On November 30, 2022, the world of copywriting changed forever as ChatGPT, the free generative artificial intelligence (AI) chatbot, was officially released. If you were a professional copywriter at the time, perhaps ‘unleashed’ was a more fitting description.
For many pessimistic writers (and film buffs), this new technology felt like something akin to “Skynet,” the fictional artificial superintelligence system from “The Terminator” that attempted to wipe out all humankind.
Thankfully, things didn’t turn out as catastrophically for us digital marketers.
In the years since, creatives in several fields, including graphic design, video production, and music, have learned to embrace AI technology and integrate it into their work. AI’s capabilities extend far beyond simply generating convincing text.
Of course, like any piece of technology, that doesn’t mean it’s not without its drawbacks. And business owners everywhere need to be aware of its pros and cons.
What Are ChatGPT and AI All About?
For those unfamiliar, ChatGPT stands for Chat Generative Pre-Trained Transformer. Created by the company Open AI, this online tool responds to people’s requests for information. It formulates answers using natural language processing and machine learning algorithms (deep learning, transformer architecture) to improve and adapt.
In its simplest terms, artificial intelligence refers to the various technologies that enable computers to think like humans. It provides the ability for machines to reason, create, problem-solve, make decisions, and respond to human language. Type in your subject or question, and ChatGPT will generate text instantaneously.
GPT is the name given to a family of AI models that provides the ability to create and understand text. It relies on neural networks that function like a human brain, offering billions of parameters (or different variables) that the model can draw from for information.
How Is AI Being Used?
ChatGPT and others are used extensively as content-writing tools for marketing applications. Artificial intelligence and its ability to instantly analyze massive amounts of data makes it useful for decision-making in almost every area of your business.
From upper management and logistics oversight to your IT/cybersecurity personnel, AI offers an abundance of actionable insights:
- Troubleshooting
- Forecasting
- Anomaly detection
- Performance monitoring
- Competitor analysis
- Identifying industry trends
Additionally, implementing intuitive AI chatbots on your website to greet visitors can help increase customer engagement. Standard chatbots rely on manually programmed responses and are more limited in their capacity.
Although ChatGPT is the most widely used AI writing tool today, there are other platforms on the market that can generate compelling content. Some of the other popular online AI platforms include:
- QuillBot – AI writing improvement tool
- Midjourney – AI image generator
- Google Gemini (formerly Bard) – Google’s chatbot tool and AI assistant
- NovelAI – AI-assisted image generation and storytelling
- CapCut – AI video generator
- Civitai – Open source AI art
- aimusci.soc – AI music generator
If it sounds like AI is replacing some of the work of actual human beings, you’re not entirely wrong. But there’s a little more that goes into producing content of substance, even with help from AI
So AI Is Good…Right?
As impressive as the AI-generated content produced by a few simple prompts can be, it’s understandable why it remains a controversial topic for many. Think about those celebrity AI deep fakes you see and the possible implications for deception.
We live in a day and age where students can finish a completed book assignment in seconds without reading a single page. If you’re a student, the temptation is likely always there.
Although AI continues to advance exponentially, AI content isn’t necessarily the end-all solution many predicted, at least not yet. After all, there’s a good reason why even ChatGPT issues the following disclaimer on its content:
“Chat GPT can make mistakes. Check important info.”
And guess what? Seasoned teachers have a good nose for sniffing out assignments that ring false. And this is why human copywriting should remain an essential component of your brand’s content creation.
The Uncanny Valley of AI-Generated Content
Having referenced movies earlier, let’s turn to Hollywood once again to illustrate a point.
Have you ever watched a movie only to be suddenly jarred out of the story by a noticeably fake-looking visual effect?
One example is when a famous actor is miraculously de-aged or brought back to life in a big-budget movie. “Uncanny Valley” describes the unsettling feeling when something artificial attempts to mimic reality.
In a sense, your marketing content is viewed in much the same way.
If your AI-generated content falls into the ‘uncanny valley’ of being almost but not quite human-sounding, it could create a disruptive experience for your audience. Bad copy can quickly undermine the authenticity and credibility of your brand.
The Importance of Human-Sounding Copy (The Cons of AI)
Just as an eloquent salesperson inspires confidence, represents your company, and convinces people to buy, so does the quality of text on your digital platforms.
Copy that trips people up with questionable grammar, poor spelling, or nonsensical references is a risk you don’t want to take. Why give visitors an excuse to exit your platform in search of something better?
Although AI can produce decently written copy based on your prompts, it’s not necessarily the most suitable copy for every purpose. As good as ChatGPT and other content generators can be, there is a tendency for AI-generated text to miss the mark. Potential issues with AI-generated content include:
- Blatant repetitiveness
- Wordy text
- The possibility of plagiarism
- “Hallucinations,” which is AI jargon for false information
- Generic-sounding descriptions
- A lack of specific references to your services or brand
- Excessive use of numbered lists
- Odd word choices
- Problematic keyword stuffing
- No customer empathy
- Minimal unique insights
If the tone of the AI-generated copy reads differently than the other copy on the website, it could make it seem like it was taken from another source. These occurrences can diminish any sense of consistency.
If employing AI for content, you need to ensure a thorough copyedit of any generated material to catch mistakes, including American versus Canadian spelling, and verify the information’s accuracy.
Remember, ChatGPT pulls content from every site it deems appropriate. As we all know, there’s a lot of questionable material out there.
Regarding Google’s search rankings, their algorithms can now detect the presence of AI-generated copy. While this doesn’t necessarily mean you’ll be penalized for using ChatGPT, Google remains focused on rewarding websites it deems valuable for visitors.
Content that engages people’s interest is always held in high regard. At the end of the day, any copy lacking in persuasion is a wasted opportunity to convert.
How AI Helps Copywriters
If you look back at the history of writing assistants, you can trace the evolution of today’s most advanced tools to the spell checkers of the 1980s.
One of the greatest advantages of using AI today is its speed and versatility for kickstarting the writing process. After all, like everyone involved in digital marketing for businesses, there are deadlines constantly looming!
Copywriting can be a labour-intensive endeavour. It all depends on the writer’s knowledge of the subject matter and the amount of research required.
In many cases, shorter amounts of text can be even more time-consuming than lengthy passages. Why? It’s because writers tend to dwell on the impact of each sentence and the economy of their words.
In situations where a writer isn’t provided with much information to work with or runs into mental roadblocks, AI tools provide a solid jumping-off point. It can also suggest what to write or advise on improvements.
The best copywriting usually involves input from the client, be it in the form of notes at the beginning of the process or constructive suggestions during the revision stage. However, this isn’t always feasible as many clients prefer a hands-off approach. In this scenario, AI content generators come in very handy as a support tool.
What We Use
As mentioned, ChatGPT isn’t the only player in the game. Other popular AI copy content generators include Jasper and CopyAI. Each platform has its own designated focus.
At Agency Media, copywriters use the paid versions of AI-enabled software, such as Grammarly, which helps identify potential writing errors, and Scalenut, an AI-powered research and content writing tool. Scalenut is geared specifically for digital marketers and the creation of long-form SEO.
In addition, most copywriters will likely have other online tools in their arsenal (dictionaries, thesauruses, and more) to enhance their work. Whether for improving headlines, landing page text, or optimizing social media posts, copywriters aim to make the copy as engaging as possible for the intended audience.
AI Is Here to Stay
AI learning will only continue to improve, allowing AI content generators to formulate text that will be even more compelling and detailed than it is today.
That said, without a sound SEO strategy and appealing supplementary content to support the copy (such as original video, related photos, or a snazzy graphic design), the words you produce will be limited in their effectiveness.
The goal of marketing is to appeal to people’s mindsets. To do that most effectively, you need a human touch.
If you’re unsure where to begin with your online marketing, Agency Media can help put you on the right track.