BCM’s AI Policy and Why We Rely on Human Content

by | Apr 9, 2024 | Content Marketing, writing

It may be that we look back on 2023 as the “year of AI,” when ChatGPT and other AI-powered chatbots fully entered the mainstream and, in many ways, dominated the news. However, while last year saw the rise of these platforms, 2024 will likely be the year in which we collectively learn what place AI truly has as we reconcile what it is good for, what it isn’t suited for, and how to manage its use in our lives. 

As creators of high-quality content, Better Content Matters believes that humans are naturally more equipped to provide the kind of content that meets our standards and provides value to our clients. For this reason, we try to remain up to date on all the changing trends and industry news while staying focused on what has always been our bread and butter: writing better content. 

What Is AI?

The idea of artificial intelligence (AI) has been around for a long time. Isaac Asimov was the first to really popularize the idea of artificially intelligent robots in his famous book series that began with “I, Robot.” Since then, AI has been a recurring idea in pop culture, science fiction, and, more recently, in real life. Today, when we refer to AI, we are generally referring to what is known as “machine learning” and “large language models” (LLMs). 

Machine Learning vs. Large Language Models (Chatbots)

Machine learning has been used extensively across a range of technology, products, and services, and you may not even be aware of it. In fact, most computer operating systems and smartphones use some form of machine learning in almost every application. 

With the ability to “learn” by having lots of data fed into it, computers have begun to be able to recognize patterns and rules in order to offer a more targeted experience. As a result, map apps can provide more accurate traffic information and your Netflix queue gets presumably better at recommending relevant movie and TV show suggestions. 

Large language models, on the other hand, like those that power OpenAI’s ChatGPT, Google’s Gemini, or Microsoft’s CoPilot, can understand natural language input, then perform tasks and generate responses as output. These highly complex programs have been distilled down to a user-friendly chat format, where users can engage with these language models through back-and-forth conversations using text or voice. 

These chatbots have been developed through extensive machine learning training, using large datasets of text from a vast and diverse range of sources, including books, websites, and articles. By recognizing patterns and rules within the language data, these programs are able to mimic human-created content by generating their own content based on these datasets. 

Will AI-Generated Content Replace Human Writers? 

Much has already been written on how individuals and companies are using AI-generated content in place of human-created content, but the real question on everyone’s mind is whether AI content can actually replace human content. The short answer? No, we don’t believe it can.

AI does a lot of things well and can be a very useful tool in many applications, but the difference between an AI writer and a human writer is akin to comparing a calculator to a mathematician. Can a calculator compute complex calculations? Absolutely. Is that the same thing as problem-solving? Absolutely not. Unlike a calculator, a mathematician can recognize the actual problems to be solved and can develop unique, intelligent approaches to solving those problems. 

Similarly, while AI can certainly generate content, there are several advantages that naturally intelligent human writers have over artificial intelligence. They include: 

  • Originality. Humans are creative beings that are not only capable of information recall and analysis but of original thought. AI, however, is limited by its knowledge set created by its training data. While AI is able to process existing content and repackage it as new, human writers can conduct research, draw from their own personal experiences, and provide unique perspectives and insights into a wide range of topics. 

  • Accuracy. Humans can appropriately contextualize information to ensure accurate and reliable information. Human writers and editors can think critically about their research, fact-checking sources and evaluating their reliability. AI lacks the cognition to detect subtleties and relies completely on its data set, which may itself contain errors. Skilled writers have an almost instinctual ability to discern fact from fiction.
  • Self-awareness. Humans are incredibly self-aware and generally seek to improve themselves. This means that writers tend to be much more aware of their own personal biases and weaknesses. This leads them to reflect on those areas and aim for self-improvement. AI lacks this self-awareness and is once again limited by its own data set. Without the cognitive ability to self-reflect, AI is unable to identify areas of bias, stereotype, or outright misinformation in its content and will perpetuate these factors indefinitely. 

  • Protection. Human content is protected by copyright law, while AI content cannot currently be copyrighted in the United States. Additionally, human content will always be valuable, and those who rely on human-written content for their websites should have nothing to worry about in terms of search engine optimization (SEO) and web ranking. Conversely, there is simply no way to know how AI-generated content will be treated by Google or other search engines in the future. Those who rely on AI-generated content may find themselves significantly penalized in the future, potentially experiencing drastic financial consequences. 

BCM’s Policy on AI

While we believe that AI has its own place in marketing, we don’t believe that artificial intelligence is any replacement for an experienced and skilled human writer. Despite our enthusiasm for emerging technologies, we remain dedicated to ensuring that we can provide the highest quality content possible for each and every one of our clients. For this reason, we have made continual adjustments to our workflows and our Writer Agreements to ensure that we can continue to guarantee our content.

First, each of our writers and editors sign an agreement that restricts the use of AI in any request for original work. We have a large team of highly skilled writers and editors, many of whom have a long history with BCM. We rely on our writers and editors to create original, top-quality content on a wide range of topics.

Second, we make use of industry-leading AI content detection software to provide a means of measuring both originality and authenticity. Originality.AI can scan content for patterns to determine a confidence rating on whether something is original or AI-generated. However, since even the greatest software can contain errors and AI detection can register false positives, we work with each individual writer to guide and improve their writing. 

Ultimately, BCM has made adjustments in the last year and will continue to adapt in the future to ensure that we are able to offer our clients the highest quality content possible. As we continue to observe the rising emergence of AI and its capabilities, strengths, and weaknesses, we will continually seek to understand its rightful place alongside human-first content, insight, and leadership. 

Why We Rely on Human Content

At Better Content Matters, we have always believed that content is king. As one of our founding principles, we place great emphasis on ensuring that all of our clients receive high-quality content that has been written, edited, and reviewed by humans. Despite the wonderful technological innovations happening all around us, there is simply no substitute for the reliable, relatable, and real content that a human can create. 

We can help create content that will grow your business and remain protected from the ever-changing landscape of algorithms that dictate what does and doesn’t appear on the search engine results page. For more information on how we can utilize highly skilled and experienced human writers to reach your target audience and achieve your goals, contact Better Content Matters today

Jonathan Spinell

Jonathan Spinell

Jonathan Spinell is a long-time writer and editor with an English degree from California Baptist University. He has taught English at every level of education, as well as internationally. He enjoys travel, food culture, and music. He and his wife and son love to read and will frequent local libraries and used bookstores wherever they travel.