Does artificial intelligence create content?
Professionals and brands now use generative AI tools for creating content, whether it’s a blog post, video, or ebook.
They enable quicker research, drafting, extracting new arguments, suggesting titles, and converting audio to text and vice versa. The possibilities are endless.
However, AI is just another option in the toolbox of those who know what goals they want to achieve through content marketing. Quite an option, which can make the process more efficient when used well.
But AI is just a tool. As smart as they are, these features don’t master the nuances of language and the human condition. Therefore, they are not capable of producing quality content by themselves.
When it comes to content creation, the human being continues to be necessary from beginning to end in this process.
Errors, generic texts and ethical issues
Conversational tools based on Generative Artificial Intelligence, such as ChatGPT, have already presented errors and inconsistencies. Not infrequently, these tools deliver distorted information, untrue facts and even demonstrate inappropriate behavior.
Large Language Models (LLM) train generative AIs on thousands of pieces of information, whether it’s text, image, voice, or structured data. To deliver results that make sense, they are able to search for references, analyze contexts and connect information. But is this enough to replace human labor?
Machines create surprising texts, unlike content crafted by marketers, which may disappoint due to a lack of depth and originality.
What generative AIs deliver is a minimally coherent result, based on the information used to train it. And here another problem arises, this time related to its ethical use.
If an AI uses works by an illustrator to generate its own art, would it be practicing plagiarism? Generative AIs often train on copyrighted content. The controversy intensifies when considering commercial use of the results of this process.
For all the hype, it’s sort of wild how quickly people gloss over the potential consequences. Data leakage, for example, barely makes a ripple in most discussions. Yet, anyone who’s ever uploaded sensitive drafts or unpublished ideas into these supposedly “secure” tools has probably felt a twinge of regret afterwards. The reality: inputs can be retained, learned from, or even reproduced out in the wild, and sometimes it’s hard to know who actually “owns” the new output. Bottom line, the line between helpful and risky is blurry—as in, sometimes you won’t spot a problem until it’s staring you in the face.
There’s also the weird unpredictability factor that just won’t go away. Sometimes an AI will spin a paragraph so bland it reads like it was scraped from a 2007 how-to forum, while the next moment, it spits out something oddly poetic—or just weird. But consistency? Not really in the cards. Even in 2025, you still get those days where the algorithm seems to have an agenda, and none of your prompts stick. All of this makes it pretty clear: humans better stay in the editing chair, at least for now.
Tools like Adobe’s Firefly already promise to generate images based only on free content, but this is still a discussion that should gain new chapters in the coming months.
Artificial Intelligence as a tool
Technology will continue to evolve and bring countless possibilities for content creation and other marketing activities. But you need to be strategic and understand the pros and cons of using it.
Technology will continue to evolve, presenting numerous possibilities for content creation and marketing activities. However, strategic understanding is essential to navigate the pros and cons.
In this landscape, companies leveraging AI-generated content may compromise quality for generic material, risking negative impacts on strategy, brand image, and positioning.
