How to use AI content gen­er­a­tion for your website

AI content refers to the automated creation of texts, images or videos with the help of ar­ti­fi­cial in­tel­li­gence (AI). This approach makes it possible to ef­fi­cient­ly produce content for websites without having to rely on manual processes.

What is AI generated content?

The term “AI-generated content” refers to content created with the help of ar­ti­fi­cial in­tel­li­gence. AI models like GPT-4 and DALL·E use al­go­rithms and vast datasets to generate text, images or even videos based on user inputs, trans­form­ing the content strategy of many busi­ness­es.

By learning from millions of examples, AI can produce content that closely resembles human-created work. As a result, AI content is in­creas­ing­ly used in marketing, website creation and general content pro­duc­tion. With au­toma­tion, AI-driven content creation becomes an efficient and cost-effective al­ter­na­tive to tra­di­tion­al manual methods.

What content can be generated with AI?

AI content is extremely versatile and can be generated in various formats.

Text

AI can be used to generate various types of text content. For instance, large language models can create blog posts on a wide range of topics by syn­the­siz­ing in­for­ma­tion from multiple sources and struc­tur­ing it into SEO-optimized texts. AI is also useful for gen­er­at­ing product de­scrip­tions, enabling e-commerce websites to au­to­mat­i­cal­ly create de­scrip­tions based on product features. Beyond websites, AI can also generate per­son­al­ized marketing emails tailored to customer behavior and pref­er­ences.

Images

AI can also be used to create visual material. AI image gen­er­a­tors like DALL·E, Mid­jour­ney and Stable Diffusion can generate high-quality images and graphics based on text de­scrip­tions provided by users. This is es­pe­cial­ly useful for companies that need visual content quickly. Ad­di­tion­al­ly, logos and other graphic elements can be created by spec­i­fy­ing design re­quire­ments, allowing for cus­tomized visual assets in a short amount of time.

Videos

AI content also extends to video pro­duc­tion. Some AI tools like Synthesia and Google Veo can au­to­mat­i­cal­ly create simple ex­plana­to­ry videos or an­i­ma­tions for use on websites or social media. Ad­di­tion­al­ly, AI is in­creas­ing­ly used for automated video editing, sig­nif­i­cant­ly speeding up the video pro­duc­tion process by cutting footage, adding tran­si­tions and gen­er­at­ing subtitles.

Voice content

AI-supported speech synthesis enables the gen­er­a­tion of realistic voices for videos, podcasts or other audio content that can be used on websites. Tools such as Eleven­Labs create voices that are almost in­dis­tin­guish­able from real speakers.

What are the ad­van­tages and dis­ad­van­tages of AI content?

Using AI content offers numerous ad­van­tages, but it also comes with chal­lenges that need to be carefully con­sid­ered.

Ad­van­tages

✓ Scal­a­bil­i­ty: AI enables the creation of content on a large scale, making it es­pe­cial­ly ben­e­fi­cial for companies with extensive content needs.

✓ Time savings: One of the major ad­van­tages of AI is its speed. Tasks that would take human authors or designers hours or days can be completed in minutes by ar­ti­fi­cial in­tel­li­gence.

✓ Cost ef­fi­cien­cy: With less human labor required, companies can reduce costs, par­tic­u­lar­ly when producing content in large volumes.

✓ Per­son­al­iza­tion: AI can generate per­son­al­ized content based on users’ pref­er­ences and behaviors, enhancing the overall user ex­pe­ri­ence.

Dis­ad­van­tages

✗ Quality: While with the right prompts AI can generate content quickly and ef­fi­cient­ly, it often falls short of the quality produced by human authors or designers, es­pe­cial­ly in creative fields. Since AI relies on existing content, the risk of duplicate content should not be un­der­es­ti­mat­ed.

✗ Bias and hal­lu­ci­na­tions: AI models can contain sys­tem­at­ic biases because they are based on data sets that reflect social stereo­types or are in­com­plete. They can also generate hal­lu­ci­na­tions, i.e., plausible but factually incorrect or fab­ri­cat­ed content that misleads users and reduces the re­li­a­bil­i­ty of the output.

✗ Ethical issues: AI models and their machine learning al­go­rithms are trained on existing content, raising questions about the orig­i­nal­i­ty of AI-generated work and whether it con­sti­tutes a re­pro­cess­ing of existing material.

✗ Copyright: The legal situation sur­round­ing AI-generated content is often unclear. American copyright law currently only protects AI products with a rec­og­niz­ably human touch. Purely AI-generated works without human in­ter­ven­tion are generally not protected by copyright.

What tools are there for AI content?

A variety of tools are now available for creating AI-generated content:

• ChatGPT: ChatGPT is probably the best-known AI model for text gen­er­a­tion. It’s based on the GPT-4 algorithm and creates texts that are often almost in­dis­tin­guish­able from those of human authors.

• Jasper AI: Jasper is an AI tool that was developed specif­i­cal­ly for creating marketing content. It generates emails, social media posts, articles and other content.

• Writeson­ic: Another AI content creation tool that is par­tic­u­lar­ly suitable for copy­writ­ing, blog posts and social media posts.

• DALL·E: DALL·E is an AI model from OpenAI that generates images from users’ text de­scrip­tions. Companies can use DALL·E to quickly create visual content such as il­lus­tra­tions.

• Pictory: Pictory is an AI tool that au­to­mat­i­cal­ly creates videos from text de­scrip­tions. Pictory is par­tic­u­lar­ly suitable for creating ex­plana­to­ry videos and marketing clips.

How is copyright handled for AI content?

As AI-generated content is a rel­a­tive­ly new tech­nol­o­gy, the issue of copyright remains largely un­re­solved and raises numerous legal questions.

Legal un­cer­tain­ties currently exist primarily in relation to the following issues:

• Training data: Is it lawful to use copy­right­ed works to train AI models, par­tic­u­lar­ly under the US doctrine of fair use?

• Liability: Who is re­spon­si­ble if AI-generated content infringes third-party rights — the model developer, the platform provider, or the user?

• In­ter­na­tion­al dif­fer­ences: Reg­u­la­tions vary greatly depending on the ju­ris­dic­tion.

Under US copyright law (17 U.S.C. § 102), pro­tec­tion requires human au­thor­ship. In March 2023, the U.S. Copyright Office issued a statement in which it explained that partial human au­thor­ship is necessary to qualify for copyright pro­tec­tion. A federal court also confirmed this principle in Thaler v. Perl­mut­ter. The court held that a work created entirely by an AI system, without mean­ing­ful human in­volve­ment, cannot be protected by copyright because US law requires a human author.

For website operators, this means that purely AI-generated content generally does not receive in­de­pen­dent copyright pro­tec­tion under US law. However, the right to use such content typically arises from the license terms of the re­spec­tive AI provider. In practice, you may usually use AI-generated material com­mer­cial­ly if the provider’s terms grant you the necessary rights — but the broader legal landscape continues to evolve.

Please see the legal dis­claimer for this article.