Embracing AI in Content Creation: Opportunities and Challenges

The rise of ChatGPT sent ripples through various industries, changing the landscape of tasks ranging from coding to language translation. Within our household, it fuels discussions on the merits, potentials, and worries in relation to this AI technology.

Digital marketing has particularly felt the impact of AI tools, sparking debate among freelancers and agencies about its long-term effect on the profession. While it promises efficiency and innovation, it also raises questions about job security and ethical considerations.

In one of my social media marketing workshops in Zamboanga, an interesting question arose: "Is it ethical to submit an entirely AI-generated newspaper column?" Similarly, educators are noticing students relying on applications like ChatGPT for academic write-ups. This dependency leads to concerns about the potential loss of individual voice and authenticity in written communication.

These issues were discussed at Dashcon 2023, hosted by the innovative Cebu startup, DashoContent. Its co-founder, Fleire Castro , is an advocate for harnessing AI to improve the content creation process, especially for marketing endeavors.

For businesses, especially SMBs operating on tight budgets, Castro emphasizes that AI can either augment or automate processes, ensuring optimal use of resources. Drawing from her experience as a startup founder, she relies on AI tools such as Perplexity AI, ChatGPT, and Midjourney for research and brainstorming. These tools assist marketers and entrepreneurs in effectively communicating their vision to their teams.

Additionally, Castro utilizes AI to comprehend customer behavior trends. By analyzing this data, business leaders can align AI outputs with personal observations to determine the viability of pursuing certain customer segments.

Yet, the use of AI is not devoid of challenges. Ethical dilemmas, particularly regarding user data and privacy, are increasing. Castro stresses the importance of cautious data input when using large language models like ChatGPT. She suggests that enterprise-level accounts can help mitigate privacy concerns.

Moreover, the potential inaccuracies stemming from AI tools necessitate a framework for responsible use. At DashoContent, for instance, they've implemented the DashoContent Responsible AI Policy to ensure AI is employed responsibly.

So, how does one gauge the success of AI-driven digital marketing campaigns? Should AI efficiency be measured differently? To Castro, AI remains a tool, not the ultimate goal. She encourages marketers to assess AI's value based on its ability to expedite processes, enhance content quality, and minimize errors. The true litmus test? Whether AI-assisted campaigns lead to swifter, more effective outcomes.

Looking ahead, DashoContent's product team is excited about the potential of natural language processing for brand voice recognition and using generative adversarial networks for data training. This suggests that AI, even when unsupervised, can generate authentic data, optimizing both AI models and human productivity.

With projections indicating that AI comparable to human cognitive abilities is on the horizon, Castro reflects, "Humans will inevitably need to adapt and evolve." She confidently states that DashoContent is poised to harness AI's transformative potential in the realm of digital content marketing.