I was among the many who were excited about the launch of ChatGPT. Although it is far from perfect, the things it can do are pretty amazing.
While I played with the idea of using it to do all my non-critical copywriting and content writing jobs, my knees became weak on realizing it could replace me, or most of us writers.
Why would an agency hire more than one talented writer when it can use AI to complement his/her tasks and create 10 times more content cheaply?
However, weeks after ChatGPT came into the scene, opportunities for passionate writers are already resurrecting under one premise; that the world still needs human-curated content.
Brands want non-generic content that taps into human emotions; articles that engage with readers on personal levels, because time and again such content converts best. Not logically constructed sentences presenting facts and statistics with no style.
Also, people love opinions and stories. We love ideas that soothe our desires or challenge our thoughts.
With the average human’s attention diminishing to less than 10 seconds, it’s very hard for us to keep reading content that makes us feel nothing; the typical content spewed by AI tools today.
So, in the spirit of making high-quality human-curated content accessible to readers, the content industry is fighting back against the surge of AI-generated content.
At the forefront, is Google which since the beginning has been against any form of auto-generated content. As John Mueller puts it,
“For us, these would, essentially, still fall into the category of automatically generated content which is something we’ve had in the Webmaster Guidelines since almost the beginning.
And people have been automatically generating content in lots of different ways. And for us, if you’re using machine learning tools to generate your content, it’s essentially the same as if you’re just shuffling words around, looking up synonyms, or doing the translation tricks that people used to do. Those kind of things.
My suspicion is maybe the quality of content is a little bit better than the old-school tools, but for us, it’s still automatically generated content, and that means for us it’s still against the Webmaster Guidelines. So we would consider that to be spam.”John Mueller – Google Search Advocate
Recent Google search engine algorithm updates have doubled down on the fight against auto-generated content. Consequently, websites publishing purely AI-generated content have seen a drastic fall in their rankings.
While Google hasn’t confirmed it can detect AI-generated content, this phenomenon is proof enough that AI-generated content, at least at this moment will not save you from putting in the effort needed to build effective content marketing campaigns.
Brands and publishers know that Google and other search engine platforms will finally crack the code, somehow. So they need tools to keep their writers in check and ensure they create content that’s original and non-AI-generated.
While Google does its thing, other entities are working around the clock to take on this opportunity.One such tool that comes close to solving the AI-Content detection challenge is Hugging Face Inc’s AI detector.
This tool is based on the implementation of the Robustly Optimized BERT pre-training approach to guess the words that an AI content creator is most likely to use.
Another is Originality.ai, a Canadian startup founded by Jonathan Gilham in early December 2022, which has found a way to detect content generated by popular AI engines including GPT-3, GPTJ, GPT-Neo, and the more recent ChatGPT.
How does it work, you ask?
Unlike Huging Face Inc’s AI detector, Orginality.ai looks at content holistically and is much heavy on the computing side. In a test across 10,000 samples of GTP-generated content, the algorithm detected ai content 94% of the time.
While Gilham isn’t certain how it works, its recent test on a selection of ChatGPT-generated articles which yielded an accuracy rate of 98% has cemented the tool as a viable solution for the content marketing industry.
With every powerful invention comes a big responsibility. In this case, it’s to maintain the sanity of an industry that’s very sensitive to intellectual property issues such as plagiarism and auto-generated content against the backdrop of a rapidly improving AI.
In the long run, what the user wants is what they will get. The only sane way to reconcile these two ends is to use AI as an enhancer of the quality of human-curated content.
If you’re on the side of human-curated content and want to ensure your content marketing efforts don’t get rendered obsolete with a single Google algorithm update, use Originality AI to ensure what you published is not flagged as AI-generated.