AI’s meteoric rise has hit the copywriting/content writing industry harder than adulthood hit McCauley Culkin.
Now, AI (ChatGPT to be specific) has passed the bar exam.
GPT has reached a level that no other AI has yet accomplished. It’s so good that it’s virtually indistinguishable from people, especially when you compare it to average writers.
So what does that mean for copywriters/content writers as a whole? Let’s find out.
On the one hand, consider running for the hills
The cat’s out the bag. Elvis has left the building. AI will only get more powerful from here on out, and the rate at which it improves will be scary.
Companies used to pay decent dollars for okay-ish articles. Y’know, the ones where you basically read the top 5 – 10 articles that pop up in SERPS, cherry-pick bits from each, summarize in your own words, and submit.
But AI can do this in minutes, and it’s a hell of a lot cheaper.
Does it need fine-tuning and finessing? Sure.
Does it sometimes make up stats? Don’t we all Lil bit.
Does it occasionally spit out boring AF responses? Yep, especially if you give it a dull prompt.
That said, it does the bulk of the work in creating an article far quicker than a person can. It can generate an outline in seconds before fleshing out each point. Add some seasoning, like an expert insight or some new stats, and double-check in an AI review tool like Grammarly.
Bam. Boom. Bob’s your uncle.
So if you’re the type of copywriter who produces standard-issue articles without adding anything new to the conversation, yeah, you should be worried. Terrified, even.
On the other hand, show it who’s boss
What separates great writers from the rest?
Great writers add something new to the conversation.
Most of what you read online is repurposed from what the writer has read elsewhere. Fine. However, that doesn’t really help anyone.
It might help your company get more visitors or your blog get more subscribers, but you didn’t really advance society whatsoever.
You just kinda went “yeah, what they said”.
Can AI do that? Yep, and it can do it much cheaper and quicker than you can. But it’s not so great at adding things to the conversation.
AI tools are trained with language models. You feed it data about a topic and it’ll regurgitate something close to what you put in. Think of it like a soup. The texture and taste might change slightly, but it contains whatever you put in and nothing else.
This represents an opportunity for copywriters/content writers.
If you can distinguish your writing from the regurgitated waffle that pervades the internet, you’ll likely keep your job.
For example, make your content go above and beyond what AI can produce by including:
- Quotes with experts
- New opinions
- Humor
- Storytelling
Make it so damn distinctive there’s no way a machine would’ve written it. The best part is, you can do this while still using AI. It doesn’t have to be a binary choice between using it or not.
Let AI do some of the heavy lifting—creating outlines, sparking ideas, summarizing what’s out there—before you add that special something.
Our takeaway: writers can no longer afford to be lazy
As a copywriter/content writer myself, I’ve ridden the lilo of laziness for a fair while now. That’s not to say my work’s been shit—at least, nobody’s had the guts to tell me if it is—but I got to the stage where I knew specific industries and the basics of how to write an article so well that I could do it on autopilot.
But these are the kind of articles that AI will increasingly handle. The next-to-zero thought, mostly-curation type of pieces.
This means copywriters/content writers need to kick themselves into gear and quit being lazy. Myself included. We need to use AI to make us better at the meat n’ potatoes while we focus on drizzling some unique sauce all over this shizz.
If we do that, we’ll be able to hold onto our jobs… For now.