When we move further into the 21st century, more and more aspects of our lives are driven by algorithms. Facebook decides which posts we see in our news feed, Google shows us search results based on their complex ranking system, and Amazon recommends products based on previous purchase history Here is ours. It’s no surprise that online marketers increasingly rely on algorithms to create effective copywriting. So what does the future hold for the web — will marketing be dominated by machines or will human creativity always be needed? Read on to find out…
No one wrote that intro. It was created by copywriting service Jasper software, inspired by the headline on this article. The first suggestion is too brief and lacks details. The second part, transcribed verbatim above, caused one editor to exclaim that she received worse copy from professional writers.
Jasper can also create tailored content for Facebook ads, marketing emails, and product descriptions. It’s part of a series of startups that have adapted text-generating technology known as GPT-3, from artificial intelligence firm OpenAI, to deliver one of the internet’s oldest urges. — create marketing copy that gets clicks and ranks high on Google.
Marketing flow generation has proven to be one of the first large-scale use cases for text generation technology, leap into 2020 when OpenAI announced the commercial version of GPT-3. Jasper alone claims more than 55,000 paid subscribers, and OpenAI says a competitor has more than 1 million users. WIRED counted 14 companies that openly provide marketing tools that can generate content such as blog posts, headlines, and press releases using OpenAI’s technology. Their users talk about algorithm-based writing as if it will quickly become as popular as automatic spell checking.
Chris Chen, founder of InstaPainting, which uses a network of artists to turn photos into low-cost paintings, says: “I’m a bad writer and this helps put together the right content for the audience. Google just got a whole lot easier. He uses a copywriting service called ContentEdge to help write pages on topics like how to get a commission. portraits of pets. The service uses technology from OpenAI and IBM combined with in-house software and describes its products as “fast, affordable, and near-human”.
ContentEdge, like many of its rivals, works like a regular online text editor but with extra features you won’t find in Google Docs. In the sidebar, the software can suggest keywords needed to rank high on Google for a selected title. Clicking the button marked with lightning generates complete paragraphs or proposed outlines for an article from the title and short summary. The text includes terms drawn from pages that are highly ranked by Google.
Chen likes how the resulting passages sometimes yield information drawn from billions of words of online text used to train OpenAI’s algorithms. That it does so in ways that might be garbled or contradictory doesn’t distract him. “You shouldn’t use the output entirely, but it’s a starting point for editing and doing all the boring research,” he says.
ContentEdge and its competitors often advise users to edit and check the authenticity of content before posting. While OpenAI’s technology typically generates original text, it can recreate text that appears in training data pulled from the web. Jasper and several other companies offer plagiarism checking tools to provide customers with assurance that they are not inadvertently copying pre-existing text.
