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The #1 Reason to Continue Letting Humans Create Online Content

I make my living creating online content. Right now, my trade is in flux. Thanks to generative AI, it is entirely possible for my clients to create their own content in a fraction of the time. And if they are willing to settle for mediocre quality, they can also do it at a fraction of the cost. Let me just say this: I believe there are valid reasons to continue letting humans create online content.

Some of my reasons are obviously self-serving. I have no desire to find myself on the unemployment line. I also don’t like the idea of being replaced by a machine. I have worked hard to get where I am, and having everything taken away by generative AI just doesn’t sit well. But none of these reasons compare to the #1 reason: maintaining the integrity of the web.

Unique Content Is Great Content

In the 15 years I have been doing this, I’ve learned a lot about what constitutes great content. At the top of my list of characteristics his uniqueness. Simply put, unique content is great content. It looks at a topic from a different angle. It answers questions that no one else has answered before. It provokes thoughts that very few others are talking about.

Moreover, my friends at Webtek Digital Marketing say that the ability to produce unique content is that which separates the best content marketers from their more average counterparts. I agree. If I were paying someone for content marketing services, I would expect everything they produce to be unique at some level.

Being truly unique doesn’t mean never bringing up ideas that others have brought up before. But it does mean addressing the topic at hand from a different perspective. It means adding to that previous information with new information you have come up with on your own.

Generative AI Dilutes Content

As fantastic as generative AI is, it has its flaws. One of its major flaws, at least in terms of content creation, is its tendency to dilute information. Despite what so many people falsely believe, generative AI is incapable of producing something unique. The reason is simple: AI tools are incapable of independent thought. They can only take information produced elsewhere and use it as a foundation to create something different.

I use the word ‘different’ with the understanding that different does not equal unique. If you are not sure I am telling you the truth, conduct your own experiment. Use an AI tool from Google (Gemini), Microsoft (Copilot) or Perplexity. Ask whatever tool you choose the same question three times. Then watch what happens.

You will get three different answers. Yet all three answers will contain very similar information. The information might be reworded and reorganized, but it will be pretty much the same across all three answers.

Human Beings Create Uniqueness

Generative AI tools are incapable of producing unique content because they don’t truly think on their own. They simply analyze and regurgitate information. On the other hand, human beings create uniqueness whenever they engage an independent thought. To me, that’s truly the strength of content marketing.

I don’t pay for content marketing services only because creating online content is what I do for a living. But if I were to pay for services, I would insist that all my content be created by human beings.

I do not have anything against generative AI in principle, but it just can’t do what the human brain can. I would rather have unique content than an AI-generated piece consisting of diluted information collected from other sources and then rearranged for me.

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