As of August 2023, artificial intelligence-generated copy is used across myriad of applications. From chatbots and virtual assistants to content curation, creative writing and even news reporting, nearly two-thirds of business leaders plan to use AI writing tools to bolster their content marketing efforts this year.
The robot revolution is definitively here. AI-generated copy is a hotly debated topic, but what does AI mean for the future of content creators? Is AI the game-changer that it is billed to be? Is the AI hype real? Or is AI writing just another form of plagiarism?
Last week, in our first of three installments of an AI series, we tackled the question of whether AI can generate website code well enough to replace human developers. This week, we take a different look at AI, testing whether AI writing tools like ChatGPT can generate copy on par with humans.
AI Writing Advantages
Utilizing AI writing tools can deliver numerous benefits that help enhance content creation productivity, boost creativity and improve overall effectiveness.
Streamlined Content Production
Rather than human copywriters spending hours or days writing articles or social media posts, companies can harness the power of AI to significantly speed up the content creation process and instantly more content than ever.
When human writers face writer’s block or need fresh ideas, AI writing tools can offer suggestions, brainstorming prompts and alternative phrasing to get the creative juices flowing.
Grammar and Style Checking
AI-powered tools like Grammarly help copywriters improve the quality and correctness of their writing by identifying typos and inconsistencies to ensure a more polished final product. But don’t always trust spell-check tools!
AI writing tools can suggest more compelling vocabulary, help improve readability and even let you set the tone and audience, recommending word choices that might better resonate.
But something as transformational as AI writing isn’t without downsides. Like the humans who built and trained these models, AI writing tools aren’t perfect.
WAS MY WEBSITE USED
TO TRAIN AI?
Why Human Writers Remain Irreplaceable
Despite the countless recent advancements in AI writing, these tools lack the unique voice and perspective that human copywriters can bring. To illustrate the difference between AI-generated copy and the human element, consider the following example:
AI-Generated Product Description
“Introducing the new hydration system, a perfect companion for outdoor activities. Designed for convenience, it has a water reservoir and proprietary magnetic connection. Buy it now and stay hydrated.”
The AI-generated copy above is outstandingly mediocre and could’ve been created by any brand, highlighting the shortcomings of AI writers and the importance of the prompt when using AI tools to generate content. The text lacks creativity, originality and the brand’s voice, noting only the most obvious selling points, not noteworthy reasons for customers to purchase our client’s hydration system. Can you think of a hydration solution that doesn’t have a water reservoir?
AI writing tools operate based on patterns and data, lacking the contextual understanding, emotional nuances, values and personality of your brand. Each brand has its own tone, style and vocabulary that reflect its identity, and AI is limited in its ability to grasp the disparate elements that contribute to a brand’s unique identity.
Enter the Human Element
“Imagine making that final push to the summit and your water bottle or hydration pack is empty. Ouch. Stay actively hydrated on every journey with the ultimate hydration system from FluidLogic.
The FluidLogic system with Active Hydration is the world’s most advanced active fluid delivery system. From rugged mountain trails to urban explorations, this unique system keeps you hydrated, safe and performing at your best.
- Unmatched hydration technology — Equipped with a high-capacity, stainless-steel water bottle, the easy-to-use hydration system and advanced mobile app deliver customized guidance to ensure proper hydration levels wherever adventure takes you.
- Easy installation — Leveraging unique quick-release mounts, the FluidLogic system quickly and simply installs on a wide variety of motor vehicles, including race cars, motorcycles and much more.
- Quick connection — The system’s proprietary MagLock connectors utilize rare-earth magnets and check valves to assure the fastest, safest and most-reliable drip-free connection possible.
Your adventure awaits. Take your outdoor experiences to new heights and experience Active Hydration™ with FluidLogic.”
The human-crafted copy captures our client’s spirit of adventure and proprietary Active Hydration™ language, effectively addressing outdoor adventure enthusiasts’ pain points and wants. By highlighting the product’s features and benefits with descriptive brand language and emotional appeals, the human copy paints a vivid picture of the hydration system and is more likely to resonate with adventurers seeking a reliable hydration solution.
As you can see, AI writing tools are not without challenges and limitations. Beyond lacking the emotional intelligence, empathy and understanding humans possess, AI content generators rely heavily on the data they are trained on, leading to a homogenization of content, where all AI-generated copy appears cookie-cutter and lacks the perspectives human writers can provide. With many AI writing tools drawing on massive databases of existing content, they might unintentionally produce copy closely resembling or replicating copyrighted material. Worse yet, certain topics are too complicated or sensitive for AI writing tools to adequately grasp the nuances and context.
All said, tools like ChatGPT can get you about halfway toward your goal, but the human touch is essential in polishing AI-generated copy to achieve the goals for which your piece of content was developed.
Effectively Balancing Humans and AI Writing
While AI-generated copy might provide basic information and a good starting point, it fails to convey a product’s unique value and emotional appeal. Responsible use, transparency and consistent human editing are essential to ensure that AI-generated copy complements human writers. Striking an appropriate balance between AI generation and human involvement will be vital in creating impactful, persuasive communications that resonate with audiences as these tools progress.
Content generation is far from the only area of modern business impacted by the rise of AI. Many websites were used to train these AI tools, but was your website one of them? Download our white paper on generative AI to learn more!