82% of marketers say AI-generated content is just as good as human-generated one


As more businesses go online and marketing efforts increase, the demand for content increases. Creating this content requires more resources. However, there are several AI tools available in the market today to generate content. But how good are these tools and the content generated by these tools? Capterra recently conducted a study to gain insights.

The demand for marketing content has increased in recent years. According to the hosting tribunal, there were more than 600 million blogs in 2021. There are about 6 million daily blog posts. And there are all other forms of marketing content. This means marketers are under significant pressure to rank their content in search engines and attract leads. And writing all that content is usually difficult and time-consuming, especially when you have limited resources.

But one technology can help marketers produce massive amounts of content — artificial intelligence (AI). The technology promises to create content in minutes and at a lower cost. There are also several AI content generation tools on the market.

But how useful is AI software? And how good is the generated content? Capterra recently surveyed marketers who use these content generation tools to get some insights. Below are the results in detail.

See more: AI in Content Marketing: 35 AI Tools and Platforms to Scale Your Content Marketing Efforts

AI offers cost and time savings

According to the study, 45% of marketers spend half their workweek creating content. About 35% spend about 75% of their time on content. It is obvious that content creation takes a lot of time. Because of this, AI tools are having a significant impact on marketers by helping them create more content more efficiently. Marketers can perform multiple tasks as needed due to AI and ML capabilities.

So how are marketing teams using AI in their businesses?

A third of marketers use AI to generate content

According to the study, 63% use AI tools for email marketing. This is followed by advertising (58%) and data analysis (57%). Interestingly, only 33% of marketers use AI to generate content.

Areas where companies use AI and ML tools

Source: Capterra’s 2022 AI Marketing Survey

The study also revealed that it takes companies a long time to get the tools off the ground. About 44% said it took 6 to 12 months to implement AI and ML tools. About 22% said it took about 1-2 years to implement. The implementation time also increases with the size of the company.

However, when it comes to training workers, the results are positive. About 57% of marketers said it took their reps less than six months to learn how to use the tools. About 30% said it took 6-12 months to learn how to use them.

Overall, implementing AI technology requires work from the start. Well, while the tools can generate content, is it worth the effort?

Most marketers seem happy with the content quality

Many marketers may be skeptical about the quality of content generated by these tools. But most marketers who implement these tools seem content. About 82% of respondents agreed that the content generated, while not perfect, is as good or better than that generated by humans. Approximately 77% said the software is somewhat or very effective in meeting marketing goals.

Marketers have had significant success with various aspects of AI content. About 49% say it is successful in generating clear and easy-to-read text. Other areas where AI software performs well are proving trustworthiness, creating content quickly, and delivering thorough content.

AI-ML tools are successful in creating clear content

AI/ML tools are successful in creating clear content

Source: Capterra’s 2022 AI Marketing Survey

Despite this success, marketers should check the content for accuracy. Only about 33% report that these tools are successful in generating error-free or accurate text, which is the lowest success rate of any quality measured. The content also shows flaws in the generation of original content. The tools rely on given data and do not have the ability to generate new ideas like humans. The tools also don’t understand the nuances of communication.

Nonetheless, the tools lead to many positive outcomes for marketers.

Saving time is a huge benefit for marketers

About 88% of marketers agree the tools save their business money and time. And that benefit ranks much higher than cost savings, suggesting that marketers care more about efficiency. Approximately 33% of marketers also state that improving customer experience (CX) is a key benefit.

The study also found that the tools are very good at creating short-form content. Among professionals who spend 25% or less of their time creating content, many use AI tools for short-form content for email marketing (65%) and advertising (92%). Therefore, it is important to consider what content you want to create when using the software to get the best results.

Strategic challenges impede software use

With AI still a little new and evolving, marketers should understand the common limitations to avoid roadblocks.

About 35% of respondents indicated that governance and risk issues were the top challenges. Marketers considering AI tools should also develop a data management and risk mitigation plan. Cost was another major challenge when using AI software. And while technology generally offers greater efficiencies, planning software implementation can be difficult when budgets are tight.

Top challenges of AI tools for marketing purposes

Top challenges of AI tools for marketing purposes

Source: Capterra’s 2022 AI Marketing Survey

Luckily, free versions of AI tools are available in the market. About 68% of marketers use a combination of paid and free versions of the software.

See more: Future of Email Marketing: Can AI Write Our Emails?

Five questions to ask yourself when considering AI content for marketing

The use of AI software requires a robust management strategy. Ask yourself these questions to see if you are ready.

  • Does your organization have realistic expectations for AI-generated content?
  • What form of content does your organization need?
  • Does your organization have realistic expectations for implementing the software?
  • Does your organization have the capacity to review AI-generated content?
  • Does your company have a plan for measuring AI success and optimization?

view in the future

Artificial intelligence is changing the way we do business and will most likely continue to improve in its ability to function similarly to humans in terms of language and creativity. So now is a good time to test and see if your goals align with the benefits that AI brings to content marketing. However, ensure a solid strategy for implementing and managing AI.

Are you using AI to generate content? What do you think of these tools? Share with us Facebook, Twitterand LinkedIn.

Image source: Shutterstock

MORE ABOUT AI IN MARKETING

3 ways AI will transform revenue technology in 2022

Using AI to Improve Video Marketing Strategy – Internal Efficiency and ROI

Using AI to Improve Video Marketing Strategy – Customer Experience

How leveraging AI solutions can help you communicate effectively with HCPs

78% of executives rely on AI to improve content generation: report