AI - The Enemy of Copywriting?

Another article about AI?

Whoop-de-doo……

There are a few universal truths in this world. They are:

• Sequels are never as good as the original.

• Ben & Jerry’s is delicious.

• Smoking is bad for you.

And…..

AI is here to stay 

Now, what does this entail for copywriting?

A lot of things!

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But, before we address that - let’s begin with a simple definition

Copywriting is the process of creating written content to help sell a product/service

Copywriting has “technically” existed since ancient times. But the field truly materialized in the 19th century, thanks to John Emory Powers (AKA The Father of Modern Advertising). His work and principles were fundamental in developing the profession as we know it today.

Fast forward to 2024, where AI has taken us by storm. 46% of business owners use AI to assist with internal communications. This means that a job that was done exclusively by humans is now being outsourced to robots (or whatever else you want to call them). As a result, doubts around the world have been heard about the future of writing copy.

So should we sound the alarm?

Well…. the short answer is - no

Although tools like ChatGPT and Jasper can produce enticing copy, they still require humans to operate it. Issues have also been noted with AI’s bland writing style and lack of unique tone. These minor quirks are what separates mediocre copy from great copy.

But….. copywriters and marketers should still continue to learn and understand these tools to remain up to date.

When the market experiences disruption, those who adapt will prosper and those who don’t will be left in the dust.

For that reason, the advent of AI will make old jobs obsolete, but in the process, create new ones. The future of copywriting doesn’t look dull, just different.