This week on the Digital Velocity Podcast, Jonathon Gillham of Originality.AI joins Tim and Erik to discuss how brands can use AI-generated content while still maintaining authenticity and consumer trust.
There is uncertainty and confusion about where and when to use AI-generated content. Jonathon says,
“So, the society is wrestling with this topic of where is AI content allowed and good and where should it never go? It’s not necessarily like, hey, this is good, this is bad, but it’s the spectrum that I think society still needs to sort of identify and deal with. But I think it’s a topic that is going to sort of play out potentially in the courts around like, where is it legal?”
AI-generated content has skyrocketed in the last few years, but consumers are still looking for that human element when it comes to content. Jonathon says,
“I think what we’ve seen is, on that question of like, where are we okay with it, where are we not okay with it? I think society generally agrees that reading an online review that was generated by AI is not what people want. People want to know that what they were seeing was the true human experience of that product. What we’ve seen is that sort of, as you could expect, with the launch of ChatGPT, the amount of AI that existed on some of these review platforms absolutely exploded.”
AI-generated content can be valuable but brands need to understand how it will impact their business if used improperly. Jonathon says,
“I’d say don’t bury your head in the sand as it relates to AI and the impact on your business. The unthoughtful use of AI within your business and within its marketing can lead to significant consequences for your business. That’s worth thinking about. If you’re okay with those risks, you can hammer AI. If you’re sort of concerned about what you have built and want to make sure that that’s protected, putting in place sensible controls to make sure that AI doesn’t run wild in your business causing irreparable reputation harm.”
Listen to this week’s episode to learn more about how businesses can use AI-generated content to build confidence in their brands.
About the Guest:
Jonathan Gillham is the Founder and CEO of Originality.AI, a trailblazing venture in the realm of artificial intelligence and content originality.
Jon founded Originality.AI after successfully building and later selling two content marketing agencies. His entrepreneurial spirit didn’t stop there, Jonathan recognized the immense potential of artificial intelligence in transforming content creation and verification, so in November 2022, Originality.AI was born, driven by the vision to detect GPT-3 generated content (before the launch of ChatGPT).
Having been one of the earliest adopters of generative AI content for SEO purposes at scale through his agency he understood the wave that was coming which ChatGPT and GPT-4 have fully unleashed. He also recognized the need for a modern plagiarism-checking solution that delivered advanced features such as scan history, detection scores, shareable results, and team access, all of which are now integral parts of Originality.AI.
Jon’s work has garnered attention from renowned publications like The New York Times, The Guardian, and Axios. His expertise in AI content detection is shaping the narrative of the digital era.