Unless you've been living under a rock, you've probably heard the whole business and marketing community obsess about how Artificial Intelligence (AI) is changing the way we work.
But is it really a good idea to hand over your marketing and copywriting duties to a robot?
I joined the curiosity brigade and looked at hashtagChatGPT this weekend to see what the hype is...
and failed.
not really fit for scale just yet right? Imagine briefing in your copywriter and you got that reply *internal rage*.
But then I tried again yesterday, smugly predicting a total fail.
and well... f*"k me. It answered my ultimate question.
a human
I joined the curiosity brigade and looked at
#ChatGPT this weekend to see what the hype is...
and failed.
not really fit for scale just yet right? Imagine briefing in your copywriter and you got that reply *internal rage*.
But then I tried again yesterday, smugly predicting a total fail.
and well... f*"k me. It answered my ultimate question.
"What actually is brand consulting?"
a human
ChatGPT showing off...
I may as well just quit then shall I?
and it took no more than 10 seconds.
Jokes aside, I am impressed at the speed and can see the huge opportunities AI can offer marketeers and the future of search. But what happens in 5 or 10 years time, when the whole informational technology world is written by AI. And then any new information is regurgitated AI. Do we slowly fall into a monotone personality void where AI content is based on AI content that is AI content that is AI content? You get my drift...
Lets go old school and write a pro's and con's list. (it works when I have to rate my husband so why not the future of tech)
Pro #1 – Time Savings
Using AI can save you time when it comes to copywriting. Sure, I use Jasper as a starting block for my content (it's great btw). AI can generate content quickly, so if you have a tight deadline or want to get something done with minimal effort, then this could be a great solution for you. This also means that you don’t have to spend hours researching topics and writing up drafts. The time savings alone makes investing in AI worthwhile for many businesses. Also, helps when you've got writers block.
Pro #2 – Cost Savings
Another benefit of using AI is that it can (in some cases) help save money on copywriting costs. You don’t have to hire and pay freelancers or full-time staff members to create content, which can be expensive and time consuming for small businesses. Additionally, since the software can generate content automatically, there are no fees associated with revisions or editing services - making it a cost-effective option overall.
Con #1 – Quality Issues
One of the biggest drawbacks of using AI for copywriting is that quality can suffer as a result. As my mum used to say... 'Shit goes in, shit comes out'. Since the software is not able to interpret context or understand nuances in language, the output may not be as effective as manually written content. Additionally, since the software does not understand grammar rules or syntax conventions, errors may slip through unnoticed until after publication - making it difficult to ensure accuracy across all channels. Pause for proof-reading...
Con #2 – Lack of Personalisation
The other issue with using AI for copywriting is that it lacks personalisation capabilities. Since artificial intelligence does not understand customer sentiment or preferences, it cannot tailor content according to individual needs - something which is essential for successful marketing campaigns and strategies today. Additionally, since most algorithms are built on generalisations rather than specific data points, they may fail to deliver personalised experiences even when given customer data sets or purchase histories. AKA, you need that human touch.
All in all, while there are some definite benefits of using AI for copywriting purposes - such as time and cost savings - there are still some drawbacks that need to be considered before taking this route. Ultimately, while artificial intelligence can be used as part of a larger strategy in order to streamline processes and free up resources, it should never replace human intellect entirely when creating engaging content - as this will likely lead to decreased performance overall. AI should always remain a tool rather than a replacement!