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Nearly 90% of US marketers said AI or machine learning technology saves their company time and money, while 82% said the content it generates is as good as—if not better than—human-generated content, per Capterra polling from last July. At the time of the survey, marketers said implementation can take a long time, though this perspective may have shifted since ChatGPT burst on the scene.

Beyond the chart: Generative AI is most impactful in the brainstorming phase of content marketing. It can also produce content, but it’s imperative that AI-generated content be reviewed by a human editor, as these AI tools are prone to inaccuracy and plagiarism.

Be mindful of the effect on search engine optimization, too. Google Search allows for AI-generated content, but it’s prioritizing content that demonstrates expertise. Content marketers’ best bet is using AI as a supplementary tool, then adjusting copy to make sure there’s human contribution.

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• 4 promising use cases for generative AI in content marketing
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• 7 tips for using ChatGPT to enhance SEO (without replacing people)
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