You can't escape the AI chatter these days. It's being pitched as the miracle cure for every conceivable problem. In our work as PR and marketing experts in the recruitment, HR, and talent management arena, we've noticed more and more firms experimenting with Generative AI tools like ChatGPT for their content needs. But does this approach actually work? What's at stake? And what should agencies understand before they hand over their content creation to algorithms?
Let's cut through the hype - this tech isn't as revolutionary as some claim. Most of us have already dealt with similar language AI systems when dealing with big corporations over the last ten years. Just ask anyone who's tried to contact Ticketmaster - AI seems to be their go-to for customer interactions. And if you're in marketing, chances are you're already using some form of automation in your external comms.
What's new is the widespread adoption of platforms like ChatGPT or CopyAI for churning out website content, job listings, blog posts, and more. The ethical implications are debatable, especially when you see companies populating their 'Our Team' pages with AI-generated personas. But you can see the appeal. Recruiters are notoriously time-strapped; if there's a tech shortcut for content creation, why not take it?
It sounds good on paper, but in practice, it's fraught with issues. For starters, AI-written content sticks out like a sore thumb, especially stuff from ChatGPT. The tell-tale signs? Weird capitalisation, an obsession with bullet points, and the same ideas rehashed ad nauseam to hit a word count. It all but screams, "a human didn't write this."
We've also seen agencies struggle with content originality. Similar prompts tend to produce nearly identical outputs. In our research, we found multiple UK agencies with almost carbon-copy articles on their sites. If you're just ticking a box for having content, fine. But think about how this reflects on your brand. If job seekers spot recycled content across different agencies, it hardly suggests a personalised approach to finding them work, does it?
Job adverts are another area where AI is making dubious inroads. Speaking personally, few things would put me off a job faster than realising the description was cobbled together by an AI because a recruiter couldn't be bothered. We're talking about people's careers here - it deserves genuine effort. And from the client side, I doubt many would be thrilled to discover their trusted recruiters are pushing out generic, AI-crafted listings.
AI does have its place, particularly in brainstorming ideas for blogs and content. But that should be the limit, at least for now. Without trying to play fortune-teller, the flood of AI-generated waffle is already sparking calls for some kind of human-created content certification. This suggests that authentic, original content will become even more valuable as pushback against AI-generated material grows.
In our line of work, you'd think AI would be a formidable competitor. But it's not - mainly because the quality just isn't there. Sure, you can tweak AI-produced copy to add your personal touch, but at that point, why not just write it yourself from scratch?
We get it - recruitment and talent management marketing teams are often stretched thin. There's a place for AI in supporting your work, but you need to know where to draw the line. Don't outsource your entire content strategy, or even a large chunk of it, to AI. You'll end up compromising your brand's integrity.
In the end, it's about finding the right balance. Use AI as a springboard for ideas or to handle basic tasks, but make sure the final product has that unmistakable human touch. In an industry built on personal connections, letting algorithms do all the talking might just be the fastest way to lose what makes you stand out.
With over a decade’s experience in PR, marketing and communications, Bruce develops and executes media relations, content and social media strategies for firms in the recruitment and hiring industries, as well as suppliers to those sectors and other organisations both in the UK and internationally.