We are constantly learning what AI is capable of. From generating images to writing out entire pages worth of copy, the possibilities are endless.
OpenAI’s ChatGPT, Google’s Gemini, and Microsoft Bing’s Copilot all influence people to rethink how we produce content. For some, that means using it as a low-cost way to create content. For others, it is a helpful tool to assist in redefining ideas.
Almost as soon as ChatGPT was put out to the public, there were mixed reactions. Some copywriters got worried that businesses would choose to use generative AI rather than pay people to write copy. Freelance copywriters soon saw a decrease in income and a drop in overall work.
Others chose not to see it as an enemy but rather an assistant. They have managed to re-purpose it into an incredibly handy tool to better build on their ideas and streamline production of their copy.
How does AI copywriting work?
AI copywriting uses natural language processing (NLP) and machine learning. It uses this to generate responses based off questions, prompts, or ideas based off what it has learned.
Natural language processing works by analysing and interpreting language patterns to generate text or speech. Machine learning focuses on learning from data and predictions without explicit programming.
Most AI tools are still developing, but what has been done is helpful when used as an assistant to write content over writing content entirely.
When used to write copy, you get repetitive, emotionless, low-quality content that does not rank well on search engines. When used as an assistant, it can boost productivity, improve tone and style, and edit copy. It is important thus to not use AI to write copy for your SEO.
How can copywriters benefit from using AI as an assistant tool?
Below are a few ways AI can be used as an effective tool in the content creation process:
- Assists in generating a consistent tone and style throughout brand copy
- Speeds up the writing process by providing prompts for optimum productivity and efficiency
- Provides headline ideas or initial paragraph ideas to get a writer started
- Proofreads copy to ensure correct spelling, grammar, and syntax
- Shortens lengthy copy to create more concise content
Why doesn’t AI quite hit the mark?
One of the main issues with AI used wholly for writing copy is repetition. The developers of ChatGPT admitted the chatbot tends to be verbose and repetitive. If you do not know quite how to phrase a question or prompt, that could make or break a good response.
Another aspect to copywriting that AI might not be able to maintain is creativity. Creativity requires nuance, understanding contextual information for briefs, and emotion. AI will always lack creativity and emotional connection without human experience.
You need to build trust by tailoring good content to your audiences. Not only this, but if it uses ideas from another sources then plagiarism can become a huge issue.
AI also cannot verify facts like a human can. ChatGPT has given people fake information presented it as facts before. Several people had contacted The Guardian about links to articles that did not exist. Two lawyer in the U.S submitted six fake court citations. This is a massive problem. It can discredit brands and lose hard earned trust with their audiences.
AI generated copy doesn’t rank well on Google. In March 2024, Google penalised low-quality, unhelpful content. This ensures that only the best gets ranked. While AI is not targeted, Google removes AI content that provides no value and manipulates search rankings (SEO). This means Google is supporting human-made content based on original ideas and research.
AI advancements can streamline the content creation processes and jump start creativity. But the human mind is not something that can be replaced. While many have found AI to be an effective tool, it needs a human touch to ensure consistent quality and creativity.
Humans crave content they can feel connected to. Without connection, audiences lose interest and copy falls short. Audience trust and loyalty can still be earned by emotional and empathetic content.
Unoriginal, plagiarised content that provides no value will not be recognised on search engines. AI may be streamlined and low-cost, but the human touch is essential to good copywriting.