I wasn’t even going to touch on this but I’d feel remiss in not addressing it because I see all the marketers who are jumping on trends coming out with cheap knocks offs and bad advice courses and I want you to know what you’re getting into before you go this route. I’m seeing people in two industries discussing it (fiction and online marketing). 

First and foremost, let me preface this by saying: AI isn’t going anywhere and it WILL have some amazing uses. In fact, someone close to me just had surgery performed mostly by a robot! Incredible. There’s currently a robot lawyer taking its first case (I was saying how creepy it’ll be when the judge and jury are also robots, lacking empathy). 

AI, also known as artificial intelligence, is something that’s been evolving over time. Sometimes it’s pretty interesting, like the images it can create, the content it can produce, etc. But where there are opportunities, there are problems, too. The problem part is what we’re covering today. 

As a marketer, I don’t want you risking all that you’re working to build by taking a lazy shortcut. Let me explain…

AI is capable because it is trained with existing content – whether that’s images or written words, sounds, etc. 

Not only that, but there’s even a problem with AI copyright laws – which vary from country to country. Some countries say AI artwork can be copyrighted, and some say no. So for example, if you use AI to create something and sell it as your own (whether it’s art, content, etc.), you may not be able to copyright it – or show proof of ownership in any way – so anyone can rip you off at any time. 

Ask me how prevalent that will be when one scammy person sees someone else succeeding with content (books, art, a book cover etc.) and then suddenly you have a dozen scumbags copying it to sell as their own. You will have no control and will not be granting anyone permission for this (they don’t need it) even if the original idea was yours, but the AI created it for you. Apparently some results of AI artwork even contain the original creator’s watermark on it. LOL!

But hey, it was trained with that content. I’ve also seen content from AI tools that promised unique deliverables fail to pass copyscape. So it was literally copying and pasting portions of content. That could cause problems for you and don’t think you’re going to shrug it off as, “I didn’t know,” because the person it was stolen from won’t care if the plagiarism wasn’t intentional. 

Google is NOT onboard for this yet. In 2022, John Mueller of Google, was on a live video call where he explained: “These would essentially still fall into the category of automatically generated content, which is something that we’ve had in the Webmaster Guidelines since almost the beginning…” He goes on to say, “And for us, if you’re using machine learning tools to generate your content, it’s essentially the same as if you’re just … shuffling words around or looking up synonyms or doing kind of the translation tricks that people used to do.”

He states that, “For us, it’s still automatically generated content and that means for us, it’s still against the webmaster guidelines. So we would consider that to be spam.” He explains how it’s often a cat and mouse game where people get away with something for a bit until Google finds a way to clamp down on them. You can watch that discussion here: 

Marketer Neil Patel built an AI only content site versus one with human oversight and the AI only one was decimated in rankings when Google did their last helpful content update addressing things and the sites using it dropped between 31-81% in traffic. Even the AI one with human oversight dropped in traffic, just not as bad apparently. You know full well that all these marketers selling AI tools are going to be touting the “push button, huge site in a second” option and people will buy the tool, build the site and get BURIED in the SERPs.

The Google guy even said someday it might be used kind of like a spelling or grammar check tool in the future – content still created with ideas and writing or art by humans, but elevated by AI. If you’ve ever read (or seen) AI content, you can pretty much tell if you’re someone who evaluates it a lot – even if it’s “well written.”  

A student developed a tool that correctly identifies AI generated content. You know Google, who doesn’t want their ad revenue tanked, and Amazon, who crack down on everything, are going to have tools like this.

That brings us to the next issue – it’s such sterile content. Reads like it has zero human emotions. Even the best ones are spitting out facts, which is fine, but as a niche leader, your people are looking to you for empathy and understanding so that they can trust your recommendations. If they want facts only, they can Google them. People are looking to connect to brand leaders. That means personality. 

The content (and images) that AI create can be flat out wrong, too. From health advice to history, I’ve seen some shocking results of what these tools deliver as information. So unless you’re scrutinizing everything and fully know your topic well enough to spot problems, you’re going be the one publishing incorrect information. 

Amazon had to get rid of its AI tool because the robot started showing bias to men (against women). LOL! And there are other AI tools like Microsoft’s AI chatbot that was trained to be racist. Are you going to feel comfortable right now this early on using tools that might be using these kinds of bias and traits in YOUR content? Because you’re not seeing behind the scenes about what the ingredients are going into this.

It’s being banned in both workplaces and schools because of course they don’t want students and employees using it AND they’ve found it’s delivering wrong information. It’s also only free right now – soon to be a paid tool, so what happens when you have to fork over money and you can’t afford it and now can’t produce the same content on your own?

The bottom line is – there is a LOT of “sorting out” coming. With search engines, with laws – you name it. Even today’s society and canceling might target you if you’re “caught” using AI for something – you just don’t know yet. 

I see people saying, “I’m going to have AI write a novel and get it on Amazon real fast.” Good way to get your Amazon account shut down so that in the future, you won’t have a real way to publish. This is not a gold rush. Let the eager ones forge ahead and set off any legal and ethical landmines so that the path is clear when you feel it’s safe. 

Therefore, it’s something to watch – but patiently wait for – until all of the problem areas have been ironed out. And when they are, find an ethical and moral way to use the tools without sacrificing your reputation because you’re in a rush to jump on the bandwagon. I’ve seen situations like this where something comes out to help people game the system, and it’s always the early birds partaking of it who end up burned.  

Is everyone going to agree with me on this? No. That’s fine, too. Everyone has to make their own decision on it. But this is why I’m not promoting AI tools right now or creating content telling people to use it. I’ll keep an eye on it and when I’m ready to advise my subscribers on the best way to use them, when that occurs, I will.

~Tiff


    2 replies to "Be Careful with AI as a Marketer"

    • Donald Brown

      I have to agree that using AI to generate content really isn’t a smart thing to do simply because of the way that the content may be generated. People want to read content that has a real voice and not just facts like was mentioned in this post about AI.

      As of right now, there are several AI based platforms tht are supposed to let you crank out e-books, reports and articles in a few seconds or so by simply entering a keyword and such. However, more than likely, the content generated was probably scraped from the Internet and then ran through some sort of spinning process to supposedly make it unique. However, in the end, it is still automatically generated content tht lacks that human touch to it. So I wouldn’t really recommend using these tools until all of the legalities and bugs are ironed out and the tool is more reliable.

      Sure it is very tempting to use AI generated content because the contentent was generated very quickly but the question is, what about the quality of that content? This is where the problem lies right now. If you really want to create e-books, reports or articles, then start building a huge PLR collection on your own computer because PLR content was not generated by a robot but by a real human writer who has voice and emotion unlike robots. Even if you create an e-book with different pieces of PLR content from your collection, it will stillbe just as good as if you had written it yourself because like was mentioned, PLR content was written by a real human writer and not by any machine.

      It is all about the quality of your content that really matters here. This is why using AI generated content really isn’t a good idea right now. So if you don’t want to be shut down, or banned from anywhere, then only use what has been proven to work for your content such as PLR material created by reputable PLR vendors, or hire out a ghost writer, or even write it yourself but don’t use AI generated content.

      • Tiffany

        It’s definitely going to be abused by marketers, so I’ll wait to see what happens. It’s good for ideas I’m sure but I’d never use it for content as a whole personally.

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