At SILVR, we strive to bring our clients the latest and greatest marketing innovations. We believe it is our responsibility as digital marketing specialists to learn everything we can about new technologies that are changing how people work, learn, and interact with the world.
One significant development in digital marketing is the rise of artificial intelligence (AI) such as ChatGPT. We know that everyone has a different comfort level with AI, which is why we want to explain how AI can optimize marketing strategy and dispel myths about the impact of AI. Ready or not, AI is already reshaping the way content is created and shared.
AI works in so many different ways that you probably interact with AI on a daily basis even if you don’t realize it! Things like spam detection tools, social media algorithms, and popular online games all rely on AI. We are going to focus on AI content, which also shows up in more places than you may think. AI tools, such as ChatGPT, Rytr, and others work by searching the internet for relevant information in order to create requested content. There is an art to generating AI content, as the quality of results depends partly on how well the query or prompt is written.
While quality varies among the different tools, AI detectors are notoriously unreliable. In fact, AI detectors report that both the Bible and the U.S. The Constitution were written by AI.1
There are many problems with AI detectors, including the fact that they scan the same available information that AI does to get results. Many educational institutions, such as MIT and The University of Kansas, have cautioned against relying on AI detectors because they are so often incorrect in their assessments.2 We have conducted our own experiments at SILVR, running some of our 100% original content through AI detectors, as well as AI generated copy—the results were wildly varied with both false negatives and false positives.
Like any tool we use at SILVR, we integrate AI thoughtfully and carefully into our work. Our medical writers sometimes use AI for idea generation. For example, if we want to boost a client’s online visibility for a certain procedure, we may ask AI for a list of blog topic suggestions to assist in our brainstorming.
When we do use AI at SILVR, we:
Any time we use AI generated copy, we spend much time editing, refining, and adding significantly to it in order to produce content that captures the unique tone and style of each client.
Like many other tools, AI can negatively affect your SEO if used irresponsibly or without the expertise to use it properly. However, when used as part of a thoughtfully crafted marketing strategy, AI can increase efficiency and actually improve on-page SEO.
Yes, we believe that it can and Forbes Magazine agrees. At SILVR, we understand the unique needs of medical practices. We’ve helped our clients expand their digital reach, grow their businesses, and increase revenue while tackling the challenges facing medical practices. We take a hands-on approach and we’d be happy to discuss how AI could fit into your marketing strategy.
Do you have questions about AI? Or other ways to get the most out of your marketing strategy? We’d be happy to chat. Contact us to learn more.
1 Edwards, Benj. Why AI writing detectors don’t work. ARStechnica. Available: https://arstechnica.com/information-technology/2023/07/why-ai-detectors-think-the-us-constitution-was-written-by-ai/ Accessed August 1, 2024.
2 Edwards, Benj. Why AI writing detectors don’t work. ARStechnica. Available: https://arstechnica.com/information-technology/2023/07/why-ai-detectors-think-the-us-constitution-was-written-by-ai/ Accessed August 1, 2024.
