Are AI writing tools for people who can’t write? Are they just glorified spellcheckers? And most importantly – are they a substitute for copywriters? No, no, and maybe.
AI writing tools such as Copysmith, Wordtune, CopyAI, and Grammarly are flooding the market, all claiming to make copywriting and content writing easier. Leading with big promises centred on machines generating engaging copy while you focus time strategically, I understand the pull. I run my writing through at least one of the abovementioned tools.
AI writing tools use natural language processing to create or improve copy or content based on the AI parameters you decide. So, output is never truly original, creative, or genuinely empathetic because it’s fed by information from the wider world.
But how important is this? Here, we explore whether AI tools will replace writers, how they help, and where they fall short.
Will AI spell the end of the copywriter?
No, it won’t – not at least while man is the master of AI!
AI will, of course, affect all copywriters and content writers. But I see this playing out very differently depending on the marketing writing role. AI will empower some writers and threaten others. The rest will feel relative indifference.
How will AI writing tools change copywriting and content?
- CONVERSION AND LONG-FORM
For the conversion copywriters and long-form SEO content writers amongst us, AI will undoubtedly make us better at what we do. Whether cutting the fluff, improving flow, or finally kicking that bad grammar habit (mine is splitting the infinitive – shocking!), expect AI writing tools to become valuable collaborators. Not replacing, just enhancing.
- VOLUME CONTENT
For those of us handling volume content, AI writing tools have a different kind of potential. Affiliate or social media writers, for example, must produce constantly. The process is seriously time-consuming and often a bit repetitive.
Letting AI take the helm in careful scenarios could supply much-needed air. We can finally surface from our flooded inboxes and scheduling apps by delegating heavily structured communications to AI tools. With newfound efficiency, volume creators can enjoy strategy or trend analysis focus time.
- SHORT-FORM COPY
And then there are our short-form copy friends. For example, those writing eCommerce descriptions, Google Ads, and email subject lines. Despite their differences, AI writing could benefit these marketing specialisms similarly.
Think about it. Technology guides eCommerce, paid search, and email. Length, keywords and structure are restricted, and almost instantaneous analytics shape what works and what doesn’t. But sales-critical copy also needs to hit right in the emotions. In other words, the copy needs an unmistakable human touch.
Could AI writing tools pick up short-form copy’s repetitive and analytic aspects? Probably a fair chunk of it, in my opinion. And this is excellent news for the copywriter! Imagine if we could focus on honing our creative craft and bypass the frustrations of ticking boxes.
Can AI writing tools ever replace real copywriters?
Good marketing encapsulates two defining human characteristics: storytelling and empathy. We’ve been connecting using these skills for millennia. And to tell a story and convey empathy, you need a real-life copywriter (who may or may not use an AI writing assistant…)
- The primary reason for this is that AI doesn’t understand people. Obvious but worth saying. AI is without emotion, empathy, and sentience (but not if you ask this Google engineer). Therefore, how can AI really know the significance of written or spoken words and how they play with the human mind?
- The second reason is that AI doesn’t understand your business. An AI writing tool creates for the moment you’re in right now; for the fixed parameters you’re allowed to input. Therefore, how can AI understand strategy, such as where a prospect is in a buying journey and where your content will take them?
Or conversely, how will it capture your brand voice authentically? We’ve all read something that feels a little “off”, even if we don’t have the experience or expertise to say why. These jarring moments can put the brakes on engagement.
A marketing agency’s opinion on AI writing tools
I’m pragmatic about AI writing, and I know that my colleagues feel the same way. These tools don’t just benefit copywriters and content writers. For marketing agencies like us, they’re a fantastic means of delivering extra value for clients, too – in terms of stronger-performing copy and more strategic use of your content budget.
Is there room for improvement in your marketing copy and content? Get in touch with Workshop to arrange a free planning session. Email hello@workshop.marketing or call 0161 850 5555.
