By Victoria Fairclough
A client of mine recently suggested that I use ChatGPT to speed up the writing process for a few pre-agreed thought-leadership articles. They’d tried it and it ‘wasn’t bad’. After falling off my chair and regaining my composure, I mumbled something about how I’ll check it out. How dare someone suggest that an artificial intelligence (AI) algorithm can do my job – and faster too! I’ve got 18 years PR experience, I’ve worked at a raft of renowned global businesses and I’ve got a university degree in English Literature. Now don’t get me wrong, I’m fascinated by the way technology has positively transformed our lives. From travel support and video chat to advances in healthcare and finance, technology is great in so many ways, but replacing an experienced and well-trained human to write interesting and thoughtful articles? I'm not so sure...
Many would argue that technology such as AI takes the hard work out of arduous time-consuming tasks – and for activities such as data measurement, monitoring and analytics I completely agree. I love that Xero sorts my accounts out for me at the click of a button, Word checks my spelling and Waze gives me regular alerts and guidance on a car journey. But here’s the thing, I still manually log and check my finances as does my professional and highly trained accountant, and I always triple check my spelling and travel route manually too. More often than not I disagree with both Word and Waze. Technology is a brilliant tool to help and support us, but complete reliance is foolish at best. Anyone who’s had a satnav take them down the wrong road or to the wrong destination will surely agree?
PR at its very core is creativity. The ability to think outside the box is key to making news, ideas and events compelling. Copywriting is the beating heart of this creativity – and while AI can pull out key ideas from a pre-prepared database – the results are arguably not thoughtful, unique or creative. Anyone can use it to pull the same content in the same way.
Perhaps, it’s horses for courses. Use AI and technology where it helps for ideas and inspiration, but don’t rely on it 100%. We need to keep using our brains to do basic maths, plan routes and write because our brain is a muscle and if we don’t use it, we’ll lose these skills entirely. How much are we really willing to delegate to technology for the sake of a few extra minutes saved?
OK so I’m both biased and being dramatic for effect. I work in PR and specialise in PR for advertising technology companies, so the evolution of technology is literally my bread and butter. But what of ChatGPT? I asked Open AI what it thought about its impact on the future of copywriting – and the results were incredible. It is fast, efficient and the articles are coherent and well argued. I asked it to share two points of view - why AI will replace professional copywriters and why it won’t. I’ve shared the results below - which are both good and well worth reading. Whether I’ll use it regularly remains to be seen – it feels a bit like copying an essay from York Notes - and subsequently disingenuous.
I’m a big advocate of testing and learning, especially with new technology. From crypto currency and NFTs to the metaverse and AI – now is definitely the time to try them out and find the benefits to you and your business. But as warned in the Emperor’s New Clothes, let’s avoid blindly following the crowd and remember to have your own brain engaged to double check the path is right for you. The brain, after all, is still the smartest computer available to most of us. Also, as required, I’d recommend using an experienced professional to help.
Victoria Fairclough is a PR Consultant at Fair Communications. For more information visit: faircommunications.co.uk
Write a 200-word article about why AI WILL replace professional copywriters:
Artificial Intelligence (AI) is making significant advancements in many industries, and copywriting is no exception. With its ability to process vast amounts of information, AI is poised to replace professional copywriters in the near future.
One of the primary benefits of AI is its ability to create compelling copy at scale. The technology can generate hundreds of different headlines, descriptions, and advertisements in a matter of seconds. This speed and efficiency are unmatched by human copywriters, who can take hours or even days to craft a single piece of content.
Another advantage of AI is its ability to analyse data and make informed decisions about the type of content that will resonate with specific audiences. This level of customization is not possible for human copywriters, who rely on experience and intuition to make decisions about tone and content.
However, AI has limitations that cannot be overlooked. Although it can generate high-quality content, it lacks creativity and the emotional connection that comes with human-written copy. This emotional connection is crucial in many forms of marketing, where building a relationship with the audience is vital.
In conclusion, AI has the potential to replace professional copywriters in many industries, but it will never fully replace the human touch that is crucial in creative writing. Copywriting is not just about generating content, but also about building relationships, and this is something that AI will never be able to do.
Write a 200 word article about why AI WON’T replace professional copywriters:
Artificial intelligence (AI) has made tremendous advancements in recent years, but it still has a long way to go before it can replace professional copywriters. While AI algorithms can generate text based on patterns and language models, they still lack the creativity and critical thinking skills required for effective copywriting.
Copywriting is a unique blend of creativity and strategy. It requires a deep understanding of the target audience and the ability to craft a message that resonates with them. AI algorithms can generate text that is grammatically correct, but they lack the empathy and emotional intelligence needed to connect with the audience.
Additionally, AI algorithms are limited by the data they are trained on, which may not always reflect current trends and cultural nuances. Professional copywriters, on the other hand, stay up to date on the latest marketing and branding trends and are able to craft messages that are both relevant and impactful.
Copywriting is not just about writing words. It's about creating a compelling message that motivates the audience to take action. This requires a level of creativity and strategic thinking that AI algorithms simply cannot replicate.
In conclusion, while AI may be able to automate certain tasks in the copywriting process, it cannot replace the human element that is essential to effective copywriting. Professional copywriters bring a unique combination of creativity, empathy, and strategic thinking that cannot be replicated by algorithms.
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