AI in content creation: A nuanced collaboration for quality digital content
This is an excerpt from our free-to-download report, AI implications on Gen Z Audience Development
In the era of misinformation and ‘fake news’, maintaining trust and credibility is a key concern for news providers. This section delves into the role of AI in fact-checking and misinformation detection and how these technologies can help uphold the integrity of news content. – please see the separate document on ‘Trust & Truth’.
Artificial Intelligence’s growing prominence in content creation has triggered critical dialogues on its influence on digital content quality and its potential impact on content producers’ jobs and integrity.
The answers to these concerns are intricate, hinging largely on the individual or organization’s approach to integrating AI technology. Many industry professionals express reticence to lean heavily on AI tools like ChatGPT, apprehensive that they could compromise authenticity, accuracy, and, notably, accountability. There is a particular concern that in the pursuit of crafting tailored content for Gen Z audiences, content reliability could be compromised for the sake of appeal.
Liberation of content creators
AI can liberate content creators, allowing them to focus on improving digital content. Moreover, it can help audiences navigate the overwhelming volume of content online, connecting them with credible, engaging, and useful information.Charlie Beckett, Head of the Polis/LSE JournalismAI research project
Nonetheless, a faction of advocates for AI integration in the daily workflows of digital content creators is growing. They argue that AI can enhance the speed and efficiency of content production, enabling rapid responses to unfolding events. This ability to deliver timely, fact-checked information to audiences addresses one of the significant challenges the digital content industry currently faces: combating misinformation.
This role of AI is particularly pertinent in light of the rise of ‘clickbaity’, poorly researched, biased content. These often dubious sources have seen increasing traction, potentially influencing audiences, particularly Gen Zers. A Dscout survey reveals that Gen Z’s identity is heavily influenced by their experiences and social circles, indicating the weight and impact the content they consume can have.
AI could play a crucial role in counteracting this subjectivity. It offers a means to deliver more objective, diverse, and impartially sourced information. With its powerful data processing capabilities, AI can gather a wealth of perspectives, offering a balanced viewpoint often absent from more subjective human-generated content.
However, the process doesn’t end with simply generating content using AI. Validating this information and ensuring its accuracy remains a vital human task. When utilized responsibly, AI can stimulate a balanced, fact-driven approach to content creation, capturing a broad view of the subject matter. This allows content producers to start their creative process from an informed, holistic perspective.
While AI’s benefits in content creation are considerable, its limitations must also be acknowledged. As an artificial entity, AI lacks the nuances, emotional understanding, and cultural subtleties inherent in human cognition. It cannot replace the creative and intuitive skills humans bring to content creation or the complex cognitive processes involved in crafting compelling, engaging content.
Therefore, it’s crucial for digital content professionals to thoroughly scrutinize and refine AI-generated content, discerning between absolute and subjective truths. Beckett, speaking to Reuters in 2023, highlighted this, emphasizing the importance of human supervision in the use of AI tools. He warned against over-reliance on technology, reminding us that AI’s role is to augment human abilities, freeing up professionals to focus on areas where human skills excel.
The current situation
At present, AI serves as a useful tool for the swift production and distribution of fact-based content, but it can’t substitute human oversight and creativity.Oliver Busch, Meta COO Dach
If integrated with a balanced and cautious approach, AI has the potential to reduce biases in content production, offering a path toward more objective content. However, this integration must respect the indispensable role of human insight, creativity, and critical analysis in content creation.
The future of content production may well be a blend of human and AI capabilities, each enhancing the other’s strengths while compensating for their weaknesses.
Gen Z in the workplace
As the upcoming generation of workers, Gen Z will significantly shape the future workplace. Their attitudes towards ethics, transparency, and authenticity, especially in the context of AI and news, will be dissected in this section. The implications of these attitudes for media professionals and organizations will also be examined.