AI-Generated Content: Are You Seeing Results?

Ever since ChatGPT debuted, I’ve been seeing all kinds of content that is clearly AI-generated. As I mentioned, my point was, “Efficiency is very different from efficiency.” Now I find myself saying this a lot when I talk to clients and prospects about the growing field of artificial intelligence and how they can best use it.

There is no doubt that AI-generated content is simplifying the content creation process. But its ability to capture and filter is also gaining steam.

It also means that many people are using generative AI to correct mistakes they were already making – but with automation.

The trick to creating effective content using AI is not to make it easy for a marketer or salesperson to generate it, but to create unique content. and Highly relevant to the recipient. The recipient is not interested in your elaborate request and follow-up message. The receptionist takes care of their problems and headaches; They are interested in their solutions.

If you make generative AI part of our content creation process, how well does your messaging reflect the recipient’s pain? Your message may sound great, but is it really moving the needle with engagement and conversions?

I’ve talked to teams who were surprised that AI-generated copy didn’t affect their bottom line. My follow-up questions were: Was your content personalized? Was it focused on the roles and challenges of recipients? Did your content point to a possible solution?

The answer was generally “no”. Teams I’ve spoken with typically spend more time refining their AI query than customizing output, and the latter leads to much better engagement metrics.

AI-generated content will obviously improve over time. But now that people have had a few months to test the latest tools, it should be clearer by now whether generative AI has actually created an uptick in marketing and sales—or not. What do your numbers say?

Even if you don’t see an increase in your conversion rate, an increase in engagement may indicate that the AI ​​content tool is allowing you to create more effective messages and not just saving you time.

So a question for all of you using generative AI: Do you only see efficiency gains? Or, are you also seeing evidence of effectiveness? Generative AI, if used well, should mean improvements in both areas – not just the first.