Will AI Generators Replace Copywriters?

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A Copywriter’s Honest Thoughts on ChatGPT and AI Content Generators

There’s a lot of buzz lately about ChatGPT, AI Generators, and the future of content creation.

While AI image generators are under fire for stealing artists’ work or not properly crediting them, in the writing world, there are fears that AI will replace content writers and copywriters.

When I first heard about ChatGPT and other AI content generators, I immediately thought of old-school computer programs where you could type a question and cycle through 20 automated responses.

Entertaining? Definitely. 

A substitute for a real human conversation? Not at all. 

Having played around with ChatGPT over the last few weeks, I understand a bit more where this fear comes from. The truth is AI generators like ChatGPT do serve a purpose in the marketing world and can reduce some of the tasks content and copywriters do. 

But they can’t replace us.

Think of AI content generators like Google Translate. Pop in a short statement and you get a fairly accurate translation. But type out a few paragraphs or any text that includes slang and you’re going to have a hard time. 

These AI apps are great predictors and direct translators but they aren’t human. They don’t understand emotions, context, or meaning…at least not yet. 

Why AI Generators Can’t Replace Copywriters and Content Writers (Yet)

AI Generators Are Only As Smart As You Tell Them To Be

To generate detailed and relevant content for your business, you need to type in exactly what you want ChatGPT to produce before it gathers all related options from the internet.

If you aren’t precise enough about what you’re looking for or don’t tell the AI in the correct way, you won’t get the accurate information you’re craving.

ChatGPT Has Limited Knowledge

Currently, ChatGPT is only winning bar trivia up to 2021. The AI-generator is only programmed with information on topics until then so if you’re writing on pop culture, current events, or trends, then its knowledge is limited. 

Remember, ChatGPT is a text predictor, not a creator, and only writes content based on what exists already online and in its database.

Google isn’t a fan of AI content generators

Google has come out to say that their algorithm can identify AI-generated content and considers it spam. Now, we don’t know the details about Google’s bots and algorithms but we do know that Google rewards high-quality content, which currently still needs a human touch to create.

Take a look at the difference between a blog intro written by an expert copywriter on keywords, and what ChatGPT produces to see that missing human touch.

Written By A Human:

“Keywords are the words or phrases your dream clients are typing into Google to find your business (or into Bing if anyone actually uses Bing). You need to strategically place these words on your website to tell your clients AND Google’s robots what your service-based business is all about.

As Google scans your website, your keywords tell the search engine what you do, your expertise, and who you serve. Then, when your dream clients search for those same keywords, Google matches them with your website.

When you strategically use best-fit keywords on your service-based business website, you get free advertisements targeted to your best-fit clients.”

Written By An AI Content Generator:

Which blog are you more likely to keep reading? Which piece of writing inspires you to explore other content created? Sure, the AI content generator is correct but let’s face it…it’s pretty boring to read and takes more mental effort to understand and get excited about the power keywords have for your service-based business.

Google wants to offer its searchers an enjoyable experience that they engage with, and bland writing just doesn’t cut it.

ChatGPT can’t recognize your brand’s big picture

Content serves as a way to engage with and educate your audience, but it needs to blend seamlessly with your overall brand, personality, and mission. Especially if the larger goal is to encourage readers to turn into buyers. 

Since ChatGPT doesn’t understand the overall goal of your brand or your brand personality, the content it produces is generic and bland. To add the razzle-dazzle that makes your brand unique and rings true to your audience, you need to go back into any AI-generated content and spice it up yourself.

Try to ask ChatGPT to add humor, sass, or a little spice and you get:

How To Use AI Content Generators as a Copywriter

I’m not writing off ChatGPT completely though. 

Aside from being fun to play around with, there are Google-approved ways to use AI content generators to ease marketing tasks and content creation.

Generate and Outline Blog Ideas

Struggling to get started on a blog? Unsure how to clearly explain a confusing concept? Need help brainstorming keywords for your blog? 

AI content generators easily summarize broad concepts into bite-sized pieces to help you explain terms and outline blog posts. Using AI like this still requires you to investigate the accuracy of the content, contribute your own distinct perspective, and bring in your tone of voice but it reduces the amount of research you need to do before starting a blog.

Create Non-Searchable Captions and Content

Although Google considers AI-generated content spam, you can still use it to create content for non-Google platforms like Instagram and email. However, Instagram and newsletters rely heavily on personality and perspective to capture your audience’s attention and engage with them – personality that ChatGPT doesn’t have.

Write Meta Descriptions for Your Website

Google has stated that it allows AI-generated meta descriptions for your website. While your meta descriptions should have a hint of persuasion in them, they are simple and short so ChatGPT may be a quick way to create a concise description when needed.

Melding Creative Copywriting With AI-Content Generators

Of course, as a copywriter, you know I’m not going to say that AI-Content Generators are replacing us. But in all honesty, they aren’t able to yet. 

Emotion is the driving force behind copywriting.

From recognizing your audience’s struggles and goals, writing with personality, and infusing persuasion into your calls to action…AI just can’t grasp these foundational elements. But they can streamline time-consuming research tasks and step in when you’re feeling a major brain drain.

An alternate solution to battling through AI generators yourself while writing your website copy? Book a Copy Strategy Call.

You’ll get 60 minutes with me (and my full understanding of SEO, emotions, and audience needs) to review your website copy and offer personalized suggestions. 

Plus, you might just get a dash of that humour ChatGPT can’t offer you.