Will AI Replace Copywriters?

Will AI replace copywriters? It’s a question many of us in a creative space have wondered. And if you’re a copywriter like me, maybe you’ve thought about this while also panicking.

I’ll be honest. AI used to scare the shit out of me. When ChatGPT launched, my first thought was “Nice! Writing was cool while it lasted!” And then I proceeded to think through 40 backup plans, considered enrolling in grad school (TBT to when I almost became a social worker!), and told my parents I’d have to move back in with them.

Obviously, I’m kidding.

Kind of.

As a *Prozac princess*, I try not to overthink and panic. Unfortunately, because I’m a Prozac princess, I overthink and panic. So when I heard that there was some artificially intelligent robot spewing out copy in less than 30 seconds for FREE, I overthought and panicked. 

For a hot minute, I avoided doing any research on AI and the impact it would have on copywriting and my job security. I.e: I pretended it didn’t exist, kind of like an ex-boyfriend. But then I put my big girl pants on, faced the source of my anxiety head-on, and put this robotic maniac to the test.

Will AI Replace Copywriters? A Series of Tests

I gave ChatGPT a series of writing prompts.

Write email copy for a brewery launching a new drink.

Write social media copy for an influencer posting about a brand deal.

Write website copy for a personal trainer’s service page. (Everybody stay calm!!!)

Here’s the thing about Miss ChatGPT. She loves certain phrases and words and speaks in a distinct tone that many professional writers can sus out instantly. It’s giving….robotic???

I’ll say this: the copy is usable. It gets the job done. C’s get degrees and all that. But remember, your copy is your business’s wingwoman, and to close the deal, all marketing-related words need to be tailored to you, your voice, and your brand. AI can’t do that.

However, we can’t discount the benefits that AI can have for small business owners, especially those who don’t have a copywriter on staff or outsourced.

Let’s talk about it.

How AI Can Be Used in Copywriting

So, will AI replace copywriters? No. However, there are benefits to using AI for copy, especially in the ideation or brainstorming phase. As your trusted copywriting bestie, I wouldn’t shame you if you used AI in the following ways.

1. Brainstorming: you need a list of questions, prompts, or suggestions to get started. For example, you’re interviewing a guest for a podcast and need a few ideas to get your creative juices (ew) flowing.
2. Outlines: you’re trying to up your blog game and need some advice on how to lay your article out.
3. Templates: you’re diving into email marketing and want to see a few examples of an email laid out.

ChatGPT and other AI software serve a purpose and have a lot of fascinating features that just can’t be overlooked. It can offer insight, provide prompts for consideration, and serve as a great starting point if crafting copy or ideation isn’t your thing.

Total side note: One time, one of my coworkers used it to make a rap about another coworker. Amazing. We laughed, we loved it, and I recommend you do the same thing for someone in your life. 

Here’s the biggest takeaway: AI-generated copy should never serve as your final draft for anything, but it can be used to ideas flowing.

The Not-So-Secret Secret About AI-Generated Copy

Pretend you’re opening up a brand new boutique barre studio and have captured a ton of leads via email. The grand opening is coming up, and you want to send the leads you’ve accumulated with the latest information on your facility. You take to ChatGPT, hoping that Miss AI will whip out page-turning copy that will get potential clients storming your studio. 

Here’s what our Robot girlie gives you: 

Alright, let’s unpack it. And because we’re positive queens over here, we’ll start with what this AI-generated copy does well. 

1. It captures the essence of the email in the subject line 
2. It provides a solid organizational structure
3. It uses inclusive language 

But is this draft, even once you’ve plugged in all your business-specific information, enough? Is it inspiring? Is it exciting?

Personally, no, I don’t think so. 

I’ll be honest, this copy is a leeeeeetle basic. You? You’re not basic. Your made-up barre studio isn’t basic. Therefore, your email should not be basic. None of your copy should be basic.

Clear, yes. Direct, yes. Basic? Hell no, girlfriend. 

BASIC COPY IS BORING COPY.

Oh, sorry, my cat typed that out in caps. And put it in bold. She just really doesn’t want you to write boring copy when you can write inspiring, captivating copy!

There’s a major chunk of information missing: the unique value proposition (UVP). Majority of group exercise studios advertise these same benefits. Certified instructors? Duh! It’d be a liability not to have trained fitness professionals. Community atmosphere? It’s a group fitness class AKA synonymous with community. Introductory offers? Google any boutique fitness studio in your area. I would bet a six-pack of Crumbl cookies that they all offer some kind of special for new members. 

When speaking to leads, you want to communicate how and why you’re different. If someone is choosing between you and a competitor, they need to know why you, yes you, are not a choice, but the choice. What is it about you and your service that stands out above the rest? In the above email example, there is nothing that jumps out to me as incredibly special or unique.  

When brands use AI-generated copy verbatim, they put themselves at risk of losing their customer because it likely lacks authenticity and relatability – two major things consumers look for. So if you want to explore the features that AI-generated copy has to offer, go for it. Just make sure you use it as a place to brainstorm and ask questions – for writing purposes, AI-generated copy shouldn’t be used for any real copy post-ideation phase. 

Why Miss AI is Not the Solution for Final Drafts 

The other day, I was working out of a coffee shop when the woman next to me told her team to “just use ChatGPT!” to write posts and captions to increase their online visibility. I didn’t have the full picture, but after basically being part of this meeting, I surmised that they were marketing some kind of health product??? Maybe?

Not important. Nor is it important to note that she was hosting a virtual meeting with A LOT OF PEOPLE WITH A LOT OF OPINIONS without headphones.

I digress. Back to our topic: Will AI replace copywriters?

Here’s what matters. She was encouraging people to use ChatGPT for, well, everything.

LinkedIn posts. Instagram captions. Cold sales pitches. DMs!

Not. Good.

Here’s what we know: ChatGPT’s copy is boring. It lacks personality and any distinction as to who you are as a business or service-provider.

So as I sipped my latte and tried so hard to mind my own business, I was ITCHING to join this damn meeting and beg everyone not to listen to this advice.

Sales is hard enough, don’t let a lack of authenticity and personality be an added barrier to getting the consumer to buy.

People want to see words that inspire them. As brands, we want to write the words that inspire our consumers. Inspired consumers become paying customers who become loyal brand fans.

Godspeed to those gals. Godspeed.

The Most Important Piece to Consider

If there’s one thing you take away from this blog post it’s this: The biggest missing piece from this ChatGPT generated email is the humanity of it. Take a look at the tone. It’s a bit robotic – which, weird, it’s almost like a computer wrote it. As a consumer, I want to connect with a brand. I want to feel seen and understood. Brands, just like humans, have personalities. And humans like connection. As of right now, AI doesn’t offer that. 

As a website copywriter, showcasing my client’s personality and tone through words is a non-negotiable. Selfishly, it’s also one of my favorite parts of my the copywriting process. Personality isn’t just limited to website copy; it should be threaded through newsletters and your social media strategy, too. 

To reiterate, this example email serves as a starting point. But relying solely on chatGPT for your copy is like relying on my first car, a Pontiac G3, to take you on a cross-country road trip. It’ll get you somewhere, probably not out of the state, but somewhere. 

Sidebar: I drove my little red car for two years and when I took it to the mechanic (a family friend who I love dearly) before I left for college, he said “I can’t believe this car hasn’t shit the bed.” 

Don’t let AI-generated copy be the reason you, just as Dan the Man (my mechanic) said, shit the bed. Your business is too valuable and too badass for that to happen. 

TL;DR

Will AI replace copywriters? No. Thank the lawd.

AI-generated copy can serve as a first step for your marketing efforts. But human-generated copy will close the deal. And if you need an actual human to write that copy for you, I’ve got a gal I think you’ll love. 😉