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Writer's pictureMatt Reeder

Too good to be true? Or is AI really the future of content creation?

There was a crafty look in his eye that told me he had probably stumbled across something that he knew was not 100% ethical.

"All you do, Dad, is type in the subject of what you are working on, and it throws back a full essay at you. It's brilliant."

There was a pause in the conversation.

"Of course, I'm not just going to take it as it's written, that would be wrong... but it will help to give me some ideas about what I should be writing."

My son had discovered one of the AI chat bots and like so many of his university mates, had just typed in the subject of his latest assignment and been amazed at the lengthy, seemingly perfect, reply spewed out in reply.

I had to admit that despite my role at the time as Editor of the Harrogate Advertiser, the idea of an AI programme delivering tailored content for you within a matter of seconds was new to me. I knew nothing about what he was, by now, exalting as the best invention of modern times.

Without wishing to pour water over his clearly burning enthusiasm, I felt the need to urge caution against this seeming golden goose of essay construction.

My head was full of questions.

Surely the lecturers would know all about this? What if every student did this, would they all get the same essay thrown back at them? Hang on... if AI can do this for students writing essays, what else can it do?

That final thought struck me with a thump big enough and loud enough to reverberate for days after this initial discussion. Indeed, the effects are still being felt today, just as I'm sure it is for anyone else in the content creation business.

The possibilities of AI are proving endless...

'Write me a 500-word page comment piece on Harrogate's hospitality scene', 'design me a logo for my new business', 'create me a new profile image that looks as though I've used a professional photographer', 'write me an introduction piece for my new website'.

Whether you are a student or the manager of a business, the offer of free curated content written and created to your specification is surely the stuff of dreams.

Or is it?

Now before I continue with this, let me first say that I fully accept and understand that AI is here to stay. It is already playing a major role in our business community and despite there being a 'turkey's voting for Christmas' ring to it, I believe there is, in fact, a place for it.

I am not, however, going to say that it is the solution to everyone's needs... no matter how clever or advanced it becomes - and it is developing and will continue to develop at lightning speed.

The question on the lips and minds of content creators like myself now, is how we can harness this new power and ensure that its role going forward is one of a positive nature.

In my experience of playing with AI as a writer, I have found it limited in terms of facts, dry in terms of colour and weak when it comes to truly hitting the heart of the matter. It is a sketch of the overall picture, and not the complete oil painting.

Of course, for some, this is enough... but I believe there will always be the need for human interaction here, be it to fact-check content or edit aspects of the writing so that it meets certain SEO requirements.

Designers and photographers will, no doubt, have had similar thoughts and discussions regarding the impact on their own corner of the media patch.

The number of webinars and discussion groups being organised to discuss the AI conundrum is a sign of just how seriously this is being taken within the industry and we must all embrace it if we are going to prosper alongside it.

As for my son, he heeded my call for caution and only used AI for research purposes, eventually submitting his own piece and being delighted with his B grade.



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