Between 400 and 800 million. That’s the number of jobs estimated to be replaced by automation and AI technologies by 2030, according to numerous studies and reports. AI is expected to impact jobs across a wide range of industries, including some that rely heavily on creativity, such as writing, graphic design, music, illustration, photography, filmmaking, fashion, architecture, and even advertising and marketing.
To better understand the potential impact of AI technologies on creative jobs, we asked Maria, an experienced writer, for her perspective on this topic. Here is her response, divided into three parts, each with a suggestive subtitle.
The Good
As someone who embarked on this journey long before the advent of technologies designed to streamline the writing process, I would often dedicate hours, sometimes even days, to meticulously crafting that perfect article. Like any other writer, I was intrigued by the various AI tools that have become available and wondered how they could help me with my writing process.
Initially, I approached AI tools with scepticism, questioning how they could enhance my work while preserving my unique voice and even boosting my creativity. To my surprise, the results far exceeded my expectations. Why? Not only did the AI tools I decided to experiment with—ChatGPT being one of them—help me with my research (it is remarkable how these technologies can streamline and speed up the research process by simply collecting information from tens, hundreds, even thousands of sources and then presenting it as concise summaries), but they also provided perspectives I had not previously considered. This way, I was able to identify unexplored ideas and craft some truly unique articles. I must concede, this is invaluable, especially during those times when a writer’s inspiration wanes—and we all experience such times.
Another way AI-powered writing tools helped me expedite my writing process was by allowing me to generate drafts (including outlines, catchy titles and subtitles, and meta descriptions) in minutes rather than hours. Furthermore, with the help of those tools, I was able to easily find examples, case studies, and quotes from notable figures relevant to my articles in just a few seconds. I even tested their capabilities in proofreading and editing my work, as well as optimising each article for search engines and specific audiences. Additionally, I used a combination of AI tools to create social media posts with images or videos to promote my writing.
Even though I still needed to refine each article to better match my voice and audience, most tools I tried made the entire writing process smoother as well as more efficient and enjoyable. The icing on the cake? Contrary to what others may say, Google doesn’t penalise AI-generated content. Therefore, anyone can experiment with different AI tools without worrying about failing to refine the content sufficiently in order to pass some unknown AI detection algorithms.
The Bad
I must admit, AI tools are far from perfect. Regardless of the AI writing software solutions I tested, each of them occasionally suggested awkward phrases, missed the subtleties of my tone, and struggled with understanding the context or nuance of certain topics.
That could happen because these tools rely on existing data and certain language patterns, which can limit their ability to accurately capture intended meanings, interpret complex ideas or cultural references, and generate unique and innovative ideas.
The Ugly
AI writing software doesn’t always guarantee accurate results. Here is one example: some time ago, I used ChatGPT to verify the number of terabytes in a zettabyte. It provided incorrect answers twice in succession. This phenomenon, often referred to as “hallucination”, can occur with any AI-powered generator and is attributed to a single cause: the quality of the dataset.
While using AI to generate content doesn’t violate Google policies, Google does penalise inaccurate content. For this reason, anyone using AI to generate content should review each piece for quality as well as accuracy before publishing it. The best way to ensure accuracy is to thoroughly research the topic and verify the information generated by AI tools before incorporating it into an article. Additionally, there are certain topics that require the expertise and ethical consideration of a professional. For example, in areas such as finance, health, and legal matters, it’s not advisable to rely too heavily on AI tools for content creation.
Looking back, one thing I can say is that integrating AI tools into my writing routine has been truly transformative. I have never used AI software to create a whole article to just put my name on it, and I never will. Because I am the writer. However, I don’t see anything wrong or unethical with using a tool that can save me time and effort while making my work better. In the end, AI isn’t about replacing human skills but about improving them, so we can be not only more productive but also more creative than before.
Footnote #1
We have worked with Maria for many years. You can reach her on LinkedIn.
Footnote #2
The use of AI-generated content in SEO continues to be a hot topic. To shed light on Google’s perspective, we turned to Claude.ai for insights. Here’s what Claude.ai had to say:
As of April 2024, Google’s stance on AI-generated content can be summarized as follows:
- Quality over origin: Google has stated that their focus is on the quality and relevance of content, rather than how it was produced. They don’t have a specific policy against AI-generated content.
- Helpful Content Update: In 2022, Google introduced the Helpful Content Update, which aims to reward content that provides a satisfying experience for users and demonstrates expertise, authoritativeness, and trustworthiness.
- E-E-A-T guidelines: Google emphasizes Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T) in their quality rater guidelines. AI-generated content may struggle to meet these criteria if it lacks human oversight or expertise.
- Potential issues: AI-generated content might face challenges if it:
- Lacks originality or depth
- Contains factual errors or outdated information
- Fails to provide unique insights or value
- Is produced at scale without human review or editing
- Human involvement: Content that combines AI generation with human expertise, editing, and fact-checking is more likely to meet Google’s quality standards.
- Transparency: While not strictly required, being transparent about the use of AI in content creation could be viewed positively.
In summary, Google does not explicitly penalize AI-generated content. However, such content may perform poorly in search rankings if it fails to meet Google’s quality standards. The key is to ensure that AI-generated content is high-quality, accurate, and provides value to users, regardless of how it was produced.
For the most up-to-date information, I recommend checking Google’s official guidelines or statements, as their policies may have evolved since my last update.