Navigating AI in content: finding a balance between innovation and authenticity

[jrineakter]

We’ve written about artificial intelligence (AI) a fair few times now. We’ve wondered whether robots will ever replace writers, explored the need for authenticity in a world saturated with AI-generated content, and updated you on Google’s latest generative AI announcements. Since it’s clear that AI is here to stay, as content marketers we need to keep exploring its influence on our industry.

But there is a point we keep returning to: how to balance authenticity with the need to take innovation on board.

With smartphones and social media breaking through at the beginning of the last decade, decision makers in teams from journalism to marketing saw opportunities to cut costs by relying more heavily buy phone number list on the “free” content and images doing the rounds on then-Twitter and Facebook. However, a demand for quality and reliability from the public forced a balance.

Now, despite the rapid evolution of AI-generated content, public concern on AI-generated content and misinformation is once again encouraging us to reflect on the future of these technologies.

Trust issues – the UK public on AI-generated content and misinformation
A recent YouGov survey conducted among more than 2,000 UK adults sheds light on the growing public anxiety about the authenticity of online content and the potential for misinformation. According to the survey, nearly three-quarters (73%) of respondents say they are worried about AI-generated content, while 76% are concerned about manipulated photos and videos. It’s clear that while AI content raises eyebrows, the public is more suspicious of digitally altered visuals. And with good reason – deep fakes and altered videos have already been used to manipulate public opinion, causing widespread distrust.