Artificial Intelligence (AI) software is getting scary good at generating text on demand. But will it replace human writers anytime soon? Here’s what you should know.
There’s a wide range of AI-powered writing tools available right now, with varying levels of sophistication and accessibility. Some tools specialize in generating short-form content, like email headlines and social media captions. Others are capable of spitting out long-form blog posts, landing pages, and even entire e-books.
Currently, the most popular AI software for writing text is Open AI’s GPT-3, which uses deep learning to produce human-like text. Now available for a free research preview, ChatGPT interacts in a user-friendly dialog format, responding to requests such as “write a rap about marketing” with some funny and impressive results.
Of course, as a writer, I’ve experimented with a few of these tools for myself. I’ve found that AI-powered writing software particularly comes in handy when I’m facing writer’s block and need to get unstuck quickly. While I’ve never used a tool’s suggestions verbatim, it can certainly spark inspiration and set new ideas in motion.
It should be noted that producing text is just a small part of many marketing tactics that involve writing. Take, for example, writing a search engine-optimized blog post. An AI writing tool can churn out a full-length blog in seconds, but it can’t necessarily create a customized content marketing strategy based on a brand’s specific goals. It can produce dozens of clever topic ideas, but it can’t conduct in-depth keyword research or interview subject matter experts. It also can’t complete the additional tasks required to bring a blog to life, such as incorporating relevant images, video, and links, proofreading and fact-checking, posting final approved content to a website, then sharing it via email and social media, and engaging with readers online.
Ultimately, AI-generated content needs a human editor to ensure the final product is coherent, correct, and true to a brand’s voice and tone. The way I see it, an AI writing tool should be used as just that — a tool. AI software can complement a writer’s existing skills and streamline their day-to-day work, saving time and money for everyone involved. But like other software for writers, such as Grammarly, it’s imperfect and relies on the human touch to produce polished, professional results.
One thing is clear: AI-generated copy is here, and it’s here to stay. But even as this technology gets more and more sophisticated, it can’t replace the value of having an authentic brand voice that communicates meaning and inspires action. Compelling marketing draws on the power of shared human experiences and the complexity of real human emotions, which AI can’t comprehend or replicate (at least not anytime soon).
In the new AI age, savvy brands won’t just try to be louder; they’ll seek to overcome noise by getting closer to their customers to listen and engage in a personal way. They’ll use technology to enhance — not replace — the human connection. The result will be efficient, effective, and, most of all, meaningful.
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