Have you ever wondered how long you have been hearing that artificial intelligence is one of the market trends? Automation has been discussed in the context of digital marketing for a long time, but only recently has this technology become accessible to a wider audience beyond technology experts. This represents an important step forward towards the future of AI.
According to Google Trends, the popularity of searches related to artificial intelligence reached its peak in late December 2022. This increase can be attributed to ChatGPT, a tool developed by OpenAI that was made available to the public in November last year.
However, as with any new technology, as AI becomes more popular, so do the concerns and risks associated with it. In the context of digital marketing, in recent days, two risks have been widely discussed: the creation of automated content and the impact on search engines.
It is true that artificial intelligence can help create and personalize content relevant to the public, including articles, social media posts, marketing emails, among others. However, automated content can also be used to spread false or misleading news as it is not original. This can generate misinformation and distrust. Furthermore, in the context of search engines, AI can identify changes in search results algorithms, allowing for a faster and more efficient response to SEO changes.
How does this relate to the media?
If we have artificial intelligence capable of calculating the best way to position itself in search engines and achieve leadership in organic results, we can consider the possibility of forcing the system to create automatic content with the aim of generating revenue through positioned advertisements. strategically, rather than offering relevant and informative information. This can lead to the delivery of low-quality, misleading or out-of-contextual content, compromising the user experience and affecting the credibility of the media. Furthermore, automation in content creation can result in mass production without due concern for the originality, diversity and relevance of materials, which can lead to saturation and reduced effectiveness of advertising campaigns disseminated through the media.
Is there any way to identify original content?
We are seeing the emergence of tools that can determine whether a text is genuinely original or whether it was generated by a support tool. These tools, when analyzing a piece of text, assign scores that indicate the probability that the content was produced automatically.
The highlight here is that a high score simply indicates a strong possibility that the text in question is the result of automatic generation. These tools are becoming increasingly present on the market, adding an important layer to the development of textual authenticity and raising considerations about how this ability can affect the way we perceive and trust information.
Furthermore, within the content ecosystem, there are specific niches that prioritize the quality of information over profit. This may seem obvious for any type of content, but Google uses different recommendation metrics when it comes to health and well-being. The approach known as Your Money Your Life (YMYL) states that content in these categories must have a higher level of accuracy, effort, originality, expertise, or skill than other types of content. In other words, it is necessary to pay special attention to the effort, originality and talent used in creating this type of content.
What is the other side of the coin?
Tools powered by artificial intelligence (AI) are already beginning to revolutionize social media management, providing marketers with comprehensive analysis of large volumes of data originating from these platforms. This data is transformed into valuable insights that inform marketing strategy. The algorithms that analyze publications are capable of synthesizing information from social media, identifying patterns and sentiments, which helps companies understand customer preferences and market trends in real time. Marketers can use this information to create relevant content and adjust their advertising campaigns to improve performance. Additionally, AI-powered social media management tools automate routine tasks such as analyzing performance metrics and identifying influencers.
Another area where advertisers are leveraging AI is ad targeting. AI helps programmatic advertisers improve their targeting by identifying relevant audience segments for each campaign and providing insights real-time information on the performance of ads in the locations where the campaign is running, allowing advertisers to improve their strategies. In addition to improving understanding of audience preferences and behaviors, AI can classify and group these segments to ensure advertisers are reaching the right people. This data-driven approach not only improves lead generation and sales growth, but also maximizes return on investment by eliminating inefficiencies.
How can the market deal with these issues?
Some time ago, we discussed the need to develop mechanisms to combat sites with controversial content. Among the measures mentioned, we highlight the importance of seeking partnerships with certified or specialized companies that can provide robust technology for content verification. Furthermore, transparency is also fundamental, through the active search for content providers who can share information with brands, ensuring a safe and healthy environment for running digital campaigns. However, a new item must be added to this list: technology regulation. It is important to remember that the more technology we use in market development, the more regulations are necessary to ensure a healthy environment.
In conclusion, it is crucial that companies are aware of the risks involved in creating automated content and also in the way they purchase media related to that content. Measures must be taken to ensure that the broadcast occurs on high quality content. We need to be attentive and always remember that technologies
like ChatGPT are support tools, not definitive solutions.
* This content does not necessarily reflect the opinion of Adnews
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