A few weeks ago, I had a web developer friend of mine phone me:
Friend: Have you ever used these new copywriting tools?
Me: No! Why?
Friend: My clients are thinking of using them instead of you. So, I just wanted to know how they compare to what you do.
To be honest, I use some digital tools for inspiration or to check if I am on the right track. Pages like Headline Analyser or Answer the Public are bookmarked, but I take a wide berth on artificial copywriting generators.
What is Copywriting AI?
There are a few copywriting tools on the market now, but most are modelled after Elon Musk’s AI research lab, OpenAI (Thanks, Elon!)
Now on its third-generation – GPT-3 – these tools create content using ‘natural’ language processing functions at a, reportedly, ‘near-human’ level. Once the program has enough data, such as keywords and short briefs, the program can create nearly any type of written content, ie. social media posts, product descriptions and even blog posts.
Can’t get this human interaction with AI
The Benefits of AI Copywriting
AI copywriters can analyse preexisting content to create multiple drafts quite quickly – saving time and money in the long run.
And, because it is analysing millions of web pages at a time, it also ensures that every piece of content is plagiarism free. Yes, this is something which good copywriters do as standard practice (I use Grammarly for this purpose), but unfortunately not all do.
But the biggest benefit of AI Copywriting is that it takes care of the menial tasks, the ones which are so finicky, time-consuming and boring to most creatives. For some, this may be research. For others it may be writing email headlines.
I’m going to go ahead and say, no. And, this isn’t just my pride talking.
AI can’t replace human emotion.
Yes, it can save time on research and even write a first draft of content. But, it cannot connect with the reasons why a product or service might have meaning to a human. It can’t be innovative, or creative, or strategic. It can’t tell a story. These are the things no artificial intelligence can replicate.
Even GPT-3 creator, Sam Altman acknowledges this flaw:
Because it produces multiple options, copywriting AI could be useful when brainstorming ideas. But, it will lack the sophistication, personality and in some cases facts, often found in a human generated piece of content. So, essentially it can ASSIST copywriters but never REPLACE them.
But for non-writers, it may turn them into ‘passable’ writers.
My Final Thoughts
For now, I am sticking old school. All the copy that comes out of my office will be created by humans. I like research. I LOVE brainstorming ideas and I like the challenge that comes from thinking of new solutions for a clients problem.
I will continue to use my digital tools which will help produce a higher quality of content but, for now at least, I will not be using artificial copywriting tools. Will I in the future? Maybe. But either way, I will be keeping a close on it.