Generative AI tools like ChatGPT, Jasper, Replika, and Bloom are disrupting the way enterprises are approaching content creation. Instead of using a search engine to pull up a list of possible relevant resources, creators can now have a conversation with generative AI chat bots, and the tool will synthesize information to answer their questions directly.
Sure, you can ask it to write you a cheesy poem personifying a burrito (see what we did there?) but for business content, it has the potential to completely remove the roadblocks and bottlenecks of content creations. With the possibility to use these tools for language generation, translation, summarization, and answering questions, many businesses are exploring how generative AI can quickly create prospecting emails, blog ideas, quick summaries, or social media posts.
With many enterprises freezing their budgets and hiring practices, Generative AI poses an opportunity to maintain and even increase the content that enterprises need to grow. Here are five recommendations you should follow when introducing Generative AI tools into your enterprise.
1. Set your generative AI expectations accordingly
Generative AI platforms will be great to support your writing team by helping them create new content ideas and different ways to approach content creation. They won’t however replace those writers entirely. Generative AI platforms still require a “human-in-the-loop” to learn how to phrase proper requests and understand how different parameters, phrasing, and context will influence content generation. Not to mention, only your content contributors have access to your company’s brand voice, style, tone, and terminology guidelines.
Tools like ChatGPT are large-scale language models that have been programmed with enormous amounts of data. Generative AI works by looking for statistical regularities in the data, learning what words and phrases are associated with others, and creating content by predicting what words should come next in any given sentence, and how sentences fit together. This means there’s always the chance that the information the tool synthesized isn’t accurate, although it might sound plausible. Generative AI platforms can and have led to content that’s inaccurate, unethical, and generally offensive. This means that if you’re creating content that can’t be easily checked by third-party research, you run the risk of spreading misinformation.
2. Identify tasks and projects where generative AI can be most useful
Generative AI platforms show potential to reformat variations of publicly available information into different types of content. If you’re asking for blog ideas on interesting topics to marketers or building a list of shareable social posts from a longer form article, you’ll be pleasantly surprised with the content it generates. Many Generative AI tools like ChatGPT can create conversational content pieces that enterprises can use to get more exposure to your existing content.
If however you’re asking for competitive intelligence based on proprietary information, these tools will fall short. Also, if you’re creating technical content or customer facing content that requires the knowledge of a subject matter expert, the content Generative AI platforms create won’t help users succeed with your specific product or service. Any knowledge that’s confidential to your business won’t be available to a Generative AI model.
|Great Uses||Poor Uses|
|Prospecting email copy|
Blog ideation and drafting copy
Social post captions
Article & blog summarizations
|Headless content creation|
Confidential content creation
Technical documentation creation
Regulation and compliance
3. Establish clear writing guidelines across the enterprise
As more people in your organization start using Generative AI tools like ChatGPT, you’ll soon start noticing varying levels of content quality. Each person will be generating new content in a number of writing styles and using different terminology that doesn’t match your company’s tone of voice. This is expected and must be addressed by your writers who have easy and fast access to your brand guidelines. For information on how to create a great style guide, check out this eBook.
Although published style guides aren’t a definitive way to make sure all content is aligned, it’s a great first step to setting the rules and guidelines you want to establish with your writing team. This will create a baseline to help educate writers on the best ways to align their content to the intended tone of voice for your enterprise.
4. Avoid generative AI in highly regulated industries
Industries such as healthcare, pharmaceuticals, finance, and security are under constant scrutiny where compliance is mandatory. If you don’t meet these regulations, it could result in hefty fines, license suspension, exposure to litigation and more. Even drafting something as simple as email copy can be troublesome if you’re misrepresenting risk, returns, and promised capabilities.
In many instances, terminology, disclaimers, and other pre approved messaging must be used verbatim in content applications. Generative AI platforms will often miss this requirement, which may go unnoticed to novice and seasoned writers. These industries require meticulous review of all Generative AI content to make sure exposure to risk is minimal.
5. Technology allows enterprises to extract value from generative AI with content governance
Governance of your content is important to make sure it’s on-brand, clear, concise, and compliant. Regardless of the generative AI platform used to create content, your enterprise is responsible for the outcomes of that content. If you’re not staffing your editing and review team accordingly you risk content being published without it properly reviewed. This means that off-brand, unclear, and non-compliant content can become publicly available, which places your enterprise at risk.
A defined corporate style guide is a great first step at establishing quality standards. Writers however often overlook established style guides. Also, writers will interpret those guidelines as they see fit.
Many enterprises look to content impact platforms to govern their content strategy. Content impact platforms will help content creators as they write or use Generative AI platforms like ChatGPT to create content. Content Impact platforms assist writers to make sure their content is on-brand, audience aligned, inclusive, clear, and compliant for their industry.
Changing the source of their content creation doesn’t mitigate the publishing process or the responsibility of that content. Generative AI tools are creating a requirement for stricter content governance as the volume of content creation increases. Also, the need to continually monitor content quality and performance is still an important effort to increase the value your enterprise sees from content.
If you’re interested in learning more about Acrolinx and how we can govern all of your content regardless if it’s human or AI created, you can learn more here.