Digital Media 2024: AI Apps – Have They Sucked the Creativity Out of Marketing?

Digital Media 2024: AI Apps - Have They Sucked the Creativity Out of Marketing?

Last year may be remembered as the year we became infatuated with our AI apps. Artificial Intelligence was a game changer on many levels. With our initial intro to ChatGPT, we quickly found ourselves depending on AI apps for developing content, streamlining workflows and improving multimodal communication.

We tried AI writers, AI detectors, AI web builders, AI note-takers and presentation developers. There were apps that created websites in four easy steps and more AI tools for business, including AI videos. The list goes on. 

It’s been a wild ride because it’s all moving so fast. These applications keep adding new functionality, so we always face new learning curves. We want the most functionality for our marketing dollars.

We were seduced by ChatGPT and other AI content writers

Never sure what the expectation was, we kept looking for AI apps that would live up to the hype and do it all for us. Last year was a blur of free-trial logins and experimentation.

What we’ve come to learn is that our AI apps are fallible

The AI bubble has burst. Our AI apps aren’t meeting the high expectations we placed on them. They can’t really produce a standalone product like a simple blog post or a website in four easy steps, as promised.

Making that AI blog post palatable for real users requires live human intervention. As AI content creators, we're the ones who do the heavy lifting—the thinking and the creative. The AI apps go to work doing the routine, tedious work that doesn’t require any heavy lifting.

Concern about ethics and where this is all going


Another matter is the ethics and policy of AI apps that hasn’t been addressed.

Source: Pew Research Center


Content Marketing 2024: AI Requires Collaboration

Let’s face it. AI is good, but we wanted more. As AI content creators, it’s still up to us to ensure that we’re producing quality content, staying safe and creating policy for the future of AI.

In 2024, AI is expected to continue to play a significant role in shaping the future of content creation and optimization. But we have a more realistic view of what our AI apps can do.

Source: Linkedin - Ken Hubbell


The evolving role of AI in 2024 is about personalization

  • AI’s ability to analyze vast amounts of data, identify patterns, and generate insights makes AI a valuable asset.

  • The development of AI apps has shown us how it helps us understand consumer behaviour, so that personalization becomes an important takeaway. We love personalization because we’re getting closer to our real customers.

  • AI can automate repetitive tasks, freeing up content marketers to focus on strategy and creativity. AI tools can focus on the way content is managed and delivered.

AI content writers: They’re not there yet

Tech and content marketing experts believe that even the best AI apps will not replace human creativity and intuition. It’s all of us writers who will continue to play a crucial role in content marketing. We’re bringing perspective and emotional connection that a machine can’t replicate.

Source: Linkedin - Samyutha Reddy, Head of Enterprise Marketing, Jasper


The most important learnings guiding our marketing strategy for 2024

  • Analyze data to reveal valuable insights about target audiences.

  • Optimize content to show up in search engines.

  • Automate tedious tasks. AI helps us save time, improve efficiency, and achieve better results.

The Pros of AI tools

  • Analyze data to reveal valuable insights about target audiences.

  • Optimize content to show up in search engines.

  • Automate tedious tasks. AI helps us save time, improve efficiency, and achieve better results.

The Cons of AI tools

AI tools are really not standalone products. We can all recognize machine-driven copy and other AI deliverables.

  • AI lacks the ability to fully understand emotions and context.

  • It’s human writers who ensure that AI content meets brand standards and aligns and reaches target audiences.

  • There is a potential for bias in AI algorithms. AI writers are pulling content from online data that may be incorrect, dated and biased.

  • In the new versions of AI, the bots are capable of learning. With every document you produce, you’re building an inventory from which bots learn about your style and industry. They’re learning about you.

  • That’s great, of course, but what if the premise upon which you’re building these documents is incorrect and biased? You’re building a repository of flawed data.

  • Everything you’re producing from this AI tool is flawed. 



The Relationship Between AI Tools and Human Content Creators

AI tools and human content creators are collaborators. AI can support human writers by automating research, suggesting content ideas, and providing data-driven insights. This partnership allows content marketers to leverage the strengths of both AI and human creativity, resulting in more impactful and engaging content.

Human writers can focus on storytelling, crafting compelling narratives and injecting emotions into the content. AI tools, on the other hand, can assist in data analysis, content optimization, and personalization. Together, AI and human content creators can create a synergy that drives content marketing success.

What we bring to an article that AI can’t

  • Real-life examples:  Anecdotes and insights that resonate with readers are personal stories that add depth and authenticity.

  • Empathy and understanding: Most humans have the ability to empathize with others, understand their emotions, and tailor their communication accordingly. This can help create a more engaging and relatable document that connects with readers on an emotional level. We want to relate to the people in the story. It’s these shared experiences that create bonds.

  • Creativity and storytelling: Humans are natural storytellers. They can use creative techniques, such as metaphors, analogies, and narrative structures, to captivate readers and convey complex ideas in a compelling way. Being able to tell an engaging story can be a challenge.

  • Cultural nuances: We have a deep understanding of cultural nuances and can adapt our writing styles for specific audiences. This includes using appropriate language, references, and cultural context that resonates with readers from diverse backgrounds. Can bots do this? Who knows.

Remember That AI Is Machine-Made

While natural language processing has made significant progress in the last year alone, it's still not natural and conversational. It can’t create an environment that feels normal and relatable, one we want to come back to. By combining the efficiency of AI with the human touch, we are closer to realizing the strengths of these two media. 

How to Leverage AI Tools in Your Content Marketing Strategy

  • Identify the areas in your content creation and distribution process where AI can provide the most value. This could be automating social media scheduling or updating old blog posts to make them more relevant and SEO-friendly. Use AI to do keyword research or to help find good images.
  • Identify the AI tools that align with your needs and budget. There are so many great AI tools out there, each with its own strengths and features. There is an app for everything, and they all promise to radically change the way we write and work. The reality is that they don’t. Be a smart consumer. Look for reviews and ask your colleagues what they’re using and what they love.

  • Another consideration: These apps are moving so fast that there’s duplication of functionality. Make sure your existing apps don’t already feature a particular function before subscribing to new software.

This Is the Big One: AI Must Be a Collaboration

  • This is why I think we’re putting our AI obsession on the back burner for the coming year. Take a big deep breath and slow down. We were looking for a tool that would do this for us and we’re just not there yet.
  • Instead, let’s embrace a collaborative approach between our AI tools and ourselves. We’re bringing the brains and the creativity. Our AI tools are bringing this vast warehouse of data. It’s the perfect marriage that’s essential to the success of our AI writing tools.

  • Thoroughly evaluate each tool's features, read the reviews, and check compatibility with your existing systems before making a decision. Try to get as much value out of one application as possible.

Predictions For the Future of AI in Content Marketing with a Focus on Personalization


Based on the dramatic development of AI tools in 2023, AI in 2024 will:

  • Continue to improve, allowing for more personalization. AI-powered chatbots will improve the all-around customer experience.

  • Smart algorithms will analyze user behaviour and preferences to deliver content to the right audience at the right time, increasing engagement and conversions.

Conclusion: Embracing the Future of AI in Content Marketing

As the new year progresses, the rise of AI across all industry sectors is inevitable. AI tools will continue to transform the marketing industry. It affects content creation, distribution, and optimization.

By embracing AI and leveraging its capabilities, content marketers save time, improve efficiency, and deliver more personalized and engaging content to their target audience.

AI is not a replacement for human creativity and intuition. Human content creators are essential to the development of good content. The key is finding the right balance between AI and human efforts.


If you have any questions about digital marketing, reach out to TechWyse Internet Marketing today! Call 866-208-3095 or contact us here.

It's a competitive market. Contact us to learn how you can stand out from the crowd.

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