Latest News

Study: 82% of marketers say AI-generated content is as good as human-generated

Written on Oct 21, 2022

Marketers are under pressure to make their content rank on search engines and attract leads. Creating content is time-consuming, which is problematic in a labor shortage. 

Marketers are turning to artificial intelligence (AI) to solve the problem. The technology claims to create content in minutes and at a lower cost.  

A recent survey by Capterra looked into the software and the content it generates. Key findings: 

  • 45% of marketing professionals spend half of their workweek creating content. About 35% spend about 75% of time creating content.  

  • 63% use AI tools for email marketing. This is followed by advertising (58%) and data analysis (57%). Interestingly, only 33% of marketers use AI for content generation. 

  • Companies need significant time to get the tools off the ground. About 44% said it took 6-12 months to implement AI and ML tools. About 22% said it took about 1-2 years to implement. The time taken to implement also increases with the company size.  

  • When it comes to educating workers, the results are positive. About 57% of marketers said it took less than six months for their staff to learn to use the tools. About 30% said it took 6-12 months to learn to use them. 

Many marketers may be skeptical about the quality of the content generated by these tools. But, most marketers implementing these tools seem satisfied. About 82% of the respondents agreed that while the generated content is not perfect, it is as good or better than the ones generated by humans. About 77% said the software is somewhat or very effective in accomplishing marketing objectives.  

To a significant extent, marketers have high success levels across different aspects of AI content. About 49% say it is successful in generating clear and easy-to-read text. Other areas where AI software performs well include demonstrating trustworthiness, creating content quickly, and providing thorough content. 

Despite this success, marketers should check the content for accuracy. Only about 33% say these tools successfully generate error-free or accurate text, which is the lowest success rate among all the qualities measured. The content also shows shortcomings in generating original content. The tools depend on given data and do not have the ability to generate new ideas like humans. The tools also do not understand the nuances of communication. 

About 88% of marketers agree that the tools save their organization money and time. And this advantage ranks much higher than cost savings, which indicates marketers place more importance on efficiency. About 33% of marketers also report enhancing customer experience (CX) as a key benefit. 

The study also found that the tools are highly proficient in creating short-form content. Among professionals using 25% or less time creating content, many are using AI tools for short-form content for email marketing (65%) and advertising (92%).  

About 35% of respondents said that governance and risk issues were the top challenges. Marketing professionals considering AI tools should also develop a data management and risk mitigation plan. Cost was another top challenge when using AI software. And while the technology generally offers greater efficiency, it can be challenging to pitch the software implementation if the budget is tight.  

Free versions of AI tools are available in the market. About 68% of marketers use a combination of paid and free versions of the software.