Are We Heading Towards an AI Takeover in Content Creation?

AI Content Creation

According to Insider Intelligence, as of May 2023, 76% of marketers worldwide use AI for basic content creation and copywriting. Plus, 62% of consumers trust AI in marketing, as long as it improves their experience. Looks like AI is gaining popularity!

By now, everyone has heard and knows what AI means. We already know that AI can be integrated with other tools to automate tasks, improve efficiency and user experience, and much more.

Even if AI-generated content is one of the most popular marketing trends, it has its risks.

The world is split into two groups. One side supports AI content and its cost-efficiency and increased productivity. The other side expresses concerns such as a potential decrease in human-generated content. Which means a drop in content that shares real-life opinions and experiences.

Thus, AI-generated content is tied to ethical issues and the loss of creativity.

In this blog, we will discuss how AI-powered content creation tools can be beneficial and how they can raise some questions and concerns.


AI Content Creation Tools

AI can help create content optimised for search engines and tailored to the target audiences. Some popular AI content creation tools include ChatGPT, Copilot (Bing Chat), and Grammarly.

These are a few examples of platforms that use AI for content creation.

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Understanding AI content creation tools

  • ChatGPT: ChatGPT is an AI-powered tool that can help you write long-form content by generating text based on a given request. It can help overcome writer’s block and produce content optimised for search engines.
  • Copilot (Bing Chat): Copilot is a search engine that can help you find information on a wide range of topics, including content creation. It can assist with content creation, research,  subject comparison (e.g., SEO, marketing, and design), and more.
  • Grammarly: Grammarly is an AI-powered writing assistant that can help you check for grammar issues and plagiarism. Grammarly is better suited for editing and creating engaging and clear content (e.g., emails, social media posts, and blog articles).

Similarities and Differences

Let’s compare and contrast ChatGPT, Copilot, and Grammarly to understand their potential benefits and limitations more clearly.


  • All three are AI-powered tools, meaning they leverage artificial intelligence technology, that can be used for creating, editing, and analysing content.
  • Each offers paid subscriptions with extra features and benefits.
  • All three platforms give feedback to help users understand where they can do better and improve their writing, style, and tone.


  • Copilot has a character limit of 2,000 per prompt, while ChatGPT can handle larger amounts of data.
  • Copilot has access to the internet and can browse unlimited online data for generating answers, while ChatGPT’s information is accurate up to September 2021.
  • Grammarly provides limited help with only 100 prompts per month, while ChatGPT and Copilot offer unlimited assistance and recommendations.

Knowing what each tool is good at, where it falls short, and how it can be useful can help people pick the right one for their tasks. All three tools excel at offering insights and saving time.

The Upsides

Efficiency and Scale

AI-driven tools are masters in efficiency, producing vast amounts of content. They allow human creators to use their time efficiently and allocate more to other activities.
AI algorithms analyse extensive data to offer content ideas and identify trends and gaps.

For example, editing for grammar and spelling is time-consuming for many content creators. With AI content creation tools, many can save time on these tasks and focus on the next steps. Collaboration between human creativity and machine-driven insights can result in engaging content and efficient processes.

Personalisation and Relevance

AI can create personalised content made for individual user preferences or segments of audiences. AI-generated content can help businesses build personalised content that resonates with their targeted audience, leading to higher engagement and conversion rates stimulating a stronger connection between brands and their audiences.

Data-Driven Insights

AI analyses user interactions with content, providing valuable insights. These data-driven analytics help marketers understand audience behaviour, preferences, and engagement patterns, informing future content strategies.


The Downsides

Lack of Genuine Creativity and Possibility of Plagiarism

AI may struggle to replicate the creativity and emotional intelligence that human creators can express. AI lacks human experience and the ability to connect with humans. Usually, AI uses existing content on the web and rephrases it.
AI tools help generate ideas and provide inspiration and help when writing. However, the human touch is essential for valuable content. Unique perspectives, emotions, and real-life experiences help create content that resonates with audiences on a cultural and intellectual level.

Involuntary Bias

AI algorithms learn from documented and existent data. If that data contains biases, they may be reflected in the generated content. The risks of maintaining stereotypes or unintentional biases can become higher.

Overdependence and Lack of Originality

Overreliance on AI for content creation may lead to dependence, loss of originality and writing skills, and the ability to think critically or creatively.
Finding a balance between AI contributions and human creativity is key to a harmonious coexistence.
AI tools often draw their inspiration from existing content. If people heavily rely on AI for content creation, there is a risk of creating content that lacks unique perspectives.

Quality vs. Quantity

While AI excels in generating large quantities of content, maintaining quality remains a challenge. Focusing too much on quantity may weaken content quality. Plus, bringing too many ideas together may confuse the reader.

Spread of Misinformation

According to an Insider Intelligence report, about 60% of its respondents expressed concerns about the output or outcome being clear or easy to understand. Similarly, another 74% worry about AI’s failure to identify misinformation. These worries might arise because AI struggles to understand context.



AI is fast, fun, and, most importantly, innovative. Yet, the core elements of content creation (originality, value, understanding emotions, and creativity) still play a fundamental role in creating high-quality content.

Businesses can make informed decisions for their content strategies when understanding the advantages and drawbacks of using AI.

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A Tool, Not a Replacement

In short, we will see more AI in content creation, and that’s okay. Evolution and innovation are all about finding easier ways to accomplish things. But, remember, people still want and deserve valuable content, based on real experiences and opinions.

People should not rely on AI for content creation. AI cannot replace humans and their emotions and experiences. Instead, use it as a base for ideas that will be edited and improved to fit your purpose and audience.

Further Reads

Visit our blog and read more about related topics.

For more information on AI and content creation, you can click on the following links:

AI content creation: A beginner’s guide

Generative AI to create content: To use or not to use it?

The Danger Of AI Content Farms

The Pros and Cons of AI-Generated Content

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