Will artificial intelligence (AI) obliterate the web writing profession, or does it present a new opportunity to seize? The same question has been on everyone’s mind for several months and even years: will the ascent of artificial intelligence (AI) spell the demise of web writing? Does AI truly pose a threat, or should it be viewed as a novel technology aiding certain editorial professions? These questions have left no one indifferent, and their answers are frequently shared. Let’s illuminate these inquiries.
What is AI, and How Does it Operate?
AI, short for artificial intelligence, or AI (Artificial Intelligence) in English, denotes a unique technology rooted in machine learning. This involves storing vast and intricate data in a virtual neural network designed to mimic the workings of the human brain and replicate human intelligence.
In the past, such intelligence belonged solely to the realm of science fiction. However, its meteoric advancement in recent years has thrust it into the limelight. It’s worth noting that this kind of technology fascinates and unsettles, especially when AI’s possibilities seem increasingly boundless. AI has transitioned from simple virtual assistants to robots operating in intricate and strategic domains like medicine and the military in just a few years.
Will Artificial Intelligence Replace the Web Editor?
Are web editors and artificial intelligence on par regarding content production quality? It’s far from certain.
The Web Editor: A Genuine Expert in the Field
Contrary to some preconceived notions, the role of a web editor is not merely to aggregate elements found haphazardly on the web. A digital writing professional possesses the ability to craft intelligible and fluid web content. They select the precise words and construct meaningful sentences. They employ engaging language that captures the reader’s attention, and their content is always tailored to various digital platforms.
Moreover, a web editor is well-versed in SEO (search engine optimization), equipping them to create content that appeals both to search engines and internet users. The editor’s work is a meticulous, long-term process that demands time and preliminary research.
Is Artificial Intelligence Replacing Professional Editors?
Let it be known: humans can never be replaced by any form of artificial intelligence. Their value resides in expertise and experience, enabling them to generate high-quality content that resonates with the intended audience. On the other hand, AI is essentially a robot that draws from existing web content. Instead of substituting one for the other, the current focus is smartly integrating the two in proportions tailored to the company’s requirements.
In the realm of marketing and copywriting content, the advantage will always lie with the web editor. They alone possess the expertise to manipulate words to fulfill the content’s marketing objectives.
AI: A Robot with Its Shortcomings
Entrusting web content writing to artificial intelligence results in an automated process with inherent pitfalls. For instance, keywords are automatically inserted without prior research. Moreover, the intelligent robot is incapable of replicating references as a human would, including cultural, personal, and humorous nuances. Not to mention the tone specific to your editorial guidelines and target audience.
Furthermore, AI draws from content already published on the web and analyzed by Google. This poses the risk of repetition, with identical terms, phrases, and potentially erroneous information (misinformation, disinformation).
AI vs. Google’s Helpful Content Update
In effect since December 5, 2022, for content published in all languages, Google’s Helpful Content update is an algorithmic criterion that identifies content of real value to internet users. Consequently, a site comprised of numerous pages with low-value content risks a substantial drop in visibility.
With this update, Google aims to prioritize content created by the human mind, exclusively for the benefit of users, over content generated en masse solely to appease search engines.
As a result, a site that heavily relies on artificial intelligence to create content will inevitably suffer from this update. It’s a safe bet that such a site, constructed solely for search engines, would experience a decline in rankings and traffic. Hence, the paramount importance of crafting content with high added value that genuinely caters to the needs of internet users.
