AI copywriting. Lacks the human touch
You can’t move these days without bumping into articles about having your copy written for free using AI copywriting. Or the promise of the next hit single. Or 2023’s next Mona Lisa.
Yes, the proponents of AI copywriting are right to an extent. It is free, at least with ChatGPT, and it is functionally correct. So what’s the problem? Well, it turns out, and as you well know, your customers are humans, not shiny robots with shiny lights and shiny plans for global domination.
You need humans to talk to humans. So let’s talk about the disadvantages of using AI copywriting. Because say what you may, it’s rapidly transforming the way businesses operate.
But just like any technology, there are drawbacks (and to be fair, plus points) associated with AI copywriting. Let’s explore the disadvantages though and why businesses need to be aware of these negatives before incorporating them into their marketing strategies.
- Lack of creativity
The most significant disadvantages of AI copywriting are that it lacks the creativity and intuition of a human writer. Sure, it can produce copy quickly and efficiently. You need to look no further than ChatGPT to see how fast it writes. However, speed is not the same as quality.
AI copywriting is not capable of producing original and creative content that can engage and connect with audiences. It can be formulaic and lack the human touch that comes from experience and inspiration.
So, take away your business’s personality, and what are you left with? Thousands of competitors that sound like identical twins. This means you’re not going to stand out from the competition and build brand loyalty among your customers.
- Inability to understand context
AI copywriting does not understand the context of a piece of writing. It relies on data and algorithms to generate content, which it scrapes out the bottomless barrel of the internet. This inevitably leads to errors or awkward phrasing. It can also miss important nuances and cultural references that a human writer would place front and centre. This makes the content impersonal and disconnected from the reader, in your case customer, leading to lower engagement.
- Limited emotional intelligence
AI is still young at this game. It lacks the emotional intelligence that humans possess, making it difficult for it to write copy that talks to audiences on an emotional level. It’s precisely this copy that is the most effective in driving engagement and sales.
AI-generated copy is typically devoid of emotions, think blank face, and can come across as robotic or mechanical. Like a vacuum cleaner, which is relevant because that’s what it does. It sucks stuff up out of the internet.
This makes it difficult for businesses to build relationships with customers and establish trust and credibility. AI copywriting is heavily reliant on data and algorithms, which can lead to a lack of diversity and originality in the writing. It is only as good as the data it is trained on. If the data is biased or limited, the AI-generated copy will perpetuate those myths and biases.
This makes it difficult for you to appeal to diverse audiences and can ultimately harm your business’s reputation and brand image.
- Ethical concerns
OK, it’s not (yet) as morally bankrupt as flaunting a fur coat of an endangered animal, but it’s headed that way.
AI-generated content can be used to spread misinformation or propaganda. Think Trump on steroids. If your business does not carefully monitor the AI content, you could be inadvertently spreading false information or promoting harmful messages. Think a second term in office for Trump. This could lead to legal and reputational risks, as well as harm to individuals and society. Think Trump as the next dictator.
- Cost and resource implications
“Hang on a minute”, I hear you say. “I don’t pay a cent using ChatGPT.” But it can be expensive to implement and maintain AI though. If your business is specialised or niche, costs associated with purchasing and training AI software, as well as the ongoing costs of updates and maintenance, can be significant.
You’ll also probably need to invest in human oversight to ensure that the AI content is accurate, ethical, and engaging. This can be time-consuming and costly, and that’s just what smaller businesses need.
- Limitations on language and cultural diversity
Talking to Afrikaans Zulus in Asia? AI copywriting is not going to get away with that. And yes, while that audience may not be large, if it’s your business’s niche target market, you damn well need to be talking their language.
AI-generated copy will not be able to accurately convey the tone, style, and nuances of different languages and cultures. Your content is going to feel artificial or inappropriate for the target audience. It can also limit the scope of your content, which makes it difficult for businesses to expand into new markets.
Yes, AI has its place. Even a human copywriter would agree with that. But it has its disadvantages, so you, and your business, need to carefully consider these drawbacks before building it into their marketing strategies.
After all, AI copywriting may be able to write you an article in the style of Shakespeare, but it won’t originate Shakespeare himself. For the next great bard on the horizon, you’re still going to be looking at a homo sapien, not a homogenous machine. You can read about the positives of AI copywriting here, because, as I mentioned up front, there are.
Get in touch with this writer, and I’ll bring out the unique and human message of your business.