What Marketers Get Wrong About the Real Value of Artificial Intelligence

?? Speaking of: HubSpot invests in AI – what’s the real value to content marketers?

HubSpot Ventures announced a big investment in Jasper, the artificial intelligence content creation platform. But will artificial intelligence really make content creation 10x faster than starting from scratch? Should that even be the goal? In a livestream today, Content Marketing Institute’s Robert Rose said relying on AI to write more content is the wrong way to use it.

Watch the video or read the lightly edited script. Then let us know your thoughts in the comments.

?? Reading list: What B2B content marketers need in 2023, according to new research

The sleeping giant is awake – and it’s hungry. Content marketing’s importance to B2B organizations rose again this year, according to our latest research. But the resources to support it haven’t fully materialized. Find out what’s on marketers’ wish lists – and get advice on how to make those wishes come true.

?? Looking forward to: Marketing Analytics & Data Science (MADS), November 14-16, San Antonio, Texas?

Collecting and analyzing customer data is important, but winning organizations do more – they seamlessly embed data, analytics, and insights into the fabric of the organization's decision-making process. MADS, organized by CMI's parent company, exists to help marketers and data scientists do this. You won’t want to miss the sessions on AI and personalization – or the keynote from NFL Hall of Famer Emmitt Smith. Browse the agenda and register today .

?? Overheard: Writer CEO talks AI content on Marketing Smarts Podcast

"AI tools work best when you already have great writers on the team," Writer CEO May Habib said in a recent episode of MarketingProfs’ podcast, Marketing Smarts. "You cannot give a writing tool to somebody who isn't good outside of a writing tool." A natural language processing expert, she sees AI as a way to increase speed but says it’s not necessarily about producing more.

??? Sound off: Are we living in a post-content world?

Will “robo-content” kill content altogether? And if so, what comes next? Members of the CMWorld Slack group kicked around that question (prompted by a segment in a recent episode of Mark Schaefer’s Marketing Companion podcast) this week.

Catch up on the discussion here if you’re already a member (sign up here first if you’re not). You can also share your thoughts on AI-generated content’s impact on marketing in the comments here. ??

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