Robot man doing his thing on a bench. Gawd help us all. (photo by Andrea De Santis on Unsplash)
Is your Facebook feed awash with ads for AI?
Like images of the Kardashians airbrushed to within inches of their lives, artificial intelligence is everywhere. Of the two, the first, at least, has its uses. Or so we’re repeatedly told:
‘Kickstart your career in AI. No prior knowledge required.’
‘Get a job in AI with no experience.’
‘Unleash the power of AI to transform your sales.’
‘Implement AI to live your best life.’
Yes, all and sundry are jumping on the AI bandwagon.
But, the message is pretty much the same: AI is quick and easy to use. And, best of all, it’ll make you loadsamoney for minimal effort.
Yep, it's the answer to your prayers.
But to quote the great Truman Capote: ‘More tears are shed over answered prayers than unanswered prayers.’
Or in other words, be careful what you wish for. Because if something seems too good to be true…
It's unclear what shape this 'brave new world' will take. But the greatest challenge is going to be how we respond to it without sacrificing our integrity. Oh, and our humanity.
Here's what I think about AI and copywriting so far:
We're fighting through fear
'I'm a bit scared,' says ChatGPT creator, Sam Altman, about advances in AI.
Oh, do put a sock in it.
Seriously.
You’re not fearful.
Far from it.
You’re fuelling fear.
You’re writing the headlines, which frequently go something like ‘AI is coming for your jobs.’
Look, the last time I checked I was a human copywriter. Work may dry up thanks to ChatGPT and its ilk. I should be afraid. But more than anything, I'm disappointed — on multiple counts.
I'm disappointed by the press who are rampantly writing those doom 'n' gloom headlines. Where's their championing of creatives and art?
I’m disappointed that the ludicrous notion that a robot can replace a craft is being unceremoniously rammed down our throats.
And I'm deeply alarmed about what generative AI means for language — our attitudes towards it and how we use it.
But perhaps the question I keep coming back to is why this obsession with automation? Do we really want to become robots? Are our feelings really that frightening?
Sure, much of it comes back to time and money. I get that. I'm in business. I understand why some people are tempted by AI copywriting when they don't understand what it'll give them.
But this comes back to the old fear narrative.
We're all being told that if we don't use programs like ChatGPT we'll fail. So, we must get onto it. Now. Tout de bloody suite.
Yep, delaying would be disastrous. Forget the fact that none of us yet fully understand AI’s capabilities.
No, chuck out the work processes you’ve spent years perfecting and surrender your power to AI copywriting tools immediately. Because everyone else will. But therein lies the central problem with AI…
You don't want to be like everyone else
There are over 600 billion words on the internet. An estimated 50 billion web pages are indexed in Google. You can choose from over 600 million blogs.
We’re overwhelmed with words. What to do with them all?
Enter AI copywriting, which says:
'Write me a prompt. Yep, practice those vital AI skills. Then I'll do my thing 'n' ping words at you.'
500+ words in a second. Speed over quality. Great for some. Ghastly for most.
Why?
Because AI copywriting is designed to bring you the middle of any topic. It takes everything on the web including the glut of abysmal ramblings and gives you the exact average of every idea and talking point.
Oh, to be average...like AI. You get the picture (photo Charles Deluvio on Unsplash)
Unlike human copywriting, forget originality. AI is the triumph of mediocrity over might. It's like seeking substance in a spittoon.
The message is clear: brands that rely on AI for their content will sound like everyone else.
And given that marketing is about bringing something fresh to conversations, not reflecting what's already out there, that's a big ol' problem.
Don't believe me?
An analysis by digital marketer Neil Patel showed that over 94% of the time content created by humans outranked AI-created copy.
And then there's Google. They've now rolled out a spam update that specifically targets AI-generated content. Talk about a blow for all those so-called marketers churning out hundreds of horrendous blogs weekly using AI.
So, yes, AI will disappoint you too.
'Everyone is creating AI content, but very few people are reading it.'
Resuscitating language
But AI aficionados have an answer, naturally:
'Using generative AI is a collaborative process.'
'There always has to be a human element.'
'A human must tweak the copy. Toss in a point of view, anecdote, some quotes.'
Ah, the writer as AI's editor. Talk about wheeling out the wounded to deal with the dead.
And that's what we're talking about here, isn't it? Half dead language. And how we resuscitate it. How very Frankenstein’s monster. And that turned out well.
The point about language is that it lives. It lives within every one of us, in all our infuriating complexity and infinite potential for creativity and growth.
How do we best reach that language and get the most out of it? Not via a robot but by working with other humans.
'It's alive! It's alive!' What only the deranged would say about AI.
You want to feel fully alive
Barricading yourself in a room with only a computer for company is not how you come up with your finest ideas and stories. Those come through good old-fashioned face-to-face human interaction. Covid showed us that.
When we work with others we feel more alive. We use all our senses. We listen. We observe. We look at one another's faces and body language. We analyse. And we create.
When I meet my clients and we talk about how I can help them, I listen to their voices and note how their tone changes.
I watch how the light in their eyes dims or sparkles. I see their passions, dreams and fears play across their faces. And I respond, thoughtfully, with empathy.
Because this is how relationships work — productive, supportive relationships built on sincerity, trust and mutual respect. This is how we find the best in one another and new perspectives on the world.
Artificial intelligence threatens this.
The real danger isn't some hellish apocalyptic scenario with robots called Roger walking the pavements, but a far more insidious form of control.
AI diminishes the relationships each of us has with our creativity. It breaks our bonds with other people. It moves us from a place of connection to isolation.
You don't have an 'overlord'
There are few things I know for certain in this life, but I know this: there's a special place in hell for so-called 'human copywriters' who refer to AI as their 'robot overlords.'
And that place is beside the most ferocious fire of all. Yes, the one that’s reserved for those trying to fleece you by selling dodgy AI training courses. And, alas, they're also as omnipresent as the Kardashians.
'Robot overlords'?! Can these people hear themselves?
Sycophancy is always nauseating. But it’s also futile when directed towards something with no feelings.
Let’s be clear: you are language. You always will be. Because that’s what it means to be human. And the optimist in me believes that language will trump laziness and lacklustre results.
But to be positive, I also think AI copywriting offers true creatives an opportunity. A chance to show what we're capable of. It's thrown down the gauntlet. We'll have to up our games.
Copywriters will have to become deeper thinkers. And, consequently, better storytellers.
And that’s great. I welcome it.
As a journalist, I know all about storytelling. And finding fresh angles that will capture and captivate your dream clients. AI copywriting tools won't help you much there.
Sure, they can spark ideas and outlines. But forget them for writing. They won't get you because they don't listen to you.
How can AI possibly craft a deeply meaningful response to your complex needs, history, hopes and anxieties when it responds to even your most considered 'prompt' within a second?
It's an insult to all the hard work, talent, tenacity and pain that’s gone into building your brand.
You need and deserve far better.
But, I don’t want to talk about robots anymore. I’m frankly sick of thinking about them.
I want to talk about humans. And let's start by looking at how you can make your brand story infinitely fascinating.
There
Google has now rolled out a
‘I’m a bit scared,’ says