Artificial Intelligence

Is AI writing its place into your information feed?

Does AI offer CIOs, comms and marketing teams a powerful technology, or will it increase content but lower its value?


Writing is largely considered a craft, a manual task that marries both the cerebral need to think about each and every word that sits on the page (or screen) whilst also manually placing the letters onto the paper with a hand tool, whether pen or keyboard. Portrait galleries around the world throng with images of scribes struggling to make their art near to perfect. Writing, though, is far from immune to the move towards greater automation.

Artificial intelligence (AI) writing tools are becoming more prevalent. With CEOs demanding greater automation, digitised business processes and seeking market growth, it is perhaps inevitable that just as the quill made way for the pen and then the keyboard, AI-powered content creation will become essential to write the sheer volume of material a modern enterprise requires.

Demand for the written word is increasing. “Sectors such as IT, professional and financial services need long-form content that is optimised,” says Adam Benzecrit, co-founder of Inflo AI, an automated writing assistance technology. “If you’re a scale-up with a small marketing team that is stretched, then you are struggling to deliver enough content to all the channels. They can outsource to an agency, but those agencies don’t have domain expertise.”

This rising tide of information is not only sales and marketing material - although a glance at the email inbox or social media feed suggests otherwise. Internal communications are on the rise too. In the UK, the NHS Digital First strategy states that £413 million in savings can be made from making appointment communications digital. Northern Lincolnshire and Goole NHS Foundation Trust were able to deliver an extra 900 appointments to patients due to a move to digital communications in 2021. CIO for the Lincolnshire NHS Trust Shauna McMahon says that not attended appointments have a major impact on the efficiency of a hospital.

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