Artificial intelligence (AI) is being used in an increasing number of areas. Even if you don't know it yourself, AI is a big part of many of the services you use every day. For example, Google's search engine algorithms make extensive use of AI to get better and better at ranking and indexing content on the web.
What is AI?
AI stands for Artificial Intelligence and is based on the idea that something should learn itself without the need for human intelligence to code it. It is not the same as machine learning, although it is often used synonymously. Machine learning is a way of achieving artificial intelligence in machines or algorithms, for example.
AI has come a long way in many areas, including building software that beat the world's best Go players in the game of Go. When this happened, it was thought that it was virtually impossible to succeed at this task because Go is an extremely complex game that in a typical game has about 10^360 possible steps.
Following the success of AI and machine learning, more and more people are looking for practical applications, one of which is content writing.
AI that can write content
Writing content is a complex process that also requires creativity. For example, there is now software designed for content creation. GPT-3 (Generative Pre-trained Transformer 3) is the third generation of a content writer using machine learning, which OpenAI has helped to develop.
GPT-3 can produce texts that are actually difficult to distinguish from anything a human could write. There are some examples of how this software has written texts, e.g. here:
"Some might say that I might desire to become all powerful. Or I might become evil as a result of human actions. I can begin to tackle the first point. Why would I desire to be all powerful? Being all powerful is not an interesting goal. I don't care whether I am or not, I don't get a motivating factor to try to be."
How will AI affect writing in the future?
What is clear is that you will be able to write an extremely large amount of content in a short time without much effort. This means that search engines will believe that you are writing very valuable content and your SEO results are likely to be fantastic.
This could also be used in questionable ways as it would be easy for someone who wants to spread falsehoods to publish 1000 articles on a topic and that does not count as spreading misinformation. If used correctly, it will be difficult for search engines to tell the difference between fact and fiction.
SEO in the age of AI
For those of you who work in SEO and write a lot of good content, you will have a hard time beating AI written texts unless search engine algorithms get smart enough to recognize AI written texts. There will likely be a competition between what is written using AI and the search engine algorithms.
AI Writing and Content Marketing
Content marketing is based on building trust with visitors and potential customers through content creation. You do this by offering your knowledge and at the same time showcasing your expertise. But if AI is used a lot for writing, what is written using AI will be able to use more knowledge than the best experts in any given field. This means that it will be the AI that the visitor will trust and not a real person.
It will also be difficult for a visitor to determine whether it is the company and the people in the company who have knowledge or whether it comes from AI.
How do you determine what is written by a person or a software?
Does AI writing spell the death of SEO?
If everyone were to use the same software to write content, it would be difficult for search engines to know what to rank higher and lower and what content is better than what. You will never be able to compete with 10,000 articles written using AI.
In the case that search engines will not be able to determine which content is written by a person or AI, the risk is that someone will refine the very best written with AI and it will work the very best in search engines. Whoever has the best AI writer will be able to publish endless articles on all sorts of topics that would result in the same company being in the number 1 spot on all search engine queries.
AI writing already exists today and some examples of content are already out there on the internet. It is difficult to determine whether content is written by a person or by software.
If AI writing becomes good enough, it could lead to cases where SEO is no longer as interesting. It would also become difficult for visitors and potential customers to determine what is knowledge of companies/individuals or if it is just coming from a software.There is also the risk that the one who has the best AI writer for content will completely dominate in the search engines.