AI Content Creator.

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What are AI content creation tools?

AI content creation tools produce text-based or visual content using artificial intelligence (AI) technology based on written prompts.

Common examples of AI content creation tools include ChatGPT, Midjourney, JasperAI, and, of course, our very own OwlyWriter AI for writing knockout social media post captions in seconds. (More on that later.)

Who can benefit from AI content creation?

Social media marketers

Making multiple variations of short-form copy is where AI content creation tools shine. From headline variations, quotes for graphics and spotlight text, AI-powered writing tools can turn an existing piece of content into a dozen or more social posts, suggest ad copy, and more.

Combine this with an effective content curation and a UGC strategy, and you’ll have plenty of prime social content that requires very little input from a human. It makes A/B testing much easier, too.

Maximize your time even more by pairing your AI-created content with Hootsuite, which recommends the best time to post based on when your target audience is online. Create content in bulk, then schedule it for the most effective times — automatically.

Content creators and content marketers

AI-powered content creation tools aren’t here to replace you — but using AI, you can produce more content. Which means you can test more content to find out what your audience responds to the best and, ultimately, find success in your content strategy a lot faster.

AI content creation tools can also automate a lot of the repetitive tasks you do: Updating brand template graphics, repurposing content for different marketing channels, resizing visuals to each platform’s image specifications, and more.

Use that time savings to further develop your marketing strategy and spend your human time on high-level content, while AI takes care of the rest.

Customer service agents

Customer service agents are most valuable when helping customers with detailed or unique inquiries that require a human touch. Nobody wants to check on order status updates all day; it’s not a good use of their time or your dollars.

Instead, AI customer service tools like conversational chatbots can “talk” to your customers virtually to answer shipping inquiries, offer product recommendations, and handle other simple questions. As a bonus, they work 24/7.

When AI answers the mundane questions, service agents have more opportunities to use their specialized skills and knowledge to delight customers who need more complex help, which further develops brand loyalty.

Best AI content creation tools for 2023

1. OwlyWriter AI

Maybe I’m biased but Hootsuite’s very own OwlyWriterAI is the best AI content creation tool for social media. You enter a prompt and OwlyWriter gives you winning content, saving you hours of work.

It uses text prompts, so how is OwlyWriter different from ChatGPT or other AI copy tools?

OwlyWriter is built on ChatGPT’s pioneering language model but it also includes all of our winning content formulas that took over 14 years of research to develop. The best AI engine + Hootsuite’s battle-won experience? Uh, yeah, that’s OwlyWriter AI.

OwlyWriter can:

  • Write a new social media caption in a specific tone of voice
  • Write a post based on a link (e.g. a blog post or a product page)
  • Generate post ideas based on a keyword or topic (and then write posts expanding on the idea you like best)
  • Identify and repurpose your top-performing posts
  • Create relevant captions for upcoming holidays

If you can prompt it, OwlyWriter can write it. 😎

To try out OwlyWriter right now, sign in to your Hootsuite account and go to the Inspiration section of the dashboard. Then, pick the type of content you want to make:

Not sure? Try out Get Inspired. Type in the general topic you’re looking for content about and click Get ideas.

2. ChatGPT

ChatGPT doesn’t usually need an introduction these days, almost becoming synonymous with “AI content creation” by itself. ChatGPT is a natural language processing (NLP) chatbot that can understand and produce human-style conversations andcontent, like social posts, blog articles, and more.

Despite existing publicly for only a year, ChatGPT spurred a massive panic among writers and marketers as a harbinger of doom that’ll have us all out of a job. ChatGPT is still a machine and while it’s helpful in many cases, it won’t replace an actual human’s capability for original thought. (She says hopefully…) No, really, it won’t.

Use ChatGPT for:

  • Idea generation and brainstorming.
  • Blog post outlines.
  • Social media post ideas.

Not the best for:

  • Full drafts.
  • Factual/historically accurate details. (Always double-check with verifiable sources!)

3. Dall-E

From Open.ai, the creators of ChatGPT, Dall-E is an AI graphics creation solution. You write a text prompt of what you’d like to see and Dall-E generates it. It specializes in realistic art, so ideally your audience won’t know at first glance it was created with AI.

 

Use Dall-E for:

  • Creating original graphics for your blog posts or social graphics.
  • Designing prototypes.
  • Web graphics.

Not the best for:

  • Graphics that are important for your brand, like a logo or packaging design. Yes, Dall-E can make them, but branding is more than looking good — keep that to your human team’s expertise.

4. Midjourney

Like Dall-E, Midjourney is another AI graphics generation app. It’s easy to use and runs as a Discord bot, so you can create works of art anywhere, even on the go from your phone.


Anyone can learn to create prompts in Midjourney. However, getting the results you want usually takes a bit more finesse. There are advanced ways to prompt Midjourney, including specifying if you want a transparent background, the aspect ratio, art style, and more.

For more advanced ideas, check our AI art prompting guide.

Use Midjourney for:

  • Social media graphics.
  • Generating logo concepts or project ideas for presentations that you plan to originally design later.
  • Elements to use within your original designs.

Not the best for:

  • Low volume users. The monthly subscription is only worth it if you have an ongoing need for AI graphics.
  • Super realistic results.

5. Heyday

Heyday is a conversational AI chatbot to help you sell more with automated customer service (that people don’t hate). Heyday makes it easier for shoppers to connect with your real life customer service agents, too.

AI writing tools like OwlyWriter help maximize your human employees’ time and the same is true for Heyday. It can handle simple inquiries like retrieving tracking numbers and shipping statuses, and even more sophisticated tasks like recommending products by understanding what a customer is saying.

But there are some things AI can’t solve, like an unhappy customer. Using Heyday to automate those lower-complexity tasks means less wait time to talk to a human for something that needs urgent attention or a more complex interaction.

Use Heyday for:

  • Saving your human customer service reps’ time for more complicated questions.
  • Providing customer service 24/7 without hiring more staff.
  • Creating an interactive FAQ section.

Not the best for:

  • Entirely replacing human customer service representatives. You still need humans to solve human problems.

 













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