{"id":1215,"date":"2023-06-09T08:00:55","date_gmt":"2023-06-09T08:00:55","guid":{"rendered":"https:\/\/ukti.co.in\/blog\/?p=1215"},"modified":"2023-06-13T05:34:31","modified_gmt":"2023-06-13T05:34:31","slug":"ai-is-coming-for-my-writing-business","status":"publish","type":"post","link":"https:\/\/ukti.co.in\/blog\/2023\/06\/09\/ai-is-coming-for-my-writing-business\/","title":{"rendered":"AI is Coming for My Writing Business"},"content":{"rendered":"\n<p>And here&#8217;s what I&#8217;m doing about it. <\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img decoding=\"async\" loading=\"lazy\" width=\"600\" height=\"401\" src=\"https:\/\/ukti.co.in\/blog\/wp-content\/uploads\/2023\/06\/image-16.png\" alt=\"\" class=\"wp-image-1218\" srcset=\"https:\/\/ukti.co.in\/blog\/wp-content\/uploads\/2023\/06\/image-16.png 600w, https:\/\/ukti.co.in\/blog\/wp-content\/uploads\/2023\/06\/image-16-300x201.png 300w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/figure><\/div>\n\n\n<p><\/p>\n\n\n\n<h3 class=\"wp-block-heading has-text-align-center\"><strong>\u201cWith ChatGPT, everyone is a content creator\u201d<\/strong><\/h3>\n\n\n\n<p><\/p>\n\n\n\n<p>I recently read a <a href=\"https:\/\/www.washingtonpost.com\/technology\/2023\/06\/02\/ai-taking-jobs\/\" target=\"_blank\" rel=\"noopener\" title=\"\">discomforting article by The Washington Post<\/a> profiling a couple of copywriters and content creators who had lost their jobs to ChatGPT. This is the very dystopian world I was writing about a few weeks back, and to see it happening in real-time has been nothing short of a nightmare come true.<\/p>\n\n\n\n<p>As the founder of a <a href=\"https:\/\/ukti.co.in\/\" target=\"_blank\" rel=\"noopener\" title=\"\">content writing agency<\/a>, the news is concerning. Not because I\u2019m convinced AI is going to replace all content writers. <em>No.&nbsp;<\/em><\/p>\n\n\n\n<p><strong>It\u2019s because of how AI is changing the perception around content creation and consumption. <\/strong>With ChatGPT and other AI tools becoming more and more sophisticated at <a href=\"https:\/\/www.designrush.com\/\" target=\"_blank\" rel=\"noopener\" title=\"content creation\">content creation<\/a>, it seems like everyone is now a \u201ccontent creator\u201d because they know how to enter a prompt. And this is bad for businesses of all kinds \u2013 not just mine.<strong>&nbsp;<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>How Perception Around Content Creation is Changing&nbsp;<\/strong><\/h2>\n\n\n\n<p><em>Writing in the Post-ChatGPT era<\/em><\/p>\n\n\n\n<p>Sharing the same article on LinkedIn, <a href=\"https:\/\/www.linkedin.com\/in\/annhandley\/\"><em>Ann Handley<\/em><\/a>, one of the pioneers in the content marketing industry, wrote:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh5.googleusercontent.com\/zjOke2jjxwlFJeUEobdJVOhxydNn6HOVRlFHZfMn1JqLReHofHQ-qFe3uQB5GngqLi3k2L5e3jO92j9OsaJH44NhOSS9wD67N5rbuk3uXBvoaymn7WUUApWIZuA1sMRSUIibJwcQBw6ZRovzskUT7g\" alt=\"\"\/><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<p>I agree! For me, the biggest takeaway from the article was this:&nbsp;&nbsp;<\/p>\n\n\n\n<blockquote class=\"wp-block-quote\">\n<p><strong>\u201c<\/strong><strong><em>Because chatbots work by predicting the most statistically likely word in a sentence, they churn out average content by design. That provides companies with a tough decision, she said: quality vs cost.\u201d&nbsp;<\/em><\/strong><\/p>\n<cite><a href=\"https:\/\/www.washingtonpost.com\/technology\/2023\/06\/02\/ai-taking-jobs\/\" target=\"_blank\" rel=\"noopener\" title=\"Source\">Source<\/a><\/cite><\/blockquote>\n\n\n\n<p>Today, given the pressures of the recession, plenty of budget-constrained companies have <a href=\"https:\/\/www.superpath.co\/blog\/do-more-with-less-trend\">laid off their content creators<\/a>, and many have adopted AI instead \u2013 even media giants like <em>Buzzfeed!<\/em><\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-rich is-provider-twitter wp-block-embed-twitter\"><div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"twitter-tweet\" data-width=\"550\" data-dnt=\"true\"><p lang=\"en\" dir=\"ltr\">Dotdash Meredith just laid off 274 employees + chatGPT is taking over writing jobs at BuzzFeed (and who knows where else). After 23 years jn this industry I adore, I\u2019m watching it implode and I\u2019m so sad.<\/p>&mdash; Jill Schildhouse jillschildhouse.substack.com (@JillSchildhouse) <a href=\"https:\/\/twitter.com\/JillSchildhouse\/status\/1618784586926030848?ref_src=twsrc%5Etfw\">January 27, 2023<\/a><\/blockquote><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script>\n<\/div><\/figure>\n\n\n\n<p>Being able to produce persuasive marketing content in a short time is no longer a coveted skill. (An AI tool can apparently do both.) It also doesn\u2019t need a wage or health insurance. So, of course, it\u2019s cost over quality for now.&nbsp;<\/p>\n\n\n\n<p>This is a trend I\u2019m seeing specifically among early-stage startups that are generally working with limited resources, and it makes sense. But many established companies have also started using AI tools, albeit with far more caution. They\u2019re using the tool only to its strengths \u2013 for listicles, content summaries, and brainstorming. Many are also hiring editors to clean their pieces up and\/or assist the tool with the <a href=\"https:\/\/ukti.co.in\/blog\/2023\/06\/01\/how-to-use-chatgpt-for-marketing-content\/\">right ChatGPT prompts.<\/a><\/p>\n\n\n\n<p>But it\u2019s visibly clear that for people who don\u2019t understand content marketing, ChatGPT seems like a better alternative in terms of time and money spent. And unfortunately, there seem to be a lot of people like that.&nbsp;<\/p>\n\n\n\n<p>This shift is changing the perception around content marketing, its ability to bring revenue, and most of all, the expectations businesses have from us content creators. Which is why I\u2019m changing the way we create and think about content at Ukti.&nbsp;&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Internet is Choking on Average Content<\/strong><\/h2>\n\n\n\n<p><em>Writers create, while AI predicts. It\u2019s not the same.<\/em><\/p>\n\n\n\n<p>Amid all the noise and hoopla by tech enthusiasts, many have overlooked one simple fact. There\u2019s a fundamental flaw to this ChatGPT mania, and it\u2019s a big one.<\/p>\n\n\n\n<p>With companies (and netizens around the globe) hitting <em>publish <\/em>on ChatGPT-produced content faster than they can think, we\u2019re soon going to enter a sea of content sameness. The Internet is going to be filled with content lacking depth, <a href=\"https:\/\/ukti.co.in\/blog\/2022\/09\/03\/why-original-content-matters-now-more-than-ever-and-how-to-do-it-right\/\">original insights,<\/a> and thought-leading content. Not to mention the impact it\u2019s going to have on your <a href=\"https:\/\/ukti.co.in\/blog\/2023\/03\/20\/using-chatgpt-for-seo-content-consider-the-ai-watermark\/\">SEO performance<\/a>!<\/p>\n\n\n\n<p>Surprisingly, many companies are aware of this and increasingly recognize this as a problem. In our own case, a new client we onboarded recently \u2013 a B2B SaaS company offering lead generation solutions \u2013 had the following to say during the induction rounds.&nbsp;<\/p>\n\n\n\n<blockquote class=\"wp-block-quote\">\n<p><strong>\u201cMy current pain point: I&#8217;m looking for writers who can tell a story and not write like ChatGPT.\u201d&nbsp;<\/strong><\/p>\n<\/blockquote>\n\n\n\n<p>Average content has always been a problem but with AI tools, even more so. You may think you\u2019re saving time and money, but you\u2019re going to pay with low-quality engagement and fatigue from poorly thought-out content. Besides, tools like ChatGPT are useless in niches like Healthcare, Fintech, MarTech, SaaS, etc., where a higher degree of thinking and expertise is needed to create persuasive content.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>How I\u2019m Making My Business AI-Proof<\/strong><\/h2>\n\n\n\n<p><em>AI will not replace writers. But someone who knows how to use AI will.&nbsp;<\/em><\/p>\n\n\n\n<p>As a team of content creators and editors, we\u2019re not against AI. We\u2019ve made peace with the fact that AI is going to grow more sophisticated, and when it does, we want to be able to use it just as well as our technical counterparts.&nbsp;<\/p>\n\n\n\n<p>So, both as individuals and as a team, we\u2019re experimenting and talking about the best ways to use AI to improve our efficiency.&nbsp;<\/p>\n\n\n\n<p>This is mostly at the level of content operations, proofreading, brainstorming, and <a href=\"https:\/\/ukti.co.in\/blog\/2023\/05\/30\/see-how-these-11-businesses-repurpose-content\/\">repurposing existing content<\/a> for social media. Plus, we\u2019re adding more skills to our roster through continued learning via our Grow@Ukti program.<\/p>\n\n\n\n<p>That said, the content we write for our clients is 100% human-crafted. As extensions of their marketing team, we\u2019ve always strived to bring the highest quality to the table. But to stand out in the sea of sameness, as I mentioned above, companies need to double down on unique, personable content backed with first-hand expertise.&nbsp;<\/p>\n\n\n\n<p>This is why, at Ukti, we\u2019re doing the following:<\/p>\n\n\n\n<ul>\n<li>Adding more personality and personal narratives to branded content&nbsp;<\/li>\n\n\n\n<li>Incorporating subject matter expertise&nbsp;<\/li>\n\n\n\n<li>Focusing on what\u2019s topical and hot instead of rehashing old concepts<\/li>\n\n\n\n<li>Creating actionable, audience-centric content&nbsp;<\/li>\n\n\n\n<li>And lastly, keeping two-way communication about AI with our clients<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Just Like Two AI Tools, No Two Content Writers are the Same<\/strong><\/h2>\n\n\n\n<p>Since the start of the year, the \u2018<a href=\"https:\/\/ukti.co.in\/blog\/2022\/09\/15\/explained-can-ai-replace-content-writers\/\">will AI replace writers\u2019<\/a> debates have been doing dozens of rounds. And it\u2019s disheartening to see how human writers are being thumbed down under the shadow of a machine.&nbsp;<\/p>\n\n\n\n<p>But just like two AI tools, no two <a href=\"https:\/\/ukti.co.in\/blog\/2023\/01\/28\/how-to-know-if-your-b2b-saas-content-writer-is-worth-the-money\/\">content writers<\/a> are the same. They have their own skill sets, some better than others. And so, it\u2019s unfair to pigeonhole writers as \u201creplaceable by a machine.\u201d&nbsp;<\/p>\n\n\n\n<p>Good writing will always be reader-first, and that\u2019s one thing only a human writer can do \u2013 whether it\u2019s in the role of an editor refining the \u201cfirst draft\u201d or in the capacity of a strategist feeding instructions to the bot.&nbsp;<\/p>\n\n\n\n<p>It\u2019s always going to be a human behind the scenes.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">About the Author<\/h2>\n\n\n<div class=\"wp-block-post-author-biography\">Deepika Pundora is the founder of Ukti &#8211; a B2B SaaS content writing agency.<\/div>","protected":false},"excerpt":{"rendered":"<p>Will AI tools like ChatGPT put content writers out of business? Here\u2019s a closer look from the owner of a content writing agency.  <\/p>\n","protected":false},"author":1,"featured_media":1216,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[45,29],"tags":[],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/ukti.co.in\/blog\/wp-json\/wp\/v2\/posts\/1215"}],"collection":[{"href":"https:\/\/ukti.co.in\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/ukti.co.in\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/ukti.co.in\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/ukti.co.in\/blog\/wp-json\/wp\/v2\/comments?post=1215"}],"version-history":[{"count":6,"href":"https:\/\/ukti.co.in\/blog\/wp-json\/wp\/v2\/posts\/1215\/revisions"}],"predecessor-version":[{"id":1227,"href":"https:\/\/ukti.co.in\/blog\/wp-json\/wp\/v2\/posts\/1215\/revisions\/1227"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/ukti.co.in\/blog\/wp-json\/wp\/v2\/media\/1216"}],"wp:attachment":[{"href":"https:\/\/ukti.co.in\/blog\/wp-json\/wp\/v2\/media?parent=1215"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/ukti.co.in\/blog\/wp-json\/wp\/v2\/categories?post=1215"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/ukti.co.in\/blog\/wp-json\/wp\/v2\/tags?post=1215"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}