The case

Does AI mark the end of content marketing?

Source: Contribution has been inspired by HeadStarterz

The commentary

AI can be both a blessing and a curse. On the one side it has become indispensable, on the other hand the tools of AI enable people to pose e.g. as legal experts or consultants without having acquired the required expertise.

There is one thing that has not changed, which makes up the prerequisites for a deal between a client and a consultant: A client ought to be able to trust the consultant’s knowledge and the quality of the services provided. The problem one is faced with nowadays is that one has to embrace the new technology but at the same time also be wary so as not to fall victim to fraudsters and cheaters, and the industry will have to come up with new ways to help build up trust.

Branding will become the longer to more essential as it will allow people to tell the difference between content generated by means of AI and expert content – and this is where newsletters, websites and social media will be able to step in.

The good old-fashioned tool of contacting people in person is still the best way to build up trust. One will also have to adapt search machines by defining new parameters that allow people to prioritise sources and networks will not only maintain their position, but the trust in digital content is losing ground.

Content marketing is not heading south, but we have to brace ourselves for the future: Authors must remain ‘transparent’, cite all sources, not infringe copyrights and if AI has been used, inform transparently.

For the time being all we can do is to remain vigilant, dynamic and, above all keep up communication as it is the best thing we can do now.

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