How AI Tools are a Game-Changer for Modern Storytelling
It's finally about getting the right content to the right people at the right time.
By Spider Graham
I’ve been in the content marketing space in one way or another for closing in on 3 decades. The challenges of finding fresh things to say is ongoing (although I am truly gifted with an appetite for random information) but the biggest hurdle that I and most other content marketers face is one of time.
The simple reality of my career is that I just don’t have the time to put into motion all the things I want to put into motion. I don’t have the time to babysit my branding social media channels. I don’t have the time to write a daily blog post that can drive traffic toward my brand. I don’t have time to write all the emails, post all the videos or record all the podcasts that tumble through my mind. I just don’t have time.
As a columnist who has witnessed the tides of technology ebb and flow, I find the integration of AI in content development both exhilarating and, to some extent, a bit unnerving. But understanding how these tools work and can work for you is obsoletely worth your time.
In a nutshell, the AI rush is changing the very fabric of content creation. AI generative tools, powered by algorithms and machine learning, are now adept at producing written content, images, and even video and audio segments. These tools are not just labor-saving devices; they are partners in the creative process, offering speed, efficiency, and, surprisingly, a touch of creativity.
Speed and Efficiency: The Name of the Game
In the world of digital content creation, speed and efficiency are paramount, but there have always been limits, either in time or creative burnout. AI tools excel here, churning out drafts, visual elements, and data-driven insights at a pace no human could match. For content creators burdened with tight deadlines and a desire to keep the content pipeline flowing, AI is a godsend. It's like having an army of assistants at your beck and call, ready to generate ideas, create drafts, and refine content at lightning speed.
But, here's where it gets tricky. AI can produce content quickly, but can it match the nuanced understanding and emotional depth that human creators like me bring to the table? The answer is both yes and no. AI is fantastic for generating high-quality drafts and basic content structures, but it still requires a human touch to add depth, emotion, and a personal voice.
Creativity is often thought of as a uniquely human trait, but AI is proving to be an unexpected muse. By offering unexpected combinations of ideas, suggesting novel concepts, and even creating art, AI tools can inspire human creators in new and unexpected ways. It's not about replacing human creativity but augmenting it with a new perspective. And like teaching your dog a few tricks, there are a few things that AI tools can do better than we can.
Personalization: A Touch of AI Magic
One area where AI truly shines is personalization. By analyzing vast amounts of data, AI tools can tailor content to suit individual preferences. As a long term marketers that has been somewhat of a holy grail. The easy excuse has been that creating unique messages for each of the unique people we’re trying to reach with our marketing messages and been nearly impossible due to time, budget and technological restraint (which is where Gravity Clamp was born!) But with AI at the controls, huge amounts of data can be analyzed and truly unique and relevant messages can be generated in the technologic blink of an eye.
We’ve seen this in the past few years with email marketing (Salesforce’s Einstein product shines here!), but more recently AI allows the creation of personalized videos (Hippo Video, Hour One), web sites (Dynamic Yield, Intellimize) and podcasts (Podcastle), which are essential when audiences are still being bombarded with generic content. This level of personalization means content that resonates more deeply with its intended audience, creating a stronger connection and, in turn, fostering brand affinity and loyalty.
From my perspective, the future of content creation lies in a collaborative partnership between AI and humans just like me. AI will handle the heavy lifting of data analysis, draft creation, and basic design, while humans will add the finishing touches that bring warmth, depth, personality (AI is not great at generating dad jokes, for instance) and personal connection to the content.
I suspect that in just a few years we will look back on some of the tools being offered today and cringe just a little. But its a start and its an important start. And, if done right, you shouldn’t be able to tell where my very human self was the creator and where AI stepped in so I could write this whole post in 10 minutes. And I’m not telling either.
About Spider Graham
Spider Graham is the Founder and CEO of Gravity Clamp and has been a fixture in digital content marketing for nearly 30 years. As a technology writer and strategies trainer, Spider spends a lot of time thinking about ways to make content marketing even more powerful and offers AI Marketing focused training and consulting services. Check out Gravity Clamp’s free course on AI Marketing Fundamentals while it's still available to learn more.