It’s been a landmark year for GenAI adoption and evolution, but what does this transformative word-robot revolution mean for your content marketing efforts?
AI is coming for your (marketing) job. It’s clawing its way out of the screen, like an auto-generated assassin ready to cut down marketing careers before they can flourish.
The hype surrounding generative artificial intelligence (GenAI) hit new heights in 2023, as transformative advances in these technologies supercharged industry discourse and catapulted it into mainstream consciousness. ChatGPT is now in your homes, staring out of laptop displays and ready to generate you happy.
New GenAI releases are announced seemingly by the day, from Microsoft embedding GenAI into future iterations of its popular Office suite of products, to Google incorporating it into Google Workplace stalwarts such as Google Docs and Gmail. Wherever you turn, GenAI is there, lurking in the shadows, eyeing up your payslip.
The idea of ‘robots here to steal your jobs’ is not a new concept. The World Bank’s 2020 Future of Jobs Report is a prominent example, projecting that 85 million jobs could be displaced by 2025 in a seismic shift in labour from human to machine. The jury is still out on how deep and persistent that shift has been.
What’s perhaps unique about our current AI-inspired discussion is just where these job disruptions lie—not in the repetitive areas of manual labour so often seen as low-hanging fruit for replacement by physical machines, but in the creative disciplines somewhat naively seen as more safe from robotic replacement. Is nothing sacred anymore?
Generative AI offers some fascinating opportunities to enhance our content offering. We’re still at the exciting, early part of this journey, but we envision ways for generative AI to augment our content creation, not replace it. It’s about delivering the same high-quality work for clients in a smarter, more time-efficient manner.
Vajirudeen Ali,
CEO, Content Nation
I asked Gemini why it wanted to steal my job, and the answer isn’t likely to put to rest concerns by marketing professionals around the world.
Sure, that’s exactly what a job-stealing AI would say!
But it raises an interesting question at the centre of this report—where and how will AI add value to our working practice, and should we be scared about a wholesale destruction of the content creation industry?
As part of this research, we engaged stakeholders across a wide range of industries to solicit their own thoughts on the impact of rising GenAI usage in marketing and content creation. The idea of productivity improvements, cost savings, and curated knowledge bases were common themes in those replies.
The truth is, GenAI is already winding its way into this dynamic industry, with analysts McKinsey projecting this technology could unlock over US$450 billion in value for the marketing sector in coming years through improved productivity.
Generative AI presents a transformative potential in the realm of content creation, promising to revolutionise how we approach design, music, and textual content. When employed collaboratively, it amplifies human creativity, offering tailored marketing messages to individual consumers, thereby enhancing campaign personalisation. However, the blurred lines between AI and human-generated content bring about ethical concerns, especially in areas where authenticity is crucial.
Richard Bradbury,
Consultant Producer and Announcer, BFM Radio
This human-powered, AI-supported report from Content Nation focuses on the remarkable power of GenAI to empower content creation, specifically as an AI text generator. It will focus on two tools in particular—ChatGPT and Google Gemini.
While other, alternative tools are emerging, ChatGPT and Gemini are pioneers and frontrunners in the current landscape, and the opportunities and challenges they present are largely replicated across rival tools.
So is the GenAI writing on the wall? The Generative AI Snapshot Series, undertaken by Salesforce, shows that 60% of marketers say GenAI will transform their role, with over half (51%) already using GenAI regularly.
That certainly echoes our more qualitative assessment of industry sentiment.
Content Nation is ready to ask the big questions:
1
What are the unique opportunities or challenges in Southeast Asia?
2
How disruptive is GenAI going to be to content creation?
3
What potential value is it currently offering?
4
What challenges must
users consider?
5
Will my boss ultimately replace me with a word-robot?
