Ian Whitworth not too long ago described AI-generated content material as “infinite phrases no person desires.”
He noticed:
“ChatGPT is right here to make us all the identical… The Nice Identical-ening is upon us…
“ChatGPT, Jasper and all the remainder are highly effective conformity machines, providing you with the power to churn out Bible-length materials about your self and your small business that’s precisely the identical as your rivals.”
That’s the trail of least resistance within the AI-generated arms race — utilizing the identical instruments that everybody else has entry to in the identical approach as everybody else.
Sameness isn’t a brand new downside. A lot of what’s created is already a sea of sameness, written extra to appease Google’s search algorithms than precise folks. That is associated to what P&G CMO Marc Pritchard known as the “content material crap entice.”
In 2014, Mark Schaefer coined the time period “Content material Shock” to explain “the rising advertising and marketing epoch when exponentially rising volumes of content material intersect our restricted human capability to eat it.” He made this commentary about exponential volumes of content material eight years earlier than the arrival of ChatGPT.
Whether or not AI-generated or human-generated, sameness will not be a successful technique. As we work out what to make of those highly effective new instruments, doing the identical factor as everybody else, simply in a extra environment friendly approach, is a race to the underside.
We are able to’t break by the litter by including to it.
Listed here are a couple of associated cartoons I’ve drawn through the years:
“If advertising and marketing saved a diary, this is able to be it.”
– Ann Handley, Chief Content material Officer of MarketingProfs
