The future of AI in content: 5 predictions

New Delhi: Today, AI tools like ChatGPT are being increasingly used to generate content. But what they lack is the ability to tap into the nuances of human experience and emotion. While AI can create content, it often results in generic outputs, repeating commonly used words, phrases, emojis and ideas. It also tends to follow a typical writing style which is easily distinguishable. Human content creators bring a unique touch — an understanding of context, empathy, and the ability to tell stories in a unique style that resonates on a personal level.

Here are five predictions about the future of AI in content — and why content based on human insights will still be king.

1. Generic content will become a commodity

As the use of AI becomes mainstream, the risk of producing “vanilla” content will increase. Content generated purely by AI often follows predictable patterns. It will lead to the oversaturation of similar ideas. Brands that rely solely on AI for content creation will struggle to stand out and create a differentiated voice. As a result, generic content will become a commodity. Content that is infused with a unique perspective, business storytelling and deep expertise will truly differentiate itself. 

2. The ability to evoke emotion will differentiate

Emotion is a key driver of the virality of content. In a University of Pennsylvania study on viral content, the researchers found that “content that evokes high-arousal emotions, regardless of their valence, is more viral.” The ability to evoke a strong emotion, typically inspiration or positivity, is highly effective in driving engagement. As more content is generated by AI, the importance of this ability will only increase. Brands that combine AI’s efficiency with distinct emotion-driven narratives will stand out. Differentiation will come not just from the data but from how brands interpret that data through a human lens and evoke emotion.

3. Human insights will lead the way

AI is great at data analysis and processing vast amounts of information. However, nuanced human insights, based on years of experience and industry expertise, will remain crucial. AI can provide recommendations or analyze trends, but it takes human intuition and creativity to translate these into compelling, insightful pieces that resonate with readers. This is key to adding authenticity and the depth needed for genuine thought leadership.

4. Longform content will remain vital

While snackable short-form content like social media posts, reels and quick video clips will continue to gain popularity, research-driven long-form content will not die out. In fact, in-depth articles, research-driven white papers, case studies and success stories will become even more important for B2B brands. AI can assist with initial structuring, but it will take human expertise to create compelling narratives that drive thought leadership.

5. AI will augment personalisation at scale

Personalisation is a key element of content marketing. AI will make it easier to deliver personalised content at scale. Analysing customer data to tailor content for individual users will become effortless. From personalised email campaigns to dynamic web content, AI will enable brands to provide a more relevant and targeted experience for audiences.

Augmenting, not replacing, human intelligence

While AI can speed up content creation, it will still require human intervention. Ensuring that differentiators from human insight, expertise and experience are captured will remain a critical task. AI can suggest topics or generate initial drafts, but the final product will need a human touch to ensure it resonates with the target audience.

As we look ahead, AI will complement, rather than replace human intelligence. As Ginni Rometty once said, “Some people call this artificial intelligence, but the reality is this technology will enhance us. So instead of artificial intelligence, I think we’ll augment our intelligence.”

AI will assist us by automating mundane tasks – proofreading, language consistency edits, formatting consistency checks - and increasing efficiency. But human creativity, emotion, and perspective will remain at the heart of truly great content.

Going further ahead, will this change? Will AI outpace human capabilities in content? Gray Scott, an avid commentator on the future of artificial intelligence, AI ethics said, “There is no reason and no way that a human mind can keep up with an artificial intelligence machine by 2035.”

In my view, this doesn’t mean human content will become obsolete. However, it does suggest that the future will require a careful balance between AI-driven efficiency and human-led creativity. AI will continue to simplify and speed up the content creation process, but the stories that resonate most deeply will always come from uniquely human storytelling.