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AI Content Writing: Why Humans Are Still Needed

An AI robot thinking while on the computer.

AI is here and people are starting to take advantage of it. However, how effective Is AI content writing truly for marketers? Sure, AI is capable of producing large amounts of content within minutes but is it content that you want? Is it meaningful? These are all questions you have to take into consideration if you want to utilize AI for content writing. In addition, there are concerns you should have that you may never have thought of when it comes to your marketing strategy. Let’s take a look at how effective AI content writing is and why humans are not obsolete yet.

How Accurate is AI Writing?

Accurate Content Writing

If your goal is to produce content very quickly and in large amounts then AI may be for you. However, if you also worry about the accuracy of your content, then I’d advise you to hold off. AI content writing is a bit of a smoky cloud. You never know what you’ll get or if it is accurate information. 

Although using AI can be uncertain, it can still give you accurate information, it’s just a matter of consistency. Let’s take a look at AI-produced content that was accurate with the information it provided.

Explanation of what ChatGTP is by an AI bot.

As you can see, the content produced was fairly sufficient and accurate. This is the goal that all AI developers hope for when releasing their service to the market. It is also to note that the information produced may be accurate at one point in time but it could also be outdated. As of right now, there is much concern with how AI has been acting, especially with the new Bing and Google Chatbots that are in test release. 

Inaccurate Content Writing

Now that we have seen an example of accurate content writing by AI, let’s take a look at an example of inaccurate content writing. 

Inaccurate information provided by an AI chatbot

While the response seems very proper and authoritative, it is ultimately incorrect. The example indicates that the James Webb Space Telescope (JWST) was the first to take an image of a planet outside of our solar system. This is false because the first image was taken in 2004, years before the JWST existed, by the Very Large Telescope (VLT).

As you can see, AI failed to produce completely accurate information which is a big concern if you are a content writer because our goal is to provide the most up-to-date and accurate information at the time of release. In addition, if you’re producing inaccurate information, this reflects badly on you as you will diminish your reputation as a trusted source. Not only will you be less trusted, but you will rank more poorly on Google and other search engines due to producing inaccurate content. 

Another interesting thought is if there is a possibility that AI would produce the same piece of content if you and another person were to provide the same prompt. While it’s very unlikely due to the way AI is built, there is still that possibility. An even more possible outcome is that you and a competitor could produce identical information but phrased differently which is not a good look. 

Writing with AI is similar to flipping a coin. You know the possible outcomes, you just don’t know what you will get. Let’s take a deeper look into the uncertainty of AI.

What Information Does AI Prioritize?

Another major concern about using AI for content writing is how it determines which information to pull from the internet. I’m sure you have made many Google searches in your life, researching something but you get many different answers. How do you know which one is right? That is the same concern you should have before using AI to write your content. Which information will it pull and how does it prioritize it? 

Here is a great example of a simple Google search asking “How many websites use WordPress CMS 2023” that gives us many different answers:

Google search that provides many different answers.

With so many different answers, how does AI know which one to use? What we do know about AI is that it ingests large amounts of data from the prompt we provide, which then analyzes and processes that data, and then regurgitates it back as a fresh content output. However, it still doesn’t make it clear how it prioritizes information. As well, this uncertainty relates to how AI can provide you with inaccurate information. AI is a complicated service but a simple approach for the user. Don’t let simplicity take over your creativity. 

The Reason Humans Are Still Needed

As we know, AI is a world of uncertainty. What we do know is that we can trust ourselves when writing content. AI content writing may be a thing of the future but as of right now, humans are still needed to ensure perfection when it comes to content writing, as well as marketing strategies as a whole. 

The first reason why humans are still needed is that AI does not consider your brand voice. AI will give you a generalized voice but it is not capable of replicating your brand voice. Your brand voice is a contributing factor to your content marketing as it differentiates you from your competitors. Your brand voice helps identify who you are. If you are consistently using AI to write your content, your brand voice will not exist and your content will be viewed as generic. Only humans are capable of matching your brand voice.

Secondly, AI content writing is unable to follow your content marketing strategy. Your content marketing strategy paves the way for how you will market your services. AI cannot understand your marketing strategy and then transfer it into content writing. Humans however are extremely capable of that. The marketing strategy is the backbone of human creativity. Without aligning your content to your marketing strategy, you are unable to drive your goals and reach your intended target market in the way you want to. That is why human content creation is still extremely valuable. 

In addition, due to the uncertainty of AI content writing, human revision is still needed. You have to be the one that proofreads, fact checks, and ensures that all of the content produced by AI is up to date and correct. At that point, you may as well just write the content yourself. As well, you have to make sure the content matches your brand voice, aligns with your marketing strategy, and follows a set structure. 


AI content writing may be a thing of the future but as of today, it is not capable of producing genuine, human-made content. Its unable to follows your company’s marketing strategy, match your brand voice, and ensures all information is correct and up-to-date. The uncertainty of how AI prioritizes the content it pulls is a risk factor you face and at the end of the day, you will still need to go over and edit the content. 

Innovative Global Vision takes pride in producing high-quality content and creating unique digital marketing strategies, tailored to your business. Contact us today and learn how we can propel your business to success. 

Additional Reading

Author: Stuart Silcox

Stuart Silcox
March 17, 2023

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