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