Plenty of AI generated content online is junk put there to try and drive the position of a website. Often, it offers little genuine value. It’s text written for the tech bots, and not for humans.
You can see it on plenty of company blogs: boring content with the same bubbly emotions, similar lists and the ever present use of bold text.
There is a sameness to AI generated content that shows it for what it is – filler put there as a marketing exercise.
Here at Tower Systems we serve local small business retailers, independent retailers. Their point of difference is their product knowledge, their local knowledge and their ability to share this. An AI engine is unlikely to capture the knowledge of those in the business and share it in a meaningful way.
Our advice to our customers is: the more you share your knowledge in ways that are genuinely useful to your customers the more they will trust you, the more your business will grow. Retail is human at its core. AI content is unlikely to add value to the human contact. While it will save time, it is unlikely to add appreciated value.
We get that local small business retailers are time-poor and looking for ways to do more in less time, using AI to generate content about your business and what you do is not the saving you think it might be for your AI generated content joins data centres full of AI generated content. It’s value is limited.
We think a local small business could get more value from one authentic and genuinely useful blog post than ten AI generated blog posts on the same topic for in that one human-generated blog post you can share genuinely new information or insights that add real value to what is know about the product or service of which you write.
AI cannot replace you, it cannot replace your innovation. This is your point of difference, it is what you need to share so people see the value of you and your business. It’s what helps you stand out.
With the advent of more tools available for identifying AI generated text and image content, it is easier to rank content, to determine the authority of it. AI generated fodder will be seen for what it is, and we think this is a good thing. By all means use AI tools as a springboard or to treat a thought drought. For the content you publish in your name or the name of your business, give of yourself for that is what matters the most.
We sometimes play a game here at Tower Systems: spot the AI junk. It’s fun for a while and then it makes us sad that businesses feel it’s okay to publish what they publish, thinking that something is better than nothing, except that it’s not.
Our difference is us, each of us here in this business. We interact with our customers authentically, one-on-one. What we publish here reflects that. Retail is human after all.
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