Algorithms are able to automatically search the Web for information, pool it
and create a readable piece of writing. In addition, data-based reports in the
area of sport, the weather or finances are already frequently created automat-
ically today.
Recently, for example, merely a few minutes after Apple had announced
their latest quarterly figures, there was a report by the news agency
Associated Press (AP): “Apple tops Street 1Q forecasts”. The financial report
deals solely with the mere financial figures, without any human assistance
whatsoever. Yet, AP was able to publish their report entirely via AI in line
with the AP guidelines. For this purpose, AP launched their corresponding
platform Wordsmith at the beginning of 2016, which automatically creates
more than 3000 of such financial reports every quarter, and which are pub-
lished fast and accurately. It is no longer that easy to distinguish between
whether an algorithm or a human has written a text.
Another exception of recent times is represented by the IBM invention
called “Watson”: After its victory in the quiz show “Jeopardy”, Watson
showed what is already possible with AI in the field of robot journalism. As
the editor-in-chief, Watson created an entire edition of the British marketing
magazine “The Drum”. Thousands of copies of the edition were printed, in
which he had both selected images, adapted texts and designed the pages.
Creative AI that—as was to be shown in the test—works excellently.
To this end, he was fed with data about the winners of the “Golden Lion”
from the Cannes Lions International Festival of Creativity. It was not only
about creating the magazine, but at the same time, about creating AI that
suited the taste of the lifestyle public. Watson was thus meant to create
something that many brands have not succeeded in doing to this day: Place
the stakeholders in the spotlight and align the content marketing activities
with their interests and needs.
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