Will AI obliterate the future for copywriters?

The ultimate buzzword of 2024

We've all heard of it, in fact we can hardly escape it. The burning question that’s got your LinkedIn feed all up in a tizzy is: will AI take over our jobs? Will artists, writers, designers and the like be shunned into redundancy by this technological force that's swept the world? Here's a look into the possible future...

The sharpest tool in the box?

When we first started hearing about the phenomenon of artificial intelligence, I was in the 'nope, not me, never, not on my watch' camp. Over time I've started coming around to the idea that AI can be used as a valuable tool, helping creatives to brainstorm and develop ideas. It can come up with different angles and different ways of saying things. It can analyse trends, automate repetitive tasks, and spout facts and figures at a velocity that makes the Google experience feel like walking through syrup.

Expecting it to do a complete and satisfactory job just as well as a knowledgeable human is a bit of a stretch though. With copywriting there’s a myriad of nuances to consider around human emotion, culture and creativity. Your boss? They probably don't care either way if you're using AI or not, as long as your results are ticking the right boxes.

Let's compromise

A fair balance might be to use AI whenever it can help you to work faster or smarter. Research for example takes up a huge percentage of a working copywriter’s time. If we’re able to cut down on the hours invested in market research, instantly get the data we need, and get to the main task of writing faster, surely it would be nothing but counterproductive NOT to use AI. 

But if you expect it to do the job for you, you'll likely be met with mediocre results (at best). Your audience will see through the facade and question your expertise for a start. On that note, it’s undoubtedly best to be fully transparent about any use of AI, however you choose to utilise it.

Why we're here to stay

Without humans, there's simply no AI. It literally requires human input and training to function. There will always be gaps it cannot fill - think empathy, creativity, tone - those intricate elements of writing which require a human touch. AI spiel is easily recognisable to people who are regularly exposed to it, too, and editing AI script to ‘make it sound more human’ takes more time and effort than just writing the copy in the first place. Plus, no one wants to do that job, writers like to write. 

There’s no doubt that some business owners may choose to use AI exclusively in order to save money spent on marketing, but the quality work of a human copywriter driven by research and conversion optimisation cannot be matched. AI is capable of producing OK copy that does an OK job, but a copywriter who uses human psychology to craft compelling copy can launch a brand into orbit.

What's it got to say for itself?

I asked ChatGPT "How will AI affect professional copywriters in the future?" Here's what it said:

AI is already influencing the field of copywriting and will likely continue to have a profound impact in the coming years. While AI tools are improving productivity and helping automate certain tasks, the role of a professional copywriter is far from obsolete....

...AI will change the focus of copywriting work from routine content generation to higher-level creative, strategic, and editorial tasks. Copywriters who adapt by embracing AI tools and honing uniquely human skills, like creativity, empathy, and cultural insight, will remain invaluable in a landscape increasingly shaped by AI. Rather than replacing copywriters, AI is poised to become a powerful collaborator in producing high-quality, engaging, and effective content."

It seems we can at least agree that working together is the optimal choice. Instead of viewing AI as the mortal enemy to all creatives, it's probably better to embrace the collaboration, accept the progress, and roll with the times.