10 Predictions & Minuttia’s Stance on AI Content

5 min
CONTENTS

Prediction #1: The Value of Content Will Decrease

Prediction #2: The Quality of Content Will Decrease

Prediction #3: Content Consumption Will Decrease

Prediction #4: Outdated and Inaccurate Content Will Increase

Prediction #5: Human Written Content Will Become Increasingly Gated

Prediction #6: Topic-Agnostic Content Writers Will Have a Hard Time

Prediction #7: Public Companies Will Be the Last to Fall

Prediction #8: Labeling Systems for AI-Generated Content Will Develop

Prediction #9: Google Will Punish AI Content Exploitation

Prediction #10: Generative AI Monopolies Will Rise

Our Stance on AI Content

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This piece of content is the work of a human mind.

Is AI going to change the world of content marketing?

That’s one of the questions we’ve been hearing more and more lately, with the rise of AI systems like ChatGPT.

Whatever the answer may be, what’s definite is that AI will change things and we’re all inevitably a part of that change.

In our opinion, certain outcomes are likely, which we’ve outlined in the list coming up.

Of course, this is just our point of view, so after going through our predictions, we’ll wrap things up with our own stance on AI content.

Let’s begin with the first prediction.

Prediction #1: The Value of Content Will Decrease

Our first prediction regarding AI content is something all of us can foresee and is the fact that the value of content will decrease as time goes on.

Let’s take the example of an economy as a metaphor for this case.

Assuming that a country decides to print more money for whatever reason and thus more money exists in a market, in the long term this will lead to inflation, or else a decrease in the money’s value.

This is something similar to what will inevitably happen to the value of content.

In other words, if an AI is able to generate thousands of words with the click of a button, this will lead to the value of the content decreasing; something that in our opinion won’t favor anyone.

This doesn’t mean that the content marketing industry in general hasn’t made mistakes, where in many cases prices were excessively high but, at the end of the day, everyone can make their own choices in an open market.

Of course, price, in many cases, can be an important factor, but having more content in the market will inevitably lead to its value going down.

This is the first “danger” we predict with the rise of AI content.

Prediction #2: The Quality of Content Will Decrease

Our second prediction (which is more of a fact) involves seeing more low-quality content online, which of course doesn’t benefit people consuming content.

This involves everyone, including people working in the content marketing industry, as almost everyone consumes content, whether it’s on LinkedIn or through a blog post.

In particular, AI content will definitely not be beneficial for people searching for solutions and answers online.

Let’s continue with our next prediction.

Prediction #3: Content Consumption Will Decrease

As an extension of there being more content online, we believe that content consumption, in general, will decrease since supply will surpass demand.

If you think about it, if we have the ability to generate 100,000 words today, AI content can do this at a fraction of the cost.

The question is:

Who is going to read that piece of content?

What happens, in this case, is that there will be a great amount of content without any attention, whatever attention can be translated into, such as links, mentions, shares, comments, and more.

If we could summarize our third prediction, we would say that AI will result in content getting less and less attention over time.

Prediction #4: Outdated and Inaccurate Content Will Increase

We expect that AI models will improve over time since they can learn at a very fast rate.

However, if we consider the limitations they have today, we can certainly say that these systems aren’t up-to-date and we can’t really see a way that they can stay up-to-date at all times.

After all, how easy is it for a system to constantly be crawling the web and forming an opinion about a rising topic, thus providing valuable content on that topic?

We would say that this is difficult but, on the other hand, people have said this about many things in the past, resulting in the rise of technology proving them wrong.

This is why we should be cautious about the things we say.

What’s more definite, in our opinion, is the fact that misinformation will increase since AI systems will find it difficult to consume and generate content at the same time.

As a result, the output, in many cases, will be inaccurate and outdated content.

Prediction #5: Human Written Content Will Become Increasingly Gated

Our next prediction is the probability of seeing more gated content online.

Something important to bear in mind is that it took us a long time to move away from submitting endless forms and giving personal/business information just to access a piece of content.

You don’t get to see that so often nowadays.

However, in the long term, content that’s created by humans, and is of higher value in general, will tend to be gated.

This shows that although we often think that AI will help us move forward in the right direction, in this case, we’ll go backward since users will have to provide information to simply access a piece of content.

In the same context, gated content on a website is one thing but, as part of this change, we’ll also see more human-created content in communities (like Slack groups).

This isn’t necessarily a bad thing; after all, communities are great.

It will however be yet another way to protect content that’s of higher value in general.

Although there may be certain side benefits for some companies, what matters at the end of the day is that this isn’t helping us as an industry.

Prediction #6: Topic-Agnostic Content Writers Will Have a Hard Time

Our sixth prediction is something not many people will like, especially content writers.

In our opinion, certain content writers, particularly topic-agnostic ones, will have a hard time as AI will be able to replace them relatively easily.

This is a hard truth to accept, but it’s also an opportunity; if something that we do is so easy that even AI systems can replicate it, then there is a danger of us getting replaced by them.

Although this danger exists, what we can do is try to focus and become experts on certain topics. Something that AI won’t be able to do, at least for now.

Prediction #7: Public Companies Will Be the Last to Fall

Our next prediction is that public companies will be the last ones to fall (if they fall at all), due to legal and brand implications.

We would say that in general, smaller companies that are very price sensitive regarding services around content can more easily fall into the trap of using AI content, considering they can “spit out words” for a fraction of the cost of what humans can do.

On the other hand, bigger companies (like public ones and enterprises) aren’t as price sensitive and have other things they focus on, such as legal or brand implications their content may have.

These are the companies that we mostly work with here at Minuttia, so we know this first-hand.

Although it’s tempting for smaller companies to trust AI as part of their content creation efforts, we see public companies as the last ones to fall to this endeavor, if they fall at all.

Especially for content in industries that are “your money your life” (YMYL), it’s not so easy to trust an AI to create it.

Prediction #8: Labeling Systems for AI-Generated Content Will Develop

Our next prediction is the fact that in the future, AI content will be so abundant that we’ll have to be truthful regarding who created that piece of content.

We’re not talking about avatars or personas, but if AI content is so deeply integrated in the future, there has to be a way of explaining to people consuming a piece of content, that 70% of that content was generated by AI for example and 30% from a certain author.

This is necessary to help people understand because not everyone will be happy to read content that’s been created by an AI system, so we as content creators have to be transparent about that.

Prediction #9: Google Will Punish AI Content Exploitation

In our opinion, prominent search engines will have a hard time crawling all this new content, in this battle of AI content dominance.

As we mentioned in the beginning, the amount of content out there will vastly increase, so it will become more and more difficult for search engines to crawl, index, and rank it.

This is why search engines like Google will decide to do something about it.

After all, this isn’t the first time that something like this has happened; every time people have abused or exploited something new, although it may have worked at first, sudden algorithm updates made those things not work anymore.

This is going to be a real pain for search engines and sooner or later they’ll have to take action against it.

Prediction #10: Generative AI Monopolies Will Rise

Our last prediction refers to the fact that SaaS companies based on AI’s technology may have a hard time if the company owning generative content decides to shut it down or distribute the content itself through its own applications.

In essence, there will be some sort of monopoly when it comes to generative content, which will give those companies the leverage to raise prices significantly.

This means that SaaS companies without the right proprietary technology will find things difficult.

Let’s wrap things up with some final words.

Our Stance on AI Content

It’s no secret that demand for the term “AI content” has increased significantly.

Has it reached its peak? We don’t think so.

For us working in the content marketing industry, it means that we need to start paying attention; whether we like it or not, AI content is here to stay.

However, paying attention and being afraid about something are two different things.

We need to keep in mind that:

  • Content forms haven’t replaced great content writers
  • After so many years, quality links are still a ranking signal
  • Zero-click searches haven’t prevented people from visiting websites
  • Voice search, which was supposed to be THE thing, didn’t really change anything
  • SEO is “dying” almost every year, yet so many people and companies build their lives around it

Obviously, there’s still a long way to go. In our opinion, we should start paying attention and do the best we can, without being afraid.

When it comes to how we’ll face AI content here at Minuttia, although we embrace the change and are open to seeing how this technology can make us more efficient, we won’t use AI content for any of our clients.

We won’t integrate AI content into our service line either, or create a new service line, even if it’s edited by humans.

We’ll keep focusing on topical authority, by finding authors and editors specialized in specific areas, as well as keeping on investing in other aspects of content optimization.

Plus, we’ll keep supporting our human content writers and in a nutshell, we’ll continue doing what we’re doing, while embracing the changes happening around us.

Above all, we’ll try to constantly become better at what we do.

HUMAN CRAFTED
This piece of content is the work of a human mind.

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