Global marketers face a constant demand for diverse, high-quality content that caters to multiple countries, cultures and languages. For many, the struggle lies not only in creating content at scale but also in the constraints of limited resources and tight budgets. 

Fortunately, a new solution has emerged: AI tools.

But are AI tools reliable for generating content at scale?

Let’s explore the possibilities of AI for large-scale content creation, including the best tools to use and how to humanize your content.

Is using AI to generate global content at scale reliable?

As a global brand, you want both quantity and quality when scaling your content production. While AI can certainly help with quantity, the quality depends on many factors.

The reliability of AI-generated content hinges on the below:

  • Quality of input: AI tools thrive with clear, concise, well-defined input. The better the initial data or instructions, the more reliable the AI-generated output. Global marketers need to craft precise briefs and guidelines to ensure the desired results.
  • Algorithmic capabilities: While AI can excel in tasks like product descriptions or data-driven reports, it may struggle with creative or highly specialized content. Make sure to choose AI tools that align with your specific content needs.
  • Human oversight: Even in the age of AI, human expertise remains indispensable. To maintain reliability, it’s crucial to have human oversight of all content generated by AI. Humans can ensure the content aligns with brand guidelines, cultural nuances and the desired level of creativity and authenticity.
  • Content review: AI-generated content should undergo thorough review processes. Content quality assurance ensures the material meets the required standards and is error-free. This step is crucial to maintain reliability, especially when dealing with multilingual content for diverse global markets.

While AI can help speed up content creation, it shouldn’t be relied on too heavily during the editing and review process. While editing tools like Grammarly and LanguageTool are great for picking up basic grammatical and spelling errors and areas for improvement, they can’t review for things like factual accuracy and audience relevance. 

Ready to grow your brand globally

Beyond generating written text, you can also use AI in other areas of your content production process: 

“AI tools are also good for idea generation and getting your thoughts organized, so more like using it as a writing assistant.”

Shaheen Samavati, CEO of VeraContent

When creating in-depth ideations for a multilingual blog, you can use AI for topic inspiration, article briefs and detailed outlines. It’s an ideal assistant, helping you streamline and optimize the process.

See also: How AI localization helps marketers—and how it doesn’t

What are the best tools for creating multilingual content at scale?

VeraContent CEO Shaheen Samavati chats with content creator Marty Englander about using ChatGPT to speed up content creation.

With the influx of AI content creation tools, it’s hard to know which ones are worth trying.

“They all basically use the same foundations. Choosing one depends on what you want to use the tool for. Sure, you want to write content with it, but to what extent? Do you want the tool to be more of a personal assistant to you? Or do you want a tool that will do it all for you?”

Marty Englander, content creator

Most tools have free trials, so you can test a few and see what works best for your workflow.

Also, many of the tools you’re likely already familiar with incorporate AI features, making the transition less intimidating than you might think. 

You can also use tools throughout each step of the process—from project management to content planning, collaboration, scheduling, tracking and optimization. These all help successfully scale your content production.

See also: 25 AI marketing tools to transform your workflow right now

Here are a few tools to use specifically for generating global content:

  • ChatGPT: An all-rounder of AI tools, ChatGPT acts as the ultimate AI assistant. You can use it for idea generation, inspiration, content creation and translation—among many other tasks. While it’s not specifically geared towards writing or translation, you can get it to produce some decent content with the right prompts. 
  • Writer: A pretty powerful AI content generator that allows you to customize output specifically for your brand. You can choose to work from their prebuilt templates while also integrating your own style guides and in-house templates.
  • Jasper: Designed to help businesses create high-quality written content efficiently. It offers a range of tools and features to streamline content creation, from blog posts to product descriptions.
  • Copy.ai: Similar to Jasper, Copy.ai is geared toward creating text-based content, with numerous features to customize the output to your needs.  
  • GrammarlyGO: Grammarly’s AI tool to help speed up the editing process. As a writing assistant, you can use it to generate, rewrite, and edit content while also brainstorming, building outlines and optimizing content. 

At VeraContent, we’ve also tested a few AI video editing tools, including VEED, Descript, Riverside and Canva. Plus, AI dubbing tools HeyGen and Rask AI

Don’t forget about translation. We’ve covered this topic in more detail in the below blog posts:

Will it pass AI writing detectors?

Regarding AI writing detectors, it’s wise to take their judgments with a pinch of salt. While AI writing detectors have made strides in recent years, there are still significant limitations. Many of them may falsely flag content as AI-generated when, in reality, it was crafted by human minds. These detectors rely on patterns and algorithms, sometimes leading to erroneous conclusions.

The ultimate testers of your content’s quality are your audience (humans) and search engines like Google. For example, Google values high-quality content that aligns with its search quality rater guidelines. While it has mechanisms to identify automatically generated low-quality or spammy material, it doesn’t categorically dismiss all machine-generated content.

For human readers, the key is to ensure that your content doesn’t sound stereotypically AI-written. There are telltale signs, such as the use of common words or phrases like starting sentences with “In a world where,” “In the realm of,” “In the ever-evolving landscape” and others.

Avoiding clichéd expressions like “delve into,” “picture this” or “in conclusion” is essential to make your content appear more authentic. And, of course, always ensure the content is actually helpful and answers your audience’s most pressing questions.

This is precisely where the role of human editing becomes crucial. While AI content generators can assist with foundational content creation, they often lack the finesse of adding cultural nuances, relatable examples, brand-specific details, the right tone and eliminating AI-generated clichés. 

Human intervention is indispensable in refining and perfecting the content, ensuring it resonates genuinely with your target audience and passes the scrutiny of AI detectors and discerning human readers.

“It’s really important to have different editing stages. You need to put certain checks in place to ensure the work you’re putting out is consistently good.”

Shaheen Samavati, CEO of VeraContent

See also: How to scale content creation without hiring

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The best way to scale your global content

The optimal approach to scaling your global content is a strategic combination of AI tools and human expertise. While AI helps with efficiency, working with a specialized global agency is the true secret to successful global marketing at scale. 

Agencies like our team at VeraContent already have established processes, tools and an extensive network of local content creators. Partnering with an agency assists you in streamlining your content production journey—helping you expand your global reach with relevant content.

Request a meeting with our team to find out if you qualify for a free content consultation.