We have kicked off 2023 with AI copywriting tools exploding into the industry, generating a considerable buzz and lots of excited chatter. Among some of us digital marketers, there is a slight trepidation – as is with the introduction of any new technology – that there is a new tool that could very possibly take away part of our jobs… or can it?
Whilst AI copywriting tools such as ChatGPT and CopyAI are brilliant and have huge potential, there is no risk (yet) of automated tools like this taking over from humans. Why? Because in order to generate good quality and relevant copy, an AI tool needs well-written and crafted prompts to work with.
A new skill to develop?
Whilst AI copywriting tools may well replace human copywriters when it comes to companies looking to spend less on marketing and looking to automate some parts of the process, it isn’t possible for just anyone to pick up the tool and start generating content that will rank well, or answer the question that your readers most need answering.
You need to input well-crafted and strategically thought-out prompts for the AI tool to work with, in order to output something that is unique, good quality and relevant. All things search engines like Google look for when ranking content.
So, rather than replacing human copywriters, it is simply an opportunity for copywriters to pivot and embrace the new technology that is available to them, adapting their skills to becoming experts at writing content prompts for AI copywriting tools.
Remember when automated checkouts came to supermarkets? Was there a worry that they may take over the role of cashiers? Yeah, maybe – but they still need a human to check them, help them run smoothly and step in when issues arise. So it isn’t about losing a job so to speak, it just means adapting and changing to fit a new role that comes about due to the introduction of a new technology. It happens all the time, often without us realising it.
Should I use an AI copywriting tool?
Yes! There is no harm in experimenting with AI to get your copy written, however, you will want to consider that the AI tool may churn out identical copy for someone else that feeds it similar – if not identical – prompts. Having copy that is too similar, or samey to other websites and/or businesses isn’t great and can affect your ranking negatively. There is still a huge emphasis on quality content that is unique, and that is well-received by your audience.
If you fancy having a play around with an AI copywriting tool, most of them have free versions or are entirely free to use. ChatGPT and CopyAI are the ones that are most talked about at the moment, but new ones are popping up daily.
They’re easy to use and easy to access. Have fun with writing different prompts to try and achieve different answers to the same question or topic matter. There is certainly a knack to getting quality content out of an AI tool.
Is it just a fad?
Are AI copywriting tools here to stay? Maybe. It’s hard to tell whether this is a flash in the pan – it was a cool idea at the time – sort of thing or whether it’s something that will be developed, improved and bettered to become a staple of a digital marketing strategy.
If you’re looking to save time, asking someone who is an expert at writing AI prompts may cost less than having a copywriter research, write and edit a piece of content for you. If you’re looking to go that much further to save time, you could even have an AI copywriter write your emails for you and other correspondence.
Obviously, using it within reason is a good idea. You don’t want to rely on it to write important legal documents or your t’s and c’s!
There are some good times to use an AI copywriting and there are some bad times to use it. It’s all about using the tool for the appropriate task.
If you’re tasked with writing short-form content (and a lot of it) such as meta descriptions and titles, an AI tool might just be the ticket. It can also be used as a way to generate the structure of an article or blog piece, helping to give you an idea of how best to write the piece. It’s also a brilliant tool to help you generate ideas, suggesting titles, headings, bullet points and calls to action.
If you’re tasked with writing long-form content such as a guide, a how-to piece or an article – it might not be the best way to short cut it. Whilst AI is evolving and improving as time goes on, it still isn’t quite on par with human writing and you’d be better off putting in the time (or outsourcing to a copywriter) to make sure you hit the brief.
Overall, there is no reason why you shouldn’t use AI copywriting tools as part of your digital marketing strategy. Want to know more about how to integrate it into your marketing efforts? Get in touch with us today to discuss your requirements.