If we take a closer look at the Artificial Intelligence (AI) hype, we will realize there’s nothing new behind this technology. In fact, it is the logical evolution of research and development of systems that leverage increased computing power and the ever-growing data. I remember that Kate Crawford, research professor of communication and science and technology studies at the University of Southern California and a senior principal researcher at Microsoft Research, said a couple of years ago that “AI is neither artificial nor intelligent.” If you think that’s weird, just think that it is humans who develop the algorithms supporting AI, and it is humans who leverage this technology.
Of course, I don’t wish to diminish AI’s impact and opportunities. We all use this technology every day – from Spotify when they curate the Discover Weekly playlist, to Google Search queries, or complex intelligence analytics to support cyber defenses. Journalists even use AI to automate data-driven stories and “augment reporting through machine learning and natural language processing to analyze large datasets and uncover trends.” However, advances in Large Language Models, such as the popular ChatGPT, have emerged with new possible scenarios and risks.
For example, according to Gartner, by 2026, generative design AI will automate 60% of the design effort for new websites and apps. As a result, a new role will emerge: the design strategist, a blend of the current functions of designer and developer, who will lead 50% of digital product creation teams. Conversely, professionals warn that strong corporate policies must be implemented to protect the organization from leaking copyright or protected data, and businesses should alert the user that they are interacting with an AI tool.
In the field of digital content marketing, businesses like Bora leverage AI tools in many ways, including for example:
- Generating ideas.
- Creating imagery
- Editing for consistency and checking for plagiarism
- Outcome-based marketing by creating personas, optimizing campaigns, and orchestrating customer journey
Despite the expected drawbacks of AI tools, especially in the rapidly changing cybersecurity technology and risk environment – the accuracy of results, the content currency, etc. – AI can bring further challenges. Besides maliciously driven endeavors, such as selling fake, AI-generated books on Amazon, lies the risk of lack of uniqueness. For example, notes Mordy Oberstein, Head of SEO Branding at Wix, what would happen if everyone wrote an AI-based article on “What is a snow tire?”.
Since the content marketing purpose is lead generation, how would these similar blogs rank with Google? AI not only kills creativity, it also kills opinion. You and I may write blogs on the same topic but may have opposing opinions. How would marketing customers promote their competitive advantages in an environment where everyone (or everything) looks the same? How can consumers find a product that meets their needs?
Needless to say, the prevalence of a single opinion may have far-reaching consequences in our societies. Can you imagine democracy without debates and opposing views? Or, can you imagine today’s science without scientists challenging one another?
One way to overcome these challenges is to invest in a new role that emerged together with generative AI tools – prompt engineer. Prompt engineering is fundamentally the creation of interactions with generative AI tools. Those interactions may be conversational, as with ChatGPT, but they can also be programmatic – writing code to talk to an LLM. The prompt engineer must understand how the AI works, recognize how the AI will respond given specific prompts, and ensure that the AI will deliver meaningful output or responses for any input prompt.
By “teaching” the AI tool to respond to our questions, content creators and marketers can leverage the immense possibilities of generative AI, craft unique, creative content that speaks to the audience, and streamline marketing campaigns.
If you want to see what other professionals are saying about AI usage in cybersecurity and marketing, please download our latest eBook, The AI Revolution in Cybersecurity: Transforming the Landscape.