• July 26, 2016

Artificial Intelligence: The Next Great Writer?

Can AI help create marketing content at scale?

Content is essential for the success of today’s businesses. It’s how you communicate with your customers and prospects, build your brand, and drive sales. In fact, 93 percent of CMOs say that marketing content is the key to achieving their goals for business growth, while 51 percent of B2B marketers say they intend to increase their content budgets over the next year.

The challenge is that creating the volume of content businesses need is often an expensive, time-consuming, and inefficient process. With large organizations already spending millions of dollars on content and demand continuing to rise, being able to streamline and automate content creation processes is critical.

Fortunately, artificial intelligence (AI) is starting to offer viable solutions. A variety of new technologies are using AI to help organizations increase the business productivity of their content teams. Take a look at two examples of how these technologies are helping to make content creation at scale possible.

Better Quality With Content Optimization 

Leading content optimization platforms use AI to read and analyze your content against the thousands of dimensions that make for great writing. They then score your content and give your writers step-by-step instructions on how to correct things ranging from spelling and grammar mistakes to issues with your style and tone of voice. They also look at the readability, clarity, and consistency of your content.

For large organizations with lots of writers spread across different departments and offices, having a tool that can help uniformly increase the quality of their content while also ensuring adherence to brand standards is essential. It makes the writing and editing process faster and more efficient. Plus, as more of these platforms get into content scoring, they’re dipping their toes into predictive analytics. The idea is to give companies an idea of how well their content will perform before it gets published—a key competitive advantage for brands keen to make sure their content stands out.

Natural Language Generation

As more and more companies start collecting vast quantities of data about their products and their customers, they’re left with the challenge of figuring out how to communicate the insights from that data in a way that makes sense. That often requires the help of data scientists, who are in high demand and limited supply.

Fortunately, advances in natural language generation (NLG) software now offer an automated solution. Using AI, these solutions are able to interpret the data you provide them, suss out the key insights, and convey them into compelling narratives. And they can do this at unlimited scale. As companies ramp up their data collection efforts, technology like this is going to be critical to turning their findings into valuable content.

Will Robots Replace Writers?

While people will always be needed to create compelling content, a number of companies are proving that AI has an important role to play in making that possible at scale. As these and other technologies continue to evolve, expect to see an increase in the quality and quantity of content that the leading brands embracing them make available. In today’s content-driven world, that could make all of the difference.

Like this story? Learn more about the role data plays in the automotive manufacturing industry.