AI for content creation

Ivana Brutenič and Kristína Cichý Kováčiková are the co-authors of the book The Magic of Employee Influence.

It’s no surprise that AI has become a significant topic of business conversations in recent years. With its potential to transform how businesses communicate, operate and even innovate, AI can have tremendous implications for success or failure. When it comes to content creation, AI’s ability to enable hyper-personalisation of content is a significant breakthrough. By studying user data, AI can generate personalised content aligned with individual user needs. As with any new technology, there are both sceptics and early adopters when it comes to adopting AI within organisations and which side you land on will define your path forwards.

Employee ambassadors are transforming the face of brand communication, embodying the authentic voice that bridges companies with their audiences. Through their unique insights and personal stories, they're not just promoting a brand, but fostering genuine connections and trust within the marketplace on platforms such as LinkedIn. However, too often are employee ambassadors left without support or guidance on effective methods of content creation which hinders their potential impact.

If you want to start building your brand on LinkedIn - you are a Project Hero. As such, whatever your opinion on the capabilities of AI, you might need to navigate this topic with your team. There are two camps of people you will probably have in your Project team and this is how they can use AI to make the content process faster and more enjoyable:

The sceptic

The sceptic usually feels that content by AI is nowhere near as good as human creation but also fears that AI will take away the need for content created by humans. The sceptic will need time to move beyond the fear and recognise what AI can offer for faster content creation. Do not push any Ambassador to use AI, even if you think it is a great idea.

The best way to convince a sceptic to try AI tools is to show them that AI can be found in nearly any sector – from autonomous cars to increasingly sophisticated home assistants that have become integral parts of daily life. Your Ambassador probably uses it daily without even noticing (eg, tools like Spotify, Canva, Grammarly, Zoom, Google or any social media platform). AI is here to stay. We predict that AI’s role in producing creative content will be enormous in the future, but this presents both an opportunity and a threat.

AI is creating unique opportunities for Ambassadors to generate compelling content faster, more accurately and more efficiently than ever before. If they’re ready to get on board, technology can move their industry forwards and help leaders reach their goals more quickly. The risks are also significant though. They include inaccuracies of information, intellectual property infringement, dependency on technology, lack of creativity, increasing noise, loss of control over the content and even reputational risks. You need people on your team who can look into the future and recognise what these risks are. These are your sceptics.

If some of your team members are sceptics, but willing to try, then support them by introducing tools that make their lives easier, for example, translating text at lightning speed, using a grammar check or brainstorming ideas with AI tools.

The early adopter

This person finds AI fascinating. They can already see how you can replace 90% of your content creation and create on scale. All the tasks that used to need a professional team can be done with a few clicks on your phone. The question for the early adopter is how to ensure their content does not look automated. It must feel authentic and personal, or it will get lost in the ocean of AI-created content. You can find tutorials like ‘How to create 30 pieces of content from scratch in 10 minutes, using only AI’ and there are many people applying this to their social media. As it becomes much easier to fake expertise, there will be so much more noise in social media. If you want your content to stand out, you will need to use a more human touch. AI for content creation is not only writing the post, but also:

• Brainstorming content ideas

• Research

• Grammar checks and translation

• Data collection and analysis

• Content personalisation

• Optimising keywords for SEO

• Assisting with the writing process according to your goals

• Making content more accessible for people with disabilities

• Generating captions

• Auto-generation of infographics

• Repurposing content into various formats

• Creating and editing images, music and videos from texts

AI is advancing at a blinding pace. If you adapt and learn, you can use intelligent automation without worrying about losing control of your creative outputs. Early adopters already know that content can be created ten times faster with the current technology. Using AI technologies enables them to focus on the parts of content creation they find most interesting. It is like having a great executive assistant on hand, who may astound you with the results. However, you need to know how to command the task.