Riding the AI Content Creation Wave with EVG Media
Inarguably, one of the burning questions of the content creation world is how to respond to the rise of widely available, easy-to-use generative AI tools. On the unsettling (and depressing) side of the issue are stories of deep-fake videos and respected domains turned into low-quality AI-content farms. On the positive side, anyone who’s ever been buried under deadlines or menaced by writer’s block can see the potential of AI to boost content output.
We won’t rehash the pros and cons of using AI in content creation since they’ve been discussed at length across numerous publications, platforms, and forums. If you’ve somehow managed to miss all that discussion, here’s a quick recap of the major points.
EVG Media’s AI Policy
The key question for most of us is how do we balance these pros and cons? At EVG, we clearly recognize the problems of fully AI-generated content creation. We also know that this genie isn’t going back in the bottle. Instead of fighting this evolutionary step in content marketing, we’re focused on riding the wave and making AI work for us. To that end, we’ve set up guidelines to ensure our use of it is wholly beneficial for ourselves and for our clients.
The Rewards of AI-assisted Content Creation
When AI is used at EVG, it serves as a copilot—working alongside us to improve or facilitate the content creation process, but it’s never in the driver’s seat. This judicious approach provides three important rewards while maintaining content integrity:
- Boosted creativity: Since AI offers excellent assistance with idea generation and early drafting, it can be a great way of helping a writer get started. With well-tailored prompts, writers can thoroughly brainstorm a topic, generate a sample content outline, rephrase or condense a passage they’ve written, or adjust their work’s tone or voice.
- Increased strategic effectiveness: With a vast collection of data at its virtual fingertips, AI can potentially increase the strategic effectiveness of our content. Writers can use AI to help pinpoint currently trending topics, uncover their own knowledge gaps, pull together disparate information related to a topic, and build stronger keyword sets. In fact, SEO programs like Ahrefs and Semrush already provide users with AI tools that generate high-performing keyword clusters and narrow in on promising long-tail keywords.
- Greater efficiency: Most practically, AI ensures these rewards incur a decreased cost to content creators’ time and energy. If a program like Gemini can quickly locate common customer pain points or the best research resources in a field, writers have more time to invest in the tasks only humans can do–like creating an engaging brand persona, recognizing reader needs and concerns, and crafting narratives that connect those needs with a client’s offerings.
Our Guidelines for AI-assisted Content Creation
While these benefits are attractive, we recognize they can be fraught with cut corners that compromise the quality and integrity of the work created. At EVG, we promise our clients that final products will always be the result of human creativity, critical thinking, and editorial oversight. To that end, we’ve set in place a structure to ensure our content creation process meets the following criteria.
- Transparent: We mandate that writers fully disclose their use of AI to their editors and project managers, documenting both the tools used and the extent of that use. If clients are not comfortable with using AI for any reason or in any capacity, we prohibit the use of AI tools on their project and communicate this requirement clearly and often to all content creators involved.
- Accurate: AI is not our quality assurance assistant. Whatever data and research we dig up using AI tools is checked or verified by our writers and editors. Knowing also that AI can be as biased as the sources it pulls from, we maintain the same strong standards for ensuring unbiased information as we do in non-AI-assisted work.
- On brand and human focused: AI is no replacement for the human ability to recognize and re-create a brand voice or evoke an emotional connection with readers. That’s all on us, and that’s why we seat AI in the copilot’s chair, not the writer’s seat. We will continue to deliver the well-structured, well-tailored, personable, and engaging content our clients know and expect.
- Legally sound: We know the legalities of AI-brokered content can vary by region, so we perform due diligence to ensure any legal or regulatory demands for your jurisdiction are met. EVG Media is committed to maintaining the highest standards of legal and ethical conduct, and we’ll continue to monitor developments in AI-related regulations to ensure our compliance.
AI Content Creation: Partnership or Liability?
Discussion continues to swirl around AI and its place in content marketing, but one thing is clear: whether AI is a partner or a liability depends largely on how we—the humans—use it. At EVG, we’ll keep human judgment in charge as we ride the powerful wave of AI-assisted content toward the future.
