Content generation using AI

The use of AI by content creators keeps growing. For years, corporations and news organisations have used content generation technology to automate routine news stories and social media posts. The Associated Press, for example, began using automation software from Automated Insights in 2014 to produce most of its US corporate earnings stories, which greatly increased the number of earnings reports it could publish.

The market is expected to keep expanding: in June 2022, Grand View Research forecast that the global market for AI in media and entertainment would reach $99.48 billion by 2030.

However, we shouldn't expect AI to make content creation effortless. Generated text still needs human participation to check facts and quality. The AP's own standards, published in August 2023, say that any output from a generative AI tool should be treated as unvetted source material. Google takes a similar line in its guidance on AI-generated content: it rewards original, high-quality content however it is produced, but using AI mainly to manipulate search rankings breaks its spam policies.

The tools themselves have changed fast. When this article was first published in August 2022, the more advanced AI writing services were built on OpenAI's GPT-3, while some tools still relied on the older GPT-2, which produced fairly basic text. In November 2022, OpenAI released ChatGPT, which reached an estimated 100 million users within two months. Today, assistants such as ChatGPT, Google Gemini and Anthropic's Claude can draft, summarise, translate and edit text, but the rule has not changed: a person should check every piece before it is published. Read more about how content creators can use generative AI like ChatGPT.

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