Lately, I have been watching as the discussion surrounding AI (artificial intelligence) and copywriting has been getting louder. It will be no surprise that my interest has also been peppered with a slight sense of dread that before too long, a robot will be capable of replacing me.
AI is a great tool for copywriters for many reasons. It helps to overcome writer’s block, generates new topic ideas and can help to structure an article. Crucially, AI can generate content far more quickly than even the fastest copywriter could dream of. For non-writers or those who struggle to get words onto a page, AI can help turn average copy into something much more readable and therefore valuable.
Over the last few weeks, I have spent time playing around with some of the AI copywriting tools on the market. While it is a great tool in some respects, there are many reasons that it could struggle to replace experienced copywriters. Plenty has been written on this topic already, but I will explore 3 key thoughts on why experienced copywriters are safe.
1. Lack of Human Connection
When you read something, human touch is important. While an AI copywriting tool might be able to turn out good copy (and the copy I’ve seen really is impressive), there is no human connection. Although AI can produce new content in a particular style or tone, it is far harder to evoke an emotional response from a reader with words that have been automatically generated.
A website, article or flyer should offer insight into the values and ethos of a brand or company, helping prospective customers decide whether to use them. A good marketing or content team will produce content that aligns with the core of the company, showing the reader who they are not just as a business, but in some cases, as individuals, too.
When I visit a website, I want to know that the content I read has been written by a real person who believes what they are saying. I also like to see the evidence for any information or facts published. At times, the AI tools I explored referenced research that either didn’t exist, or drew incorrect conclusions from a study.
AI cannot understand your business in the same way that you, your colleagues, and a copywriter can. The content produced might be of a good standard, but it will lack the personal touch needed to grow customer relationships and drive sales.
2. SEO Fails Without Copywriters
AI can include SEO keywords. However, Google’s algorithms are so advanced that even if AI-generated SEO gets someone onto your page, it won’t mean much if the standard of your copy doesn’t lead to them engaging with your site or buying your product.
The way to ensure people stick around is to write quality content that will encourage someone to read the whole article, explore your website further, sign up to your newsletter or make a purchase.
Spending money on AI to drive traffic via SEO is likely to be a waste of money. You need a copywriter to engage and excite potential customers once they arrive on your page.
3. Lack of Content Strategy
Content marketing is an incredible marketing strategy, costing 62% less than traditional marketing. Even better, for every dollar spent on content marketing, you are likely to generate 3 times as many leads as traditional marketing.
The content marketing process begins with identifying objectives, understanding the target audience, highlighting gaps in content, and developing a plan to write and distribute relevant, high quality content. This process is often lengthy, involves several team members, and requires reassessment at regular intervals.
As consumers, we would now rather find out about a company by reading an article rather than through advertisement. We are drawn to content produced by so-called ‘thought leaders’ to help us make decisions, and a robot cannot think.
Human input is required to drive a business in the right direction, and while you can rely on AI to write thousands of words, it cannot manage the overall process.
Final Thoughts
AI is a quick way to generate content, suggest new topics and overcome writer’s block. On busy days, I know it would be helpful to lean on AI to increase my output.
However, the human touch of a copywriter cannot be replicated by a robot, nor the complex processes of content marketing or human relationships. Although a quick way to generate text, customers are unlikely to be drawn to businesses if they don’t feel an emotional connection with the website and other promotional materials. For this reason, copywriters are safe (for now).
What do you think about AI, and would you use it for your business? Leave a reply below or contact me.