The Beat | January 27, 2023

With AI-generated content, is there a future for content marketers?

AI in content marketing is a tricky topic, am I right? Some love the idea of machines doing the work, others worry about the value of human work. But here's something to think about - if AI can commoditize basic writing, couldn’t it make the good stuff, new and unique human ideas, even more valuable? Our CEO chimes in on this topic in our latest issue.  Plus, the contrasting approaches of Getty Images and Shutterstock towards AI, TikTok's "heating" button, and more. Bottom line: don't miss out on the latest scoop, scroll down and check out our latest issue now!

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Whenever new AI technology is introduced, there’s always the concern that it will replace the human touch. Well, AI has the power to turn basic writing into a commodity, but it could also make new and unique human ideas even more valuable. This is a special The Beat issue. So take a break and check it out, we promise it'll be worth it.
Vitor Peçanha
Co-founder of Rock Content.
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The AI paradox: the impact of ChatGPT on Content Marketing

Diego Gomes
Rock Content’s CEO
The launch of ChatGPT has sparked a lot of conversations about the future of AI and its impact on content marketing. Truth be told: some marketers are simply loving the idea of having a bot doing all the creative tasks (is it, though?) while others are just terrified about the thought of the human workforce losing its value. However, there is a unique paradox at play - AI can both standardize content and make truly handmade content even more… valuable. You read it right. In our recent column, our CEO Diego Gomes provides thought-provoking insights on this topic. Don't miss the opportunity to read his perspective.
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Why have Shutterstock and Getty Images taken differing approaches to AI?

Vanessa Dias

Content Specialist

Recently, Getty Images and Shutterstock have taken vastly different approaches towards the use of AI. Getty Images is currently suing Stability AI for alleged intellectual property rights infringement, while Shutterstock has announced the expansion of their partnership with OpenAI and the launch of a fund to compensate content creators. What do these contrasting approaches tell us about the future impact of AI and its potential as a tool for empowerment or a source of fear and mistrust? Join us as we delve deep into this topic in our latest blog post.
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TikTok confirms employees can manually decide what goes viral

Alina Neves

Global Customer Experience Analyst

TikTok has acknowledged that its employees have the ability to manually increase the visibility of certain videos on the platform in order to achieve a targeted number of views. The feature, which is known as the "heating" button, bypasses the platform's algorithm and is used to promote celebrities and emerging creators within the TikTok community (not following an algorithm, but rather the app’s interests). Well, this type of behind-the-scenes manipulation is not uncommon among social media platforms and can lead to misuse. The full details of the case can be found in the linked article.
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It's interesting to see the different opinions on the topic of behind-the-scenes manipulation on social media platforms. It's a complex issue that raises concerns about transparency and fairness. You may want to check out our article on TikTok's "heating" button, where we dive deeper into the topic and explore the implications of this type of manipulation on the platform.
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Amazon pauses social impact program amid crisis

Luana Dias

Social Impact Marketing and Communication Analyst

As Amazon pulls the plug on its AmazonSmile program, we take a closer look at the giant marketplace’s decision and what it tells us about making a social impact in times of crisis. Is this a sign of Amazon backing away from its commitment to social responsibility or a strategic shift? Is it a good time to keep focusing on social impact strategies? We dove into the details and examined the potential outcomes in this latest article.
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Cartoon by Tom Fishburne @marketoonist

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