AI or Artificial Intelligence has been replacing human workers at an increasingly greater rate. When it comes to copywriting, AI has been able to perform at the same level or greater than many human copywriters.
Because of that, AI is already starting to revolutionize the copywriting industry and, in some cases, has even been replacing human copywriters.
How AI Is Changing the Copywriting Industry
AI is coming more and more sophisticated. When it comes to writing, AI can generate content that is, in many cases, indistinguishable from human-written content.
As for copywriting, AI is able to follow marketing strategies, use various tones, and generate multiple pieces of unique and original copy in an instant.
As a result, AI is already starting to replace copywriters. For example, Chase bank has started to replace human copywriters with AI after finding out that the AI generated better pieces of copy than their human copywriters.
On top of that, employers who implement AI into their copywriting process don’t have to deal with all the “inconveniences” that a human employee may bring. For example, AI doesn’t need to be paid a salary, will never complain, can work non-stop at a moment’s notice, is never late, and can generate a lot of pieces of copy in an instant.
Because of this, using AI for copywriting tasks has become increasingly popular and enticing for large companies.
What AI Can Do
An AI can write copy using many different techniques, forms, and strategies. For example, an AI can use various marketing frameworks such as AIDA, PAS, BAB, and more to create pieces of copy according to your design.
On top of that, AI can even write, for example, cold emails and other longer forms of copy. One of the often underlooked but valuable work that AI can produce is marketing ideas.
There is AI that can take a product or company and come up with many different marketing angles for your company. This can greatly cut down on marketing strategy brainstorming sessions and can also help cure writer’s block.
AI can now generate product descriptions, engaging headlines, and questions geared towards your customer base designed to increase customer engagement.
Basically, with some direction, AI can generate about any mainstream form of copywriting, from the traditional ad to even a sales video script.
What AI Cannot Do
While AI can do a lot, it is not perfect and still has many inefficiencies. The reason why larger companies can benefit more from AI than smaller companies is because there is a lot of low-level copywriting that larger companies produce that doesn’t need to be very convincing or creative.
Companies like Chase or Walmart don’t always need their copy to be convincing because their established brand has already accomplished that. Instead, their copy needs to primarily alert potential customers of what they have to offer.
As a result, it is not uncommon to outsource this copywriting work to companies in India, for example. It doesn’t require a creative genius to create the copy that they need, but just someone who is willing to follow a formula.
In a way, such copywriting has become kin to factory work where there is an already established process that just needs to be followed again and again.
Since computers are great at following formulas, AI has been able to effectively match and even surpass human copywriters in this area.
However, when it comes to creating copy for smaller companies that are trying to establish brand awareness and attract customers at the same time, more creativity is needed.
When a brand is yet to be established, there is no clear formula on how to generate copy that will help establish a brand and effectively engage with targeted customers.
So, AI cannot be of much help when it doesn’t have clear directions. However, a good human copywriter can create great copy without needing set parameters. As a result, AI lacks the ability to take over copywriting completely.
What This Means for Copywriters
While it is difficult to predict how AI will “evolve” in the future. As of now, there is still room for human copywriters. Lower-level pieces of copy with a clear formula will likely be dominated by AI in the future.
However, higher-level pieces require a creative touch that AI does not possess and may never possess. So, if you are a copywriter, then moving into the more high-end and creative field of copywriting is a wise decision or else you may just find yourself out of a job.
Furthermore, AI is not very great with longer-form pieces of copy as it tends to repeat itself and lacks a clear flow and order from paragraph to paragraph. As a result, there is a need for more human supervision of AI when it comes to such tasks.
This is where copywriters can come in. AI needs supervision, and if you know how the AI thinks and how to bring out the best results in an AI, then you have a skill that may be in great demand in the future.
Creating marketing strategies and building formulas for the AI to follow will also be a necessary task that human copywriters can fill.
When it comes down to it, as of today, human copywriters will still be needed in the future. However, the copywriting tasks of the future for humans will likely involve less “grunt work” and more higher-level work that involves creativity, supervision, and developing marketing strategies.
Final Thoughts
All in all, AI is revolutionizing the copywriting landscape and is able to fulfill more and more copywriting needs. However, AI is far from perfect as they lack the creative abilities of its human counterparts. As a result, human copywriting is not dead, but will likely evolve to higher-level tasks.