AI for your content marketing? A status quo report on generative AI

The buzz around ChatGPT shows: AI authors are no longer a thing of the future, but ready for use in content production. In this status quo report, you’ll learn what such text tools can already do (and what they still can’t), and how you can use them for your content marketing.

Till Zier
23. January 2023
MarTech Trends

hether product descriptions for an online shop, blog posts, or social media posts – Artificial Intelligence (AI) has long been used in their creation. AI likely has already been supporting you and your team for quite some time through machine learning in marketing processes and efficient data analysis. A still fairly new and exciting field is Generative AI, i.e., its application in content creation. Over the past two years, so-called AI content writers have increasingly come into focus. If you’re not already doing so, you too should consider getting support from this smart software.

Dieser Artikel wurde am 31. March 2026 aktualisiert.

What is the current state of AI development for copywriting?

The goal of AI in content production is fairly obvious: human-like output is to be generated without human influence—only much faster and at lower cost. We can rely on the results getting steadily better. The fact is that artificial intelligence is constantly becoming more intelligent. AI software collects content created by humans, learns from it, and independently produces authentic-sounding content thanks to machine learning.

A recent study by Aalen University even shows that AI-generated texts win out over texts written by humans. Alternative content was created with an AI writing platform for landing pages, blog posts, and social media posts for international companies. The comparison showed that the generative AI texts were not only easier to read and more engaging, but also came across as more personal to the participants than the originals written by humans. By the way, this text was written by a human—would it be more worth reading if it came from an artificial intelligence?

What can AI content tools already do—and what can’t they?

Around the turn of the year 2022/23, the media hype around OpenAI’s ChatGPT was enormous: On social media, most people were amazed by the good results the AI tool delivered. But of course, there were immediately critical voices and amusement about existing weaknesses—e.g. ChatGPT still can’t solve simple logic puzzles. Here is a very good analysis of ChatGPT.

So does the use of artificial intelligence in content marketing mean that copywriters, journalists, and authors will soon be replaced by AI tools? While you can already use some software solutions very effectively to create text suggestions, for SEO optimization, and for grammar checking, as things stand you should view them more as writing assistants. (Partial) automation of text production can already deliver enormous time savings today, but doing without the human touch altogether is not yet possible.

AI content tools still depend on input and corrections. Machine-generated content must be reviewed and often cleaned up. The fact that the results aren’t necessarily flawless is also because the software pulls its data from content that already exists on other websites. If that content is incorrect, unreadable, or otherwise problematic, the AI adopts such textual building blocks.

Artificial intelligence can absorb and process content and learns rapidly, for example through the various AI agents. Only the ability to assess information still requires human eyes and human judgment. For the future, this could mean that people focus more on strategic factors such as text quality and storyline, while AI tools take over basic content research, sourcing, and production.

How does AI help you in content marketing?

Even if AI can’t take over Content Creation entirely for you, it offers real added value for your content marketing. It can help you deliver texts that your readers or customers are genuinely interested in. You can save time—and therefore valuable capacity—by getting support from AI tools with the following points:

SEO

With the help of artificial intelligence, large amounts of data can be collected and analyzed. This application has long been an integral part of digital marketing. In this context, AI content tools can scan content on the web and identify keywords for you. If you then place these in your texts, you can improve your content’s position in search engines.

Note: If you want to use AI-generated content directly for your SEO measures, you should be careful. Content created by AI can be recognized as such, e.g., by Google. According to the current state of affairs, however, the search engine does not generally penalize it, but proceeds as with conventional content: good AI content ranks well, bad ranks poorly.

Writing different types of text

Many of these tools now go beyond producing simple blog posts and cover all kinds of corporate communication. Depending on the program, you can have slogans, social media posts, ad copy, termination letters, or sometimes even entire books generated for you.

Overcoming writer’s block

Every copywriter knows it: Despite all efforts, the creative flow just won’t come and the page stays blank. AI writing tools can help you overcome writer’s block by providing you with a starting point in the first step. When you enter a title, keywords, and tone of voice, certain AI tools can generate an initial paragraph that you can use as a starting point for your content.

Refining text quality

Checking text quality takes a lot of time – and even then, a comma mistake or double space is often overlooked. With the right AI software, you can quickly check your drafted texts for correct grammar and fine-tune the wording. There are tools that, on the one hand, correct your spelling and, on the other, pay attention to writing style and, for example, point out repetitions or suggest alternative expressions.

Gathering inspiration

You know what topic you want to write about, but you’re missing a common thread and you’re not happy with your structure either? Then grab a suitable AI content tool to help you create a structure for your text. If the software gets enough topical input from you, it will use suitable templates to generate a recommended outline for your post in no time.

Collecting information

Some people consider ChatGPT the “new Google”. Even though it works differently, you can use this or other AI tools to research your content. Especially with more complex topics, for which a more extensive Google search would be necessary, you can quickly get a good, structured overview. However, it’s important that you check this information for accuracy.

A selection of popular AI writing tools for your content marketing

AI content software serves different purposes. While one helps you with content creation, another supports you with proofreading and corrections. Accordingly, numerous tools for your MarTech?8stack are now available on the market. Below, we give you an overview of some particularly popular ones. Of course, this is only a small selection. The generative AI landscape is growing and growing and growing ?6 And: we?7ve left ChatGPT out. You can find lots of useful information, opinions, and how-to articles about this tool in blogs or on social media.

Jasper

Jasper supports you in writing different types of text. In addition to emails and blog articles, even scripts are possible. You provide the software with all the important information, which it then uses to create titles and opening sentences. Then you move into the long-form editor, where everything else happens. The software even has an audio feature that lets you give specific commands such as “Write a concluding sentence about the topic of content marketing.”

Cost: $40 per month for the Starter version, $82 per month for the Boss Mode version

Frase.io

Frase.io is also a practical tool for German texts. The program delivers human-like texts and is also a top go-to for your SEO workflow. It compares your texts with those of your competitors and helps you close content gaps. Many useful templates are included, allowing you to write your desired post in no time. It’s even possible to have a complete draft generated.

Cost: $15 per month for up to four articles, $45 per month for up to 30 articles

Rytr

This still fairly new tool focuses on speed. Rytr offers templates for specific use cases as well as more than 20 language styles. The software provides a good keyword pool and is therefore particularly useful for SEO purposes. It is ideal for overcoming an initial writer’s block, as it can deliver content on niche topics.

Cost: free version up to 10,000 characters per month, $9 per month up to 100,000 characters, $29 per month for unlimited use

LanguageTool

LanguageTool is available not only for many languages but also for German, and is the most popular alternative to the English tool Grammarly. As you can probably already guess from the name, the program is designed for spell checking, grammar, and also writing style. Obvious errors are shown to you, along with suggestions for more elegant phrasing. There is even a browser add-on that performs the check while you are writing texts.

Cost: free version with limitations, premium version for around €5 per month

Copysmith

Copysmith is one of the most popular and most comprehensive tools for marketing-related content, helping you with every aspect of copywriting—from initial brainstorming and writing the text through to SEO. The software is designed especially for e-commerce teams and agencies. A major plus is that it learns as you use it. It’s well suited for landing pages, product descriptions, and social media content. It also allows you to create content for various platforms directly within the tool.

Cost: $19 per month for the Starter version, $59 per month for the Professional version

copy.ai

copy.ai also supports content production in German. With the tool, you can quickly generate social media posts, blog content, website copy, product descriptions for e-commerce, sales copy, and digital ad copy. It is therefore a good go-to for marketers.

Cost: free version up to 2,000 words per month, $49 per month for the unlimited version

anyword

With anyword you can write copy for ads, emails, your blog, and social media. The tool is designed to improve your conversion. When creating content, the software works with frameworks such as the AIDA model, for example, to draw your target audience’s attention to your content as effectively as possible.

Costs: free trial version, then $24 per month for the Starter version, $83 for the Data-Driven version

AI supports content production, but it doesn’t replace you

Are you still hesitant about using AI for copywriting? The best thing you can do is let go of the idea that AI should take over your entire job. Instead, get comfortable with the idea that it is much more of an assisting partner in content production. So familiarize yourself with the wide range of use cases and find the AI content tool that suits you best. If you leverage the programs’ capabilities properly, they can efficiently support your marketing in areas like SEO or social media. As with (almost) all new trends, the same applies here: It’s better to jump on the bandwagon early than to be run over later. Because AI applications are here to stay.

By the way: There are generative AI tools for many other use cases, such as images, videos, design, code, music, speech …

Matching: Compare AI Tools for Content Marketing and Consultancies

Are you looking for tools, software providers, or consultancies that optimize the use of artificial intelligence in content marketing in your company? We have already helped numerous SMEs and large corporations identify the right partners for their AI projects.

On the Matchilla platform, you get access to the most relevant AI tools and experts for ChatGPT & Co. and can match them to your specifications. Just give it a try.

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About the author

Till Zier is CPO at Matchilla and, as an AI expert, reports in MatchZINE on news, tools, and trends related to artificial intelligence in marketing.