Suzanne Bearne’s report highlights the challenges and unexpected repercussions of using generative AI for content creation. Sarah Skidd, a product marketing manager, shares her experience of rewriting AI-generated website copy for a hospitality client, finding it bland and ineffective. Despite this, she views AI as a useful tool, especially for individuals with writing difficulties. Sophie Warner from Create Designs has observed clients misusing AI, leading to website crashes and financial losses due to poorly implemented AI-generated code. She emphasizes the need for professional oversight, as many clients lack a realistic understanding of AI’s capabilities. Kashish Barot, a copywriter in India, notes that the rapid pace induced by AI creates unrealistic expectations for quick edits. Prof. Feng Li warns that optimism about AI can result in reputational damage and unexpected costs. Ultimately, while AI can assist, it cannot replace the nuanced skills of human experts.
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