AI at the forefront of content co-creation: Challenge or luxury for corporate content creators?

In this blog, I discuss AI’s new toy GPT3 that is being used in content creation. I argue about GPT3’s potential in best suited for content co-creation rather than independent content creation.

Starting from taglines, moto, advertisements, writing blogs, marketing material to SEOs — content is vital and inevitable to every brand and business. What the customers and public see is the content available to them, therefore, that makes such content the face of the brand/ business.
Believe it or not- there is always a constant fight among and within every business to bring up their best content or rather the best version of their content until it becomes one with the public.

An immense amount of time and efforts get poured into coming up with such content- sometimes as much as a month to come up with a single “perfect” tagline.

For example, Uber started with the tagline “Everyone’s private driver”, then changed it to: “Get there. Your day belongs to you” and finally adopted “Connecting you with the people, places, and things you love

This constant evolution is a result of co-creating content.
Another case is when brands have to create different slogans for different campaigns: Pepsi for example came up with “Live For Now” in 2012 and then later promoted the slogan “That’s what I like”

To work on such content effectively: brands are adapting content co-creation.
My definition: Co-creation is an innovation method wherein brands bring together interdisciplinary employees, customers, other companies, talented individuals, and even build teams within their organization to create value- which could be content, ideas, products and so on.

Now, content co-creation is the same strategy as above but only concerning content.

Since July 2020, since the release of GPT-3 by Open AI, there has been constant thinking- even debates on whether AI would possibly be the option to to accepted in the content creation process, heck! even replace some humans.

GPT-3 short for Generative Pre-trained Transformer -3 gives the options to pass 175 Billion AI parameters as compared to GPT-2 which allowed only 1.5 Billion. GPT-3 can think, compose and structure content like humans can- skill wise.

This is scary !!

But it’s also fascinating

I recently have come up with a podcast called ‘Decoding Strategies’ and I’ve been working on a piece of text to put up on the description panel. And this is what I came up with in under 2 minutes:

Decoding Strategies:
Where we discuss and decode crafty strategies that brands call their success mantra

I came up with this in under 2 minutes using GPT-3.


An online GPT3 engine service by peppertype

Today, GPT-3 online engines are available to the general public, to anyone who is looking for additional ideas or inspiration to write a blog, an op-ed or any piece of text. Although not in its full capacity, you can try such services on peppertype.ai and shortlyai.com

The GPT3 API is accessible to anyone, you can request it here

While some may argue that every brand has its unique style or signature style of structuring and presenting information to the public. This can be tackled- although not very easily- brands can suggest parameters to GPT3 to help the AI to understand their ‘unique style’

With the immense power and capabilities of GPT3, it’s no surprise that it can be easily misused. These mal intentions can also cause an immense impact on the people. I see possibilities as large as swaying consumer opinions against rival brands using fake posts and GPT3 engines to construct messages in a matter of seconds. This calls for stringent regulation of such AI tools. However, GPT3 is still in its sandbox phase, or it’s still more like a playground where developers are free to explore and go nuts with it. As the risks of GPT3 are uncertain yet, it will be some time until regulations are put in place.

The number one challenge for bands with content creation is to create appealing and engaging content. A research article by Scoop claims that the challenges of content creation beats out time constraints, limited budgets, and even staffing challenges.
And the solution to this — which you are already familiar with by now- is Content Cocreation.

The Content Marketing Institute and Marketing Profs’ reports project the top challenges brands face while generating content as shown in the following infographic. These challenges are described for 2 contexts i.e. B2B and B2C.

Infographic obtained from an online report (2016) on content marketing from the Content Marketing Institute/Marketing profs website

In my opinion, to fight these challenges GPT3 can be used as a very viable option. In fact, brands do realize that and are maybe even using GPT3 for cooking content for their next campaign or advertisement.
Anyways, the obvious advantages of co-creating content using GPT3 can be laid down as follows:

It saves time and effort. Because brands are focusing on generating quality content which is the key to business success, they don’t have to spend as much time and effort creating unnecessary content.

It increases efficiency. AI working alongside people means more output could be expected, and less time is wasted on communication. As a result, there would be lesser room for errors as well. Having a diverse team working ensures that different perspectives are brought into consideration when creating content- this results in a better quality of content which will make it more appealing to their audience.

It saves costs. By having multiple perspectives contribute to content creation, the brand can avoid paying too much for a single contributor as well as avoid extra costs which would be incurred from accommodating additional contributors such as consultants.

There are possibly many more advantages than I can’t appropriate. Only brands actually co-creating with GPT3 can estimate the not-so-very obvious advantages as well.

GPT3 is very smart and can be taught by its user. Can GPT3 or perhaps a new GPT4 of the future replace human content creators?

Most probably not.

My position, hence, has been unequivocally clear- GPT3 can be best used to CO-CREATE content.

This also raises a new question in my mind: rather a conflict…

The conflict is — Is GPT3 better or is a crowd better at co-creating content?

There are several platforms like eyeka.com where brands conduct co-creation exercises with a crowd regarding taglines and marketing appeals.

A screenshot taken from a co-creation (with humans) campaign being hosted on eyeka.com

Although such practices have proved successful, however only time will tell who the real winner is.

We all can agree that one of the most iconic and best-ever brand taglines is that of Nike’s.

JUST DO IT - NIKE

According to Business Insider, it was inspired by the last words of a murderer.

“Let’s do it” said the notorious murderer, as his last words.

I like the “do it” part — said Wieden, the head of ad agency Wieden & Kennedy and that’s the best tagline ever came into play.

If you ask me. GPT3 is not capable of doing that- it is not capable of drawing inspiration — it is not capable of appealing to emotions or sentiments and it is not capable of the humane touch that brands can boast. However advanced AI can get, one would always require a human editor and a human director.
But GPT3 can certainly co-create content well.

If you have read this blog and liked it, please know that a few paragraphs have been completely drafted using GPT3 :P

If you can figure out which ones. Let me know in the comments.







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