AI copywriting: why artificial intelligence won’t take my job (yet)
For the last six months, I’ve been asked on a roughly weekly basis whether I’m worried about ChatGPT and AI copywriting. My answer is no (I, for one, welcome our new robot overlords), and here’s why.
While AI copywriting tools absolutely have their advantages, businesses looking to create high-quality, effective copy should still hire a human copywriter.
Here are a few reasons why it’s better to invest in a copywriter than to rely solely on AI copywriting.
What are copywriters?
Let’s start with the basics: what are copywriters? Copywriters research, plan and create written content (known as copy) for marketing purposes, whether that’s for a website, printed materials or social media.
But a copywriter does more than just write. A good copywriter:
- understands the nuances of words
- creates rhythm and flow that suits the purpose
- knows best practices for different platforms
- can consider the user experience (UX) of certain copy
- anticipates human emotional and psychological responses
Can your AI copywriter do that?
Why use a copywriter?
A human copywriter has the skills to genuinely connect with your target audience. While AI copywriting tools can generate copy quickly and efficiently, they lack the emotional intelligence and human touch necessary to truly connect with people.
Good copywriting is not just about conveying information; it’s about making an emotional connection with your audience and persuading them to take action.
Beyond simply sharing information, I can help you tap into the emotional nuances of language and craft copy that resonates with your audience.
Another advantage of hiring one of us human copywriters is our ability to understand your brand’s unique voice and tone. Your brand’s voice is a key element of its personality and how it communicates with customers. For it to be effective, you need to keep it consistent across all your marketing channels, from your website to your social media profiles.
A human copywriter can work with you to develop (and maintain) a brand voice that aligns with your business goals and resonates with your target audience. AI copywriters, on the other hand, lack the ability to understand the subtleties of your brand’s voice and tone, and won’t know how to apply it correctly.
A human copywriter can help you stand out from the competition. ChatGPT may be able to generate copy quickly, but it lacks the depth, creativity and originality that you want in your copy.
Copywriters bring fresh ideas, clever wordplay and cultural references (I bet you noticed that The Simpsons reference earlier) to your copy, making it engaging and memorable for your specific audience.
Standing out from your competition is essential and, in a digital world filled with AI content, it takes a human copywriter to help you do that. AI copywriting just doesn’t have that human touch.
Investing in a human copywriter can also help you build a relationship with your customers. Copywriting is not just about selling a product or service; it’s about building trust and rapport with your audience.
A human copywriter can craft copy that speaks directly to your customers and makes them feel understood and valued, rather than just sold to.
If none of the previous benefits of hiring a copywriter convinced you, this might: AI makes mistakes that a good human copywriter doesn’t.
AI-powered tools may be able to generate copy quickly but they lack the critical thinking and problem-solving skills necessary to catch errors and inconsistencies in your copy. Open-AI has even admitted that “ChatGPT sometimes writes plausible-sounding but incorrect or nonsensical answers.”
It’s not to say that a human copywriter will never make a factual mistake, but we can review your copy with a critical eye to make sure it’s consistent, logical and on-brand.
Hire a copywriter
So again, what are copywriters? We’re an essential part of your marketing plan and play a key role in steering your brand to success.
AI copywriting has its place but do your brand a favour and hire a copywriter. You don’t have to hire a full-time permanent employee; a good freelance copywriter is a great way to go as you’re starting out.
I’m not saying to never use AI copywriters – most human copywriters I know are welcoming this new tool – but they are not a substitute for the real thing (yet).
Hannah Warren is a freelance SEO copywriter, proofreader and wordy nerd with a decade of experience working across a wild range of industries and platforms. She believes in the power of the right words and strong black coffee, and can be found over at hannahwarrencreative.com.