GPWA Times Magazine - Issue 56 - July 2023

This is something that all AI writing tools struggle with at the moment, and they’re pretty open about it. AI can only generate content based on what it finds on the internet, and we all have encountered incorrect, biased, or offensive information when browsing. What’s more, AI writing tools lack analytical skills and can’t dig very deep when trying to review a product. For example, if you prompt AI to tell you about the DraftKings Sportsbook, it will spew out something along the lines of how the operator features a wide range of sports markets, has a user-friendly interface, offers a variety of promotions, and boasts a well-designed mobile app. Now, that all might be technically and factually correct, but it is actually something that can be applied to the majority of top-level online sportsbooks. There is a vagueness and generic quality to it. AI won’t tell you if DraftKings is the best when it comes to props andmicro-betting options, and it sure won’t tell you how the book’s odds boosts compare to those at BetMGMor Caesars Sportsbook. It just doesn’t run that deep. But the true question is — should you? Search engines are constantly tweaking their ranking algorithms, and one of the major changes in the last several years came due to the overflow of websites with similar content. Originality and reader-friendliness are appreciated more than ever when creating online content, all with the goal of producing search engine results that give some value to the reader. This is why content marketing agencies still exist and will, in all likelihood, continue to be valuable in industries that require engaging and high-quality content. This isn’t to say that you shouldn’t use AI writing tools at all. They can still help you build a base for your content. If you wish to bring your writing to a level that meets industry standards, you must do the legwork of researching, analyzing, editing, and being creative or simply employing a content writer to do all that for you. Google Doesn’t Like AI…or Does It? With all the talk about ChatGPT and other tools, AI has made a grave enemy in Google, or so it seemed. The company has stood unchallenged for more than a decade, firmly establishing itself as the go-to engine for finding anything on the internet. It is, in fact, how Google makes money: you submit a search query, and the engine shows you a SERP (Search Engine Results Page) with relevant results, along with a few paid search results and pay-per-click ads. You can see how AI is a game-changer here. If AI tools become the norm for search queries, fewer businesses will want to get advertised on Google. Since Google’s ad business accounts for 80% of the company’s revenue, there is cause for concern. Microsoft (ChatGPT’s largest stakeholder) has already implemented ChatGPT into its search engine, Bing, and has started gaining some ground over Google. While Google initially had no plans to have an AI chat tool of its own, it suddenly reversed its policy and introduced Bard, a proprietary AI system that is currently in the testing stages. The lesson here is that if AI made the almighty Google backtrack, you should seriously start considering how artificial intelligence can affect your business. AI might not be there yet when it comes to content writing and mimicking other complex human capabilities, but you should certainly keep an eye on it and pay attention to the limits it’s trying to push. Milan Novakovic is the CEO and founder of Hirequarters (hirequarters.com), a marketing agency established in 2017 and based in Serbia. The company specializes in writing content for the iGaming affiliate industry and caters to clients that are fully aware of the superiority a skilled writer armed with nuanced language and a creative spark still has over artificial intelligence. With rapiddevelopments in the AI industry, you cannowuse technologies like JasperAI and Midjourney for art andwriting tasks. The results are already astounding, and they keep gettingbetter. 23 G P W A t i m e s . o r g

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