Will AI replace certified copywriters like me? Are we soon to become defunct, a bit like projectionists, Ceefax editors or VHS tape re-winders?
Yes, those were jobs back in the day.
Having done lots of different jobs, many of which don’t exist anymore, I’m more interested than genuinely concerned.
This is despite some companies already replacing copywriters and designers!
Why aren’t I worried?
Because AI cannot and will never be able to replace the human voice or our lived experiences.
I find it hard enough to explain why the Brits find the name “Colin” so hilarious or explain Monty Python, let alone teach AI software why it’s funny.
Actually, as a copywriter I think AI can actually help me, help you.
Why AI can’t replace a great copywriter
The human touch
With AI able to churn out generic content for all sites, in order for your written content to stand out you’ll need to show-off your “humanity.”
If you don’t have the time to write, then a copywriter can create content that is unique, personalised and “human.”
It’s hard enough wading through the bland corporate-speak of websites and blogs, let alone leaving AI in charge of it.
AI can’t do all the stuff that makes your blog be found.
By that, I mean adding images, alt text, and creating intriguing meta descriptions. It also can’t create links to your relevant content.
Yes, AI can speed up blog writing, but it’s still going to need you and me to edit it to make it discoverable, and relevant and build its authority.
Connecting with your customer
AI can’t – as of yet – know who your customer is in very much detail.
As a copywriter, I spend time researching and getting to know your customers better so I can write better for them.
That usually means digging around in comments on your social media posts, reading your reviews, and checking out your followers.
They may have particular pain points that need to be addressed or terminology that they use.
For example, when writing a blog post for a therapist, I’m looking to see what language customers use to describe the clinic. I’m then going to use this terminology to weave into the blog post.
Or if I’m writing for a recruitment agency, writing a blog aimed at employers I’m looking to use the same language and buzzwords that interest them.
AI may assist copywriters in streamlining certain tasks, but the human element remains foundational for understanding customer preferences and creating impactful content.
AI models work by analyzing vast amounts of existing data and generating new content based on patterns and examples. However, they struggle to produce truly original, creative, and innovative ideas.
Copywriters possess the creativity and ability to think outside the box, crafting unique and compelling narratives that resonate with the target audience.
The fusion of random ideas or weaving a personal anecdote into copy will definitely be the preserve of the human rather than the robot.
Copywriters also have the ability to understand the context, nuances, and subtleties of a brand, product, or service.
They can adapt your writing style and tone to fit the specific requirements and expectations of the target audience. AI, however, struggles to fully comprehend the intricacies of different industries, cultures, or brand identities.
I still believe that copywriters have their place in this new world, and AI may give us the motivation to write more engaging blog posts, and newsletters that connect more to people.
What do you think?