Actionable tips, community conversations, and marketing inspiration.

AI Generated Content: Pros and Cons

Lauren Hernandez

Sr. Product Manager

The rapid advancements in artificial intelligence have brought forth a groundbreaking tool that has started to reshape the content industry as we know it: AI text generators. 

These sophisticated language models, such as OpenAI's GPT-4, have the ability to generate human-like text based on inputs provided. This disruptive technology is revolutionizing the content creation process, offering a range of benefits while simultaneously raising new challenges. What does that mean for content creators and marketers? Let’s dive in!

What is AI Generated Content?

AI generated content is the output of AI generation tools. It produces written content using artificial intelligence techniques such as machine learning, natural language processing, and deep learning. These technologies allow computers to analyze vast amounts of data to generate written content that is highly sophisticated and resembles human writing. AI generated content can be used for a variety of applications.

The process of AI generation involves training a machine learning model on large datasets of existing text. The model learns the patterns and structures of the text, including word usage, syntax, and grammar. Once trained, the model can generate new text based on prompts or structured input.

How Can AI Generated Content Be Used in Marketing?

AI generators can be leveraged across various professional domains but are especially helpful in enhancing content creation. By providing prompts or keywords, marketers can use AI to generate assets across multiple marketing channels. 

Here are just a few examples:

  • Social media posts

  • Website landing pages 

  • Marketing emails or customer service emails

  • Blog posts and news articles

  • Automated chatbots

  • Social or web ads

5 Benefits of AI Generated Content for Businesses

AI generation tools bring several advantages to the table like speeding up the content creation process and enhancing various aspects of the industry. Here are a few pros to using an AI writer for your content generation.

1. Faster content creation and publishing of quality content

AI tools can automate the initial stages of content creation, saving valuable time and effort for content creators everywhere. With only a few prompts or instructions, these models can generate high-quality content at a much faster pace than traditional methods. This efficiency allows content creators to produce more content in less time, enabling them to focus on other essential aspects of the content creation process such as ideation, strategy and refining generated content.

These tools can also help ensure that content is accurate and consistent across different marketing mediums. This can include grammar and spelling checks, as well as ensuring that brand tone and messaging are consistent across multiple paid and owned channels including a website, social media, advertising, email, and more.

AI writers are also driving improvements in content quality. These models possess an immense amount of knowledge and can generate accurate and informative content on a wide range of topics. Content creators can leverage AI text generators to enhance the accuracy and depth of their work, reducing the risk of factual errors or incomplete information. Additionally, the ability to generate well-structured and engaging content can captivate readers, leading to higher engagement and increased credibility.

2. Enhanced content optimization

AI technology can also help optimize content for search engines and other digital platforms. This can include analyzing keywords, tags, and other metadata to help improve search rankings and increase organic traffic.

Keyword research

AI can analyze vast amounts of data and identify relevant keywords and phrases that have high search volumes and low competition. By leveraging AI-powered keyword research tools, content creators can identify the most effective keywords to target and incorporate them strategically within their content.

On-page optimizations

They can analyze web pages and provide recommendations for optimizing on-page elements such as title tags, meta descriptions, headings, and image alt tags. These tools can evaluate the relevance, length, and keyword usage within these elements to improve their effectiveness in search engine rankings. Additionally, they can assess content readability and suggest improvements for better user experience.

3. Multilingual capabilities

In today’s interconnected world, businesses need to consider the linguistic and cultural diversity of their target audience. AI multilingual capabilities empower content creators to effectively engage with a global customer base, expand their reach, and tailor their messaging to specific markets. By leveraging AI, businesses can optimize their content promotion efforts and build strong connections with customers around the world.


AI content generators have the ability to work across different languages, facilitating content creation in multiple languages. They can also assist with content localization, which involves adapting content to suit specific cultural nuances, preferences, and linguistic variations. This goes beyond translation and ensures that the content resonates with the target audience on a deeper level. 

Competitive advantage

Embracing AI multilingual capabilities can give businesses a competitive edge in global markets. By providing localized content, businesses demonstrate their commitment to understanding and catering to the needs of specific regions or language groups. This can help them stand out from competitors who may not have invested in similar strategies, increasing their chances of capturing market share and expanding their reach.

4. Boosting Creativity

Contrary to popular belief, these tools are not replacing human creativity; instead, they are augmenting it! These tools act as powerful assistants, providing content creators with inspiration, alternative perspectives, and new ideas during brainstorming sessions. By generating a starting point or suggesting different angles, these tools can serve as a springboard for content creators to build upon. This collaborative approach between humans and AI fosters innovation and enables content creators to push the boundaries of their creativity even further while saving time.

It’s also a valuable resource for overcoming writer’s block. Rather than getting stuck or struggling to generate ideas, AI models can be used to regain momentum. 

5. Cost-effective content production

AI text generators facilitate scalability in content production. Businesses often face challenges when it comes to scaling content creation efforts to meet growing demands or expanding into new markets. AI-powered models can generate large volumes of content quickly and efficiently, allowing businesses to scale their content production without the need for significant additional resources or hiring additional staff. This scalability leads to cost savings by eliminating the need for significant workforce expansion.

​​While AI-generated content may require some level of editing and proofreading, it generally requires less extensive editing compared to content created from scratch. AI models have advanced natural language processing capabilities and can generate well-structured and grammatically correct content. This reduces the time and effort spent on editing and proofreading, leading to cost savings in the content production process.

4 Risks of AI Generated Content

AI content generation has become increasingly popular in recent years, with many businesses and organizations using it to automate content creation and streamline their operations. However, the technology is still in its early stages, and there are still limitations to what AI can do. For example, while AI can generate highly structured and syntactically correct text, it may not be able to reproduce the creativity, nuance, and emotional depth of human writing. Below are some of the challenges businesses can experience when leveraging AI tools.

1. Maintaining coherence

As language models generate text based on patterns and probabilities, there is a risk that the generated text may lack coherence and may not make sense. There are limitations of current AI models due to the complexity of human language which can lead to confusion and difficulty in understanding the text.

2. Generating human-like language

Text generated by AI language models may lack the nuances of human language, such as sarcasm, humor, or emotion. This can make the generated text sound robotic or sterile. 

Natural language is also full of ambiguity, and language models may struggle to make sense of phrases that have multiple meanings. This can lead to confusion and incorrect interpretations. When content creators use AI to craft the first draft of a message to promote their business, it remains crucial that text is reviewed to ensure accuracy and alignment with the brand voice.

3. Understanding context

AI text generation models often struggle to comprehend context in the same way humans do. While they can generate text based on patterns and statistical analysis, they may not fully grasp the meaning or intent behind the text. This can result in AI-generated content that lacks coherence or fails to convey the desired message effectively.

4. Ensuring ethical usage

When using AI text generators to promote a message on behalf of a business, it’s important to collaborate with content creators, researchers and policy teams to establish guidelines and regulations that prevent any unintended consequences. It’s also essential to carefully review and edit AI-generated content to mitigate any potential harm or negative impact before publishing it.

Some key things to lookout for across different industries can include:

  • Avoiding fake content and misleading information that can manipulate consumers or damage reputations

  • Mitigating biases or or perpetuating stereotypes to ensure fairness and inclusivity

  • Maintaining transparency about AI-generated content to build trust with an audience

  • Complying with relevant laws to protect user privacy, intellectual property and data security

Best AI Content Generation Tools for Marketing

AdRoll: email content generation

Quickly generate subject lines that match your email’s tone and engage your audience, then harness the power of AI to generate your email body copy with AdRoll’s Creative Partner! From short, snappy copy that engages and delights to longer form content that is informative and actionable. With our easy-to-use email template builder, you can drag and drop AI generated text into your design.

Hootsuite: social media content generation

OwlyWriter AI allows you to quickly generate social media post captions for a variety of platforms. In addition to text generation, you can use this AI tool to inspire content ideas based on your theme or topic prompt. 

Hubspot: content generation and task automation

Content Assistant and ChatSpot have recently launched to help Hubspot users generate a variety of AI content. Content Assistant focuses on generating content ideas, social captions, CTAs, and more.

ChatSpot uses chat-based commands to automate work like lead management, status updates, and reporting. general content generation

This AI text generator can be used in a variety of applications. From email copy to social media captions and blog posts, simply plug in your context or prompt and start leveraging AI generated content.

Canva: general content generation

Magic Write is an AI text generator that you can use to craft social media captions and social profile bios, as well as kickstart content ideas and outlining drafts. 

The Future of AI in Marketing

It’s become abundantly clear that AI content generators come with countless benefits and possibilities. They can help content creators and marketers increase productivity and output for messaging across multiple marketing channels. In return, this can save businesses valuable time, money and resources. 

The future of AI holds exciting advancements that will continue to shape the way people both create and consume high-quality content. AI is likely to become more integrated into industry-specific tools. These specialized models will likely enhance accuracy and efficiency in various professional domains, especially marketing.

If you’re looking to tap into the benefits of AI text generators for your AdRoll email campaigns, check out our AdRoll Creative Partner, a tool that allows you to generate subject lines and email message body copy in a fraction of the time. Learn more about our long-established machine learning capabilities.

Explore Next