The Robot Writers Are Taking Over! How To Win In An AI-Powered Web
In this guest post, Zenith’s SEO group business director, Jack Telford (pictured below), says whether we like it or not, ChatGPT has ushered in a new age of the web where human-written content now battles with AI-powered competition for users’ attention…
On 1 December last year, a seismic wave shook the online world.
ChatGPT, the latest tool out of San Francisco start-up, Open AI was launched free to the public. Within five days the website had amassed a million users. In the week from 11-17 December, it trended ahead of Tik Tok in Worldwide search demand. This was a big deal.
What is ChatGPT?
In simple terms, ChatGPT acts as a virtual assistant which can communicate, generate readable text on demand and create original images and video for its users. In seconds, the platform can write content that might take a human several hours, with the output fully unique and almost indistinguishable from its warm-blooded alternative.
As well as churning out prose in a heartbeat, ChatGPT can operate across different styles and tones. So, (as my colleague discovered) if you want to compose a 200-word meeting request to your boss in the style of Snoop Dogg, the AI will be up to the challenge.
AI and digital jobs
The idea of Artificial Intelligence taking jobs is nothing new. What is new, however, is seeing a publicly available and widely used technology emerge with such a clear ability to compete with a large segment of our digital marketing workforce.
For anyone whose job is to create web content, this development has huge implications. If AI can write as well as you can, but quicker, without errors and for free, it’s hard to see why it wouldn’t be utilised. Similarly, if your business generates revenue from publishing editorial online, how can you ensure that your articles stand out against the incalculable masses of new AI content flooding search engine servers and vying for users’ eyeballs?
Sure, there are some weaknesses with ChatGPT’s current performance, but this is the very first iteration of AI technology to reach the masses. The bugs we see now are likely to be ironed out in upcoming years, with advancements accelerated by the massive commercial potential of a high-performing AI.
Why we should embrace this change
First off; we have no choice. Standing against a technological advancement with such immediate utility and promise would be swimming against the tide. Like all new advances to reach the masses, we need to work with, not against AI.
As with other technological innovations, the rise of AI doesn’t exclude the necessity for human input, rather it changes the role of the human. Calculators didn’t end mathematics, they accelerated it, enabling mathematicians to focus on bigger opportunities rather than getting bogged down in the basics. We should see AI content similarly, as an enabler rather than a competitor. ChatGPT, for example, may be well suited to writing an article, but less capable of coming up with exciting emerging topics or finding unique twists to attract your specific target audience.
Furthermore, there will always be some elements which can’t be effectively replicated by an Artificial Intelligence. Humans have lived experience, professional expertise, anecdotes and humour. We can communicate with cultural relevancy, emotional subtleties, and feelings. This is, and will continue to be, our USP.
Finally, it’s worth remembering that these AI tools’ pool of knowledge is limited to what others have already written on a topic. This is evidenced by the quality of output within ChatGPT. If you ask a common question, you will get a comprehensive response. The more specific you get, though, the vaguer and more unhelpful the outputs are.
How can we succeed as content producers in an AI-powered internet?
Search engines, our gateway to the internet, are battling as we speak to distinguish low-quality AI-generated content from the “real” human content they want displayed in their search results. To succeed in the future, we need to get ahead of this by doubling down on effective tactics for AI Internet success.
- Choose topics carefully: Don’t focus on topics which are cluttered unless you are willing to invest heavily in succeeding there. Instead, find effective niches and white space that are free from AI-generated clutter and double down there.
- Show your expertise: Google’s been focused on Expertise, Authoritativeness and Trust (EAT) signals to ascertain content quality for a long time, and lately extended these to EEAT (extra E for Experience). These signals will become more important in the future, so the more you signify that content is written by a trustworthy, authoritative expert, the better.
- Show you’re human: On the topic of Experience, search engines want to see content that’s written by experts with clear experience of the topic upon which they’re focusing. Signal this in content by calling upon experiential elements like humour, anecdotes, specific terminology, novel expressions, and personal memories.
- Utilise AI to power your content: There are countless ways that AI can (carefully) be used on our own websites. From content ideation and coding, to writing, proof-reading, and formatting, the web is exploding with use-cases for AI assistants. There are too many examples for me to name – why not ask Chat GPT for some thought-starters?
- Remember other principles of web content success: SEO experts know it takes a lot more than a well-written piece of content to succeed online. Google looks at over 200 factors to determine what shows up in its search results, with everything from external links and mentions, to brand recognition and technical factors influencing rankings. As content itself becomes less of a distinguishing factor in establishing quality, it’s likely that these other factors will increase in relevance.
Whether we like it or not, ChatGPT has ushered in a new age of the web, where human-written content battles with AI-powered competition for users’ attention. But don’t despair. New technology always brings fear and uncertainty, until it finds its place in the new reality and pushes us into a better way of operating alongside it. There’s certainly no going back.
Latest News
X Defends Record On Removing Child Abuse Content As It Promises A Safer Environment For Advertisers
B&T warns this article references the murky & sordid world of online child abuse. Plus, the murky & sordid Elon Musk.
Thursday TV Ratings: Seven Just Beats Nine With The Chase Coming Out Top
Is there a study into the correlation between Thursday's diminished TV numbers & the increased sale of pub schnitzels?
Indie Agency Communicado Raids Thinkerbell For Its Two New Associate Creative Directors
Thinkerbell duo depart for rival agency Communicado. Leaving speeches were said to be convivial but restrained.
“Utterly Irresponsible!” Sportsbet Slammed For Near-$20m Marketing Blitz As Gambling Ban Approaches
Smokers have been picked on for 30 years, now it's time for the gamblers. And the drinkers should start getting nervous.
Casella Appoints Dig As Creative Agency On Yellow Tail Wine
There's three givens at B&T's Friday staff drinks - the Yellow Tail, the Cheezels and the incessant bickering.
Seven Prioritises The Matildas Over The News AND The AFL In Extraordinary Decision Ahead Of The Women’s World Cup Quarter Final
Scott and Charlene's wedding now under serious threat as Saturday's Matilda's game threatens to smash all TV records.
News Corp Earnings Down Across The Board Despite Jump In Subscribers
Rupert can't find a coin for his ALDI trolley as News Corp earnings drop calls for renewed round of belt tightening.
Despite The Outrage & The Bans, The Sports Bet Category Remains Adland’s Zaniest (See This!)
The Guardian may no longer be running sports bet advertising, but as you'll read here, B&T has far less morals & ethics.
Last Chance To Buy Tickets For This Year’s B&T Women In Media Awards!
B&T's not giving away too many secrets to the Women In Media Awards suffice to say two words - chocolate and fountain.
The Trade Desk, Magnite & LiveRamp Deliver Growth, PubMatic Flat In Q2 Earnings
B&T's calling this your Q2 earnings wrap. We even considered wheeling out "must read" to help it along a bit.
Cinema Chain Spoofs Classic Movies In Wonderfully Funny Work To Entice People Back Into Theatres
Call it the Barbenheimer effect, but cinema's suddenly cool again. Yet, absolutely no uptick whatsoever for drive-ins.
Mediabrands Launches Internship Program For Aspiring Media Professionals
Mediabrands are on the lookout for young, enthusiastic go-getters for its internship program. But then, aren't we all?
Nike Celebrates The Matildas & Young Aussie Female Athletes In New Work By Conscious Minds
In what can be best described as a rare treat, it's a localised Nike ad. Kinda like finding the milk's not out of date.
Why Your CX Technology Should Focus On Connections
This expert opines it's not about your newfangled tech stacks, it's about your customers. Even the ones you detest.
WPP & Optimizely Partner To Bring Informed Digital Experiences To Brands & Consumers
Often think WPP's a 'canary in the coal mine' for industry trends? Well, avoid the black lung reading this latest.
Dylan Alcott & Hnry Team Up To Relieve Aussie Sole Traders Of Scary Tax Admin
Can the effervescent Dylan Alcott make tax admin even remotely interesting? Watch as he gives his best shot here.
D&AD Shift With Google Sydney Announce Class Of 2023
Need to poach some hot young agency talent? Poach away here, but just don't rat on B&T for the heads up.
Digital Media Agency Bench Rebrands To The Digital Disruption Agency
You could say Bench has been benched, as agency rebrands to the Digital Disruption Agency.
Seven Appoints Indie Creative Agency Emotive To Reshape Broadcaster’s Brand
Seven planning a brand zjoosh and spring clean. Although the offical corporate red and the number 7 is off limits.
Elon Musk Says The ABC Prefers “Censorship-Friendly” Social Media
It appears the ABC's found a new enemy in Elon Musk. However, News Corp remains entrenched at the top of the enemy list.
Wednesday TV Ratings: The Chase Just Beats The Block To Entertainment Win
Nine wins Wednesday night. However, Seven tells rival you'll get that and more come Saturday's Matilda's match.
B&T’s Best Of The Best Technologists, Presented By Finecast, Part Of GroupM Nexus
Somewhat ironically, this top 10 technologists list wasn't written with any help from ChatGPT or AI whatsoever!
Former Woman’s Day Editor Fiona Connolly Appointed Head of News’ Lifestyle Network
You could say ink runs in the veins of women's magazine veteran Fiona Connolly. And sponge cake recipes.
X Adds Brand Safety Tools In Bid To Bring Back Ad Dollars
Elon back contemplating the colonisation of Mars after finding this whole Twitter thing one huge headache.
ACMA Rules Kyle Sandilands’ Monkeypox Comments Breached Decency Rules And Were Offensive To Gay Men
Watchdog rules Kyle offended gay men. Punishment includes listening to Barbra Streisand & Céline Dion CDs on repeat.
Ozzy Osborne Bites Off More Than He Can Chew With Banned PlayStation Ad
Ozzy Osborne continuing to surprise. No more so than the fact that he's actually still alive and kicking.
Swisse Wellness Wheels In the Celebs To Stop Late Night Doom Scrollers
Is your sleep routine two Quaaludes and a swig from the sherry bottle? There's tips here for a more blissful night.
“All Good Things Must Come To An End, Well This One Barely Got started!” Jerker Fagerström Quits Thinkerbell After Eight Months
Thinkerbell fridge sans all smörgåstårta & pickled herring as Jerker Fagerström heads for the utgång (exits).
Footballing God Cristiano Ronaldo Bumbles His Way through New Work For Fan App Zuju
This ad proves Cristiano Ronaldo is just one of the guys. Just a filthy rich one of the guys, that is.
Samsung Ads’ Marj Hetherton On Why CTV Is The Most Exciting Area Of Advertising
Samsung Ads' Marj Hetherton says CTV is the most exciting area of advertising. That and nine-hour client lunches.
CommBank Matildas REMOVES Tim Tam TikTok Following B&T Story
If Tim Tam's marketing team wants to send B&T some freebies for this free press we'll take any flavour but mint or dark.
Tinder’s New Global Campaign Says Online Dating Need Not Be An Unrivalled Hell
If there were truth in advertising, these spots would feature a drunk bloke with poor hygiene who lives with his mother.
ADMA Adds New Speakers For Upcoming Global Forum
ADMA confirms speaker line-up for upcoming Global Forum. Also, 300 arancini balls locked-in for the networking drinks.
IMAA Census Predicts Growth In BVOD/CTV, Digital Video And Podcasts
The IMAA census is like a finger on the pulse of Australia's adland. And we all need a solid finger now and then.
Prestige Brands Targets Gen Z With Racy Billie Eilish Perfume Ad Via Spark Foundry
Billie Eilish the latest celeb to release a fragrance. Meanwhile, B&T still waiting on an Angus Young eau de toilette.
The Australian Women’s Weekly Celebrates Its 90th Birthday
The Weekly celebrates its 90 birthday. B&T believes the first-ever copy is still in our GP's reception.