As the use of artificial intelligence (AI) in marketing continues to grow, there has been a lot of discussion about whether or not it will replace certain jobs, including copywriting. If you're a copywriter or content creator, are you nervous?
Platforms like TikTok are contributing to this surge in the exploration of AI copywriting tools like OpenAI's ChatGPT. I, too, saw these videos, and my response, as a copywriter at a digital marketing agency? I sent the videos to the Founder of our company. I wasn't worried about job security, I was enthralled by the possibility of streamlining content creation for our clients. If I were worried about AI copywriting tools replacing my job, all signs would point toward one thing: I probably suck at writing.
AI lacks the creativity and nuance that human copywriters bring to the table. While AI can generate copy based on specific parameters and data, it cannot come up with unique and compelling ideas that capture the essence of a brand or product. Human copywriters, on the other hand, have the ability to craft messaging that resonates with audiences and effectively communicates the value of a product or service.
AI cannot fully understand the cultural and societal context in which marketing campaigns are being created and delivered. With their knowledge and understanding of different cultures and audiences, human copywriters are better equipped to create appropriate and relevant messaging for specific target markets.
Copywriting is not just about generating words and sentences but also about understanding the overall strategy and goals of a marketing campaign. Human copywriters have the ability to collaborate with teams and understand the bigger picture, whereas AI is limited to generating copy based on the data it has been given.
When I am proofing articles, there is one significant element I am looking for that is far more important than grammar or sentence structure: the objective. Does the person who wrote this article get it? Did they effectively convey the objective of this article to the target audience in a compelling way? It's arguably the most challenging piece of copywriting. It's something that's not easy to explain to the AI tool, which is why these AI-written articles still require a human touch.
Content creators should be excited about the possibilities of overcoming writer's block, improving sentence structure, and cutting down on the time it takes to create content. AI copywriting tools are robots. Robots cannot connect with humans. It's our job as marketers to adapt to changes like the addition of AI and do our due diligence to use these tools to our advantage.
I used an AI tool to help me write this article. Did you notice? Now that you know, did it change how you reacted to the contents of the article? Likely not. Let's use these tools to up our copywriting game and remove the fear factor. If you're in need of copywriting and don't want to rely solely on a robot, let us know 😉. Our team at Fable Heart Media would love to chat.