Imagine a world in which emails and marketing copy write themselves. Sounds like the plot line of a science-fiction movie, but text-generation technology might soon make this futuristic capability a reality.
This new technology that generates text is known as GPT-3.
By using artificial intelligence, this technology is being developed for numerous automated writing tool applications. This summer, the research institute OpenAI demonstrated that this software can generate text such as news articles, memes, and blogs. The results were almost indiscriminate from human-written pieces.
Companies such as Compose.ai are working to improve GPT-3 technology so that it can boost the development and efficiency of email communications in the workplace. While platforms such as Google’s Gmail already offer users suggestions on sentence completion and greetings, GPT-3 would generate drafts of complete responses. Other companies, such as Snazzy.ai, are investing in using the technology to generate copy for online advertising.
Marketing performance measurement company VMO found that AI-generated copy gains as many, if not more, clicks or interactions than human-created copy. While continued studies will be needed to confirm these findings, companies are intrigued by ease of auto-generated content.
The technology still isn’t perfect.
Using broad databases of preexisting examples causes the programs to generate irrelevant or nonsensical responses. For now, most companies are focusing on training the AI to pre-write simple tasks such as meeting-scheduling emails. However, the future looks promising for AI-generated copy.