Bionic Content: AI is Making Inroads, But Live Writers May Still Be Better At It

Are writers and other creatives soon to be displaced by artificial intelligence? It could be: 82% of marketers say AI-generated content is as good as that generated by humans, according to a recent study by Capterra. 

But don’t get too upset by it — it still has not caught on.  

Only a small fraction of marketers use AI for content generation. What they do tend to use it for is email marketing: 

  • Email marketing — 63%
  • Advertising — 58% 
  • Data analysis — 57%
  • Personalization — 49%
  • Audience targeting — 45%
  • Media buying — 44%
  • Behavioral analytics or insights — 42%
  • SEO optimization — 40%
  • Facial and voice recognition — 36%
  • Lead generation — 34%
  • Content or copywriting generation — 33%
  • Real-time offer generations — 31% 
  • Other — 1%



The study notes that AI poses many challenges for those attempting to use AI software: 

  • Risk and governance issues — 35%
  • Technology is too difficult to use or display — 31%
  • Cost or obtaining funding — 30% 
  • Lack of staff skills to use technology — 28% 
  • Lack of sufficient data or data quality problems — 28% 
  • Difficulty integrating with existing infrastructure — 26% 
  • Little improvement over existing technologies — 23% 
  • Lack of trust in the technology — 21%
  • Unable/hard to measure performance — 21%
  • Concerns over ethics or biases — 19%
  • Difficulty finding use cases — 19%

Overall, 77% of marketers say the software is somewhat or very effective in accomplishing objectives. And 49% say it is successful in in generating easy to read text. 

But the road to implementation is a long one. The respondent say it took:

- Less than five months — 8%

- 3 months to less than 6 months — 24%

- 6 months to less than 12 months — 44%

- 12 months to less than 24 months — 22%

- 24 months or more — 3%

On the positive side, 88% agree that the existing tools save time and money. And 33% state that enhancing the customer experience is a key benefit.


But only 33% feel these tools generate error-free or accurate text. 


“Without human intervention, AI-generation content is prone to repeating information without understanding the nuances of communicating high-level concepts,” the study warns. “Therefore, you can’t guarantee the output will include completely original content.”


Yet they tend to spend a fair amount of time on creating content. During the average workweek, they focus on content:


25% of the time or less—14%


Half of the time—40%


75% of the time—35%


Almost all of the time—6%


As the study shows, AI is more useful for short-time content, like that used in email marketing and advertising. Overall, here are the top benefits of AI or ML content software:


Time savings—33%


Enhances user or customer experience—33% 

Better insights into trends, audience preferences, or behaviors—31% 

Better personalization—30% 

Improves data management—30%

Frees up staff for other priorities or tasks—26%

Improves or optimizes content—26%

Reduces data errors—25% 

Cost savings—25% 

Process experiences through task automation—21% 

Better scaling or repurposing of content--16% 

Capterra surveyed 185 U.S. marketers iin July 2022.  

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