Before you’re tempted to go down this road, try to remember the big picture. Even if you can trick search engines into ranking this dribble, do you think it’s going to influence your customers? If you operate in a high-consideration purchase environment, you have to ensure that everything you serve your audience is going to influence that consideration in a positive manner. Content within the digital landscape is your opportunity to make authentic connections with your audience and even potential customers. If a user receives content like the kind these AI bots are serving up, it’s going to reflect laziness about your brand at best, distrust at worst.
Contrast this with Nutella’s latest campaign that leaned into AI in an amazing way. With the assistance of an algorithm, the Ferrero-owned brand produced seven million unique product label designs that populated store shelves. The campaign was a huge success and all seven million jars sold. What makes this case different from our blog experiment is that it wasn’t trying to trick anyone. It merely leveraged technology to extend their production capabilities. There’s neither a physical nor profitable way in which a human could manually design that many labels for spreads that cost only $4 a jar. I would argue this campaign is not replacing human creativity as much as it is accenting it.
That’s not to say we’ll never get there with AI mimicking creativity or emotion convincingly. Again, as a futurist and technological optimist, I definitely think it’s possible an AI bot could assist in the heavy lifting of blog-writing one day. Most of us already lean into robotic assistance one way or another. Every time you run a spell-checker for instance, you’re employing the assistance of an algorithm. But an AI bot driving the creative process? I wager we’re at least 10–15 years away from seeing anything productive coming out of that kind of technology.
We ran a few additional experiments on other subjects just for the fun of it. Our favorites were “Dog Care Tips” with a “witty” tone and “Why Do They Keep Rebooting Old Movies” with an “angry” tone. You can see all of them, including the first experiment below, raw and uncut.