To say AI is rapidly transforming the world of content marketing would be an understatement. Yet most creative professionals seem to be fairly confident about their job security for the time being. Why? Because they've figured out how to adapt to the new paradigm in content marketing. Namely, human-AI collaboration.
AI is impacting content marketing in two key ways. The first is by creating content outright. Users provide a text-based prompt and a generative AI platform provides a text- or image-based output. Seeing the productivity gains on offer, major brands like Microsoft, Google, Adobe and Salesforce have begun to embed generative systems to further empower user productivity. The second way is helping to curate and optimize content. Both Semrush and Google offer intelligent systems to understand and act on available content marketing opportunities. You can not only save time but also reduce inefficiencies by using data-driven insights to maximize campaign performance.
Despite all the concern around hallucinations and mistaken outputs, AI probably isn't going away. The potential productivity gains are too attractive, so you need to learn how to work with AI-not against it. Exactly what this collaborative relationship will look like depends on your own organization. However, you can use AI throughout the typical content marketing workflow.
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