Will the future editor be a robot?

Will AI replace people in content creation? The other day I saw an experiment by David Grolt on LinkedIn (reproduced below) that asked to compare text created by men and machines (including GPT3). I was very angry to see it. I was expecting a 10/10 and got… 3/10 (either I underestimated the machine or overvalued the man). This is enough to take a break from the questions I have already posed I gave that presentation About the future at ISEFAC in early 2022 Content Marketing. And even imagine a world controlled by machines in HGWells for some fear. Fortunately, an expert gave me hope.

AI: When the material is made by machine

AI and content creation: We are not in a position to replace the creation of journalism in the coming months or years

In light of the failure of my LinkedIn test in the examples from GPT3, I asked myself: Do we really need to think about creating future content? I was not very optimistic? AI will not be better than a bad copywriter in the end (if we can purposefully describe what a bad copywriter is)?

It is true that low-level content will be machine-made, but it cannot be worse than cheaply absorbed man-made.

And it does them no harm that paying a few euros for intellectual work is an insult to human creation.

AI, content and content from modern slavery

But look, there are hungry people, and wherever there are, there are unscrupulous fools to exploit them (and trust me, on some Web site We discover beautiful logos with well-stocked pockets that engage the game, which the English shamelessly call: “Modern slavery*“).

AI and content creation
ContentSide, a Lyon-based startup dedicated to using AI in content creation, helps professionals avoid repetitive tasks.

Fortunately for us, B2BWe are very concerned about the quality of what we write, we have no right to play with quality at this time.

And isn’t it, as usual, the backstory that will answer us – inevitably reassuring, because it’s more complicated than the sudden reality of a click-through post on LinkedIn – and that will help us see it clearly?

An entrepreneur in the field to help us see things clearly

So I go back to an entrepreneur, Arnaud Dumont, founder of Contentside, a company that offers content creators the freedom to repeat work with low added value for artificial intelligence.

And his words were reassuring. Oops! We will be able to continue working normally and the machines are our friend… well, when they will not bug too much.

AI and content creation

* If you sell goods in the UK, you must sign an affidavit stating that you refuse to work with companies that practice modern slavery, such as Fiber or Amazon Mechanical Turk. It is Modern slavery law of 2015. I do not voluntarily place a link to these sites. As Often, in France, we involve ourselves in human rights and something good FeelingsBut there are only songs.

How do content creation AIs work?

Content Generation AI does not invent anythingArnaud says: They made Text predictions are based on past elements only.

[et voici comme promis le quiz]

They are already trained with huge volumes of written text. The few words that we type, only statistically, remain the entire corpus of the text that they know, Calculate what might be left to start the text.

We are not at all on the lookout to replace the creation of journalism in the coming months or years

On the other hand, AI can replace Very repetitive workThe generation of product descriptions in e-commerce, for example, is priceless to a journalist or content producer, since it is simply a question of creating text from product features.

There are also solutions for creating automated comments on stock market prices, or football matches.

Artificial intelligence helps people create low-value text

The AIT that is being set up is a real opportunity

It frees up repetitive and distasteful work and frees up time for journalists Focus on their real job, which is to write papers in need of investigation and research.

AI is absolutely not capable today..

AI and content creation
AI offloads repetitive and uninteresting tasks and frees journalists time to focus on their actual work.

AI and content creation: Spectacular success in legal publishing

AI makes it possible to automatically identify legal reference links by identifying law references, for example, to ensure that the text of the law quoted by a lawyer has not been discarded, it is still valid.

Automatic creation of reading links between articles

AI is able to offer more reading articles that talk about exactly the same topic that has just been read and in a very relevant way.

He does it like a human being, or better yet, because a human being necessarily has a bias that makes him think first about his recently written paper, when an old paper will give context to the subject and be more interesting.

The actual effect is measurable. This point-to-point solution, specified by Arnaud, has made it possible to notice a clickthrough rate of more than 30%. The links provided are therefore more qualitative.

AI and content creation
The impact of implementing an AI solution for content is measurable: thanks to AI new article proposal + 30% click-through rate

Product classification automation in e-commerce

One of the largest distributors of French cultural products uses Contentside solutions to categorize its products.

He found a number of advantages in this solution: the first is to save time, the second is to reduce the number of errors.

In a repetitive task, a person will make about 10% wrong. A good AI will only make 5%. Combining the two, you can easily achieve 100% success

Thousands of classified products every month.

AI identifies product features. It is able to indicate that such a product is concerned, for example, by a commercial license, or, in the case of cultural products, that they target a certain age group.

This classification makes it possible to add filters to the website and thus offer more filtering to the users.

The volumes are so large that people need to enter this information.

AI and content creation: product sheet generation

Mr. Auto, for example, uses ContentSide solutions to create product sheets.

12,000 brake pad reference: Hello repetitive work

Their car spare parts catalog contains 12,000 brake pad references. Manual entry, even offshore, is unimaginable.

AI lets them create text from product features. The generated text is reliable on the information provided to the user, and thus makes the whole sales chain more reliable by increasing the conversion rate.

AI does not do magic, it can only do very fast what a person can do more slowly

AI does not know how to search deep web for hidden information, for example. On the other hand, it can be used to improve document indexing.

BNF, for example, indexes press articles with ContentSide solutions.

AI and content creation

This includes determining what the article is about, identifying places, individuals, organizations, jobs, and finding keywords that make it possible for users to offer a more relevant search index.

AI and content creation, don’t panic

The end
AI and content creation: don’t panic, as always …

Computer science promises miracles. He certainly does great things and we are happy with it.

But at the same time, you need to know how to keep and save your fantasies.

AI is a real revolution and no doubt it will replace people sometimes. However, it will also create a lot of employment.

AI can’t replace everything, it’s a fantasy

Arnaud concludes that artificial intelligence is, above all, a predictive tool, but a prediction that begins in the past. He can’t predict events that have never happened before.

Ian Gauravnek
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