Think back to the first cell phones. The earliest models were simple, capable of making calls or sending texts, but not much else.
Now, those humble flip phones have transformed into smartphones – powerful tools we sometimes take for granted. We work, communicate, and play on our phones. It’s hard to imagine life without a cell phone close at hand.
Similarly, generative AI (gen AI) has evolved dramatically since the public launch of ChatGPT nearly two years ago. What was once a novelty with limited functionality has evolved into a necessary tool for modern life and business.
When gen AI first launched, it was difficult to imagine the impact it would have on the world, let alone content marketing. Would it upend the industry? Replace human writers? Live up to the hype or fizzle out?
Two years in, it’s time to check in on the status of gen AI and the ways it’s changed (or not) the way we work.
Status Check: Gen AI Turns Two
In just a few years, gen AI has rapidly evolved from an experimental technology to a truly valuable resource in content marketing. New models, better technology, more functionality – gen AI, no matter the mode, is becoming smarter and more human-like by the day.
In fact, as I started writing this blog, OpenAI released its latest model, o1. It promises enhanced reasoning, meaning it can “think” through problems. As it’s generating a response, it double checks itself, refines answers, and even lets users know what it’s doing as it’s doing it. While it represents an advancement in fields like medicine, mathematics, and computer science, it hasn’t significantly improved in applications like writing and ideating.
The increasing sophistication of multimodal AI systems like Gemini and ChatGPT means it’s easier than ever to generate text, images, audio, and even video for richer content experiences. It also means that we, as consumers and producers, need to be especially discerning to tell the real deal from fake news.
In this vein, public sentiment toward AI has grown increasingly wary. Fifty-two percent of Americans felt more concerned than excited about AI in 2023, a significant rise from 38% in 2022. This growing apprehension underscores the importance of including human guardrails on the use of AI-generated content.
Fortunately, there’s been a growing emphasis on ethical and responsible AI. AI companies have stepped up the safety features on their models. Laws and regulations, including the EU’s AI Act and a host of proposed bills in the U.S. Congress, aim to improve the accountability and transparency of AI while protecting ordinary people and their information.
Has Gen AI Lived Up to the Hype (Cycle)?
The Gartner Hype Cycle is a useful framework for understanding the maturity and adoption of new technology, from inception to final plateau. Let’s look at the Hype Cycle for Emerging Technologies from 2022 through 2024.
The term “Generative AI” doesn’t even appear on the 2022 Hype Cycle, which was released just a few months before ChatGPT launched. Instead, we see Foundation Models – the neural network architecture that includes large language models – creeping up towards the Peak of Inflated Expectations.
In the 2023 Hype Cycle, generative AI appeared at the very Peak of Inflated Expectations. The intense media attention and rapid evolution of gen AI meant it was everywhere, and its potential to revolutionize all industries seemed almost limitless.
A year later, the 2024 Hype Cycle shows that generative AI and Foundation Models have slid down the curve towards the Trough of Disillusionment. While gen AI continues to advance, challenges like overhyped capabilities, ethical concerns, and practical concerns have tempered the enthusiasm around it.
The cycle predicts that gen AI will reach the Plateau of Productivity in two to five years. It won’t be long before the technology reaches maturity and widespread adoption.
But that doesn’t mean that companies should sleep on incorporating gen AI into their practices. Rather, they should begin figuring out what gen AI means to them so they can get ahead of the competition.
Content Marketing and the Gen AI Boost
Over the past two years, gen AI technology has significantly advanced, transforming the content marketing industry. Sophisticated AI models like ChatGPT o1, Gemini 1.5, and Claude 3.5 are powerful tools marketers can use to enhance and scale the content they create.
It’s also completely changed the way we approach the peripherals around content marketing. AI search engines and Google’s summary feature mean traditional SEO is less important than creating a holistic, trustworthy brand presence. It’s easier than ever to come up with a comprehensive content schedule. There are so many ways to incorporate gen AI into a content strategy.
Thirty-four percent of organizations regularly use gen AI in marketing and sales. This comes with significant financial benefits: Companies using generative AI in marketing and sales reported a 53% increase in revenue and a 37% reduction in costs.
However, despite the human-like capabilities of gen AI, it’s not a replacement for human content marketers. The originality, empathy, and ethics humans bring is irreplaceable. Rather, allowing gen AI to take over the more mundane aspects of content marketing gives human writers more time to be creative.
The Next Gen (AI) of Content Marketing
Just as the simple cell phone evolved into the indispensable smartphones we use today, gen AI has transformed from a limited chatbot to a vital tool in content marketing.
In the early days, we couldn’t have imagined the millions of ways smartphones would integrate into our daily lives. Similarly, gen AI will continue to grow beyond its initial form, with applications and capabilities we can’t even imagine yet.
Over the past two years, gen AI has proven its value by enhancing productivity, reducing costs, and increasing revenue. It’s no longer an optional accessory but a necessary tool for businesses aiming to stay competitive in the digital age.
In a world where technology continues to advance at lightning speed, ignoring gen AI would be like clinging to a flip phone in the age of smartphones. By leveraging gen AI in content strategies, we can harness its power to drive innovation, efficiency, and growth.
