Artificial intelligence (AI) has made leaps and bounds since Alan Turing first asked, “Are there any imaginable digital computers that would do well in the imitation game?” in his work “Computing Machinery and Intelligence” published in 1950.
In the 70 years or so since then, computers have defeated champions of chess grandmasters (IBM’s Deep Blue against Garry Kasparov in 1997), successfully completed the DARPA Grand Challenge 2005 (race for autonomous vehicles over 100 km in the Mojave Desert) and wins against humans Jeopardy! In 2011.
The use of AI in digital marketing is increasing rapidly
While these milestones highlight the rapid advancement of AI, the technology is now starting to make a real impact.
When it comes to digital marketing, the enormous potential and central role that AI can play is clear. According to the sixth edition of Salesforce’s State of Marketing report, the vast majority (84%) of marketers say they use AI, up from just under a third (29%) in 2018, a huge 186% increase in adoption 2 years.
These statistics will come as no surprise to many, considering that machine learning algorithms allow marketers to filter useful insights from vast amounts of data and deliver an enhanced customer experience, making them an invaluable resource in a data-driven world.
Generation of AI and SEO content
It would be impossible for the best of us to cover the role of AI in digital marketing in one session. It is for this reason that we will instead discuss and examine AI’s place in creating SEO content.
AI has long been a buzzword in the SEO industry. But as with many avant-garde technologies, opinions are divided, and SEOs can bring cases for and against the use of AI.
While AI is undoubtedly an extremely useful resource in the research, data analysis, and planning phases of content creation, it is when you actually write that the waters get murky.
On the one hand, the use of AI to generate content is considerably more time-saving and resource-efficient. As fast a human would never be able to write a 1000 word article in a minute as an AI tool can. This means that some budget needs to be allocated to creating content that could instead be reallocated if AI were used. If quantity was the name of the game, the benefits of using AI are obvious.
On the other hand, at a time when “false news” and misinformation is rampant, can generally available AI be used to generate high quality, accurate, and engaging content? And how will Google and other search engines deal with AI-generated content? Google’s mission is to “organize the world’s information and make it universally accessible and useful”. What does this mean for the endless wave of content that AI tools can distribute every day?
For a better understanding, we used widely available AI content generation tools to create a range of articles on various topics such as sports, fashion and pharmaceuticals. By using different themes, we were able to analyze how well the tools work when different levels of difficulty and accuracy come into play. The fashion flaw aside, many wouldn’t be too excited if an article suggested wearing the wrong type of shoe with a particular dress, but inaccurate information could be extremely costly when it comes to the type and amount of medication being taken for headaches Need to become .
The content generated by the AI was then analyzed and rated based on a variety of factors, from readability to accuracy, and compared to similar content created by professional writers to see how the two matched.
If you’d like to learn more about the results, please join our upcoming webinar on Thursday, February 11th, where we will explain how well today’s AI-generated content is doing in the “game of similars”. Registration here.
Alex Bova is SEO Operations Manager at Threepipe Reply
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