Artificial Intelligence Fact Sheet

What Is Generative AI? And, What Other

Types of AI Are There?
ChatGPT is an example of generative AI. That means you can use it to
create new content. With generative AI, users can create content, including
code, writing, or imagery.

But organizations are developing and using AI in many ways, beyond novel
content generation. AI uses computer systems to do tasks that typically
only humans have been able to do. According to IBM:

Artificial intelligence leverages computers and machines to

mimic the problem-solving and decision-making capabilities
of the human mind.
AI can be trained to do specific tasks or, as with ChatGPT, can be built to
think and act as a human would using a type of AI called machine learning.
Machine learning is a booming field. Other powerful machine-learning
programs include:

 DALL-E, which creates images and art based on a description and

also comes from OpenAI.
 Deepmind, which is a subsidiary of Alphabet.
 Make-A-Video, which is from Meta.

The State of AI
VC fund and accelerator Antler recently mapped the generative AI field and
list nearly 200 different tools. And, that’s just generative AI. McKinsey
finds that “the average number of AI capabilities that organizations use,
such as natural-language generation and computer vision, has doubled—
from 1.9 in 2018 to 3.8 in 2022.”

More companies are adopting AI. “AI adoption continued at a stable pace
in 2022, with more than a third of companies (35%) reporting the use of AI
in their business, a four-point increase from 2021.” — IBM

Majority of companies say they have started automation

initiatives. Seventy-three percent of executives say their organizations
have embarked on a path to intelligent automation, up 58% from 2019.
Those organizations range from piloting, with 1 to 10 automations (37%), to
scaling, with 51 or more automations (13%). — Deloitte

Much more to come from ChatGPT. Microsoft has committed billions to

OpenAI. “Microsoft’s partnership enables it to capitalize on OpenAI’s
technology. Microsoft’s supercomputers are helping to power the startup’s
energy-hungry AI systems, while the Redmond, Washington-based tech
giant will be able to further integrate OpenAI technology into Microsoft
products.” — Associated Press

How Content Marketers Use AI

The release of ChatGPT has unleashed enormous potential for using AI in
the content industry. But even before ChatGPT came on the scene, content
professionals were increasing the use of AI in their operations.

Number of organizations using AI for content is increasing. Twenty-

two percent of organizations are using AI or machine learning in some
capacity related to content. This is up from 15% in our 2017
study. — Content Science, Content Operations Study

Marketers lean on AI for customer data. Marketing and sales

professionals are most likely to be using AI for customer service analytics
and customer segmentation. — McKinsey

AI and the Content Job Market

Although the launch of ChatGPT unleashed a wave of predictions about the
end of certain kinds of jobs, AI is far from ready to replace us all. In fact, AI
will open up more opportunities for people to do their jobs faster and more
efficiently.

Is the era of the “prompt engineer” coming? “To use generative AI

effectively, you still need human involvement at both the beginning and the
end of the process,” write two AI experts in Harvard Business Review. —
Harvard Business Review

To start with, a human must enter a prompt into a

generative model in order to have it create content.
Generally speaking, creative prompts yield creative
outputs. “Prompt engineer” is likely to become an
established profession, at least until the next generation of
even smarter AI emerges. …Then, once a model generates
content, it will need to be evaluated and edited carefully by
a human.
AI may take you to 80% complete when it comes to content
creation. “Artificial intelligence is living up to its potential for content. These
tools can accelerate creating content at a high level of quality. I think of it
as these tools take you to 80% complete, leaving you with about 20% to
do…usually final polishing or refinement. — Content Science Review, 4
Content Technology Trends to Watch

Generative AI will bring new opportunities. “While some creatives may

be replaced by Gen-AI systems, others may find new opportunities to work
with these systems or to create content that is enabled by Gen-AI. In many
cases, it may actually enhance the work of creatives by enabling them to
create more personalized or unique content, or to generate new ideas and
concepts that may not have been possible without the use of
AI.” — Mapping the Generative AI Landscsape, Antler

How to know when you’re ready for AI. “Your content maturity level can
help you figure out when and how to start your AI experiments. Knowing
your level means you have identified weaknesses in your content ops,
which can give you a roadmap for improvement, whether you decide to
pursue AI or not.” — The content marketer’s guide to AI and content
maturity

Content professionals see AI writing tech as a partner. “Content

marketing specialists use AI writing assistants to make sure their writing is
engaging and written in a consistent brand voice across platforms,
including websites, blogs, and social media. In addition to editing, some AI
writing tools help with SEO strategy. We foresee AI-powered technology
continuing to help people at work and in their daily lives. We believe AI
should help people, not replace them.” — Content Science Review, What
an AI Writing Assistant Can Do for You: A Q&A With Writer’s Director of
Content

Sharpen up your approach with our Content Engineering certification

Bottom Line
The AI technology space is exploding. Companies and organizations
worldwide, including tech giant Microsoft, are spending billions to turn
artificial intelligence technology into practical tools and services.

Of course, many AI tools and services are already here. Google’s

RankBrain uses machine learning to determine the most relevant results to
search queries, intelligent chatbots handle steadily more customer service
queries, and Amazon’s Alexa uses complex natural language processing
(NLP) technology to understand what you’re saying. Using AI, content
professionals can better understand their audience, improve user
experience, increase productivity, and select more effective content
strategies.

And, as the sophistication and ability of artificial intelligence grows, so too

does that of content intelligence. Together, these two fields can produce
higher content ROI through areas such as content creation and
hyperpersonalized content.

Putting your head in the sand will not make this reality disappear or pause,
so it’s imperative business leaders prepare for this new wave of change.
Proper content engineering is a crucial aspect of preparing for the impact
artificial intelligence will have on every organization, and Content Science
CEO Colleen Jones points to nine content engineering activities teams can
start or ramp up:

1. Modeling content structures, schemas, and semantics

2. Architecting content using taxonomies and other metadata magic
3. Designing content delivery
4. CEM lifecycle planning (including when to archive!) and
implementation specifications
5. Marketing automation workflow planning
6. Designing content management workflows, reporting, and user
support services
7. Content reuse planning, adaptive content strategy, and content
personalization architecture
8. Audience- and session-based analytics personalization rules and
scoring, validating content targeting against user task success
9. Multisite content syndication and content API definitions
Laying this foundation now will help your organization prepare for the AI
future.