Alisdair Mans Cornwell, Marketing Specialist || Reading Time: 4 minutes
Generative AI is transforming content creation by producing large volumes at scale with fewer resources. But for many businesses, adopting AI isn’t a straightforward decision.
Common questions arise: Will AI content tools compromise content quality or our brand voice? Do they understand our industry and ensure security and compliance?
Companies slow to adopt GenAI may struggle to keep pace with those embracing it. To help you navigate this evolving landscape, we’ve compared top Generative AI content tools on key criteria like content quality, security, and ease of use.
We selected a mix of generative AI tools: ChatGPT, Microsoft Copilot, LILT Create and our very own LanguageWire Generate. Here's a quick description of each tool:
When evaluating a Generative AI content creation tool, here are five key factors you should consider (and ones we’ll explore):
We selected these criteria because they are crucial for companies evaluating generative AI solutions. They address the main considerations to ensure the tool meets your company’s content goals and requirements.
A unique brand voice helps you stand out and connect with your audience. While some AI content tools are efficient, many lack customisation and need time-consuming edits post-content generation. Opt for AI tools with smart features that let you create and tailor content to keep your global communication consistent and effective.
ChatGPT allows some degree of customisation through prompts but does not integrate with specific brand voices or terminologies. Manual adjustments and brand voice enhancements are required.
Copilot (Microsoft) lets users incorporate a style guide. The clearer and more concise the guide is, the better Copilot aligns with your company’s voice and style. It also offers plugins and connectors for further content customisation.
LILT Create integrates company-specific data to ensure the content aligns with your brand's tone, style and messaging across different languages. It also offers a connector that integrates with a company’s content system.
LanguageWire Generate really hits the mark. It leverages your Content Memories and Termbases to ensure high-quality, hyper-customised content creation that aligns with your business requirements. And best of all? It features a full list of parameters – including tone of voice, format and length – to help produce any content type you need.
Content quality goes beyond accuracy, clarity, and relevance. It also requires depth and audience engagement. The best GenAI tools should create insightful, engaging, and factually accurate content. But not all meet these standards. Choose a tool that consistently delivers content that resonates and upholds your brand's credibility and authority.
ChatGPT can create contextually relevant content on various topics, but quality can be inconsistent. This is particularly the case when it comes to complex or niche topics. It lacks the depth of industry-specific knowledge.
Copilot (Microsoft) integrates with Microsoft Office products and leverages Microsoft’s extensive AI infrastructure but focuses more on productivity and streamlining workflows than content depth.
LILT Create uses large language models (LLMs) and contextual AI to produce brand-consistent content. It also offers a connector that enables integration with your company’s content platform for convenience and to streamline workflows.
LanguageWire Generate cleverly pulls highly relevant data, insights and information from your valuable linguistic assets (Content Memories & Termbases) to produce in-depth, subject-specific content that speaks your brand voice, terminology and context. This guarantees the highest quality content for your target audience.
Generative AI offers great efficiency but can “hallucinate”, producing content that seems accurate but isn’t. Plagiarism and duplication are also concerns. To ensure content accuracy, pick tools with features like Retrieval Augmented Generation (RAG), which pulls relevant information from your linguistic assets, not just external sources.
ChatGPT is generally accurate but often requires specific prompts and may produce content with incorrect or outdated information. While its knowledge base is broad, the quality and relevance of its responses can vary. Additionally, there is a risk of unintentional plagiarism, making thorough fact-checking essential for every piece of content generated.
Copilot (Microsoft) employs various methods to improve content accuracy and relevance. However, it can still produce hallucinations and fabricated information. You should verify the accuracy of its outputs and check for potential duplication.
LILT Create leverages third-party LLMs and primarily shares similar limitations to other AI systems, including potential issues with factual correctness, AI hallucinations, and unintentional plagiarism.
LanguageWire Generate uses advanced RAG techniques to enhance your content fully. It pulls all relevant, industry-specific information from your Content Memory and Termbase to produce highly accurate, contextually precise content free from factual inconsistencies and inaccuracies.
A great user interface separates a “good” AI tool from a revolutionary one and can completely transform your content workflow. The good news is many tools have amazing workflow designs. However, many fall short and fail to provide a smooth, project-focused experience, with little-to-no customisation options.
ChatGPT offers a simple, intuitive interface that users find easy to navigate. However, it has limited options for project-specific content customisation (length of piece format, tone of voice, etc.), often requiring multiple rounds of prompt engineering to fine-tune the output to meet specific needs.
Copilot (Microsoft) has a user-friendly interface with easy-to-navigate menus and contextual suggestions that integrate seamlessly into Microsoft 365 applications. However, it does not support extensive project-specific customisation and often requires prompt engineering to generate more accurate results.
LILT Create provides an intuitive interface that is easy for non-technical and non-specialised stakeholders, making it accessible and simple for a broad range of users to navigate effectively. However, it does require some level of prompt engineering.
LanguageWire Generate has a simple, intuitive interface with user-friendly features and flexible parameters that help tailor content to your exact business requirements. This streamlines and gives you full control of the content creation process, automating tedious manual tasks and reducing lengthy turnaround times – ultimately freeing up time for value-adding tasks.
Many tools do not prioritise data security or regulatory compliance. A secure tool avoids third-party data storage and follows strict privacy standards. Pick an AI tool backed by ISO certifications and GDPR/CCPA privacy standards to ensure robust security, protect your brand’s reputation, and meet legal requirements.
ChatGPT provides basic security protocols, but might not meet the stringent requirements of enterprise-grade data security and does not guarantee compliance with GDPR and CCPA.
Copilot (Microsoft) features a robust security infrastructure, providing strong data protection and ensuring compliance with industry regulations.
LILT Create allows customers to pair their assets with third-party LLMs, which means your data is not entirely secure and there is no control over how it’s used, stored or shared.
LanguageWire Generate is designed for companies that require adherence to strict security and privacy measures, delivering enterprise-grade, ISO-certified protection of all your sensitive data. Plus, it’s completely safe from any unauthorised access and is never stored with third parties.
Enhancing your content creation efforts ultimately starts with researching and testing Generative AI tools. Selecting the right one depends on your content goals and business direction.
Just remember: any tool you choose will help you scale content, connect with your audience and achieve consistent messaging across channels to maximise brand awareness. But not all are created equal. And not all are equally suited to you.
So why not give LanguageWire Generate a go? Its user-friendly interface enables you to generate precise, high-quality, hyper-customised content efficiently and at scale, all within an ultra-secure environment.
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