Are you pursuing a BA (Hons) in Mass Communication program at SMS Varanasi? You might be already seeing ads for Generative AI courses online all the time that claim to unlock new opportunities for you. 

Generative Artificial Intelligence uses ML (Machine Learning) algorithms to create new content. You might use it to produce different creative text formats, realistic and original images, compose music and sound effects, create 3D models, and more.

However, many businesses insist that Google flags down AI content. Let’s see what should we do in such a situation.

Why does Google flag down AI content?

Experts say that search engines like Google do not flag down AI content because it’s 

generated by AI but because it violates their guidelines and is likely to be of low quality.

Generative AI is still a new concept. They are trained on massive datasets but they are still learning. Mostly, they simply regurgitate information and lack the depth, nuance, and originality. It is incapable of offering true insights and understanding of the info it produces.

Besides, AI-generated content is like robot-like speech. It might be grammatically correct but is incapable of providing the human touch. When it comes to producing content that can offer positive user experiences to the audience, emotional connection is considered a crucial aspect. AI content lacks that.

Since Google prioritizes original, valuable, and high-quality content, it flags down AI-generated content that is automatically generated and just duplicates existing content without adding any value. Such content only means to manipulate search engine rankings. 

Also, if a website claims to publish human-written content but posts AI-generated content instead, it violates Google Webmaster Guidelines and hence, its content can get flagged down.

Why do businesses reject content if it has high AI content?

Businesses often reject content with high AI content for several reasons these days. #1 reason is the myth that Google bans AI content, which is not true. As discussed above, Google prioritizes valuable and original content written by humans though.

However, there are other reasons why businesses do not work with content producers that submit content with high AI input. These include:

• Businesses do not trust AI content as it lacks depth, is generic and unoriginal, and can be potentially incorrect and low quality. Thus, such content fails to engage the target audience and even damages their brand reputation.
• AI picks up content that’s already available online. Hence, it might lead to plagiarism and/or copyright infringement issues. When businesses hire content producers, they are looking for original, high-quality content that’s legally compliant.
• Many businesses work hard to develop a distinct brand voice and personality to connect with their target audience. They expect content producers they hire to capture that unique voice in their ad copies, scripts, social media posts, blogs, press releases, and more. If you can master these human-like nuances, you will surely be preferred over generative AI content churners.

Take these Amul Ads for example:

These original ads can only be produced by human content producers who are master craftsmen in their field.

• Businesses in niche fields want articles written by experts. If you have ever used ChatGPT or Gemini, you will note that they make up facts, statistics, or even how-to articles that are way off the real world. Hence, they hire human content producers with strong domain and sectoral knowledge to produce content that’s actually useful and reliable to their target audience.

However, if you write original well-researched articles that align with the brand voice and message – and only use AI to supplement your work (and not make it do all your work), you will certainly be considered an asset in the content market.

Should you use Generative AI or not to produce content?

If you are applying for content jobs or gigs, you do not have to ‘fight’ AI. You need to master it, keep up with the innovations, and learn to adapt to the ever-changing content creation landscape. Here’s how you can use your unique ‘human’ qualities to produce rich, high-quality content:

1. Focus on Human-Centric Storytelling: Emotions make humans unique. It’s not something robots or AI can emulate that easily. If you can move your audience and evoke emotions in them through your words, images, videos, or music, you will be valued in the industry for your creative skills.

Cultivate a distinct and relatable voice that makes it easier for you to connect with your target audience. You can use humour, personal anecdotes, cultural references, or expertise to provide that human touch to your content.

2. Prioritize High-Touch Content: Do not just present data or facts. Analyze them, interpret them, and offer original insights. Delve deep into complex topics, comprehensively explain them, and break down the details to make them easier to understand – and only human content producers can do that.

As a content producer, you should focus on creating personalized and interactive user experiences. You might prompt AI to help with that but you should be guiding it on how to do it. You can look into the emerging field of Prompt Engineering to help you with crafting the desired kind of content.

3. Embrace Personal Branding and Credibility: You might want to establish yourself as an expert or an authority in a niche area. Publishing guest posts, making relevant social media posts and commenting on responses regularly, and participating in industry discussions are some of the most common ways of nurturing a loyal following.

In this process, you may experiment with different writing styles and find your unique voice. This strategy will help you in the long term and you might be invited as guest lecturers, corporate training gigs, motivational talks, and more.

So, use AI tools only to make your content production work easier and more efficient. But use them only to do mundane tasks like correcting grammar and assisting with your research. And then too, cross-check what it offers to make sure you use correct data and facts.

Meanwhile, you should focus more on being creative and original, making ethical considerations, and tailoring content for specific audiences.

Conclusion

We say that if you are an aspiring content producer and looking for content jobs that pay well, you do not have to ‘fight’ AI. You need to learn to adapt to new trends, master the tools of the trade, and use them to produce better content faster.

Constantly upskill yourself. Take online courses and attend workshops. Embrace new content formats, such as video essays and podcasts, and experiment with different interactive elements to engage your audience better.

Contact us at the SMS Knowledge Management Centre if you need help.