desired actions (like buying or subscribing). But to do that, they must first demonstrate themselves as trustworthy and knowledgeable. After all, who’s going to trust a brand that provides bad information or unwise advice?
So, when a company or organization is trying to decide where their content will come from, they need to prioritize establishing trust first and foremost, or their content marketing efforts will fall short. This is an important consideration when evaluating whether you will use an LLM (like ChatGPT, Grok, Claude, or others) to write your content for you, or whether you will hire a real human to do the work.
Much has been debated over the last year about what AI is capable of versus what skilled human writers are capable of, so we’re not going to rehash that discussion all again. (If you want to know what we have to say on the topic, we covered it in great depth here.) But what technology proponents still seem to be ignoring is the way AI is failing to progress in ways that are truly meaningful for businesses that need quality content to reach their target audiences.
Organizations that want to be able to offer their audience helpful, trustworthy, actionable advice (which should be all organizations!) need to pay attention to the ways in which AI-generated content continues to fall short to understand why relying on humans to generate their content is still so important.
I’m going to detail some AI failures that I’ve personally witnessed recently to offer some clarity around where AI is still severely limited. What I want you to understand is that these types of AI failures are not one-offs and they’re not meaningless. Bad AI outcomes occur routinely and have deep significance related to how your content is perceived by your audience, which can stifle your brand’s growth.
The main takeaway is you shouldn’t be using an LLM to write your content for you! Here’s why…
So, when a company or organization is trying to decide where their content will come from, they need to prioritize establishing trust first and foremost, or their content marketing efforts will fall short. This is an important consideration when evaluating whether you will use an LLM (like ChatGPT, Grok, Claude, or others) to write your content for you, or whether you will hire a real human to do the work.
Much has been debated over the last year about what AI is capable of versus what skilled human writers are capable of, so we’re not going to rehash that discussion all again. (If you want to know what we have to say on the topic, we covered it in great depth here.) But what technology proponents still seem to be ignoring is the way AI is failing to progress in ways that are truly meaningful for businesses that need quality content to reach their target audiences.
Organizations that want to be able to offer their audience helpful, trustworthy, actionable advice (which should be all organizations!) need to pay attention to the ways in which AI-generated content continues to fall short to understand why relying on humans to generate their content is still so important.
I’m going to detail some AI failures that I’ve personally witnessed recently to offer some clarity around where AI is still severely limited. What I want you to understand is that these types of AI failures are not one-offs and they’re not meaningless. Bad AI outcomes occur routinely and have deep significance related to how your content is perceived by your audience, which can stifle your brand’s growth.
The main takeaway is you shouldn’t be using an LLM to write your content for you! Here’s why…
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