Will AI Replace Copywriters? It’s a Damn Good Question.
Lately, I started playing around with Artificial Intelligence.
My motivation for this was a statement I heard at a panel discussion, “Eventually, AI will replace copywriters”. Well, let me tell you, that made me sit up and take notice. Not for me. I’ve been a professional copywriter for almost forty years. But it makes for a hell of a prediction for those good souls enrolled in my copywriting courses, learning an in-demand skill for their future success.
Given that, I had to look into AI (that I now dub “Albert Inestein” and see what all the bombast was about.
I Was Surprised
Going in ready to rip apart the idea that AIbert could replace ME… and all my fellow copywriters, I was simultaneously stunned, astounded, and surprised.
What I found was a logical, easy-to-learn, tool for writing. In scant seconds the AI on ChatGPT answered both simple and complex questions with logical, readable prose that (like a copywriter) informed and educated the reader. The “machine” answered my question about the “four top elements of a successful website – above the fold in 2.4 seconds and was, from a copywriter’s standpoint, 50% correct.
That also means that it was 50% wrong.
Whew – Dodged A Bullet – For Now
After running a half-dozen additional tests, I can answer the title question, “Can AI Replace Copywriters?”. The answer is, “Not now”.
Let me give you the full answer from the ChatGPT AI its own self. “Where AI has made remarkable strides in language processing, it’s unlikely to replace copywriters completely. Copywriting involved creating written content that not only communicates a message effectively but also engages the target audience, and it requires a certain level of creativity and empathy that machines are currently unable to match”. So, the good news for we writers of copy is…No. AIbert will not replace us anytime soon.
And the better news is…AI can be, in time, a terrific time-saving tool good copywriters can use to produce superior copy much more quickly.
But…There Is Some Bad News, Too
AI presents copywriters with an opportunity and a crutch.
The lazier, less talented, less inquisitive, less perfectionist, and less honest, may (OK…will) use AIbert instead of their God given intelligence and talent. Please don’t succumb to the “easy” way, when you are equipped to deliver copy written the “BEST” way. As I serve as a coach and mentor to the members of my “How To Write Copy” program at Write Like A Madman [online] University, I shall be cautioning each of them to be true to themselves and their profession.
We can utilize AIbert Inestein in our projects the way we currently utilize internet searches – as aids to our writing, not as substitutes for it.
Never Accept AI At Face Value
Within a couple of hours of playing around with AI, I realized not everything that comes out of the mouths of machines is correct.
We are copywriters, we educate, inform, and influence. I am attempting to do that with you now. I have found that we, the receivers of the AI information need to be careful and make judgments as to whether the information provided is reliable or questionable.
Make the wrong judgment and it’s your work that will be blamed and your reputation that will be tarnished.
Copywriters Rejoice – You Can Do Many Things AI Can’t
We are copywriters; we are also human beings with a soul and an ability for articulate speech.
We stand far and above the AI machines in the most important ways.
- Human Understanding
- Life Experiences
- Thought Bites
We can either dismiss AIbert out of hand or recognize it for the tool it is and add it to our unique repertoires of knowledge, skills, and talents.
Copywriters Continuously Study, Evaluate, and Perfect Our Talents
The best copywriters “live and learn”. We are always analyzing our own efforts to find out what works best. What will bring our clients increased results.
One of the talents or skills good copywriters develop is the “Ability to use the Right Word and the Right Image, in the Right Order”. I call this our Million Dollar AdvantageÔ.
To quote Mark Twain – one of the most quoted writers of all time – “The difference between the Right Word and the almost right word is like the difference between lightning and the lightning bug”.
Page Structure Suffers Under AI
Right now, our Albert does not get high marks for the ability to plan the structure of a page, it has little feel (from my experience) for the interaction between long and short sentences.
As I teach in my seminars and in my online “How To Write Copy System”, a copywriter should intersperse sentences of different lengths to keep the copy fresh, so the readers don’t get lolled into a state akin to mental boredom. Good copywriters make it a point to use, at times, very shout sentences of three, two, even one word. Do we really? We do. Absolutely.
Artificial Intelligence is just that – artificial. It can put cohesive thoughts on paper, and even make a stab at sequencing those thoughts in a logical order, but I’ve found that once a new question, thought or concept, is posed to“ Albert Inestein”, the resulting text shows little in the way of connectivity and flow from the previous answer. Thus, that bond copywriters can create with our readers goes unnourished.
I suppose AI will be able to do this someday, but not today.
AI Understands Words More Than It Does People
Every page, whether on a website, email, brochure, or advertisement, must be planned to focus and direct the readers’ eyes, so their experience will be easy and pleasant.
Our friend, Albert is smart, but he has (again – in my experience) learned that a marketing piece is not like a novel. It requires leading the reader down the page as smoothly and effortlessly as possible. Readers appreciate this and reward us by continuing to read down the page.
It is only when pages are optimized for easy reading that “stopped reading” is at a minimum, and results can be maximized through the copywriter’s art and science.
A Parting Thought
Allow me to let the machines give us our take-away for the day.
“Copywriting involves a deep understanding of brand voice, tone, and messaging. An AI system can mimic an existing brand voice, but it cannot create a new one. Copywriters bring a unique perspective to the table and can develop fresh ideas and creative campaigns that resonate with audiences.”
“In conclusion, while AI can assist copywriters by generating ideas and providing data insights, it’s unlikely to replace them completely.”
Kick Start Your Career or Side-Gig
Whether you’re just emerging as a copywriter or have been at it for years, I’d like to offer my help.
First, if I may humbly suggest you grab a look-see at the latest book in my Five Buck Book Series. Details at www.MillionDollarAdvantage.com. My website is www.AlanTarr.com. And secondly, I encourage you to contact me with any questions about adding copywriting to your skill set. You can reach me at Linked In or at email@example.com.
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