The role of Artificial Intelligence (AI) in various fields, including copywriting, has been a hot topic of discussion and speculation. The concerns and excitement being raised, in a way, are no different from previous concerns when the internet first started being used or when the wheel was invented. Common questions arise as this new tool is unveiled and more often utilized:  Is this line of work about to be extinct? Are humans’ jobs threatened? And also:

Will AI become the new copywriter? 

While AI can certainly assist and enhance certain aspects of copywriting, it is unlikely to completely replace copywriters in the foreseeable future. A computer-based text generator cannot possibly replicate the creativity and skill of humans, whether they are writers or editors. Here are a few reasons why.

Creativity and Emotional Intelligence

Copywriting involves more than just assembling words and phrases. It requires creativity, understanding of human emotions, and the ability to craft compelling narratives. While AI can generate text based on patterns and data, it often lacks the depth of human creativity and emotional intelligence required to create copy that truly persuades and engages human beings.

Context and Adaptability

Copywriters need to understand the context, target audience, and brand voice to create effective content. AI may struggle to comprehend nuanced contexts, nail the voice of the brand, or adapt to changing marketing strategies and trends. Human copywriters possess the ability to understand and respond to dynamic environments, making them better suited for these tasks.

Branding and Strategy

Copywriting involves aligning the brand message with the overall marketing and branding strategies. This requires a deep understanding of the brand's values, positioning, and goals. Copywriters work closely with marketing teams to ensure consistent messaging and brand voice. While AI can generate text, it may lack the strategic thinking and brand knowledge required for effective copywriting, since the text it generates is generic and not customized in the tone different brands need.

Subjectivity and Quality Control

Copywriting entails subjective judgment, tone, and style preferences. It requires human decision-making to determine what resonates best with the target segments and addresses their pain points. Additionally, human copywriters can review and refine the generated content to ensure it meets the desired quality standards, aligns with brand guidelines, and adheres to legal and ethical considerations.

Have you determined what the pain points of your target segments are? Get started here. 

Plagiarism Detection

However impressive the writing that AI platforms such as ChatGPT currently produces, it's detectable by programs designed to track AI-generated text. (The efficacy seems to depend on the subject matter, as this article explains.)  That means that Google and other search engines will not find it hard to flag that content and penalize those posting it – if not now, then soon in the future.  

During a recent interview with the Harvard Gazette, Steven Pinker, an experimental cognitive psychologist, published writer, and Harvard professor, was asked whether he thought that humans would be supplanted by AI. His answer:

“There isn’t a one-dimensional scale of intelligence that embraces all conceivable minds. Sure, we use IQ to measure differences among humans, but that can’t be extrapolated upward to an everything-deducer, if only because its knowledge about empirical reality is limited by what it can observe. There is no omniscient and omnipotent wonder algorithm: There are as many intelligences as there are goals and worlds.”

How Copywriters Can Use AI as a Tool

While we know human copywriters won’t likely be replaced by AI-generated copy, it's important to note that AI can be a valuable tool for copywriters. AI-powered tools can assist with tasks such as generating topic ideas, suggesting improvements, and automating repetitive tasks like grammar and spell-checking. This saves time and allows copywriters to focus on the more strategic and creative aspects of their work.

Furthermore, AI can help with that initial feeling of writer’s block in front of a blank page: it can provide a framework that can serve as a guide for the copywriter to build on. But AI, as a curator of existing content, cannot become a copywriter itself. As Jennifer Rotner, CEO of Elite Writing, describes in her article on INC.com: 

“I could shiver and fret and consider this astonishing leap forward in artificial intelligence an existential threat, but I do not. Obviously, it will affect us, but rather than feeling undermined or replaced, I see it as an incredible opportunity.”

This opportunity is about how to use this tool wisely, how to pose the right questions to get a useful output of information, and how to see it as a time-saving resource more than a threat.

In summary, while AI can enhance and streamline certain aspects of copywriting, it is unlikely to completely replace human copywriters due to their creativity, strategic thinking, adaptability, and ability to understand complex contexts and emotions. The collaboration between AI and copywriters is expected to continue and grow, with AI serving as a valuable tool in the creative process, not a replacement for creative writing.

Let’s Talk

At Mustard & Moxie we believe that copywriting is an essential part of any successful marketing program. For more information on how we can help with your marketing strategy, please contact us to schedule a free consultation.

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