AI VS. Copywriters
In a world where AI is mastering human tasks from generating ideas to analysing data with lightning speed, one question remains on everyone’s mind: is artificial intelligence replacing copywriters?
With AI now generating written content with impressive speed and efficiency, it’s tempting to think that the days of human copywriters are numbered. But before we jump to conclusions, let’s dive into what makes AI a powerful tool and what the human touch brings to the table.
Why AI works well for copywriting
AI has some impressive capabilities when it comes to generating content. Here’s why:
AI generates content ideas at the speed of thought, freeing you to focus on more strategic and impactful tasks. Imagine reclaiming hours each week to dive into creative projects and nurture relationships with (potential) clients.
By managing routine and straightforward writing jobs, AI frees human copywriters to focus on complex and creative work.
Its ability to sift through data and spot trends means your content can be both timely and SEO-optimised.
AI can translate content into multiple languages quickly, helping companies reach global audiences while maintaining consistent messaging.
Built-in grammar and spell-check features in AI tools help reduce errors, ensuring content is polished and professional with less need for extensive proofreading.
Always keep in mind that AI can make mistakes, so always double-check your content before publishing it.
“If AI brings so much to the table, why still hire a copywriter?”
Brand Voice and Identity
Your brand is more than a name or logo it’s a vibrant personality that needs to be felt. Copywriters have an eye for capturing this essence and animating it through words. We weave real emotion and character into your content, making it not just seen but truly felt. This emotional depth is what transforms your brand from a faceless entity into a relatable figure that forges genuine connections with your audience.
Storytelling
Copywriters are storytellers, breathing life into narratives. Our job is to craft stories that captivate and stay with readers long after they’ve finished reading. While AI can generate text, it lacks the emotional depth that makes stories unforgettable. Strategic storytelling is where the human touch truly shines, turning good content into experiences that resonate on a deeper level.
Let’s take a look at the following pieces of copy:
Version A
Ahhh, beach day. It’s only 11 AM, but the sun is already wrapping you in its warm embrace, like it knows exactly what you need. You wriggle your toes into the soft, golden sand—warm, inviting, just like you imagined. Wow, the power of the beach is just indescribable.
As you lay down on your sunbed, instant relaxation flows over you like a wave. And just like that, the world slows down… The only things that matter right now are the gentle sounds of the waves and the warmth of the sun.
Version B
Imagine walking toward the beach with the sun’s first light gently warming your face as you step onto the soft, golden sand.
You feel the stress of daily life melt away as the rhythmic sound of waves creates a soothing sound. The water invites you to take a refreshing dip, offering a moment of escape from the heat and a chance to float under the warm sun.
Analysis:
Version A: Uses rich, evocative language to create a vivid sensory experience, immersing readers in the scene with phrases like "sun wrapping you in its warm embrace" and "relaxation flows over you like a wave." This version engages the reader’s senses and emotions, making the experience more memorable and impactful.
Version B: Provides a clear and straightforward description of the beach but lacks the emotional depth and imaginative language of Version A. It’s effective but more functional and less evocative.
Version A is more captivating because it uses emotive and descriptive language to create a deeper connection with the reader. The poetic and sensory-rich details make the story more engaging and memorable, showcasing the incredible strength of human storytelling.
So: which version do you think AI wrote?
Emotional Intelligence and Nuance
Sure, AI can generate well-structured copy, but it misses the heartbeat of human emotion. Copywriters infuse content with a depth of feeling and nuance that truly connects. We know how to craft messages that resonate deeply, engage, and persuade in ways AI simply can’t match.
Our process starts with getting to know our clients, their values, clients, and what makes them stand out. We invest a lot of time in research and preparation to ensure that every piece of copy is effective and also emotionally compelling to their target audience. In a time where content quality is continually improving, this emotional depth is what turns readers into loyal customers.
Customers who feel a strong connection to the brand and are motivated to take action.
Input = output
AI’s output is only as good as the input it gets. Without the right prompts, AI content falls flat. That’s where a skilled copywriter comes in, we provide the creative direction and insight that transform AI from a basic tool into a powerful asset. With our expertise, AI-generated content doesn’t just fill space, it engages, resonates, and makes a real impact.
Contextual Understanding
Human copywriters have an irreplacable ability to grasp context something AI still struggles with. We tailor content to reflect trends, cultural nuances, and audience interests.
For instance, when a new trend or platform emerges, a skilled copywriter can swiftly adapt strategies to leverage it effectively. In contrast, AI may stick to outdated methods.
We also have the ability to adjust tone and examples to resonate with local customs and values. An ad campaign designed for different regions can use specific idioms and cultural references to forge a more genuine connection something AI might overlook or misinterpret.
Holistic View and Fresh Ideas
Copywriters don’t just create isolated content; we see the bigger picture. For instance, imagine you’re launching a new eco-friendly product line. Your blog posts don’t just talk about the product features; they weave in stories about your brand’s commitment to sustainability, highlight customer testimonials, and connect with seasonal marketing campaigns. Your social media content echoes these themes with engaging visuals and impactful messages, creating a cohesive narrative that resonates across all platforms.
While AI can certainly generate content, it often lacks the ability to see this bigger picture. It might produce (the beginnings of) a great blog post or a catchy social media update, but it might miss how those pieces connect to form a cohesive brand message.
By focusing on the overall strategy and bringing fresh, inventive ideas, a copywriter ensures that every piece of content stands out on its own and also enhances and supports your brand’s story. This holistic approach makes your brand memorable and keeps your audience engaged and more tempted to buy from you.
Creativity and Originality
AI can mimic patterns and generate content from existing data but can’t create original ideas. This means that as everyone is using AI, a lot of company’s content is becoming homogeneous and predictable. Why would anyone visit with your website or social media page if it’s just repeating what’s already out there? To stand out, your content needs to offer something fresh and original, something that AI alone can simply not provide.
True creativity will always be a human forte. Copywriters bring fresh ideas and innovative approaches that captivate and maintain readers’ interest. Our original thought and inventive storytelling sets your content apart and makes it memorable.
Will artificial intelligence replace copywriters?
The answer is simple: replace? Never.
Whilst AI may put unskilled copywriters out of business, highly skilled copywriters are in-demand more than ever.
Think about when Photoshop first hit the scene, did it replace designers? Not at all. It became a powerful tool in design world, but without a talented designer behind the screen, the tool is just software.
The same goes for Excel: sure, it can handle complex calculations, but without a skilled analyst, those numbers are just data points. AI in copywriting is no different. It can speed up the process and generate ideas, but without the nuanced, creative, and emotionally intelligent touch of a copywriter... You get where I’m going right?
Attention spans are now shorter than ever, so simply copying and pasting AI-generated content has terrible consequences. If people read the first line of your content and realise that it's just copied from AI, then what impression are you sending about your brand? You need a skilled copywriter to speak directly to your audience and keep them engaged from start to finish.
How to use AI for copywriting
Rather than seeing AI as a rival, I see it as my creative sidekick. AI can handle the groundwork, generating ideas and speeding up the process while I focus on what truly matters: weaving narratives that connect on a ‘human level’ :)
Instead of viewing AI and human copywriters as competitors, imagine them as a dream team. Together, we can create content that’s not just efficient but genuinely exceptional, ensuring your company stands out in even the busiest markets.
The rise of artificial intelligence has undeniably changed the landscape of content creation. For business owners, this means the competition is fiercer than ever. With AI accelerating the writing process, the sheer volume of content out there has skyrocketed, making it harder to stand out.
Feeling overwhelmed by the challenge of standing out and unsure how to use AI without your content becoming just another drop in the digital ocean? Book a free strategy session with Alison to discover how you can combine AI with expert copywriting to create content that truly resonates with your audience.
