Will AI Leave Copywriters Out Of A Job?
AI has taken the world by storm in recent months, shocking us with its capabilities. From copywriting and image generation to answering detailed briefs, AI is thought by some to be posing a threat to the livelihoods of marketers, particularly copywriters.
But how serious is the threat to copywriters? Could AI really replace human copywriters entirely? We’re here to dive deep into how AI will affect copywriters and how they could use AI to their advantage to retain their job and increase efficiency.
What Is AI Capable Of?
First things first. When we talk about AI, what are we actually referring to? In this case, we’re referring to AI copywriting tools that can take a subject and turn it into whatever content output you’re looking for. This could be anything from ad copy to a long-form blog article. AI copywriting tools like CopyAI can even generate multiple content outlines and allow you to choose the most relevant option before generating your copy.
By scanning the internet for information in a matter of seconds, AI tools can create copy much faster than a human. A blog that might take a copywriter an hour to write can be written by AI in a fraction of the time.
One of the most popular AI tools to source this kind of content is Chat GPT, an artificial intelligence chatbot developed by OpenAI that responds to pretty much any request you can think of. This kind of versatility means it can be used for a variety of writing tasks, including emails, social media posts, and even content creation.
However, AI copywriting might not be all it’s cracked up to be…
Will AI Replace Copywriters?
Don’t get us wrong, AI is a powerful tool, and a very helpful one. But the reality is, AI copywriting can’t exist without any human intervention in the process. After all, you need someone to enter the brief (and know what they’re doing) and then proofread and amend the content once it has been generated.
The nature of AI content creation means that it can’t be original. The copy generated is an amalgamation of the information sourced from across the internet that’s then reworded into ‘new’ copy. So if the information online isn’t in line with what you’re talking about, AI technology isn’t going to be able to come up with new ideas for you. This also means that the information pulled in for your copy isn’t fact-checked, so if you want to check the validity of what the copy is actually saying, you’re going to have to check that yourself.
Not only this, AI also doesn’t quite have the nuance to understand your brand identity, who your customers are and the kinds of emotions you want to elicit in them to forge a connection with your brand. Emotions, by nature, are a very human experience, so if you want to create copy that resonates, you might want to consider sticking with an experienced copywriter.
How AI Could Help Copywriters
Whilst it might seem intimidating at first, AI can actually bring enormous benefits to copywriters. Thanks to AI, copywriters can now streamline their workload by using tools such as Grammarly that can speed up editing and proofreading.
AI also has the potential to aid a copywriter’s process by generating new ideas and offering suggestions for headlines or topics based on user data. This is particularly useful for SEO copywriting as AI can use search history data to inform the keywords that you use in your content, saving you time doing your own keyword research.
So even if you don’t use an AI copywriter to write the main body of your content, the idea generation and structure suggestions that AI offers can speed up the content creation process and offer a more varied output.
As marketers, it’s our job to understand the technology of our industry and how we can use it to our own benefit. AI has already proved invaluable in paid advertising to increase the effectiveness of audience targeting, and now it’s arrived in the content creation space with great potential to increase efficiency.
By being adaptive to new AI technology, copywriters can harness the power of AI to improve and streamline their work, reducing the time they spend on each project and providing more data-driven content.
But rest assured, AI won’t be leaving copywriters out of a job anytime soon. The technology may be capable of writing simple articles and product descriptions, but it still lacks the ability to replicate human creativity, emotion, and intuition.