Ultra personalized - Synthetic content as the solution for a more bespoke web

The modern web has transformed into a vast digital landscape of content and data, with information available at our fingertips. However, while we have access to an abundance of information, it can be challenging to find content that is tailored specifically to our interests and needs. The web is a one size fits all affair or at the most a two or three size fits most.

For this reason, there is a growing interest in the use of synthetic content, generated by artificial intelligence (AI), to provide a more personalized experience for users.

The idea of using AI to generate content is not new. In fact, AI has been used in content generation for several years, with companies such as OpenAI and GPT-3 developing increasingly advanced natural language processing (NLP) models capable of generating text that is indistinguishable from human writing.

And up till now this content has been produced and used as is. One set of content to fit us all. However, the recent advancements in AI technology like the rise of GPT-4 and the increasing demand for personalized content have led to a renewed interest in the use of bespoke synthetic content on the web.

One of the primary advantages of using synthetic content is the ability to create bespoke content at scale. With the sheer amount of content available on the internet, it can be challenging to create personalized content for each individual user. However, AI-generated content can be tailored to each user’s interests, preferences, and behavior. This means that each user can receive a customized experience that is tailored specifically to their needs.

This might seem strange at first. The entire experience should not be different between different users. But the finer details the overall experience can suitably be changed to better fit the user that uses the application or website. Small nudges to the overall experience.

Another advantage of synthetic content is that it can be generated quickly and efficiently. Traditional content creation can be time-consuming and expensive, with writers and editors required to create, edit, and publish content manually. However, with AI-generated content, the process can be automated, allowing for faster turnaround times and lower costs.

Having human editors making changes to a website in realtime and customizing web pages on the fly for individual visitors would be terribly expensive. I can’t even fathom the incredible labor costs.

The use of synthetic content also has the potential to improve user engagement and retention. Humans are easily distracted and when it comes to UIs as fickle as cats. Personalized content is more likely to be relevant and interesting to users, leading to increased engagement and a higher likelihood of repeat visits. This can be particularly valuable for businesses, as increased user engagement can lead to higher conversions and increased revenue.

This engagement capturing changes can be done at close to real time by an AI without the user even noticing.

One of the most exciting applications of synthetic content is in the area of e-commerce, all roads seem to lead us here. By using AI-generated content to create and adapt product descriptions and recommendations businesses can provide a more personalized shopping experience for their customers. This can lead to increased customer satisfaction and a higher likelihood of repeat purchases.

It may also be used to create fake reviews if one would be so inclined. But that would be morally wrong and nothing any e-shop owner would ever do. Right?

However, the use of synthetic content is not without its challenges. One of the primary concerns is the potential for bias in the AI algorithms used to generate the content. If the AI models are trained on biased data, as they unfortunately often are, the content generated may also be biased, potentially perpetuating harmful stereotypes or discriminating against certain groups of people. It is therefore crucial to ensure that AI-generated content is ethical and unbiased.

The proof is in the pudding, so check the quality of your ingredients.

Critics of synthetic content often raise the concern that it has the potential to replace human workers in certain industries with their AI counterpart. And while the use of AI-generated content can lead to increased efficiency and lower costs, it may also lead to job losses in industries such as journalism, content creation, and customer service.

To some extent I agree, in the short term. There is a chance that you will be replaced but not by an AI. You will however be replaced by a human controlling an AI and there is a huge difference. Skilled writers will always be needed and help train and judge the quality of the AIs work.

Innovation and progress tends to scare us in the short term but has never failed to bring us more and better things to do.

In conclusion, the use of synthetic content generated by AI has the potential to revolutionize the way we consume content on the web. By providing a more personalized experience, businesses can improve user engagement and retention, leading to increased revenue and customer satisfaction. However, it is important to ensure that as we continue to explore the possibilities of synthetic content, it is crucial that we do so ethically and responsibly, with a focus on creating a better, more bespoke web for all.