Artificial Intelligence – it’s everywhere today.
It’s evolving finance and insurance, cybersecurity and marketing, and now it appears to be arriving on copywriting’s doorstep. We all knew this day would come and I’m finding it amusing that people on LinkedIn keep smugly sending me these websites, saying: “Well, now you’re getting hit too.”
But is AI-powered copywriting what it’s all cracked up to be?
Who knows? Time will tell, but here are my initial thoughts from what I’ve been hearing and seeing from all around the industry and what you need to know.
What is AI Copywriting?
As the name suggests, AI-powered copywriting involves the use of Artificial Intelligence, Machine Learning and Language algorithms to assemble patterns of language around a particular topic on your behalf.
Sounds great, doesn’t it? Given the fact that such a major component of a business’ marketing revolves around words, messaging and communications, who wouldn’t want to simply give this over to a bot to handle all of that for you?
Written content is both something your customers are hunting for, and SEO is largely dependent on. So, cutting this process short and letting a machine do the work sounds appealing. All of the AI Copywriting websites are touting it as good enough to write advert copy, long-form copy and even books too. Sounds amazing… in theory!
While I’m excited to see how this pans out, I have to admit, it didn’t make the best impression on me the first time I was introduced to AI copywriting.
It was quite an embarrassing Facebook advert from one of the AI copywriting brands claiming that “an AI bot wrote this” - only to then see hundreds of comments pointing out the grammar mistake in the advert itself.
A rocky start if there ever was one.
But does AI Copywriting work?
Well, I haven’t used it personally yet.
But from all the videos online, it seems like certain AI bots can do a decent job when pointed in the right direction. So long as you supply all the “ingredients” like examples, platform, tone, keywords and the link, then the AI-Copywriter can put together sentences that can be good and not so good.
I feel that, for people who need a bit of inspiration to get started, these are good tools to have in your marketing arsenal.
However, I have spoken just recently to Australian marketing agencies that have been conducting research using AI Copywriting systems to generate content as an experiment. Since January, they’ve been comparing the Google results from human and AI written content.
To my surprise, they told me that the result they got from the AI copywriting was literally…
Yes. Literally, zero when compared to human-written content.
Please don’t get me wrong. I’m not trashing AI-powered copywriting! I have no need to. Most of the high-end services we do at Melotti Media are so incredibly unique in developing brand guidelines and core message marketing from scratch or very complicated briefs, that it’s almost impossible for AI to replicate.
But I still expected AI to be able to write basic blogs that would tick some of Google’s boxes. But so far, those agencies have given a clear: zero. In actual fact, those agencies were disappointed that it got such a poor result as they were hoping for something better or at least comparable. I was actually very surprised myself.
The difference between a human copywriter and an AI copywriter is a human will ask and take the time to understand your unique situation to produce content that’s relevant. An AI doesn’t.
When we were discussing this outcome, we thought about the reasons why.
Perhaps it’s just early days?
Perhaps, given that it’s using machine learning to replicate content, none of it is deemed original enough for Google?
But we came up with another hypothesis.
Why is AI copywriting producing poorer results online?
Keep in mind – this was just a theory. It all comes down to Google.
Like I said in this blog, Google’s core objective is and will always be to help users find high-quality content that they’re hunting for.
To do this, Google assesses and ranks content based on the calibre of the user experience. Better content gets ranked higher and poorer content drops down. They invest billions into online search RnD to achieve this objective and continue to find better ways to deliver better search results for everyone.
As a result, Google effectively "police" content rankings to focus on HUMANS (which are their customers). Any digital marketer knows that they also punish content producers who manipulate their algorithm in ways that detract from the human experience – i.e.: sound clunky, artificial or spammy.
However, the way that AI copywriting is being “sold” right now is to publish mass for SEO rankings - not humans. A lot of the websites I’ve seen say things like: our AI copywriter can create tonnes of content to bolster your quantity to help you get on the first page of search.
(As an aside: I wonder if they trusted their AI writing bot to write their own website! I’d love to know that).
So, effectively, many of these AI-written pieces of content which may be going against Google’s intention, are being picked up and rejected as a result. That was our theory anyway.
I watched a review on YouTube for one of these platforms, and the author commented that, given the way things are headed, is the future of the internet just a bunch of robots reading text generated by other robots in order to win at SEO?
BUT – let’s not dismiss AI copywriting bots just yet.
This is not a blog raging against disruption.
In fact, I have a very open mind! Times, they are a-changing.
To be honest, I’m really curious about where AI-generated copywriting is headed, and I’ve tried thinking of ways to potentially integrate it in the next few years – so long as I can find a way for it to work as a positive contributor rather than a negative. Who knows what the future holds and it’s short-sighted to dismiss new tech on the onset.
At present, AI Copywriting platforms would honestly slow my team down rather than bolster our productivity levels – being honest. However, not every team is the same.
While I always say that the BIGGEST MISTAKE any business can make is saying ‘this is not a threat’, I’m also a subscriber to the idea that a smart operator doesn’t resist – they adapt. I said it to the real estate industry when all the platforms and technology came into their industry. The agents who resisted quickly found themselves in a futile battle, whereas the ones who incorporated the tech into their model, flourished.
Now, faced with this same situation, I definitely plan on doing the same, so long as I can make it work. Watch this space. However, I will say that it’s not for everyone. Just trying AI to blatantly write your copy could be risky for your reputation, your brand and your customer – that’s my warning.
If you’re a professional editor, copywriter, or marketing strategist, I believe you can make AI Copywriting systems work because you still have a hand in the beginning and the QC process at the end. However, for most entrepreneurs and businesses, I personally feel it just isn’t quite there yet.
Will it get there? Probably. To some degree.
As a fellow Marketing colleague, Anthony Mason, said to me:
“AI is a long way off replicating super detailed tasks. Most people’s jobs are multi-faceted and involve elements of change management, project management, negotiation, understanding, innovation and argument.”
Anthony has a point here. All those layers are hard to replicate with one tool.
In context, there’s a lot more to copywriting than just putting words together in a sentence that makes sense, especially if you’re looking for results.
So, let me ask you a question to help you decide if you’re considering AI copywriting bots.
Do you want to be known as the brand pumping out robot comms?
In the end, do you want to be known as the agency, entrepreneur or business that’s cranking out content written by a robot? Especially if you’re putting it to work writing articles, blogs and even entire books.
That’s the real question I pose to you.
If you’re an agency, are you happy to admit to your clients are getting AI-generated copy? Will you make that copy free, then? Or still charge them for it?
These are genuine questions.
I wonder as to the ethics and audience sentiment around being written to by an automated system.
I wonder as to the ethics and audience sentiment around being written to by an automated system, especially if it’s content that you were hoping was written by someone who was genuinely sharing their knowledge and expertise – rather than someone who pushed a button.
Maybe I’m wrong? Maybe I’m biased. Perhaps!
However, I believe that genuine communication is and will always be a human practise.
The best results come from well-thought-out and considered content. So long as you can still do this and use AI-Copywriting as a tool to support rather than replace it, then I think you’re on the right track.
Things to consider before using AI Copywriting
Just before anyone thinks that this is a magic bullet, AI copywriting bots still require a lot of human hand-holding for it to be effective.
You’ll still need to:
So, just remember that all those conveniences you get from a human copywriter - such as discussions to learn more about your brand, conversations around your problem, and brainstorming innovative approaches to messaging to help you stand out - don’t come with AI copywriting.
That’s where Melotti Media comes in.
How Can Melotti Media Help You?
To engage your customer and achieve ongoing business success today, you need a powerful message, quality copywriting and consistent content. However, this is easier said than done.
Perhaps you’re time poor and spread thin, or writing may not be your expertise.
So, let us take care of your message marketing, copywriting and content marketing needs!
For more information or to speak to a quality marketing copywriter to get the results your business deserves, contact me now at firstname.lastname@example.org.
Our Message Marketing services can sharpen your words to achieve your goals, today.
Melotti Media | Copywriting & Message Marketing Bureau
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