It just looks lazy
We’re all busy. I get it. At first glance, using AI to create your content with very little input on your part seems like a great time saving tool. We’re all trying to do all the things in our businesses, accounts, design, content, marketing, PR … the list is endless. If AI can help take something off your plate, why wouldn’t you jump at the chance? It’s a no brainer. That is until you take into account everything I’ve mentioned above. If your audience starts to feel as though you can’t be bothered to put the effort into creating content for your brand, that’s going to decrease their engagement levels. If your content is boring and generic, it’s also less likely to be shared and it can even lead to damage to your brand’s reputation in the long run.
When can AI be helpful?
Pretty much the only time I’d suggest using AI is if you need some help generating ideas to get started with your writing. If you’re feeling totally blocked, it can be helpful to use as a brainstorming tool. It’s not something I use in my business as I still have massive concerns about its levels of accuracy and its potential to spread misinformation (you need to thoroughly fact check anything AI writes for you as it’s scary the amount of times it’s totally wrong).
I also have concerns about where the content actually comes from (as essentially it’s all just copied from the work of others) and how can that ever be authentic? There are also ethical issues to consider too. Some of the content used in training AI could come from copyrighted material, was permission ever given to use it? That’s a total can of worms right there.