Generative AI’s impact on the content landscape — Brian Piper // University of Rochester

Show Notes

• 01:47
  Defining generative AI tools

  Generative AI tools enable users to create content and images by inputting prompts with their desired outputs. Examples of generative AI tools include ChatGPT, Bard, and Midjourney.
• 02:28
  Generative AI tools and the content landscape

  While ChatGPT can write you a blog post, pasting it right into your website is not recommended due to potential copyright usage issues. But, generative AI tools will likely be built into apps like Google Docs to streamline content creation and make it more accessible to a wider audience.
• 04:23
  Quantity vs quality in AI driven content production

  Generative AI tools will be leveraged for mass content production, resulting in more general and inaccurate content. However, using the tools to increase the creative process will allow more time to focus on fine-tuning messages for the right audience and channels.
• 06:32
  The role of generative AI vs marketers in content marketing

  For SEO, AI tools can assist with the ideation process, expanding keyword research, and suggesting different ways to reach your audience. Nevertheless, marketers are the ones who understand what your goals are, what your strategy is, and your audience.
• 08:26
  The risks of leveraging generative AI tools

  Releasing purely AI-generated content without human editing exposes you to lawsuits and copyright issues. Moreover, the quality of AI-generated content is reliant on the data it is trained on, which can lead to diversity issues, bias, and inaccuracies.
• 10:24
  Maintaining credibility in content marketing

  Content marketing is about establishing trust with the audience and providing valuable, high-quality content that addresses their needs and concerns. However, if your audience discovers you are creating and delivering machine-generated content, it can erode their trust.