How Robots Write Texts With Artificial Intelligence in Content Creation.
Posted on 27 September, 2022 by Nora Mila
How does artificial intelligence create texts?
Artificial intelligence has the potential to transform the creative industry. Chris Lu and Paul Jacobyan decided to test this thesis and created a program Copy.ai, Paraphrasing tool based on the model of artificial intelligence GPT-3 (Generative Pre-Trained Transformer 3). The purpose of the development is to help copywriters in writing unique texts.
This is how the program works. You set the style of narration, enter the name of the product and describe the essence in two sentences – CopyAI does the rest. The program writes several options so that the copywriter chooses the appropriate text.
For example, this is how advertising text was created for a manufacturer of collars for dogs. First you need to decide on the topic, then choose a tone - friendly, professional and so on:
Next, we decide whether it will be a post on Facebook or we create a page to promote in Google:
The system has created texts aimed at different segments of the audience, we attach its translation:
"SnapCollar is a sought-after mobile platform for pet owners, offering dog collars and other accessories. The product will be delivered anywhere in the USA within 24 hours, shipping is free. We make it possible for customers to get a product specifically designed with preferences in mind, so that customers purchase the best collar for $ 30-200 and receive it in a day!"
"Everyone knows that dogs love care and attention. Now you can give your dog special treatment by taking a picture of your pet and have a good time taking a selfie. SnapCollar allows you to create personalized bags costing $2.99 with a photo of your dog."
"The most attractive dog collar on planet Earth. A premium collar, with a lot of possibilities."
"Snap Collar's mission is simple. Do away with collars that hurt pets. We have created the world's only personalized dog collar. One collar means limitless possibilities."
On the other hand, CopyAI is a machine, albeit a perfect one. The program will not come up with a strategy for attracting customers, will not cause an emotional response in the soul of consumers ... But it will be a godsend for copywriters who, due to routine, do not have enough time for creativity.
In 2017, the research company Statista conducted a survey among representatives of small and medium-sized businesses. It turned out that 61% of firms predict the growth and decline of sales with the help of artificial intelligence. And 87% of marketers attracted more customers by entrusting email marketing to "smart" assistants.
For example, marketers at Nectar (a manufacturer of digital cards for online purchases) send out letters to customers created by the Phrasee system. The text begins like this:
After 18 August it'll be too late... Make huge savings and collections with 3x the points and 50% off Advance tickets…
"After August 18th it will be too late ... Save and earn three times as many points, with a 50% discount on tickets..."
For comparison, this is what the text written by the copywriter looked like:
3x points AND 50% off Virgin Trains East Coast Advance Tickets…
"Three times as many points and a 50% discount on tickets on Virgin Trains East Coast."
Machine writing was opened 41% more often than text created by Nectar employees. Also, the number of clicks on the link increased by 64%.
Robots can also tell in detail about the product. For example, here's a product description created by an Indix machine:
A couple of years later, the most famous program for writing texts was the robot Heliograph from the Washington Post. Artificial intelligence created 850 notes during the Olympic Games in Rio de Janeiro. He also covered the 2016 U.S. presidential election.
Sam Hen, CTO of data science at The Post, stated:
"We implemented Heliograph after we started using machine learning. Now we will expand the topic, make a deeper analysis and identify problems of interest to readers.
This is how Heliograph described sports games. And, mind you, the robot delivers the news in the same way that a human would:
Since 2014, The Associated Press has been using artificial intelligence (the program is provided by the manufacturer Automated Insights). In 2015, the robot proved its viability by preparing a quarterly report that took a lot of time from journalists. If earlier The Associated Press released 300 texts in 3 months, now the number of stories has reached 3,000. In addition, the editors found fewer factual errors than usual in texts where the robot described companies and cited expert advice.
How to explore a topic with the help of artificial intelligence?
When creating a text, it is important to find a relevant topic. Thanks to artificial intelligence, this process now takes less time. Let's talk about popular programs that help to explore the topic.
Hubspot Content Strategy is a machine learning-based tool that offers ideas for content, depending on the relevance and availability of such publications. The program conducts a study of each proposed topic to make sure that it is appropriate.
Hubspot offers the free Blog Ideas Generator. I tested it, entered keywords ("artificial intelligence", "marketing", "technology", "social network"). The machine produced five themes:
- New trends in social networks.
- How to explain digital marketing in 140 characters.
- Artificial Intelligence: Expectations and Reality.
- This week's best stories about artificial intelligence.
- Will technology rule the world?
The Cobomba tool creates a strategy for media resources as follows:
- defines the purpose of the business (concentrates on the company);
- finds out the target audience (draws attention to the consumer);
- draws up a content plan (works with information);
- measures the effectiveness of the message, compiles reports, analyzes reviews (focuses on communication).