Copywriting has changed a lot in the past decade. Instead of writing for print media, most copywriters now work in digital marketing and are experts in SEO, keyword optimization, and social media.
Most copywriters have embraced the digital revolution and can find more work thanks to the explosion of blogs, websites, and social media platforms.
However, artificial intelligence is poised to shake up the copywriting world forever. Some fear that AI may even replace copywriters in the future, though the effectiveness of AI remains questionable. In reality, sophisticated AI can help copywriters mitigate mistakes and work more efficiently.
A.I. Copy
A.I.-generated copy is designed to produce quick results for folks who don’t have the budget to pay real writers. This means that most human writers aren’t afraid of AI, as algorithms can’t do the work required to research keywords, plan projects, and gather insights from industry experts.
A.I. is relatively easy to spot, too. As copywriter Giada Nizzoli explains, A.I. is only capable of producing “words written without a strategy.” This means that A.I.-generated content might be grammatically correct, but it seldom performs as well as human-generated content.
A.I. copy goes against Google’s guidelines, too. Major businesses cannot afford to fall foul of Webmaster guidance and will sidestep A.I. content. Those who do “employ” A.I. writers run the risk of being classified as “spam” and removed from Google listings.
Unfortunately, A.I. may take work away from the most at-risk writers. Writers who are growing their portfolio on sites like Fiverr or Upwork could face direct competition from bots, as A.I. is a cheaper, quicker alternative to freelancers. These writers will have their income slashed, as their price point will be driven downwards by A.I. that offers similar services at a fraction of the price.
That said, most writers quickly graduate from the pittance paid on freelancing sites. Writers who want to build a career in copywriting can generate their own portfolio using sample work and should try to work with agencies that are on the lookout for creative, motivated copywriters.
A.I. Assistance
Writing bots aren’t going to replace professional copywriters anytime soon. However, A.I. can be used as part of a professional writer’s toolkit.
Artificial intelligence helps researchers and writers by eliminating human error and improving pattern identification. Machine learning programs are capable of crawling the web in a fraction of a second, and can speed up data analysis. This means that A.I. can be used during keyword research and may help writers generate ideas for when they’re struggling with writer’s block.
A.I. can speed up the editing process, too. Programs like Grammarly and ProWritingAid use machine learning, deep learning, and natural language processing to identify errors and make suggestions. This helps copywriters sidestep syntactical slip-ups and ensures that every sentence, paragraph, and page is grammatically correct.
A.I. for Business
Copywriting is about more than keyword research and wordsmithing. Any copywriter worth their salt is also a savvy business person and understands the importance of personal branding for their small business.
For new copywriters working on a limited budget, A.I. tools may be a cost-effective way to improve their offering and reach more clients.
A.I. can help small business owners generate sample logos and branded blog pages that resonate with prospective clients. A.I. can also complete competitor analysis to help copywriters set price points and target new customers.
It’s worth noting that business-related A.I. tools aren’t as effective as real-life humans. A real graphic designer will always produce better results than a bot. Likewise, human intervention is needed during competitor analysis as A.I. can be swayed by anomalous data points and complex consumer behavior.
Conclusion
The pessimistic amongst us believe that A.I. will take our jobs and deliver us all into a matrix-like future. However, steps are already being taken to ensure that A.I. doesn’t tread on the toes of real-life copywriters. Anti-bot apps like GPTZero are capable of identifying AI-generated content and Google’s Webmaster guidelines categorize AI-generated copy as spam.
That said, A.I. can be used as a tool to help copywriters. A.I. can eliminate errors and conduct competitor analysis. This gives copywriters a leg-up on the competition and ensures that clients get the high-quality content they need.
Amanda Winstead is a writer from the Portland area with a background in communications and a passion for telling stories. Along with writing she enjoys traveling, reading, working out, and going to concerts. If you want to follow her writing journey, or even just say hi you can find her on Twitter.
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