24 August 2023
AI has exploded into the mainstream market with social media platforms such as Instagram and TikTok offering a multitude of AI filters for users to play with and countless websites providing AI services with little to no cost such as ChatGPT. ChatGPT is an AI-powered language model which can create human-like dialogue and text with the inventors claiming the tech can write entire essays, formal emails, and social copy as well as reformat CVs and provide perfect code. The AI tool is advanced enough to create engaging and contextually relevant text, leaving many copywriters wondering if we might be out of a job in the not-so-distant future. But, can computer-generated dialogue ever truly replace the human voice? Join us as we question the future of copywriting and explore the pros and cons of AI…
The main driving force behind AI copywriting tools’ rise in popularity is due to their speed and efficiency, its cost-effectiveness compared to full-time employed people, and its consistency. AI copy can be generated in a matter of seconds and by inputting the same specific prompts, the copy will remain consistent throughout, ensuring the same level of quality, a coherent tone of voice, and delivering consistent messaging. You can also specify your target audience or consumer when inputting deliverables into your AI copywriting tech prompts which is great for marketing or sales professionals.
Another area in AI-generated content that can be utilised for efficiency by businesses is SEO. Search Engine Optimization (SEO) is vital for any brand looking to drive online traffic to their website and establishing good SEO can be a lengthy and costly process, especially for new businesses with limited budgets. Where AI tools benefit is that they can analyse vast amounts of data at break-neck speeds, identifying trending keywords or patterns within target consumer behaviour which it then uses to create content that is tailored to include specific keywords or phrases, as well as gearing the copy towards target consumers and their searches. This process can be completed very effectively for a fraction of the time it can take an SEO specialist and more often than not will be more cost-effective too.
Whilst AI is undoubtedly time-efficient, cost-effective, consistent and able to produce a high volume of quality content, what it lacks is the human touch. Whilst the program has perfect spelling and grammar, many writing professionals have noted that AI has a particular cadence, or flow, to its copy that is ever so slightly off to the human ear. Similarly to how AI-generated visual content cannot seem to get human hands anatomically correct, AI-generated copy content lacks emotional intelligence. Building an emotional connection between brand and consumer, as well as exploiting human emotions such as empathy, nostalgia and joy is essential for any business that is looking at selling a product or service.
Want to know how HYSCULPT has helped our clients foster and grow connections with their consumers through copy? Check out our BAíAH case study here, where we talk you through how we perfected their tone of voice through copy and visuals…
Because humans are social animals and the majority of us will have conversations and interactions with one another daily, we are extremely adept at recognizing when we’re interacting with something ‘non-human’. Brands using AI for all their copywriting needs should be careful not to overdo it, as it comes across as insincere and untrustworthy to human ears when a voice is notably not human.
AI also does not have the capacity to be as adaptable or flexible as human writers. For example, a human copywriter would understand that they would need to change their tone of voice and content depending on the country or culture that they are looking to appeal to. AI cannot pick up on cultural differences, nuances in a cultural zeitgeist or adapt its humour depending on the desired target audience. Knowing and understanding these differences is vital for business as a cultural mistake could be a PR nightmare.
Human writers are also much better at producing creative and original content. Each writer has a unique point of view and voice that they put into their work, sometimes even unconsciously, which makes the content more engaging and relatable to audiences than AI-generated content. Humans also tend to take more pride in their work and will check over, edit and amend copy to ensure it meets the brief and will produce the desired outcome, whilst AI will create content that only ticks the boxes of provided prompts. This means that the AI content is dependent on the person inputting the correct prompts and therefore still requires a human touch to make it perfect.
There are many benefits and pitfalls to AI-generated copy, and there is no right or wrong way for businesses to take advantage of this advanced technology. AI and humans can work together to create the most effective and efficient copy that combines the human emotional touch with AI’s speed and data analysing capacities. For example, AI can generate a draft which serves as a starting point for human writers to expand upon, reducing the research and brainstorming process which can be very time-consuming. AI can also help marketing and sales professionals know the best places on the internet to promote their products or services. For instance, if a business wanted to sell its product to a Gen Z, queer-friendly market, it can input these variables along with its product into AI tools that can tell them where their target consumers frequent online, such as niche forums or sections of the internet. This is again not only more cost and time effective but also ensures that the brand doesn’t waste time in online spaces that won’t generate sales.
Whilst AI and its powerful capabilities can be intimidating for many professionals who fear that they could become obsolete, we should see this technology as a tool and extension of our skill set rather than our replacement. Humans will always be more trusting of other humans over computer-generated copy which we know is created and intended to sell a product or service as well as promote a business. By working with AI technology, businesses can enter the future of marketing and become more efficient company-wide, however it is only with that human touch and emotional intelligence that brands can be assured that they can grow into industry innovators that connect with their consumers.
Want to make sure that your brand is communicating with your target consumers effectively? Check out our wide range of copywriting services, from SEO rich blogs to press releases and product descriptions, we’ve got you covered. Learn more here!
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