While businesses should be looking to responsibly and carefully work generative AI tools into their workflow, there are a few areas where the tech comes up short.

There’s an exciting sea change taking place in B2B tech marketing. While organizations got by for years with underdeveloped, middle-of-the-road content, the need for messaging that stands out has intensified thanks to an evolving buyer journey, changes in the social media landscape, new data privacy regulations, and economic uncertainty in the tech sector. In short, content standards are rising across the buyer journey.

To complicate things further, generative AI has emerged—and naturally, content marketing teams are looking to it as the perfect solution for these unstable times. After all, the promise of generative AI is simple: more content at a lower cost. Could great content really be just a few GPT prompts away? Not so fast.

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