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Embracing the AI Revolution: A Comprehensive Guide for Marketing Agencies


Embracing the AI Revolution: A Comprehensive Guide for Marketing Agencies

Artificial Intelligence (AI) has made significant strides in the rapidly evolving digital age, revolutionizing various industries and professions. Among these, content marketing stands out as a prime example of AI’s transformative power. From automating mundane tasks to predicting customer behaviour and personalizing content, AI holds immense potential to reshape the landscape of content marketing. However, the emergence of AI also brings forth concerns, particularly about job security and the potential for human roles to be replaced by machines. This article aims to demystify these concerns, shed light on the evolution of AI in content writing, and guide marketing agencies on how to harness the power of AI effectively and ethically.

The Evolution of AI in Content Writing

I was initially exposed to AI in 2009 when the BI division of our consulting company was officially opening, exploring the uses of advanced machine learning and other areas of artificial intelligence. In 2012, I was tasked to build a training centre for Canada’s data engineering community – as far as we knew at the time, this was Canada’s first post-graduate training center for Data Scientists.

The biggest surprise for me was when attending a class at MIT in 2014, and the professor at the time was showing up examples of entire books written by AI, or entire research papers, with 95% accuracy. We explored crowdsourcing content models such as Wikipedia and advancements in intelligent robotics.    

What surprised me most was learning from the AI itself. In writing this post, I did use ChatGPT for support and research. According to AI, the origins of AI content generation can be traced back to the 1960s. Still, it has evolved significantly since then, and the early stages of AI were focused on creating simple algorithms that could carry out basic tasks. The development of AI-based content creation started to gain momentum in the 1980s and 1990s with the introduction of more advanced Machine Learning (ML) techniques, but the content produced needed to be more extensive and often needed coherence and fluency. In the 2000s, AI became more sophisticated. It began using statistical methods to analyze and produce text based on patterns found in data. This led to the development of automated systems that could write simple, formulaic stories like weather reports or financial summaries.

At MIT, we learned of a software named “Quill,” capable of turning data into readable reports and narratives.

As we all see, the latest development in AI writing is transformer-based models, such as GPT (Generative Pretrained Transformer), developed by OpenAI. The first version of GPT was introduced in 2018, and by the time of GPT-3’s release in June 2020, AI’s ability to generate human-like text had improved substantially. These models are trained on vast amounts of data and can generate impressively fluid and contextually relevant content.

While these AI models can mimic human writing convincingly, they still lack true understanding, creativity, and the ability to generate original thought. The field of AI content generation is still rapidly evolving, and further developments are expected in the years to come.

Today I hope to help you with some of the constructs around Generative AI.

AI and Search Engine Algorithms

How Search Engines Perceive AI-Generated Content & Risks and Guidelines for Using AI-Generated Content in SEO

I heard that Google’s team treated ChatGPT as the biggest threat to their business. They launched BART. Microsoft took a huge leap and invested heavily in OpenAI. They integrated ChatGPT-like features in their browser and search engine and short-announced Microsoft Copilot.

However, although Google was quickly introducing Bart, and Microsoft was launching their new innovations, some of us experts that use content marketing are asking how this impact search will result on search engines. Google and other search engines are known for introducing algorithms that help great content reach high levels. If Google can perceive reused content, plagiarized content, or content stuffed with keywords, then surely, they can or will be able to perceive soon, AI Generated Content.  

Yes, search engines like Google aim to deliver users high-quality, relevant content. Their algorithms are designed to favour original, engaging, and helpful content that offers value to the reader. If AI-generated content meets these criteria, then it stands to reason that it will not be directly penalized just because AI wrote it.

However, there are some reasons why AI-generated content could potentially be flagged or penalized:

  1. Duplication or Plagiarism: AI models like GPT-3 generate content based on patterns they’ve learned from their training data. If they generate content that too closely resembles existing content, it could be flagged as duplicated or plagiarized.
  2. Quality and Relevance: If AI content is nonsensical, off-topic, or irrelevant to the subject matter, it will likely rank lower in search results. While AI has improved considerably, it can still produce content that lacks deep understanding or coherence, especially for more complex or nuanced topics.
  3. Lack of E-A-T (Expertise, Authoritativeness, Trustworthiness): Search engines are placing greater emphasis on the E-A-T of content, particularly for YMYL (Your Money Your Life) topics that can impact a person’s health, finances, or well-being. AI-generated content, which lacks personal experience and true expertise, may not score as highly in this regard.
  4. Engagement Metrics: User engagement is crucial to search engine rankings. If users do not engage with the content (for example, they bounce quickly or do not share or interact with it), it can signal to search engines that the content is not valuable, leading to lower rankings.

In general, while AI can help in content generation, it is a collaborative effort.    

I feel that in although it’s great to get help from AI, it’s essential to ensure the content is valuable, original, and relevant to the audience. Add your own voice (and not by asking AI to do it for you). Human writers must always review and edit high-quality AI-generated content to ensure it meets these standards.

AI and the Future of Content Writing: Disruption or Collaboration?

In the last few months, many people have asked me if AI will be a massive disruption to many industries. I think AI will be best adopted as a professional assistant. For example, if you are a paralegal, you can leverage tools such as AI to help you with certain sections of contract writing. However, if you are a business owner, do not try to use AI to replace your legal or paralegal advisor. Your legal advisor knows how to plan and validate your contracts. They know how to align your business goals to legal writing. They know how to ensure that every “T” is crossed and every “I” is dotted. They know what the contract is missing. For me, AI is an amazing collaboration partner for the experts out there.

AI and the Future of Content Writing: Disruption or Collaboration?

As we navigate the labyrinth of the digital age, one transformative force stands out — Artificial Intelligence (AI). Every industry, from healthcare to entertainment, is undergoing dramatic changes under AI’s relentless influence. Content writing, a field deeply ingrained in creativity and human touch, isn’t immune either. Is AI here to replace content writers?

AI in Content Generation: What it Brings to the Table

Today’s AI, particularly Natural Language Processing (NLP) models like OpenAI’s GPT-4, can generate coherent and contextually relevant content with impressive fluidity. These AI models are trained on vast amounts of data, enabling them to mimic human language patterns and write on various topics.

AI offers significant advantages. It can produce content rapidly, at scale, without fatigue, and can be utilized 24/7. It’s excellent for generating data-driven content, like reports or news updates, where objectivity and speed are paramount.

Where AI Falls Short: The Creative Element

AI struggles to replicate human creativity and emotional intelligence despite its impressive capabilities. It can’t yet grasp subtleties, metaphors, humour, or culturally specific nuances that a human writer can. Moreover, AI is incapable of original thought or personal experiences, critical ingredients for compelling storytelling.

Complementing, Not Replacing Human Writers

While the fear of AI replacing human jobs isn’t unfounded, the narrative in content writing isn’t as black and white. AI is likely to take over repetitive, data-heavy tasks, freeing up human writers for more creative and strategic work.

AI can assist writers with preliminary research, grammar checks, or even generate a basic draft. However, the human touch is needed to weave a narrative that resonates with readers personally and emotionally. Hence, we can envision AI as a tool that augments human writing rather than replaces it.

Preparing for the AI-powered Future

With AI becoming more entrenched in content writing, writers need to hone skills that AI can’t replicate. Storytelling, empathy, critical thinking, and creativity are valuable skills that will remain largely in the human domain.

Further, understanding and leveraging AI tools will be crucial. By using AI to automate mundane tasks, writers can focus on producing high-quality, creative content.

AI: A Collaborative Future

The narrative isn’t about AI replacing content writers but rather how AI and writers can work together. The key lies in leveraging AI’s efficiency and scalability strengths while capitalizing on human creativity and emotional intelligence. Although I’m focused here on agency work, my expertise, 

The future of content writing may look different with AI, but it won’t be devoid of the human touch. Instead, we can expect a symbiotic relationship where AI and human creativity coexist and enrich the content landscape.

The Reality of Job Transformation and Not Job Loss

Of course, we all see a future where jobs are lost or replaced. I get it. I’m scared too. What does this mean for my own business? Only time will tell. I can say this; the AI Revolution is not the first time humanity has seen a revolutionary disruption to the workforce. Think back to steam engines, electricity, assembly lines, computers, and the internet! All these inventions or innovations lead to more disruptions in the workforce. As the earth became a global village, we saw more disruptions in work.

Concerns over job losses due to AI and automation are legitimate and widespread. While it is true that AI will likely replace certain tasks, it’s essential to understand that this doesn’t necessarily equate to a one-to-one job replacement. Here’s what we can tell people who are worried about this issue:

Job Transformation, Not Job Loss: 

Historically, every major technological revolution I’ve identified has transformed the job landscape rather than eradicating jobs. Certain roles may become obsolete, but new roles that we can’t even imagine today will be created. For example, before the wide-scale adoption of computers, there was a job title for the human “Computer.”  The rise of the internet led to job losses in certain sectors but also led to the creation of jobs like web designers, social media managers, and data scientists. The global village disrupted manufacturing industries in countries such as the USA, the UK, and Canada, as these jobs were shipped overseas. However, these economic leaders adapted to build higher-paying, higher-skilled workforces. The transformation will be rapid. Recently I found the newly created role of “prompt-engineer,” who creates effective AI prompts. Initially, this was a very high-paying role until someone built a prompt engineer as a service. Not sure how high prompt engineering will pay now.

AI as a Tool, not a Replacement

AI can automate repetitive, mundane tasks, but it needs to be adept at tasks requiring human judgment, creativity, empathy, and understanding. Humans are needed to guide, control, and make sense of AI and its output. Thus, while certain tasks within jobs may be automated, this doesn’t necessarily mean the entire job will be eliminated.  As a result, I suspect that content writers will get better. Researchers will be more effective analysts, lawyers more diligent in reviewing their agreements, and insurance underwriters will be able to spend more time assessing risks and less gathering and evaluating data.  I feel that AI will help skilled people spend more time on the skilled part of their role, making them more effective, efficient, and skilled.  With the use of AI, they can become masters of their roles, and continue evolving to spend their days doing the aspect of their role that excite and reward them most.

Emphasizing Skill Development: 

In response to technological change, there’s a need to focus on skill development and lifelong learning. Technical skills related to AI, machine learning, data science, and robotics will be in demand. However, soft skills such as creativity, emotional intelligence, critical thinking, and problem-solving will also become more important as these are areas where AI falls short.

AI’s Role in Job Creation: 

AI is expected to create jobs as well. Jobs related to developing, deploying, and maintaining AI systems will be in demand. Moreover, by increasing productivity and opening up new business opportunities, AI could stimulate economic growth and job creation in various sectors.

AI for Job Augmentation:

Rather than replacing humans, AI can augment human jobs, making us more efficient and effective. For example, AI can help doctors diagnose diseases more accurately, help teachers personalize learning for each student, and help writers by automating routine writing tasks. 

I do worry that entry-level roles will be in jeopardy, and I hope our youth will focus on skills development in high-tech.  Our education system will need to catch up quickly. They will need to teach our youth to reach new levels of expertise in their field theories as well as adopt the use of AI as a fundamental.   After all, why should I hire a junior paralegal with no AI experience when one paralegal with strong AI skills does the work of 2 or 3?

Need for Policies and Regulations: 

Workforce revolutions are nothing new for governments. As with past revolutions, governments, policymakers, and industry leaders have a role to play in mitigating the potential negative impacts of AI on jobs. This could include policies on retraining and reskilling workers, social safety nets for those displaced, and regulations on the use of AI.

The key message is not to fear AI but to understand its potential and limitations, adapt to the changing job landscape, and seize the opportunities that this technological revolution brings.

Successful Collaboration between Marketing Agencies and AI

Marketing agencies looking to harness the power of AI must ensure that their approach encourages collaboration between human creativity and AI capabilities. Below are some tips for effective collaboration:

Understand AI’s Strengths and Weaknesses: 

AI excels in analyzing data, spotting trends, and automating repetitive tasks. However, it struggles with creativity, emotional intelligence, and understanding cultural nuances. By knowing what AI can and can’t do, you can better determine which tasks to automate and where human intervention is necessary.

Invest in Training: 

Ensure your team understands how to use AI tools effectively. This might involve training on specific platforms or more general education about AI and machine learning. 

Start Small and Experiment: 

Begin by integrating AI into a few areas of your workflow. This could be automating social media posts, using AI for content optimization, or deploying a chatbot for customer service. Learn from the experience and gradually expand the use of AI.

Focus on the Customer: 

AI should always be used to enhance the customer experience. Whether it’s personalizing email marketing campaigns or using AI to generate better product descriptions, always keep the end user in mind.

Monitor AI Outputs: 

Even the most advanced AI can sometimes make mistakes. Always have humans review the content or insights generated by AI. For example, content created by AI might be grammatically correct and coherent, but it might need to align with your brand voice or marketing strategy.

Invest in AI-friendly Infrastructure: 

To fully leverage AI, marketing agencies need to upgrade their tech infrastructure. This could mean investing in cloud storage, data analytics platforms, or project management tools that integrate with your chosen AI tools.

Keep Up with the Trends:

The field of AI is evolving rapidly. Regularly review the latest AI developments and evaluate whether they could be beneficial for your agency.

Embrace Change 

Lastly, remember that integrating AI into your workflows will likely require changes in your team structure, skills, and even company culture changes. Be open to these changes and support your team through them.

Overall, the key to successful collaboration between marketing agencies and AI lies in blending the best of both worlds – using AI to increase efficiency and scale while leveraging human creativity and strategic thinking to drive meaningful engagement.

Advanced Tactics in Content Planning

AI has advanced rapidly in recent years, offering a wealth of possibilities for marketing agencies. Here are some advanced tactics agencies can use with AI across various domains:

Ai in Content Planning

1. Predictive Analysis: 

Use AI to predict what kind of content will resonate with your audience. AI can analyze past performance, industry trends, and even competitor content to suggest topics, formats, or themes for future content.

2. Semantic Analysis: 

Advanced AI tools can perform semantic analysis to understand the meaning and context behind words. This can be used to optimize content for SEO, helping you plan topics and keywords that align with what your audience is searching for.

AI for Client Research:

1. AI for Intent Analysis: 

AI can help understand the intent behind customer actions, searches, or queries. This can provide deep insights into what your clients’ audiences want and need.

2. AI Sentiment Analysis: 

AI can analyze social media posts, reviews, or comments to gauge public sentiment toward a brand, product, or topic. This can guide the tone and direction of your marketing strategy.

3. AI Persona Development: 

By analyzing demographic, behavioural, and psychographic data, AI can help create detailed customer personas, enabling you to tailor content and campaigns to different segments of the audience.


1. Predictive Analytics: 

AI can help predict future outcomes based on historical data. For instance, it can forecast the potential success of a campaign, the expected ROI, or future customer behaviour.

3. Conversion Rate Optimization: 

AI can analyze various elements of your website or landing page to determine what’s working and what’s not. By testing different variations (colours, CTAs, layouts), AI can help optimize conversion rates.

3. Customer Journey Mapping: 

AI can track and analyze a customer’s touchpoint with a brand, helping you understand and optimize the customer journey.

4. Real-Time Analytics: 

AI can analyze data in real-time, providing insights into ongoing campaigns or user behaviour. This allows for quick adjustments to maximize effectiveness.

Remember, while these advanced tactics can greatly enhance your marketing strategy, it’s crucial to pair AI’s computational power with human intuition, creativity, and strategic thinking for the best results.

Balancing AI Capabilities with Human Creativity

Embracing AI in content marketing is no longer an option – staying competitive in this dynamic digital age is necessary. However, it’s crucial to remember that AI does not replace human creativity, intuition, and strategic thinking. Instead, it’s a powerful tool that, when used effectively, can augment human capabilities, drive efficiencies, and deliver better results. As we move forward, the successful integration of AI will not be about machines versus humans but about how machines and humans can collaborate to create a richer, more personalized, and engaging content landscape. As content marketers, it’s our responsibility to continually learn, adapt, and leverage these emerging technologies to drive innovation and value in our field. 

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