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For creators working in the digital marketing industry, demand for high-quality, engaging material is always high. And the pressure to produce it consistently can sometimes be draining. That’s why marketers have started leveraging AI content creation tools, making them an ally in their content production activities.
In this article, we’re going to take a deep dive into the what, why, and how of AI content creation tools. Whether you’re a seasoned marketer or a curious newcomer, understanding these tools could be your key to unlocking new levels of creativity and efficiency in your content strategy.
AI for content creation is exactly what it sounds like. It is about using artificial intelligence technologies to assist in creating all sorts of content, from writing articles to designing graphics to editing videos. These content creation tools are pretty versatile, as they can help you create social media posts, craft product descriptions, and even tailor content for different audiences. Content marketers generally use them as aids that can take care of repetitive tasks, help work faster, handle larger volumes of content, and give a starting point when feeling stuck.
What is especially valuable is that these AI assistants are always learning and improving through machine learning and natural language processing.
That said, the human touch is still indispensable. While AI content tools can generate content quickly, it’s up to us to add originality, ensure quality, and ensure that the content truly resonates with our target audience.
Right now, 38% of businesses are harnessing AI to generate content ideas, while 29% rely on it for crafting website copy. Even more striking, 42% of companies use AI to develop long-form written content, and 46% employ it for personalized advertising. AI plays a huge role in content creation, and it’s likely that it will continue to impact it as the technology evolves. In the pharmaceutical industry, AI is capable of assisting experts in such key areas as drug discovery & development, preclinical and clinical trials, manufacturing & supply chain, medical affairs, pharmacovigilance, and other sectors.
No doubt, GenAI can make many tasks more manageable and easier to complete, especially when it comes to creating content. However, when it comes to pharma and life sciences industries, the use of generative AI tools for content creation might come with extra risks, including:
A recent report shows that 82% of organizations face greater compliance risks due to a lack of control over AI and automation-related processes, and 77% are seeing increased risks to core business processes. GenAI tools are not just unaware of many regulations, especially if they are industry-specific, but can also cause safety and compliance issues if not used correctly.
Even if you prompt AI to write a message using your brand voice, it is likely to either do a poor job of replicating it or completely misinterpret it. The problem is that it’s not enough to just write a prompt with “use my brand voice” in it. Your tone of voice and messaging rely on many things, such as brand identity, values, beliefs, and experiences. It’s hard to recreate based on a simple prompt and a few examples of texts.
It’s common for AI to state incorrect facts and share incorrect information. Sometimes, AI will make up information that simply doesn’t exist, and when asked for citations, AI might show unreliable websites and even made-up resources as proof. Language models can lie, especially if they “feel” they are under pressure. When speaking to different audiences, they also tend to change their behavior based on who they are talking to. Because of that, it can be hard to produce compliant, accurate content with many popular GenAI tools.
In pharma, brand compliance plays an important role in building a trustworthy relationship between a company and its customers, whether they are healthcare providers, patients, or other pharma businesses. Here are a few reasons why it matters so much:
Businesses that always stay on-brand are much easier to remember and recognize. Inconsistent messaging makes you blend in, while consistency ensures that your brand always has something that can make it stand out, whether it is your style of jokes, a memorable logo, or a simple yet effective slogan. In pharma, companies that have been consistent with their messaging and brand voice are now among the most recognizable businesses in the world.
Patients trust those healthcare providers who remain stable, unchanged, and consistent over the years. If a company jumps from logo to logo, keeps “rethinking” its branding, and constantly changes its messaging, it can be considered a red flag for many customers, especially in the life sciences and pharmaceutical fields.
If you identify what makes you unique and use it to build your brand, you’ll stand out from the competition and increase your chances of being noticed by your target audience. However, to be consistently recognized and remembered by customers, it’s crucial to maintain your visual identity and branding, even in the smallest details. That’s what will truly set you apart.
Pre-approved, brand-compliant assets are far more likely to pass MLR review than materials created from scratch. MLR reviews can be time-consuming, and if you’re constantly producing new assets, you may face endless rounds of revisions.
Whether your goal is generating long-form content, planning your next campaign, or simply proofreading emails, it’s crucial to understand how to write correct prompts for AI to achieve the best results. Why does such a simple task at first look so difficult in reality? Here are a few reasons why non-experts often struggle to create effective AI prompts:
Let’s say you’re working on short-form videos for a marketing campaign. You aim to write a script, and you decide to use AI tools to help. You ask the AI to write a script for a marketing campaign about a certain medical device. But instead of explaining the device, who it’s for, and its benefits, you simply type, “Write a video script for Product A,” and expect the AI to understand you.
Context matters.
When using AI writing assistants to develop content, always make sure the AI knows what type of content it’s creating, who the audience is, and all the other key details.
Don’t ask AI to complete several complex tasks all at once. While it may be capable of doing so, the quality of the final output will usually be lower than if you break the request into smaller, more focused prompts.
For example, if you want the AI to create a content marketing plan that includes various types of ideas, start by asking it to write the basic plan first. Then, follow up with more specific requests to build on that foundation.
Nothing is perfect. Even the latest AI models are still learning, and it’s likely that after your initial prompt, the final result will still need refining and improving. Don’t stop right there. Provide your feedback, give ideas on improving the created content, and elaborate on what could be changed whenever you dislike the output.
The use of AI content creation tools often sparks heated discussions. Supporters highlight how these tools increase productivity and efficiency, while critics worry about losing human creativity and the risk of bias. Let’s examine the advantages of creating content with AI and how specialized AI tools can help bridge the gap:
AI can significantly enhance productivity by helping to brainstorm and generate ideas for content, jumpstarting the creative process. It can also save time by conducting initial research and providing a foundation for content creation.
However, while AI excels in ideation, human intervention is still necessary to ensure quality. The AI-generated content cannot be blindly trusted and needs thorough fact-checking. This is why it’s important to view AI as a tool to enhance human capabilities rather than replace them entirely.
AI content creation tools offer a significant advantage in terms of time efficiency. They produce content at a pace that outstrips traditional methods, dramatically decreasing the time and effort needed to create materials. This can be particularly valuable for small teams of marketers who face the constant challenge of producing large volumes of content regularly.
On the other hand, artificial intelligence often struggles to capture a specific tone of voice or provide insights beyond mere facts. That’s why it cannot create high-quality thought leadership content fast.
The nuanced understanding of brand personality, audience expectations, and the ability to offer unique perspectives or creative interpretations still remain the domain of human writers.
The editing process becomes much easier when tools are trained to identify mistakes specific to a particular industry. For example, an AI content writing tool designed specifically for the pharmaceutical sector will check for grammar and spelling errors and compliance with current industry regulations. Generic third-party tools lack this capability, which is why it’s so important for businesses to develop AI models trained on relevant laws and standards when the opportunity exists.
Another essential feature any AI content generator for pharma and healthcare should include is a compliance checker. Compliance checks ensure that marketing copy adheres to all relevant rules and regulations and verify that the content is safe to publish, respects privacy requirements, and does not disclose any sensitive or confidential information. Specialized AI writing tools and other content generation software are created with all these compliance checks in mind, eliminating the need for manual checks.
Many companies in the pharma and healthcare sectors use technology to speed up and improve processes such as Medical, Legal, and Regulatory reviews. Most of them already have systems in place that enable better editing, proofreading, and approval. This is why adding new assistant tools is not enough, even if they are the best AI available; these tools must be integrated into existing workflows and systems. This is possible only if specialized AI models are created.
Almost everyone in the content creation sector knows platforms like ChatGPT and Midjourney. So we would like to get you acquainted with the lesser-known AI content creation tools on the market. Our list includes a healthy portion of writing and research, SEO, and video and image tools, including software for image generation, creative writing, real-time suggestions, and other AI-powered marketing and content creation platforms.
eWizard is a content experience platform that’s tailor-made for pharma companies. It doesn’t just help create content — it covers the whole process, from planning and building to translating, getting approvals, and breaking content down into reusable modules.
eWizard offers a broad selection of AI-powered features:
And the platform has already proved itself in action. We’re talking about companies cutting their content production costs by up to half. On top of that, in an industry where time-to-market can make or break a product, eWizard is helping speed up those crucial MLR reviews by 30%.
eVa is an AI-powered agent that helps create content that is on-brand, compliant, and ready-to-use. Unlike generic AI tools, eVa considers all the industry-specific regulations and focuses on creating content that doesn’t require days of editing and polishing. Here is what makes eVa stand out:
eVa AI assistant can be seamlessly integrated into your existing systems and processes, including the eWizard platform. eVa requires no technical skills to get started. Users have already reported launching campaigns 50% faster, with close to no compliance issues, thanks to eVa.
Frase is an AI content creation tool designed to streamline the process of writing. This software stands out in the crowded field of AI writing assistants by offering a unique combination of content research, planning, and optimization features. It shines in identifying and categorizing content opportunities based on search results. When creating outlines or content briefs, Frase scans the internet for relevant articles based on the user’s keyword or title input.
Users like Frase’s ease of use and SEO-optimized content generation based on top search results, but note that the tool struggles with writing introductions and conclusions, may sometimes commit grammatical errors, and the existing pricing plans do not give enough search queries to write long-form content.
Jasper was one of the first AI-powered writing tools on the market, gaining immense popularity. So, how is this AI content creation tool doing now, in the age of ChatGPT?
Users note that Jasper is great at generating content quickly, has a diverse array of pre-installed templates that are suitable for various types of writing, and can even create AI art. You can also integrate it with grammatical tools, and adapt tone of voice settings so that it mimics a personal writing style.
However, there are some potential drawbacks. People claim that it can sometimes make mistakes with facts, repeat itself in longer pieces, needs specific instructions to work well, and can copy content directly from sources it uses. It is also considered to be expensive for large teams. Hence, although Jasper is valued for helping content creators overcome writer’s block, it still needs human oversight.
Synthesia is an AI-powered video creation tool that allows users to generate AI avatars that appear to speak their script. This unique approach to video production offers the platform a library of over 150 multicultural AI avatars and supports more than 120 languages, accents, and dialects.
Regarding cons, users say that the synthesized voices may often sound robotic. It’s also sometimes challenging to set the right pace for voice-overs, often needing to add multiple pauses to the script.
Surfer SEO is a tool designed to boost website traffic and search engine rankings by offering detailed content analysis. It compares your pages to top-ranking competitors, providing actionable insights for improvement. The platform’s keyword research helps identify high-impact content ideas, while its on-page optimization suggestions fine-tune elements like keyword usage and meta tags. With a Content Editor that provides real-time feedback, Surfer SEO ensures your content is always optimized.
What sets Surfer SEO apart is its use of Natural Language Processing to understand search intent, allowing users to create content that resonates with readers. The tool’s Surfer AI takes this a step further by analyzing over 500 web signals to generate content that not only ranks well but also meets user needs effectively.
Grammarly is an AI-powered writing assistant. It will help you improve your text by highlighting grammatical errors, avoiding overused terms, keeping your sentences clear and concise, and overall making it sound more confident. Another huge benefit of the tool is that it integrates with a lot of websites, checking your text as you write.
The free plan is quite robust compared to competitors; however, you’ll need to upgrade if you want more hands-on suggestions. On top of that, while Grammarly offers a plagiarism scanner and a gen AI text generator, they aren’t perfect and fall short of the other available options.
As we’ve described above, even the best artificial intelligence tools might occasionally give you a challenge. That’s why knowing how to use them effectively is crucial to get the most value. So, let’s discuss some tips.
The quality of AI-generated content largely depends on the input you provide. Hence, writing detailed, specific prompts is important to get the best results. Include key points, desired tone, and particular phrases and keywords you want to incorporate. The more precise your instructions, the more tailored the output will be.
Just wanting to write a nice landing page or create an article is not enough. Determine what type of content you’re creating, the target audience, and what messages you want to convey. Having well-defined objectives will guide your use of AI tools and ensure the output aligns with your needs.
Not all AI content creation tools are created equal. Experiment with various platforms to find those that best suit your specific needs. Some may excel at long-form content, while others might be better at social media posts or headlines.
Artificial intelligence tools can sometimes give inaccurate or outdated information. Therefore, make it a point to verify facts, statistics, and claims in AI-generated content always. This is essential if you want to avoid misinformation and maintain credibility.
On top of that, while free AI tools can produce impressive content, they may also give you generic and robotic outputs. Always review and edit the generated text, look for areas that need a human touch, nuance, brand-specific language, personal anecdotes, or up-to-date information that the tool might’ve missed.
Remember that the most effective content often results from a synergy between AI efficiency and human creativity. Use AI to handle routine tasks or generate initial drafts, then apply your expertise to refine and elevate the content.
AI content creation tools offer businesses a wealth of possibilities for boosting productivity and creativity, streamlining processes, optimizing writing, and delivering impactful content. But here’s the thing: when it comes to industries like life sciences, where regulations are tighter than a drum, we can’t just use any old AI tool off the shelf.
That’s where the real innovation is happening. We’re seeing the rise of AI-powered tools, like eWizard, that are built from the ground up for specific industries.
Looking ahead, we’ll see more of these specialized AI tools popping up. They’re not just about making life easier for marketers, they’re about helping highly regulated industries communicate more effectively in a digital world without running afoul of the rules.
Because most GenAI tools lack compliance awareness, struggle to maintain consistent brand voice, and risk spreading misinformation. In a highly regulated industry like pharma, these shortcomings make them risky to use without extensive human review.
Brand compliance builds trust with patients and healthcare providers, ensures consistent recognition, accelerates MLR reviews, and sets companies apart from competitors by maintaining a strong and stable identity.
Many users fail to provide enough context, ask AI to handle too many tasks at once, or accept the first result without refining it. This often leads to low-quality outputs that don’t align with brand or compliance requirements.
Unlike generic tools, eWizard and eVa are designed for pharma. eWizard offers features like auto-tagging, an MLR acceleration engine, and modular content management, while eVa generates on-brand, compliant, workflow-integrated content that reduces manual editing and shortens time-to-market.
Companies using eWizard report cutting content production costs by up to 50% and speeding up MLR reviews by 30%. With eVa, teams launch campaigns faster and face fewer compliance issues, thanks to built-in regulatory awareness and brand consistency.
