AI Copywriting: A Marketing Tool or a Disruptive Influence?
Artificial Intelligence (AI) is a concept once thought only possible within the worlds of Terminator, Blade Runner or The Matrix. Today, however, it is a real form of technology that enables computers and machines to simulate human learning, problem-solving, comprehension, decision-making, creativity and autonomy. Because this technology can instantly produce written content at the click of a button, many copywriters are wondering if their days of working within the industry are numbered. Many are asking: Will AI eventually replace copywriters? Or will human creativity and insight continue to be the source of content creation? Here’s what marketers need to know.
The Rise of ChatGPT
Artificial intelligence has been in use in some capacity since the 1950s. ChatGPT, a game-changing model developed by OpenAI, was launched in November of 2022. In less than two years, it became the dominate force within the spaces of the internet, as the main source for many corporations in the U.S. and around the world. This form of AI (Generative Pre-Training Transformer) was a revolutionary next step in the development of artificial intelligence. Other popular AI programs include Copy.ai, Jasper.ai and Designs.ai. ChatGPT and Gemini have monopolized the market within the AI sector and are the main sources for copywriters when it comes to editing, proofing and research.
A recent article published by Orbit Media Studios found over 80% of bloggers are using AI in 2024, with over 54% using it just to generate ideas. More than 40% use it for outlines and another 25% use it to write first drafts. Social posts have also seen a rise in AI as over 28% use AI for writing social media posts. AI copywriting has now become the new norm in content creation.
AI’s Current Status
Artificial intelligence is becoming mainstream in ways many once thought impossible, and as a result, AI copywriting has become the new normal within digital spaces of the internet. In 2019, JPMorgan Chase announced a five-year deal with Persado for AI powered marketing capabilities, which turned out to be just the start of what was to come. Next, JPMorgan Chase announced it was giving its employees an AI assistant.
As this technology becomes more mainstream, the job market has become flooded with many jobs for writers within the AI sector to train and improve the computers that write.
Can We Maintain Control of AI?
While AI can be a powerful copywriting tool, it has definite limits to its usefulness. A computer can process information faster than a human could ever hope to accomplish, buy it can only work from what it is programmed to do. Its “thoughts” or what makes it tick will always be limited to what has already been written or the programming that is done by humans. For that reason, most companies are hesitant to let AI take control of the creativity wheel. However, as the demand for content continues to grow, the creativity wheel might be ditched altogether in favor of the next big thing. People’s attention spans continue to shorten, and society is scrolling its way through millions of ideas. And the demand for quick content continues to grow. Mark Schaefer was quoted as saying: “I predict that in the near future, there will be a correlation between the use of AI and blog success, meaning, the more AI, the less success. At least for now, the AI shortcut is creating an unmistakable pandemic of dull.”
Authenticity vs. Automation: Implications of AI-Generated Writing
When AI is allowed to completely take over the creative process, problems arise, such as the use of misinformation and false details of any one subject. As a result, writers and marketers must be vigilant to prevent these types of errors if AI is being used. AI copywriting is still an ever-evolving process. For that reason, human touch is always needed. This is crucial not just for accuracy, but for tone and brand identity – two facets of writing that are difficult for a computer program to generate.
AI might seem like a “quick fix” for written content, but when everything is being generated from the same pool of ideas, it all begins to sound the same. Originality is fading.
The Path Forward
While AI can be a brainstorming and organizational tool and a creative partner in your business endeavors, it is important to keep your brand’s creative voice louder. Creating original and creative content will ensure that you have credibility and the trust of your readers. Contact Fiore Communications today to learn more about how we can align your business goals with our integrated marketing services.
About the Author
Dallas Totilo
Fiore Communications Digital Marketing Intern, Fall 2024
Dallas Totilo is a Senior at Florida State University, majoring in Advertising with a minor in General Business. Dallas is excited to sharpen his skills at Fiore Communications and use what he has learned to assist Fiore’s clients with all of their business needs.
