I’ve been pondering recently about an remark from Procter & Gamble Chief Model Officer Marc Pritchard:
“Promoting has a nasty fame as a content material crap lure …
“On this digital age we’re producing 1000’s of recent advertisements, posts, tweets, each week, each month, yearly. We ultimately concluded all we have been doing was including to the noise.”
Marc shared this conclusion approach again in 2016 on the ANA Masters of Advertising convention, years earlier than the ChatGPT period promised to turbocharge content material creation.
The arrival of AI-generation by itself doesn’t repair the “content material crap lure” conundrum. If something, AI instruments alone danger making the issue worse.
I like how Ian Whitworth as soon as described AI-Generated Content material as “infinite phrases no person needs.”
“Work is extra enjoyable with framed marketoons in your wall”
Like every device, it’s all in how we use it. AI instruments are sometimes offered and marketed as a magic wand icon: sort a couple of phrases, faucet a button, and “automagically” generate a submit, an advert, an article, a picture, no matter.
However the first output by default is a good averaging (or as Ian Whitworth stated, “a terrific same-ening”) of what has already been created. Now we have to study to steadiness human creativity with AI effectivity if we wish to do extra than simply add to the noise.
We will’t anticipate to interrupt by the litter by including to it.
As ex-Google product manger Pedro Dias noticed within the context of website positioning outcomes:
“Your web site didn’t get penalized since you used AI in your content material.
“Your web site received penalized as a result of the way in which you used AI, and the output of your AI, was crap.”
Listed below are a couple of different cartoons I’ve drawn about Christmas through the years:
