Infographic: Outperforming human creativity - How AI elevates marketing content

Natalie Lambert

12/6/20232 min read

Generative AI is reshaping content creation. A recent MIT study reveals how AI-generated content outshines human-generated content. As marketers, the time is now to start using these tools to give you a competitive advantage.

Outperforming human creativity: How AI elevates marketing content

A look at a Massachusetts Institute of Technology (MIT) study on the perception and bias of generative AI and humans in content generation.

Study methodology:

MIT looked at how well AI and humans can create advertising and campaign content. It used four different ways of making content:

  • Human-only: Consultants, who are experts, made the content without any help from AI.

  • AI-only: The AI, specifically ChatGPT-4, created content all by itself.

  • Augmented human: Human experts made the final content, but they used ideas and help from the AI.

  • Augmented AI: AI made the final content, but it used ideas and input from humans.

The study measured this by looking at how 1,203 people reacted to the content, whether they had a preference based on if it was written by a human or an AI, and how much the way content is made affects how people see its quality.

Study findings:

  • AI and augmented-AI content rated higher. Content created by AI and in collaboration with AI (augmented AI) was seen as better than what human experts or humans assisted by AI (augmented humans) produced. This challenges previous beliefs that people prefer human-generated content over AI-generated content.

  • Source of content influences perception. When people knew who made the content (human or AI), it affected their opinion. However, knowing a human made the content improved its perceived quality, but knowing AI was involved didn’t how people felt about the quality. This suggests that people favor human-generated content, but do not dislike AI involvement.

GenEdge Consulting recommendations:

  • It’s time to use AI in your content generation. Given that AI-generated and augmented-AI-generated content is perceived as higher quality than human-only or augmented-human content, marketers should actively incorporate AI tools into their content creation process. For example, using AI for initial content generation, followed by human editing to ensure brand consistency and voice, or for generating multiple content options to refine and select from.

  • Disclose AI use and highlight human involvement. Knowing content is AI-generated affects its perceived quality, with the bias favoring humans. Marketers should openly use AI in content creation, emphasizing the role that human expertise plays in guiding and refining the AI's output. This approach will mitigate potential negative bias towards AI-generated content and highlight the “better together” relationship between human creativity and AI efficiency.

  • Focus on content quality vs. the creator. The study indicates that the bias in content evaluation is not due to preconceived notions about the creator's competence. Therefore, marketers should focus on the actual quality of the content rather than heavily marketing the source of its creation. The emphasis should be on how the content aligns with the brand's message and engages the target audience, rather than on who or what created it.

My point of view:

Marketers will not be replaced by AI . . .Marketers will be replaced by other marketers using AI.

AI use disclosure:

This eBook was created with a mix of augmented-human and augmented-AI techniques.

  • Augmented AI: GPT-4 summarized the paper, which I have also read, and wrote the initial drafts of the findings and methodology sections. I made changes to the wording, punctuation, and grammar to make it more digestible and reflect how I write.

  • Augmented human: I wrote the recommendations section based on my interpretation of the findings and my experience training marketing teams. I used GPT-4 to shorten my responses, although I didn’t always take its feedback.