Now that ChatGPT has taken the world by storm, and with their highly functional and constantly evolving generative language ability, when can we expect to say goodbye to, let’s say me, your humble copywriter!
Well, in short, not anytime soon but it’s only round one and copywriters can, in the long term, expect the fight of their career.
Let’s take an unbiased look at the advantages one has over the other, and then extrapolate from there.
And in the copywriter’s corner
- Creativity and originality. Copywriters, at least the good ones, are skilled at coming up with unique and creative ideas. They’re also well-versed at crafting compelling narratives and stories, as well as have the ability to develop fresh approaches to engage the audience. They think outside the box. Algorithms can’t do that. Because they gather all their data from the web, a computer really, they’re thinking inside the box!
- Emotional intelligence. Copywriters know how to talk to humans. As such they are great at understanding emotions, desires, and motivations. They tap into people’s emotions and craft copy that establishes a connection, driving their audience’s action. Copywriters use empathy, humour, excitement, any emotional response really, even anger. The result? A resonant and persuasive message.
- Adaptability and contextual understanding. Copywriters can adapt their writing style, tone, and messaging to suit various contexts, platforms, and audiences. They understand the nuances of various industries, cultures, and demographics, and tailor their copy to resonate with specific targets. Copywriters also stay on top of the latest trends in the market, ensuring their work stays relevant.
- Strategic thinking. Copywriters align their craft with the marketing and communication objectives at large. They take on board factors such as brand positioning, competitor landscape, audience insights, and marketing goals to create copy that is not only emotionally engaging but also aligns with business objectives.
- Collaboration and communication. Copywriters don’t write in a vacuum. They excel in collaborating with other professionals, like designers, marketers, and clients, to bring a project to life. They actively listen to feedback, and make any necessary changes.
- Judgment and ethical considerations. Good copywriters have good judgement. This means they can craft copy that is persuasive AND ethical. They think about the impact of their words. They ensure legal compliance. And they uphold ethical standards in advertising and marketing. Great copywriters can both capture attention AS WELL AS deliver truthful, transparent, and responsible messaging.
And let’s hear it for AI
- Speed. AI can process and analyse data at a much faster pace than humans. It can generate content drafts, perform automated proofreading and editing, and even suggest ideas or improvements in real-time. This can be beneficial when working on large-scale projects or when quick turnarounds are required.
- Efficiency. AI automates, at serious speed, basic levels of copywriting, such as grammar and spell-checking, coming up with topics, conducting research, and providing data-driven insights.
- Language and tone analysis. AI can analyse large amounts of text (think the whole of the internet) and understand patterns, sentiments, and tones.
- Content generation. AI can generate rough content drafts or suggest ideas based on prompts or keywords.
- Personalisation and targeting. AI can analyse customer data and behaviour to provide insights into audience preferences.
- Multilingual capabilities. AI translation tools can help copywriting for multilingual campaigns by quickly translating content between languages. This enables effective communication with diverse audiences.
- A/B testing and optimisation. AI can help in running A/B tests and analysing performance data to optimise copywriting. This means that AI can help identify the most effective messaging and improve conversion rates.
- Continuous learning and improvement. It’s this little baby that will, in the end, probably give AI the edge. AI algorithms learn from vast amounts of data and user feedback, continuously improving their performance over time. So AI will become AI2 and, ultimately, AI to the power of infinity.
So how did the judges rank that fight?
Well, human copywriters still have the edge but it’s much more beneficial if you think that you shouldn’t have to choose between them. Take both! Like this article, written by both your copywriter – and your friendly AI.
Sure, AI can provide valuable support in various aspects of copywriting, but it’s still essential for human copywriters to apply their creativity, EQ, and understanding of the audience to craft compelling and persuasive content.
Find out more at this site.
Let’s hear it for them both! I can help you reach your audience even better by using AI. Get in touch.