Digital Marketers: Rough Ride Ahead With AI?

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Digital marketer Dacian Cimpean says it could be tough going for marketers in coming years as an increasing torrent of Web content is automated by AI.

Cimpean observes: “It all depends on how fast we adapt, how fast the technology evolves — and how cheap and widely available it will be.

“One thing is clear: AI is consistent.

“It is only going to get better.

“(And) it can generate content at a speed that humans simply are not capable of.”

In other AI-generated writing news:

*BBC Experiments With Short, Graphic-Based News Stories: BBC News Labs has a new, semi-automated prototype system that generates condensed, ‘snackable’ news stories.

The system draws on keywords and keyphrases from a traditional news story to generate a shorter story, which is rendered as a series of info-graphic-like rectangular panels featuring highlights from the longer piece.

Each panel is heavy on graphics that sport images, enlarged pull quotes, dramatically rendered statistics and the like.

Before a snackable story goes live, BBC journalists have the ability to determine how what each graphic panel will feature.

Remi Oduyemi, a software engineer at BBC News Labs, says the BBC was startled at users’ warm response to the graphical stories.

In a survey of 150 young digital media users – the BBC’s target audience for the graphical snackables — 96% found the format engaging, according to Oduyemi.

Plus, 86% said they’d share the graphical story with friends, she adds.

For complete details on the system – as well as a look at other tools BBC Labs is experimenting with to repackage news in varying formats, check-out the one-hour video, “Creating new story formats from existing text articles using automation.”

The BBC presentation was part of a week-long, free crash course in AI journalism offered by POLIS and the Google News Initiative in early December.

Recorded videos from the crash course are available on YouTube.

*AI Personalization: For Some, A Bit Too Chummy: While personalization systems driven by AI and similar tech are enabling digital marketers to deliver hyper-personalized content, some Web site visitors find that ‘machined familiarity’ creepy, according to some digital marketing experts.

Says Daniel Foley, a digital marketing consultant: “More users are becoming aware of the marketing that is being shown to them,” is a reflection of the personal data a company has on them.

The solution? “The only 100% accurate way to connect with customers is by surveying them,” says Garin Hobbs, director of deal strategy, Iterable, a digital marketing firm.

“True connection, loyalty and marketing success are ensured by understanding all of the data for every individual — across their entire journey with you — and anticipating their nuanced needs based on your findings,” Hobbs adds.

*AAA Autoclub Reports Improved R.O.I. With AI Content Analysis System: Scott Lugar, chief marketing officer, AAA, says the club’s Web site has been scoring better interactions with customers after adding an AI content analysis system.

The solution – from inPowered – unearths content that resonates most intensely with a Web site visitor – and then serves-up marketing offers and other calls-to-action based on that analysis.

“Partnering with inPowered has allowed us to gain a strong understanding of what content on our Extra Mile platform is resonating most with our audience,” Lugar says.

“Their AI-powered technology has allowed us to drive real R.O.I with content marketing.

“And we’re looking forward to learning unique insights,” with the product, Lugar adds.

*Digital Marketing Solution Wins 2020 AI Award: Sitecore AI Auto Personalization – a digital marketing service that helps personalize visits on Web site – has won the award for ‘Best Use of Content Involving AI’ from the Content Marketing Institute.

The new system is currently being integrated into Sitecore’s digital experience management software.

Roll-out for the update is slated for early 2021.

Key personalization features in the new system for digital marketers include the serving of custom images, text snippets and calls-to-action to Web site vistiors, based on their preferences – as perceived by AI.

“The ability to personalize at scale is now a must-have,” says Desta Price, executive vice president of product, Sitecore.

*Survey: Financial Services Going Big on AI-Generated Writing: A new survey from AI-generated writing firm Phrasee finds that a majority of financial services companies plan to embrace automated writing in coming years.

A major driver behind the trend: 25% of financial firms report they lack the writing staff needed to continually generate blogs, articles, social media posts and similar marketing content, according to the survey.

Phrasee specializes in the AI-generation of subject heads for marketing emails, ad slogans and similar short advertising copy.

*AI: A Primer for Book Authors: Joanna Penn takes a look at how AI is — and will — impact fiction and nonfiction writers in this 39-minute podcast.

“In this solo episode, I discuss the impact of converging technologies, artificial intelligence, natural language generation tools like GPT-3, and more on writing, authors, and the publishing industry,” Penn observes.

Penn is a consultant and indie author specializing in writing, publishing and book marketing.

*New AI Tool Auto-Optimizes Writing for High Rankings on Google: Search Engine Optimization specialist BiQ has forged an AI-driven product designed to optimize articles and other text for the search engines.

The tool – dubbed Content Editor — uses AI to automatically find high-performing keywords and keyphrases that help glean higher search engine rankings for articles, blogs and other Web content.

Overall, tools like Content Editor pursue SEO’s Holy Grail: Positioning Web content in the top ten links of search engine returns for any given keyword or keyphrase.

*Using AI-Curation to Bring in Third Party Content: Digital marketers looking to find, summarize and publish third party content on their own Web sites – or use in social media posts — may want to check-out an AI-driven content management engine.

These systems relentlessly crawl the Web for third party content that can be re-purposed for use on a Web site or on Twitter, Facebook or other social media feeds.

For example, one solution – Vestorly – “allows brands to discover relevant third-party content, filter it intelligently, and personalize it to the target audience,” according to a Vestorly blog post.

The system works using machine learning algorithms that “sift through an organization’s unique data, building a precise understanding of its target audience and their behaviors.

Equipped with this knowledge, the content management engine returns content recommendations that enhance customer engagement, increase time-on-page and click-through rates, according to the post.


*AI-Generated Writing Firm Reports 50,000 Users: AI-generated writing firm Yseop reports that more than 50,000 users across the globe have brought its Augmented Analyst solution onboard.

Augmented Analyst uses AI to auto-generate reports from company databases.

Yseop is promising an upgrade on the tool for 2021.

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Joe Dysart is editor of and a tech journalist with 20+ years experience. His work has appeared in 150+ publications, including The New York Times and the Financial Times of London.

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