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Artificial intelligence is the capability of a machine or software to imitate intelligent human behavior. It is expected to grow and improve in the near future, which means it could soon be a contender for human content writers. Some argue that AIs should not be used or programmed to make decisions about humans because this would make them morally responsible for their actions. However, the potential benefits outweigh the risks and that marketers will have to start using AI if they want to remain competitive in a world with a global marketplace.