AI in Content Marketing: The good, the bad and the ugly

AI in Content Marketing: The good, the bad and the ugly

karel klok
Social & Creative
5 min. leestijd
14 mei 2024

The stats

According to the AI report from Filestage, 76% of all professionals use AI to create content that will be used for their marketing, most of them are freelancers and agencies.

But in the Acquia report, 96% uses Ai to create content and these are midsize to enterprise companies. 

And then, in the Semrush report, 67% of small businesses use AI for content marketing and SEO. 

Regardless of the company size, AI has become a big part of their content marketing. I’m guessing you are not surprised because everyone says they are experimenting with different AI tools and trying to increase and better their workflow.

But is it really for the better?

This question remains unanswered. We like to believe AI is going to help, but in my opinion, a lot has to happen before it can make its mark within our working environment.

Is it a creativity enhancer or killer?

Some experts believe that AI can boost creativity, citing studies such as the Filestage study, where 59% of respondents believed AI could enhance creativity, and the Acquia study, where 97% expressed optimism about AI’s creative potential. Additionally, the Salesforce study found that 71% of participants believed AI could inspire more creative thinking.

However, not everyone shares this view. Some argue that AI doesn’t necessarily make people more creative. For instance, in the Filestage study, concerns were raised that AI might lead to more generic content. The fear is that as AI-generated content becomes more prevalent, writers might feel pressured to compete with it, potentially diminishing the pride they take in their own work.

A quote from Petra Gönczi, a Senior Content Marketing Specialist & Content Writer mentioned in the Filestage report, highlights this concern: 

“‘AI doesn’t only mean that the job gets quicker and easier… How can you be satisfied and proud of your work if it is not really yours?‘”

In essence, while AI can speed up certain tasks, true creativity often comes from personal experience, exploration, and experimentation. Relying too heavily on AI might hinder rather than enhance the creative process.

Is AI past its experimental phase?

It seems like the phase of experimenting with generative AI has passed, and now the focus is shifting towards refining its use. People have become more aware of the potential of generative AI but are facing challenges in understanding how to use it effectively and safely.

Studies like the Acquia and Salesforce reports highlight these challenges, with findings showing that 39% of respondents struggle with understanding how to use AI, and 54% believe that a generative AI training program is crucial for successful utilization.

Robert Rose and Cathy McKnight’s webinar likely provided valuable insights, comparing the current AI craze to the early days of web content management. Just like then, companies now need to figure out how to integrate generative AI into their content workflows to reap its benefits.

However, many businesses haven’t yet established standards or processes for using AI in their content creation. This lack of structure makes it difficult to determine which AI use cases will be most efficient and effective.

Rose and McKnight proposed a process similar to technology selection processes to address this issue. By mapping current processes, selecting specific use cases, and then entering the technology selection process, companies can choose AI technologies that truly benefit them rather than just implementing AI for the sake of it.

This approach isn’t limited to large companies; it can be applied by freelance writers, agencies, and small businesses as well. It’s about finding the right fit for your needs and determining whether generative AI makes your teams more productive.


While generative AI will likely become a significant aspect of content marketing, the focus now should be on understanding its role and how to integrate it effectively. However, it’s too early to say that those who choose not to use it will be left behind.

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