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AI technology and platforms like ChatGPT are powering ahead in capability in leaps and bounds.  In fact, so fast, it’s hard to keep up with the latest advances.  One question we are often asked by our clients is can artificial intelligence replace a copywriter for website content or blog posts?

It bears to keep in mind that artificial intelligence can only produce results from scraping data from various web sources.  The content it produces is based on a calculated probability that those words and sentences are the best choices. In other words, it’s not focused on what you expect but on what “seems correct” based on a probability analysis.

An experienced copywriter with the human touch understands how to weave personality and connection in their copy.  This is something that is impossible at this stage with artificial intelligence.

However, ChatGPT can certainly be used in certain circumstances and for certain things.  So, let’s explore when and where to use AI technology and the best way to use it.

Understanding Brand

AI: Artificial intelligence can only generate content based on algorithms, but it lacks the ability to truly understand the essence and personality of your brand. Every brand has a unique voice that is your business.  This is a subtle nuance that is impossible for AI to understand.

Copywriter: An experienced copywriter is more than a wordsmith; they are brand storytellers. They take the time to understand your brand’s values, tone, and personality, ensuring that every piece of content resonates authentically with your audience.

Building Connection

AI: AI technology excels at generating content based on patterns and data, but it falls short in creating emotionally resonant content that will connect with your audience. Automated content lacks the human touch needed to evoke genuine emotions and connections.

Copywriter: A copywriter injects emotion and creativity into the content, weaving narratives that reflect your brand and appeal to your target market. They understand the power of storytelling, making your brand not just a product or service but a compelling story. Remember, your clients and customers buy based on emotion not logic! Authentic communication that can only come from a human has the power to turn casual visitors into loyal customers.

Creativity and Nuances of Language

AI: While AI technology has made significant strides in natural language processing, it often struggles with the subtleties, nuances, and cultural references that humans effortlessly incorporate into their communication.  They are re-writers not unique writers.

Copywriter: A copywriter is adept at including unique insights, creativity and cultural background into the language and style being used. They can tailor content to specific audiences, ensuring that your message is not just heard but truly understood.

Optimising for SEO

AI: AI algorithms can analyse keywords and generate content optimised for search engines, but they lack the intuition and creativity needed to produce genuinely valuable, reader-friendly content.

Copywriter: A copywriter combines SEO expertise with a creative flair, crafting content that not only appeals to the search engine algorithms but also engages and informs your audience. They strike the delicate balance between visibility and readability. Your website and blog posts are written for your audience but to get found, has to also appeal to the search engines.

Adapting to Ever-Changing Trends

AI: AI operates based on pre-programmed algorithms and data, making it less adaptable to rapidly changing trends and cultural shifts.

Copywriter: A copywriter is not bound by algorithms; they are dynamic thinkers who stay updated on trends and can swiftly adapt your content strategy to align with evolving market shifts.

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AI Technology Do’s and Don’ts

  • Do use it for outlines, headings, and to start your ideas.
  • Do use it for short meta data like alt text on images and meta titles etc.
  • Do keep drilling down deeper with more specific prompts if you don’t get the right answers initially.
  • Do check if facts are correct if you’re writing a factual piece.
  • Don’t use it for sensitive or controversial pieces that require deeper understanding.
  • Don’t use it unedited for your website content or blog posts.

Conclusion

Although there are unquestionable applications for AI technology, platforms like ChatGPT’s ability at copywriting often fails to capture a brand voice authentically. Your human copywriter understands your target audience and can create persuasive text for your brand voice and style.  Emotional intelligence, creativity and the ability to connect is why you should choose a copywriter for your website and blog posts.

Experience the difference and let your brand’s story unfold with the magic of human creativity.

 

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Judith Shuttleworth

Judith Shuttleworth is the owner of HotsWots Digital and a Director of Open House ID, an app for real estate agents. We have a range of expertise in all aspects of digital marketing and provide personal customer service. Your success is our motivation.

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