Have you heard of artificial intelligence programs and are worried they will replace copywriting careers in the future? Don’t stress, it won’t happen.
But first, what is AI-powered copywriting? Instead of coming up with content for your own website, this type of writing is completely generated by a computer. After deciding the type of content you’d like to create—such as blog posts, a landing page, or social media content—the program then uses these settings to piece together marketing material.
However, these tools are unlikely to replace the millions of creative copywriters around the world, for many reasons!
A writing robot such as Writesonic isn’t capable of creating genuine content, even though you can select a custom tone of voice to base the pieces on. As useful as it may seem to get content published as quickly as possible onto your website, an AI can’t incorporate anecdotes or put something together with human emotion, which is what copywriting is about.
Tweaking a few details for the system to read isn’t equivalent to writing something truly meaningful to a consumer. Generic content isn’t what makes copywriting sell a product, it’s how you connect on a deeper level to the potential buyer that leads to a purchase.
Imagine writing about a gorgeous holiday destination. An AI will clump together cliché ideas that generally aren’t that interesting—such as a basic description of the water—whereas a copywriter would delve into the deeper reasons why you may need that holiday. A copywriter would make it playful, humorous and pull the reader in with creative words and enlighten them on the benefits of taking a break!
Computer-generated writing lacks empathy and connecting on a personal level, so this isn’t likely to have any powerful impact on the reader. Authenticity is a big part of creative copywriting, and artificial intelligence content will never surpass this, no matter how many words fill the space.
2. Search Engine Optimization
Search engine optimization is making website content more recognizable by Google, ranking it higher on the first page of search results. This is important for any brand wanting to increase its site traffic and sales. High rankings in Google help more people consume the information they are interested in online, and artificial intelligence software cannot do this without assistance.
For example, keyword research is figuring out what words potential clients will type into Google, and a copywriting program doesn’t have the capacity for something this complex. The program wouldn’t know where to begin.
In a blog or article, there are backlinks and internal links—links to your site and others—which need to be researched by someone who has knowledge of SEO. Link building is one of the most important factors, as high-quality, relevant backlinks will be what increase your traffic. A one-track-minded program is just not smart enough to do this.
A lot of copywriters today are multi-skilled in SEO and other technical areas, so AI will not be erasing this field of expertise anytime soon. If you’re new and interested in learning more about optimizing your own blog, consider visiting the best websites to learn SEO.
3. Content Marketing
Unlike traditional marketing, content marketing is creating free and consistent content that acts on its own to market a brand, product, or company. This could include making YouTube videos, writing an eBook, scheduling social media posts, creating a free course, or blogging daily. Programs like Jasper.ai can give poor-quality writing, and it can also key in incorrect information—such as statistics—and content marketing needs exceptional content that a reader will constantly turn to for reliable sources or informational guides.
If you want to be recognized as the most knowledgeable person in your industry, artificial intelligence won’t understand your target audience. Content marketing isn’t just pulling together words related to a topic, this type of content is targeted to a specific audience and helps your brand look more reputable, so people see your content as the most superior. You are the one they turn to for that expert advice, so if it sounds like a robot has written the content, no one is likely to return.
Think of a popular brand like Nintendo; its website has a blog section with countless articles on upcoming releases and gaming news; not only does this give you some great insight into their updates, but it also reels in new customers. An AI can’t market you or your brand. You need to be that brand, and copywriters are very well needed.
4. Manual Editing
For some people, editing can be a daunting process, and using artificial intelligence software like Copy.ai will make that process a lot more complicated. AI doesn’t edit or proofread as it generates each sentence, it just pieces a collection of randomized words together. As a copywriter, the writing and editing process is done all at once, and the use of an AI system just leads to another series of steps!
AI can create sentences that don’t read smoothly or read as awkward phrases, so it can look like words have been thrown onto the page by an amateur writer. People seeking copywriting services will be looking for a proofread, polished, and critiqued piece, not something that looks unfinished. To make this even easier, here are some self-editing tips and tools to improve your writing.
5. Client Communication
One of the most important jobs of a copywriter is to actively communicate with clients about their wants and need regarding their current project. Artificial intelligence systems like Anyword won’t be up to the task.
Typically, when working for a client, a copywriter asks a number of personal questions to gain insight into their brand story. This could be when and why they started their business, what they sell, what they hope to achieve, and their target demographic.
All of these minor details aren’t covered by a tool that only covers the very basics of copywriting, and gathering this information takes time. Unless an AI in the future will be intelligent enough to gather data on individual clients, entry-level content is what the outcome will be without the expertise of a copywriter!
Quality Over Quantity
At the end of the day, you could be publishing hundreds of blog posts on a monthly basis using an artificial intelligence system, but it won’t equate to positive results using AI software alone. If you want to use these programs, do so with an open mind. Use it for brainstorming and inspiration, and alongside a trustworthy copywriter!
7 AI Writing Tools You Should Check Out
If you’re struggling with writing or have writer’s block for new ideas, here are seven AI writing tools that might be able to help.
About The Author
(3 Articles Published)
Saffron has been freelancing for over five years, specializing in the copywriting and creative writing industry. She is based in Melbourne, Australia.