AI’s Challenges and Limitations Writing Content

Second in a miniseries on how businesses can leverage AI writing software in their marketing departments. In this article, we learn about AI’s limitations.

AI writing software has more capabilities and use cases than ever before — especially when it comes to auto-generating content. As such, marketing departments and content writers have started using these tools to automate production and reach their digital marketing goals.

However, even with the progression of these tools, they are not a flawless solution. 

For that reason, this article covers the challenges associated with this technology as the second installment of our miniseries on AI writing software for marketing. This way, you get a clearer understanding of these tools and what to expect when using them. We covered the basics of AI writing in Part 1 of the series.

Challenges: Will AI Writing Tools Replace Human Content Writers?

AI writing is a polarizing topic — especially among the digital marketing and writing industries. One of the biggest concerns in these communities is the threat AI writing software poses to writing-focused professions. 

And for good reason! 

If businesses can cut costs by replacing human writers with AI, what’s stopping them? Alexander Lewis, freelance writer and founder of Lewis Commercial Writing, comments:

 “What I discovered is that AI writers are decent aids when it comes to outlining articles or coming up with one-off headline alternatives… But if you’re looking for AI to capture what people love about good writing and copywriting — stories, big original ideas, and so on — then these tools fall short.” 

Let’s discuss four reasons why these AI writing tools fall short:

1. Cannot Form its Own Opinions or Insights 

While AI writing software accesses billions of webpages to deliver relevant content, it cannot form original opinions, insights or conclusions.

Robert Zeglinski, managing editor and researcher at BreakingMuscle, says, “AI copywriting tools are impressive, but they’re not innovative. It’s a machine. They eat human-written articles and content to create something fresh. AI tools create fantastic copy, but new doesn’t mean original.”

So, it might be best to step away from the AI writing tool if you’re working on thought-leadership pieces, niche content, technical articles or if you have expertise in a subject. This way, you can craft high-quality, original content full of examples, expert advice, data and more. 

Related Article: AI Writing Software for Marketing: The Basics, Part 1

2. Struggles With Long-Form Content 

These tools tend to struggle with complex and technical long-form content — often leading to repetitive or factually wrong articles. Pooja Seshadri, marketing associate at Narrato, explains:

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