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If somebody asked you what you could say about the taste of wild honey, what would you tell them? 

Or rather what could you tell them? 

In all honesty, there’s only one truthful answer - nothing

That’s because the experience of tasting honey is just that, an experience. One of the many natural joys of life. It’s not a technical analysis or scientific report. 

Of course you could explain the chemical formula of honey or describe its flavour profile. But that’s not the real essence of honey.

It’s the feeling of tasting honey that you know. And talking about this feeling is what makes you human.

Human emotion is the driving inspiration behind all creative activities, and for those of us working in the content industry who produce real, high-quality work. 

Whether you’re a graphic designer, writer, videographer or another kind of content creator, the ability to convey and stimulate emotion in some way is what makes your work resonate with your audience.

And whatever your industry sector, it’s what builds a brand voice that demonstrates expertise, builds trust and boost traffic. If you’re running a successful content based business, then you clearly already know this of course.

However, there’s a new kid on the block, who's making waves in content, and they never take a lunch-break! They’re called AI - you might’ve heard of them?

The Impact of AI on Jobs in the Content Creation Sector

The total market size of the ‘Creator Economy’ is currently estimated at approximately $104.2 Billion

It is anticipated to follow a growth trajectory similar to that of the Gig Economy, potentially reaching a future valuation in the trillions of dollars.

And that’s just referring to content made for/by independent content creators - like YouTubers or Instagram influencers.

In addition, the revenue of the global content marketing industry in 2022 was approximately estimated to be around 63 billion U.S. dollars.

So there’s a lot at stake, depending on whether AI will give or take regarding jobs and work opportunities for small content creation businesses.

No doubt AI's proficiency in concept ideation, accuracy in image making,  reading, writing, and understanding text-based data enhances its capability for tasks involving graphic design and large-scale language, data analysis, and interpretation.

So AI technologies like ChatGPT or DALL-E are likely to affect various media roles, including advertising, technical writing, journalism, and content creation.

But the opinion of experts remains divided:

In an article by Professors Ajay Agrawal, Joshua Gans, Avi Goldfarb published by the Harvard Business Review, the authors claim that,

"Upskilling millions of people in their ability to create and manipulate images will have a profound impact on the economy," 

and, 

"...these recent advances in AI will surely usher in a period of hardship and economic pain for some whose jobs are directly impacted and who find it hard to adapt."

Dr. Carl Benedikt Frey of Oxford University, who recently spoke to Business Insider, believes that the AI effect on content creation is,

‘’...more about democratisation and competition, potentially leading to lower wages for people in some of these professions."

But other authoritative voices on AI like Anu Madgavkar, a partner at the McKinsey Global Institute, contend that automation is not greatly applicable to content. 

"There's a ton of human judgement that goes into each of these occupations," she said. 

 She also believes that adapting to AI can achieve two key goals of,

’’...higher productivity potential, but also the ability for more workers to be engaged in more satisfying, more productive and more gainful work.”

The truth, as Madgavkar suggests, is likely in the grey area. AI is a great supportive tool. But as we set out at the start, top-notch content needs the human touch…

Making Meaningful Conversations with Chat Bots

You’re probably wondering by now ‘did they use AI to write this article?’ The answer’s yes, but can you tell where and how? If not then we’ve probably used it effectively.

Using AI for writing does not enable you to enter a prompt like, ‘Please write an article on X subject…’ and sit back and do nothing. 

So you can tell the boss that, ‘this article is ‘’very technical’’ and will take longer than usual’, then go to the pub all day. Sadly.

Although if you enjoy sifting through a 1200 word article rewriting every other sentence to remove the words ‘venture’, ‘navigate’, ‘embark’, ‘demystify’, ‘maze’, ‘business landscape’, then this strategy might work for you. 

What it can do is the ‘heavy lifting’. Allowing you to elevate the quality of the content with editing and optimisation. 

For example, if you working on content tasks related to copywriting, graphic design or video media  make you could try a prompts like:

  • ‘’Could you suggest a value statement based on the information in this product page, that focuses on the main customer empowerment benefits?’’
  • ‘’Please create a background that reflects the company's brand story, with a tropical theme’’
  • ‘’Based on this review, please make a video of a Crunch client glowing with satisfaction after saving themselves time, money and stress on their tax return by using our affordable Self Assessment Service’’

You will then need to select, refine and edit the output to create the final well-balanced, humanised, polished version of the content. 

There’s no doubt that AI simplifies the composition and production of many types of content tasks.

But it doesn’t make content creation quicker, it makes it better. And the way to integrate and benefit from this technology is to allow it to uplift your natural talent. 

AI will do the baking, and you put the icing on the cake. By adding in the critical elements of high-quality media like emotion, storytelling, humour and cultural sensitivity. 

This will immediately give your content an advantage over that of  competitors that don’t yet understand this. And from our research, that’s still quite a lot of them.

Top AI tools for Content Creators to try

We’ll finish this article with some AI tools you can go away and experiment with. 

There’s countless extensive guides on how to use AI for content creation, but there’s no substitute for playing around and letting your creative flair go wild! 

So try these out:

Writing - Chat GPT 

For emails, articles, letters, ads, press releases and other marketing comms.

Video - Honour One 

To turn text into videos.

Graphic design - Uziard

For creating apps, websites, mock-ups and other graphics.

Remember, learning how to use AI is a skill that takes time and practice to get good at like anything else. But if you put in the effort it can significantly boost the productivity and standard of your work

With the help of these and other AI tools, content creators can invest more in editing and planning, and improving what you are already good at. 

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James Waller
Content Specialist
Updated on
January 8, 2024

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