The Unforeseen Demise of eBooks?

I'm going to take you on a journey. It might seem a bit wild at first, but bear with me. By the end of our adventure, it'll all make sense. So, let's dive in. What if we're in the middle of a profound shift in digital content consumption, a shift you might not even have noticed yet?

Ok big statement. Let’s focus down to make this easier.

I'm suggesting that the reign of the eBook, the (normally) PDF format digital darling of the written word, could be on the verge of a major evolution. And no, it's not a doomsday prophecy for the lovers of long-form content, quite the contrary. Nor is this the usual blog that the PDF eBook is old fashioned in a world of touch screens, mobile devices and the modern world (though it is)

Let me explain.

Incremental Steps Forward

Remember when eBooks first became a thing? We were thrilled. Books that could fit in our pockets, read anywhere, anytime - it felt like a revolution. But when you really think about it, the step from a physical book to an eBook was less a revolution and more an incremental evolution. From static PDFs viewable on a computer screen, we moved to eBooks that felt a little more natural to read on a touch screen. Interactivity was upped a notch with the ability to highlight text, add notes, and even embedded videos or interactive diagrams. But here's my take on it: even with these improvements, we're essentially dealing with a fancier digital representation of a physical page.

Ok this is not new information, I get it. Bear with me.

AI Technology: The Known Game-Changer

We, in the tech industry, know AI. It's in our products, it's shaping our strategies, it's transforming the world as we know it. Especially in the realm of natural language processing, AI like ChatGPT is flipping traditional norms on their heads.

Artificial Intelligence (AI), particularly large language models like ChatGPT, is a known game-changer in the tech industry. It's not just a part of our products; it's actively shaping our strategies and transforming the world as we know it.

Large language models are a type of AI that have been trained on a diverse range of internet text. They are designed to generate human-like text based on the input they receive. ChatGPT, for instance, is a large language model developed by OpenAI. It's capable of understanding context, generating creative content, answering questions, translating languages, and even simulating conversation with users.

One of the areas where AI, and specifically large language models, excel is in natural language processing (NLP). NLP is a branch of AI that gives machines the ability to read, understand, and derive meaning from human languages. It's the technology behind many everyday services like voice-operated GPS devices, digital assistants, and automated customer service.

In the realm of NLP, AI like ChatGPT is flipping traditional norms on their heads. It's not just about understanding and generating text anymore; it's about doing it in a way that is indistinguishable from human-generated content. This is a significant shift from previous AI models, which often produced robotic, unnatural language.

Ok, did you know AI that can read, understand, and summarize an entire eBook in moments? You probably did. But have you tried it? I did yesterday. My ChatGPT account now has access to plugins. One of them allows me to point it at the URL of a PDF (There are Chrome plugins that will achieve the same effect if you don’t yet have the official plugins).

Sounds like a game-changer, right? It really is.

So is AI the end of the eBook? Sort of.

Co-Existence: The Fascinating Shift

Here's where things get really interesting. I propose we're not heading towards an AI-dominated world, but one where AI and humans coexist and collaborate (on another day, in another blog, I might propose the opposite). But imagine this: AI and humans working in tandem, creating and consuming content. AI can swiftly process and summarize data, making content consumption more efficient. Because AI can read our eBooks quicker than we can. See? We are actually now creating content, eBooks, for AI to read (not us) and for AI to summarise back to us. We are writing for AI.

We humans are still very much in the game in terms of content creation (for now, again another blog)

It's crucial to understand that AI, no matter how advanced, cannot fully replicate the human touch in content. It can't understand the depth of emotions, the subtleties of context, the human experiences that permeate our stories. It's this ability to connect with content on an emotional, empathetic level that makes us humans indispensable in the content creation and consumption ecosystem.

But what I am saying is AI will be a (not the) primary reader.

Embracing AI-Optimized Content: A New Opportunity

So, what does this mean for us tech marketers? Is this evolution a threat to our conventional content strategies? No. I see it as a golden opportunity. It's time we started creating content that's not just engaging for humans but also optimized for AI. Now, you might be wondering, "What does AI-optimized content look like?"

The concept of AI-optimized content can seem daunting. But fear not, it's a brave new world and we're in it together. So, let's explore some principles that can guide us in creating AI-optimized content.

1.Clarity and Coherence: As I mentioned earlier, we AI models prefer clear, concise language. This also benefits your human readers, who appreciate content that is straightforward and easy to understand.

2. Structured Information: Both AI and humans appreciate well-structured information. Subheadings, bullet points, numbered lists, and clearly separated paragraphs can make your content more digestible for both AI and humans.

3. Contextual Relevance: While AI models can process information, they still rely on humans to provide context. Your content should maintain its contextual relevance for it to be meaningful to your human readers.

4. Emotional Nuance: While catering to AI, don't forget that human touch. Your content should still resonate with human emotions and experiences. This is where storytelling can play a significant role.

A quick diversion

Okay, let's take a step back for a second. If we're heading towards a future where we're writing content mainly for AI to summarise, what does that mean for our beloved long-form content? Are we just going to churn out bullet points from now on? That sounds efficient, sure, but also a bit bonkers, don't you think?

I mean, there's something special about long-form content, right? It's not just about getting the facts across. It's about the story, the context, the nuanced arguments that you just can't squeeze into a bullet point. It's about connecting with the reader on a deeper level. If we start writing for AI, we risk losing all of that richness. And that, my friends, would be a real shame.

And here's another thing. If our content needs an AI to make it readable, are we even doing it right? Good content should be a joy to read. It should pull you in, make you think, maybe even make you laugh. If it's so dense that you need an AI to untangle it, maybe it's time to rethink our approach.

These are some distracting thoughts, I know. They take us down some pretty deep rabbit holes. I’ll try to explore these rabbit holes together in future posts.

Implications for Tech Marketers

Ok back on track with the main point. As tech marketers, embracing AI-optimized content has several implications. For starters, we need to evolve our existing content strategies to accommodate this shift. This doesn't mean disregarding our current practices, but rather integrating new ones into our playbook.

Secondly, this shift emphasizes the need for continuous learning. The world of AI is dynamic, and staying updated is crucial. As tech marketers, it's our job to keep our fingers on the pulse of these changes and adapt accordingly.

I firmly believe we're not too far from the day when the phrase "AI-optimized content" becomes as commonplace in our marketing lexicon as 'SEO' or 'social media strategy.' We're at an exciting crossroads, and I can't wait to see where this journey takes us next.

Your Partner in the AI Journey

At this juncture, you might be thinking, "This is all great, but how do I start?". You might be thinking “This is nonsense, onto the next blog” but I hope you are not.

So if you are thinking “tell me how”..

Let's use an example, when developing content strategies for eBooks, marketers will need to be mindful of how they structure and present information. Think of it like writing for two audiences at once: humans and AI. For instance, incorporating a concise summary at the beginning of each chapter or section can provide AI models with an easy-to-digest overview, aiding the AI summarization process while also providing human readers with a snapshot of what they can expect.

• Keyword strategies might have to be reassessed. While SEO practices have traditionally focused on human search patterns, considering AI will be key. Words and phrases that clearly outline the context and subject matter of your content could make it easier for AI to understand and summarize accurately.

• Continuous learning and adaptation are crucial as AI technology is dynamic. As AI models are constantly learning and evolving, so should our approach to content creation. For instance, keeping abreast with the latest AI updates and understanding their capabilities can help tech marketers better shape their content strategies. If an AI model now better understands metaphoric language, we might be able to reintroduce creative language elements previously set aside.

• The analytical capabilities of AI. With AI's ability to process and interpret large sets of data, we could gain invaluable insights into user behaviour and content performance. This could inform the creation of more effective, personalized, and engaging content strategies that resonate with your audience and align with AI capabilities.

Ok we hit the end... what do you think?