AI services for business in 2024: as good as advertised?

Quick helper

Artificial intelligence quickly generates information that corresponds to the entered query. This allows you to quickly get basic information without wasting time on SEO-optimized articles from the top of search results. However, the generated text requires verification and editing, because, in its initial form, it rarely covers most needs.


An endless source of creativity

Often a person is faced with the need to paraphrase a phrase or find new ideas to describe a certain concept. Finding a good fit can take a long time, if at all. AI solves such tasks while playing – the ability to get a poem or a song about unrelated things is impressive and surpasses human capabilities.


Truthfulness and relevance of information

Errors in factual data still occur quite often – it is worth especially carefully checking all numbers and facts for correctness. This nuance only confirms the need to proofread each generated text before publication.


Monotonous materials without emotions

When working with many texts on the same topic, you can sometimes notice that the generated results become quite monotonous. When trying to get other results, there is a chance to get the same, expressed by synonyms, or a completely different result.
The emotional component of working with texts also has its peculiarities. Services offer many styles of writing, but according to our experience, it is not always possible to get into the tone of voice – especially in business topics. Sometimes it's easier to write on your own than trying to get a generated paragraph you want for 5 times with no satisfaction.

With the mass adoption of AI services, the question arose for Google: how to treat artificial content? My first prediction was the rejection of generated texts for one reason – the blurring of value. When any person has access to a service that can generate credible enough thoughts on a plethora of topics, finding out who is an impostor and who knows what they are talking about will be a key and difficult task. A simple solution would be to lower the generated content by default, and the EAT factors could be given even more weight.

The initial skepticism changed when Google announced the admissibility of AI content for sites – as long as the quality of the content was up to par. But later, more and more cases began to appear with a significant loss of positions by sites that widely used self-generated texts. Such cases are associated with the update of the search algorithm in March 2024.

However, you don't have to worry about the fact that instead of the author's text, you may get a generated one from a freelancer. Free AI checkers are available on Google and help distinguish artificial text from human writing. Useful for both customers and teachers in schools and universities.

The generation of AI for video creation is a very hot topic, especially during the popularity of consumption of this type of content on YouTube, TikTok, and Reels. It is difficult to underestimate the attractiveness of this technology. The possibility of getting a virtual avatar to replace the presenter, studio, operator, filming equipment, and editor – sounds incredibly beneficial both from the point of view of saving money and time.

But is everything as good as on paper? As of the middle of 2024, not yet. The uncanny valley effect is still present in generated videos. Our brains are superb at recognizing faces and slightly noticeable changes of a face. The emotional aspect of generated videos is still not there – often the expression of the avatar does not correspond to the intonation and sense of what was said.

Another fact to consider: we subconsciously associate ourselves with the person we look at. Associating yourself with a suspicious fake human does not help to convey what you usually want: trust, credibility, expertise, and reasons to believe. With the mass adoption of video avatar technology, likely, content created by real people will only benefit. It will signal that it is important for the author to convey his message exactly as he wants it, and not as it will be generated by the program.

At the same time, virtual avatars may well occupy their niches, such as specific commercials, where it is not necessary to talk a lot emotionally by design. Dynamic montage can cover the shortcomings of technology and give a result where it will be impossible for the viewer to distinguish a real person from a virtual person in the final product.

Image generation looks no less attractive than video in terms of potential time savings. It is no longer difficult to find even free services with an endless variety of functionality. How does this translate to real work tasks and to what extent do designers see AI services as their daily assistant?

In practice, as always, there are nuances. You can get great results if you work with art, fantasy, video game resource concepts, or abstract objects. Another undeniably cool AI feature is image upscaling.

However, if you happen to work with more traditional business projects and tasks, it becomes complicated. In practice, the generated results are often unpredictable and it is difficult to control the process of making changes to obtain the desired image. In most cases, a successfully generated image has to be manually edited to bring it to the desired conditions. But there are problems with editing too, since the generated image is just an image file and you don't have any editable layers to play with.

The lack of components affects the impossibility of making significant adjustments or resizing to obtain a set of advertising banners in many sizes. In most cases, it is easier to perform the task manually and get the desired result with reusable assets.

Video dubbing technology is not new – we were able to consume test news in audio format years ago. Although the quality of the voiceover still leaves much to be desired, we can already confidently say about the possibility of using artificial voiceovers in some advertising videos.

It is difficult to exaggerate the benefits of this technology for informational content such as news, storytelling, or informational videos. In areas where a relatively monotonous presentation is acceptable, or where large volumes of content need to be voiced regularly, you can already benefit from AI voiceover.

Although one can argue it's not about what you say but how you say it. An experienced speaker can play with emotions and place accents in such a way as to achieve a qualitatively different level of audience involvement. In case you work on intonation-demanding content and you clearly understand what type of emotional response you want to achieve – human voiceover is still superior.

Data analysis

This has proven to be quite a useful feature for certain cases. While more complex types of research remain a job for data analysts, some relatively simple tasks can be performed by Chat GPT addons to save lots of time and effort. AI algorithms can process and analyze data far more efficiently than manual human efforts, so it’s easy to identify trends in the latest marketing data.


Documents summarization

The ability of AI to quickly summarize lengthy documents and reports into concise overviews is incredibly useful in day-to-day business activities. AI summarization tools can digest and extract the key points from research papers, meeting notes, and other lengthy documents you might not be that eager to dive into. This saves significant time and energy over having to manually read and synthesize all of the source material, increasing productivity.


Voice-to-text transcription

Rather than spending hours laboriously transcribing audio recordings, AI speech recognition automates this process with a high degree of accuracy. AI transcription services can rapidly convert audio from meetings, calls, interviews, press conferences, lectures, and other events into searchable text documents. This allows individuals and teams to spend time acting on the content rather than the boring transcription task itself.