AI and Copywriting: A Cautious Introduction
As AI begins to dominate our world at an increasing pace, creatives have been asking themselves whether to embrace the new technology or hold onto their traditional modes of expression. In the world of copywriting, many freelancers and agency professionals are concerned that AI may soon replace them. Others see it as a powerful tool with the potential to enhance their craft. Is AI good or bad for copywriting? Should copywriters be afraid to introduce AI into their business model? In this post, we will delve into these questions by sharing two stories about copywriters dealing with AI integration and delving into the benefits and drawbacks of using AI in copywriting.
A TALE OF TWO COPYWRITERS:
The copywriter who embraces AI.
A year ago, Sarah started working in content creation for a new marketing agency. Recently, the agency introduced AI to write social media posts and other creative content. Sarah was initially skeptical and intimidated by the technology, but she knew that her boss, a forward-thinking and tech-savvy visionary, favored exploring AI’s possibilities, and her resistance to trying it out could threaten her job with the company. Wanting to keep her job and stay up-to-date in her field, she decided to try it out. Sarah started working in tandem with the AI, inputting content and letting the AI suggest ideas. With time, she found that the AI helped her brainstorm new ideas, provided a framework for her writing, and even suggested entire content pieces. It allowed her to focus more on the creative tasks that she actually enjoyed while the algorithm did the rest. Sarah found she had more time to focus on her craft and was ultimately happier working with AI technology than without it.
The copywriter who sticks to the status quo.
Next, we meet Kristen, a freelance copywriter with two decades of writing experience. At the height of AI’s introduction, Kristen received emails from companies promising AI-driven copywriting to revolutionize her business. Still, she didn’t think it was the right move for her business. As someone who still valued hand-written notes, and the feeling of a well-loved book in her hands, she felt that AI was a step in the wrong direction. So, she continued with her traditional writing approach, overlooking the industry changes. In time, Kristen’s business began to decline. The marketplace was oversaturated with AI opening the door to writing to a whole new audience of people who lacked the necessary persuasive writing skills. She found it challenging to keep up with the competition. Eventually, Kristen traded the business she’d once loved for a new career path, bitter about the industry's shift and the missed opportunity of integrating AI.
So, what can we learn from these stories?
Although these stories are fictional, it’s easy to see how they will parallel the experience of many copywriters today. There is no denying that we are in a pivotal time where AI integration is somewhat inevitable. Creative professionals must choose whether to embrace it as a tool or stick to their process and hope that their client base supports that decision. Before making that choice for your organization, here are some things to consider:
What concerns do people have with AI integration in the creative marketing space?
Many copywriters and marketers are skeptical about integrating AI into creative marketing. And with good reason. They worry that AI-created content may lack empathy and personalization, resulting in sterile and generic copy. Another concern is that using AI may lead to data breaches, protecting data used to generate content. Some say personal expression and creativity make copywriting unique, and AI could replace that. Others are unsure how they'd compete in the marketplace with agencies producing content more efficiently, resulting in fewer expenses while still delivering the same quality.
What can we, as business owners, do to stay ahead of the changing market and educate ourselves?
Continued education is necessary to remain competitive in any field, but the tech industry is evolving alarmingly fast, and there is a lot to keep up with. As such, business owners need to teach themselves about the benefits of AI and how it can impact their field. Whether this means watching educational youtube videos on the topic, reading industry-relevant blogs, or taking a course on AI integration, you’ll want to get all the facts. If you haven’t yet asked yourself how AI could be used to help your business, then you’re not getting the whole picture. Business owners can start small by working with companies offering AI-assisted copywriting tools. By doing so, they can learn how to work alongside AI and figure out how it can fit into their workflow without disrupting their business.
Benefits of AI in Copywriting:
Saves time by simplifying the brainstorming, research, and writing process.
Provides a variety of potential ideas and topics for content creation.
Makes the writer's job more accessible and less stressful, avoids writer's block
Improves search engine optimization (SEO)
Analyses audience so that it learns in real time what type of content works and does not work
Potential Drawbacks of AI in Copywriting:
The quality of AI-produced content may not match the human level to ensure brand voice and vision, personalized persuasive writing, and compelling stories, as AI writing is based on statistical models rather than human understanding.
Personalization may suffer as AI-generated content lacks the tone and human interest stories.
Competition as better quality and cheaper AI tools come into the market and reduce the costs of developing content.
Complex topics that require expert analysis may be out of AI’s capabilities. Using it anyway for such outcomes could harm reputation when research falls short of expectations.
My Final Thoughts as A Freelance Copywriter Choosing to Move Forward With AI.
After much research and using AI to help me create this article, I’ve found that AI in copywriting is both fascinating and terrifying. It’s a powerful tool that can produce valuable content and free up people's time, as well as something that I believe can threaten our human experience as artists, creatives, and intellectuals. Whether your initial response is to embrace or avoid AI, exploring how people in your industry use AI to grow their businesses and stay ahead of the competition is worthwhile. As AI continues to improve, it will undoubtedly be integrated into the marketing industry, resulting in changes in how copywriters operate. At the end of the day, copywriters must be open-minded and willing to embrace AI's potential. Perhaps we might find that AI is not here to replace us but to work alongside us.
Written by Page Ivey in collaboration with Jasper (Chat GPT).
