Oh, the humanity!
It is true; you can write content in seconds using AI technology that seems authoritative. The reality is that, while it may seem an intelligent solution, the content written by AI is bloodless. Unless you are a professional writer, 'Bloodless' may not be a familiar term, but you've experienced its impact when you read AI-written content. You’ve probably already read content written by AI and walked away feeling nothing. That lack of an emotional response is death to a marketing campaign.
Connection is complex.
We are just entering the era of ‘Limited Memory AI’, also known as ‘semi-autonomous AI’. This AI type can remember past events and use that information to create new content. The problem with this form of AI is (try as it will) that it cannot view content through the lenses of a single human. Instead, it looks at the totality of content it can read and makes a judgement based on what it believes to be successful content.
That is not the human experience. Humans make mistakes. We make emotional decisions and then rationalise these choices. While we strive for perfection, we deep down feel some level of the 'imposter syndrome'. These imperfections and self-doubt drive us to seek help from those whose experiences can inform our understanding of a subject or issue. These ‘human’ experiences and emotions are what bond us, which is why we can intuitively 'feel' when content written by AI doesn't feel authentic.
Will AI copy ever feel authentic?
The holy grail of AI is called the 'Theory of Mind AI'. This type of AI may eventually understand human emotions and intentions. Theory of mind AI systems are still in development but may eventually be used in mental health, PR, and marketing. The aim is that this type of AI will understand the mental states of humans (beliefs, desires, and intentions). Only when AI reaches this level of development can it create content that resonates as authentic to readers. Today’s AI cannot replicate these experiences.
Why ‘a human in the loop’ is increasingly crucial in B2B marketing and sales.
B2B companies are investing heavily in sales and marketing automation today (and into the foreseeable future) at the exact time when human-generated content is needed most. While this marketing automation technology promises greater marketing efficiency, it's terrible at content creation. Your customers are exposed to up to 5,000 marketing messages daily. The only way to cut through that noise is to create content that surprises and delights your prospects.
Experienced copywriters can create content that captures attention and compels readers to delve deeper. The humanity of those copywriters bleeds into the content they create, delivering authentic marketing journeys and building trust with audiences. The same is true of sales teams. The best salespeople don't sell; they relate to customers and work to solve their problems. Good luck trying to replicate that authenticity with the current generation of AI.
Is your marketing laking that "human touch"?
