Artificial Intelligence at the service of content creation

Sandra Caravana

Pros and Cons of 9 AI Tools in Content Creation

Content creators, copy and content writers, designers, musicians, and everything and everything and everything… the end is near!

Is it?

No. You can breathe.

Sandra Caravana

Pros and Cons of 9 AI Tools in Content Creation

Content creators, copy and content writers, designers, musicians, and everything and everything and everything… the end is near!

Is it?

No. You can breathe.

In recent years, Artificial Intelligence (AI) has been playing an increasingly important role in content creation for various platforms and channels. 

With the help of algorithms and machine learning, and deep learning, AI enables companies to produce personalized and relevant content on a large scale. 

Everything that is made/created/changed with the assumptions of AI is aimed at creating machines and/or software that could perform tasks that normally required human intelligence. 

In the 1960s and 1970s, AI experienced great progress, with the development of specialized programming languages for creating AI systems and the creation of programs that could play chess and solve complex mathematical problems. 

Changing century, we transcended from games to virtual assistants: Siri, Alexa, and Google Assistant (they just weren’t creative in choosing the name here).

Source: Tek4life

Hypocritical would be to say that we are against AI. 

How many options does your washing machine have? What about your vacuum cleaner? Does it already walk by itself? 

It is the natural evolution of the world, sometimes frightening, sometimes full of potential and hope. Especially in the world of medicine.

But in the world of content creators: is it creepy or promising?

Content creators: new profession?


But then what is content? 

Content is king. 

Creating content for the digital world involves creating text, images, video, and audio, or putting all these forms of communication together. And this is all done for one purpose: advertising, information, and/or entertainment. 

These are the communication tools that make us buy an article, subscribe to a service, increase our knowledge (preferably a fact-checking platform, but that’s another matter), or make us laugh. 

Let’s take the example of podcasts:

By definition, a podcast is audio content, similar to a radio. The difference is that it is available for listening whenever the user wants since it does not require being life. We can say that they are based on the audio marketing concept. In Portugal, it is essentially used for interviews, but some use this platform for classes, to get things off their chest, and even for meditation aids. Whatever the objective, it is a success. What’s happening? Content creators have decided to transcend the podcast to the video platform. So, rarely is an interview podcast not filmed and viewable on YouTube.

But this journey is not a one-way street: there are radio stations and TV shows that make their content available for podcasts. 

It is also up to the content creators to figure out which platforms it makes sense to be on. And from a good analysis, the success of podcasts has grown. Not least because you can listen to them in your car, dare I say it’s a UX issue – you listen and you drive.

Source: Pixabay

And how do we promote a podcast of a one-hour interview, with a YouTube video, on social networks? By creating publications with short videos – when these are part of the strategy. But do you need a strategy to make a podcast? Yes, and a script too. Even if the questions are not agreed upon (as in a political interview), the thread of any conversation has to be stable so that no one starts rambling.

This is all content, including the script. Plus the editing of the audio and video. Well, that’s content and talent.

To get our one-hour episode ‘on the air’, it takes 24h of editing, filming, and writing. If only there was something that could optimize this time.

There is. It’s called Artificial Intelligence. The mission of AI is to save time. To get things done faster – not necessarily better. 

Yes, the talk of the moment, just not of the moment.

homem sem rosto Source: Pixabay

Who remembers Facebook? Yeah, it’s built on AI. 

Facebook revolutionized digital relationships because nothing as it existed. Neither did Mirc. Everything else, everything that came after Facebook, even Instagram, is based on the same digital strategy, something we are used to calling the algorithm – that demon! 

The notion of social media enabled a rebranding to marketing.publicidade antiga 7upSource: 7Up

Today, we advertise using #pub, with vertical videos with 15 seconds maximum. Leave in the comments the best sales post you’ve seen on Instagram. 

There are platforms/tools/websites/apps to help create any kind of content. 

The most famous content creation aids are:


Since its launch in late 2022, the most famous Chat has evolved a lot, and you can now create tables while chatting with us. Some ChatGPT courses are already available, so we can take advantage of all its features. The tool is highly intuitive (even WhatsApp can be more difficult to explain to our grandparents), but there is always that one trick or shortcut that justifies training. You can also already find prompts templates for sale, suitable for each goal: sales, written content creation… To learn more about this tool, link in the bio. Just kidding! ChatGPT uses the underlying technology of many of the tools in this article.

For content creators: they can copy 10 publications in less than 10 minutes. Very useful to sell some product or service, with or without #pub. 

Cool, but… Can we give the chat a name? Antonio Pedro, for example. Treat ChatGPT like a friend who just arrived from Luxembourg: you need to give context so that the ten publications are not the same. The most creative advertising agencies like… creative people. Word around is that there are already applications that detect AI-written texts. That is, an AI tool to detect an AI creation.


There is not a student in this country who uses PowerPoint anymore. Canva is the non-designer content creator’s best friend. And even for designers, it makes a point to have an account on the site – if only for inspiration. Many courses teach all of Canva’s tools and hardware, tricks, and tips. 

For content creators: you don’t need to have any background in design. 

Cool, but… Anyone who uses Canva recognizes templates. Sponsored posts without customization all look the same. It’s best to invest in a PRO plan. It’s well worth it when you have image editing to do.


Prompts for images. An evolved Pixabay. 

For content creators: when image banks don’t meet the goals, these AI platforms do. 

Cool, but… No intuitive usability.


An image that looks like a drawing, a work of art! It is amazing the quality of the images created by this tool. The new version changes the size and format of the images, so you can use the same image. You can use a square format and ask to expand to a rectangular format. Is there room to fill? Dall-E takes care of it. 

For content creators: enables automatic generation of highly customized and creative images based on text descriptions. These highly customized and creative images can be used for a variety of purposes, such as illustrating stories, creating ads, or generating marketing content.

Cool, but… It’s just cool. Will it be used to illustrate children’s books? To make movie posters? Maybe. 

Ever wish the “Mona Lisa” was a bit bigger? The image generator DALL-E can handle that. The outpainting feature expands images, using AI to expand the edges of an image. 


Who says create images, says create music. 

For content creators: no more stories blocked because of copyrights. It can be a help for many musicians with fewer resources, just like YouTube. You can create your podcast jingle! 

Cool, but… Will it all get too computerized?


What if non-real images created non-real people? What about cats? The internet loves cats. #thispersondoesnotexis 

The faces are the result of images created by AI, so you can be sure that this person does not exist. It is similar in functionality to a human brain trying to remember and imagine the girl or boy you saw last month.

For content creators: perfect for those who don’t want to expose themselves. Carlos, have you thought about this? 

Cool, but… Doesn’t it remind you of that movie?

Source: Filme Her


Like Canva, this video editor looks basic, but… it creates automatic subtitles. Not perfect, but almost there. It does a thousand and one other things, but this very important feature is just a click away (pardon the cliché). It makes everything so much more inclusive. 

For content creators: it is the perfect video editor for dummies. 

Cool, but… Am I the only one who needs a lot more training for video editing than for using ChatGPT?


We already have artificial images and music, now we have voices. This sophisticated service can create very natural-sounding speech from the text in 120 voices and 20 languages. The latest update is Voice Cloning, where the service will attempt to clone human voices.

For content creators: a great help for video voiceovers. 

Cool, but… It must have quality. Otherwise, the feeling that a computer is talking to you can ruin your ad metrics.linguagem e comunicação inclusiva Source: Pexels


It presents itself as the best translator in the world. Well… it is indeed better than Google Translate. 

For content creators: it makes it easier to access information.  

Cool, but… having a translator friend would be ideal.

To search later:

Analyzing hashtags on Instagram and Twitter: Hashtagify – but I’m just going to create a panic here with the idea that using # doesn’t affect reach. 

Testing and evaluating titles: Headline Studio 

Grammar and spelling correction: Grammarly 

On the inclusive communication side, we can use NaturalReader to read the text in photos, pdf, and even e-books.

What do all these tools have in common? They evolve through deep learning. 

Deep learning is an area of AI that focuses on developing algorithms that can learn from large data sets and then apply that knowledge to perform specific tasks.

These deep neural networks are designed to mimic the way the human brain works, learning and adjusting its parameters as large amounts of data are processed. Over time, the neural network can identify patterns and features in complex data, allowing it to make accurate predictions or classifications on new data.

We thank deep learning, or neutral networks, for Siri, voice recognition, facial recognition, and all the applications and tools mentioned in this article.

ligações do cérebroSource: TechTalks

Facebook was born to bring people together, bring students together, and improve human relations through a computer network. Nobody imagined, at the time of its creation, that it would be used as a disseminator of fake news. If we are not cautious when introducing inputs and prompts into translation and text creation systems, the result can be catastrophic. 

For an unsettling but comical reflection, I suggest you watch this video during your lunch break. 

Some paragraphs in this text were written by ChatGPT. I challenge you to find out which ones.