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We should be worried about Artificial Intelligence writing tools

Yes, businesses should be worried about AI writing tools. However, using audience research-based writing tools that use Google BERT can help mitigate the risks of poor quality content.

Join the Research Radar course to learn how to:

  • research your market online
  • define your target audience
  • create a customer avatar and profile

…to guide get ready to your AI writing tool for people-first content.

Join Research Radar, the course that shows you how to do audience research, to get better results when using AI for content writing.

There is a lot of excitement around Artificial Intelligence (AI) and its potential to transform content marketing; however, there is growing concern that we should be worried about Artificial Intelligence writing tools too. There is fear that AI-produced content could harm online businesses.

This article will explore whether your businesses should worry about using AI writing tools and how you can avoid the pitfalls of these writing tools by using tools that are guided by audience research and Google BERT.

What is Artificial Intelligence?

Artificial Intelligence (AI) is a field of computer science that deals with creating intelligent systems that reason, learn, and act independently.

The use of AI has become increasingly important in content marketing, as it can automate the research and writing of content. In the right hands and with the right tools, AI-assisted content writing can improve the quality of content and the speed at which it can be created.  However, the results can be disastrous for a business when the choice and use of AI research and writing tools is in the wrong hands. While content creation may be efficient, the quality of the content output can be substandard and lead to a loss of trust by the audience.

Bertrand Russell once said…

Artificial Intelligence is anything but intelligent.

Bertrand Russell

And he was right; fast forward 70 years from his statement in 1950, and many popular AI writing tools today don’t achieve optimal results. A big problem with many AI writing tools is that they learn from previous outputs to generate the next outputs without understanding what those outputs mean or the context behind them. Doing this limits their ability to create new semantically coherent output compared to that written by human writers.

For example, take the GPT3 model; it has been shown repeatedly that if you give it two different inputs (contexts), it will come up with completely different results even though the same person wrote both inputs!

What are the popular AI writing tools?

There are many popular AI writing tools, and each operates using a different neural network machine learning model. Still, two of the most well-known are GPT3, the third generation Generative Pre-trained Transformer, which powers the popular AI writing tool jasper ai, and BERT, Bidirectional Encoder Representations from Transformers. Both tools have limitations, but you can use them to create high-quality content if used correctly.

How do they operate?

GPT models are unidirectional and are pre-trained on a huge volume of words found on the internet before the last date on which the creators trained them. Due to this feature, the ai writer requires very few examples from the user to perform a given task.

Because this model is based on a neural network trained on a large amount of text data, it can only produce outputs similar to what it has seen before. Therefore if you ask the tool to write about a topic it hasn’t seen before, it will likely produce an inaccurate or incoherent result. GPT relies on previous text output to generate more output, so everything you write will rely on what has been written before it. It can only look back at what was written in the last paragraph and generate content based on that, often resulting in repetitive or inaccurate results.

BERT is the other language-processing pretraining tool used to power AI writers, that was mentioned above. BERT is Google’s neural network-based technique for natural language processing (NLP) pre-training. It uses Google’s semantic meaning data to ensure its results are accurate.

Bert’s main advantage is that it is trained on billions of words and uses bi-directional learning to gain the context of words, and therefore it understands the context of words by reading it both ways, from left to right and right to left at the same time.

Writing tools that use BERT learn context based on the words around it instead of just the word before or after the considered word. Therefore when you provide multiple inputs to an AI writer that uses BERT for pretraining, you can provide many variables to provide context.

What is context?

Context is the overall situation in which something or someone operates. It includes the time, place, people, and things. It also includes thoughts, beliefs, and behaviors. When it comes to content marketing, context is everything. Without understanding all the contexts in which your audience operates, you won t be able to create the most effective content

You can break down context into three key elements:

1. The current environment in which your audience is operating.

2. The past experiences and knowledge of your audience members.

3. Their assumptions and expectations about the situation or topic you are discussing.

Unfortunately, understanding context can be a daunting task for even experienced marketers. That’s where market research comes in, and AI-powered market research tools provide a huge advantage.

By automating much of the research process, you can gain a comprehensive picture of a market to build a picture of a target audience for your content marketing. When you understand your audience, you can focus on creating content that truly resonates with them – leading to increased engagement and conversion rates.

Contextualizing your content allows you to connect with your readers on an emotional level and promote messages that will benefit them specifically. By taking the time to understand your audience and their interests, you can create valuable pieces that will help drive results for your business.

So how does with affect the two types of language processing tools? GPT-3 has become a preferred language modeling tool for many AI writing software creators because users want “ease of use” and “instant gratification”.

However when it comes to building a brand and creating people-first content, content is key, so BERT is the clear front-runner. When an AI writer uses inputs built around the framework of an ideal audience profile and an audience avatar, including demographics, psychographics, and semantics, this provides audience content.

If the AI writer requires many inputs that provide all of this content, the content generated by the AI writer will be truly audience-centric. The additional data the user needs to input to train the writing tool is an advantage for marketers who want to rise above the competition and create content that is not tightly built to resonate deeply with the target audience.

Should businesses be worried about using AI content writers?

There’s no debate that Artificial Intelligence (AI) is becoming increasingly advanced daily, but should we worry? After all, AI can improve many aspects of our business. However, it’s essential to understand that to build and scale a long-lasting business, the business needs to be audience-and customer-centric, and they must have the right tools to achieve this. While there are many benefits to using AI, there are also risks. Choosing the wrong AI writer could create new problems and amplify existing ones rather than solve them. That’s because of what we at Sell On Autopilot call the Missing Link in (most) AI writing tools. Let me explain…

artificial intelligence writing

The missing link for most AI writing software – emotional intelligence

Emotion is an essential component of human communication. Emotion is considered by many to be the root cause of almost all human behavior. As a result, it’s essential to consider how your target audience thinks and feels about topics and how they will respond when reading your content. Understanding audience and customer emotion and recognizing this in content make a content piece spectacularly succeed, putter, or epically fail.

When creating content, data collection and research go hand in hand. Without accurate information about your audience, you’re essentially shooting yourself when trying to create high-quality AI-written content. By researching your audience to understand their psychographics, you can compile your market research and feed it into an AI writing tool that uses an audience avatar and profile to guide AI writing.

When you do this, you create a bank of emotional intelligence that your ai tool can use as a reference when it produces content. So that your content resonates with your audience, drives engagement, and converts them to customers.

Here are four ways you can start to build your data bank:

1) Research your industry – Start by understanding the market. Look for groups of people with common desired outcomes and common problems that stop them from achieving these outcomes. Consider whether these groups are large enough to be considered a niche worth targeting. Once you have considered different niches, it’s tied to deciding which ones to target.

2) Investigate demographics – Once you have an idea of what’s happening in the industry overall and have pinpointed a potential target audience, it’s time to start digging into specific audience demographics. Demographics include age, gender, location, marital status, role/title, positions, experience in years, and company size (if it’s a business).

3) Understand psychographics – Once you have a basic understanding of demographics, it’s time to start focusing on the psychographics of your target market. Include interests, values, desires, problems, agitations, needs, and roadblocks.

3) Collect semantic data – To truly understand your target audience, you’ll need to collect semantic data. Semantic data include keywords, phrases, and other identifiers that can help you understand a customer’s intent.

You can see from the list above just how powerful an AI writer could be if it could access data providing context about your target audience every time it created content. When your AI writer learns context based on the words from these inputs, the result is audience-centric content instead of just the word before or after the considered word’s final outputs. By doing your research and using AI writing software that draws on multiple inputs that contain real audience data, you are setting yourself up for content marketing success.

Why audience-centric content helps you succeed

By effectively targeting a niche audience, you can improve the likelihood that your website will be found by people looking for information on that particular topic. When you understand your target audience deeply, you can confidently choose topics, knowing that your readers will stick around rather than bounce away. You’ll also be able to write with words and terminology that resonates with your audience and makes them feel that they are in the right place.

When you create content specifically tailored to your target market’s interests and needs, you can create a relationship with them that increases the chances they’ll return to read your posts again and again. And, of course, when writing content specifically designed to attract a particular group of people, you can increase your chances of building a profitable business.

Creating a plan for success with AI content writing

Creating AI-written content can be daunting, but a step-by-step plan can make the process much easier.

  1. The first step is to define your target market by identifying your audience’s demographics, psychographics, and semantics, which we have previously covered.
  2. Second, identify the topic areas that interest your target market and research which topics are popular in that market.
  3. Third, select the content topics that reflect the needs and wants of your target audience, that you have sufficient knowledge and skill to address, and that align with the direction of your business. The solutions you offer or will offer in the future.
  4. Research the best platforms for reaching your audiences, such as blogs, social media platforms, or email marketing campaigns, and decide how you will reach them.
  5. Craft content that will resonate with your audience. Use engaging language, images, and videos to capture your audience’s attention. Be sure to provide value by answering the questions your target audience wants to be answered.
  6. Monitor your content regularly for trends and changes in your target market, and make adjustments as needed.

How to do market research?

Many different types of market research could be used to help understand a market’s needs, desires, and interests. Some common market research methods include primary research such as surveys, focus groups, and interviews. However, the first stage of research for many businesses, which is the least costly and time-consuming method, involves secondary research online.

In addition to traditional, manual research online, you can also use AI to generate valuable audience insights. AI allows you to quickly scan large data sets to find patterns, trends, and insights that would otherwise be difficult or impossible to detect.

So can AI be used in place of manual research? We find that using a combination of manual and AI research provides greater insight into what they are interested in, gives us a better understanding of what captures their attention, and enables us to consistently create audience-centric content that resonates, attracts, convinces, and converts.

The biggest killers of market research success

The biggest challenges of doing market research and audience research online and analyzing the research are knowing what data you are looking for, where to find it, and understanding how to identify and categorize data. Unfamiliarity with the target market or market research techniques can also lead many people to give up before they even begin. Lack of time or resources to properly complete research is another obstacle people often face. Once people collect data, they can also have difficulty understanding how to gain insights and make informed decisions. However, a proven, detailed step-by-step process to follow will remove the overwhelm, provide an efficient research process and help you identify good data that can guide your AI writer when creating content for your audience.

What’s the process?

By visiting online forums such as Reddit and Social Media sites where communities gather to discuss their problems, desires, needs, and roadblocks, you can gather the information that you need to understand the demographics, psychographics, and semantics of groups of people who have common desired outcomes and problems that they want to solve. With this information, you build an audience avatar and create an ideal audience profile that you can use with your AI writing software.

If your goal is to stay ahead of the competition, you need to understand your audience and create content that speaks directly to their needs. By using People-first AI writing software, you can do exactly that by automatically generating content written for your target audience and using your customer avatar as your north star rather than just generating content based on keywords and topics. Doing this ensures that your content is relevant, interesting, and compelling to attract, convince and convert your target audience to customers.

What are the risks?

Let’s face it; if you don’t keep up with the ever-changing trends in content marketing, you’ll be left behind. That’s a give. But there are a few specific risks if you don’t use people-first AI writing software. We consider these the top three:

  • You will fall behind the competition if they use a People-first AI writer to generate blog post content, social media content, andvirtaully any type of written content that is crafted specifically for their target audience.
  • You will miss out on valuable opportunities if you don’t know who your customer is or what their needs are.
  • You will struggle to identify which topics or keywords would most effectively attract your target audience, and you’ll miss out on gaining valuable insights to inspire new products.

These are the risks related to content creation, but what about the broader risks for your business?

  • You will miss out on valuable opportunities to grow your business, capture new customers, and extract the maximum potential from your current ones.
  • You will not optimize your content for your target audience, leading to lower engagement rates and a loss of followers or fans.
  • If you cannot generate engaging and effective content, it’ll be difficult for people to learn about what you do and how they can benefit from it.
  • You could fall behind the competition regarding online presence and credibility, harming your brand image.
  • An AI writing assistant that isn’t guided by audience data results in generic content not created specifically for your audience, ultimately leading to a loss of followers or fans and a degraded online presence.

People-first content aimed at a specific niche will likely be more successful than generic marketing material designed for a mass audience. If you don’t develop a deep understanding of your target audience and ensure that all of your content is written with this as your foundation, it won’t be easy to create content that is niche specific. Rather than talking to your niche, you’ll be speaking to everyone. But by researching the needs and wants of your target audience, you can create engaging and useful content, leading to more conversions and higher ROI for your business.

If you know how to create a data-driven target audience persona, you can use this information to guide a people-first AI writing software. The right tool will also help you identify and understand your audience’s needs to create relevant and useful content. Your people-first, persona-guided AI writer will provide you with a blueprint for building relationships with potential customers and partners. With this knowledge at your fingertips, crafting engaging content that speaks directly to your target market will be much easier.

Research Radar

Sell On Autopilot helps content marketers by teaching our process for conducting research, identifying a target audience, and developing a marketing message that resonates.

In our first course, Research Radar, we teach you how to research your audience online using easy-to-follow manual methods to collect data online for free.

In subsequent courses, we teach you how to determine your target audience and collect research data using AI.

Once you have real audience data to guide your AI writing software, your content can attract and convince the right audience.

What’s in Research Radar?

We show you how to:

  • Discover audiences discussing needs and desires in online communities
  • Research their psychographics including needs and wants 
  • Collect and organise this data to gain audience insights

What’s the result?

  • Gain insights to power a data-driven persona and audience profile that will guide your AI writing assistant.
  • Discover topics and issues important to your target audience and how they think.
  • Collect ideas for products, services and content to help you grow your business

These insights can help you create:

  • Customer-centric content 
  • Content that hits the spot with your target audience, just like the article you are reading now.

Yes, in case you were wondering, we do practice what we preach here at Sell On Autopilot. The article you are reading right now was written with the help of an AI writing tool that is powered by BERT and required us to complete an audience profile and avatar, which guides all of the content we create.

Learning how to do target market research will help you develop a data-driven target audience persona that will guide your AI writing tool in helping people change their situations.

By understanding what interests, needs, and behaviors are common among your targeted audience, you can create an AI writing tool more likely to appeal to them. This approach will help you identify which features and functions are most important to your audience and cater to the tool accordingly, increasing its chances of success.

AI writing tools can be a powerful way to increase content creation efficiency. But efficiency is useless without effectiveness. Your AI writing assistant needs to create audience-centered content so you can build brand authority, attract a targeted audience, and convert your audience to customers to be effective.

Target market research is the first step in creating a data-driven target audience persona to guide your AI writing software. We teach you how to research your market, so you are ready to move to the next stage of your research using AI, after which you can go on to use a BERT-based content writing tool for high-performing content.


Join Research Radar, the course that shows you how to do audience research, to get better results when using AI for content writing.

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