Let’s talk about the AI elephant in the room, shall we?
I remember thinking in November of 2022, when Chat GPT was released, that it had no business attempting to generate copy that could rival my own, or that of any other competent copywriter. And after nearly three years of testing it, along with other large language models (LLMs) like Google’s Gemini and Microsoft’s Copilot, I have not changed my opinion. Nothing, at least for now, matches the human brain’s ability to construct sentences that feel empathetic, soulful and connected to other humans.
However… (plot twist!)
I have, over the past two-and-a-half years, come to understand how to leverage the value of AI to improve what I’ve written. And to accelerate the process. And to write stronger headlines and calls to action that make more people click the links that make my clients money.
There are other copywriters out there who will ultimately fail because they are relying on AI to generate copy for clients without using their magnificent, human brains to edit and enhance the often robotic text generated by, well, robots. And that will sink them slightly faster than those copywriters who refuse to acknowledge the benefits of using artificial intelligence as an incredibly helpful tool.
There’s an easy mistake business owners are making when generating their own AI copy: they prompt and accept the results before questioning the output that took ChatGPT 20 seconds to deliver. Is it in line with your brand, your offerings and your goals? I think people are so impressed with the instant results, like it’s some spectacular magic trick, that they don’t take the time to refine the copy and, more important, call out the garbage that often accompanies the good stuff. Have I mentioned that ChatGPT and others are liars? That they make up stuff out of thin zeros-and-ones just to complete your request?
I’ll go into this in detail in a future post, but for now, know that I use AI and I’m a better copywriter, web designer, search engine optimizer, LinkedIn ghostwriter and all-around content marketer for it. Best of all, my clients are very happy with the results that elevate their visibility, increase their bottom line and give them back some precious time.
And in the world of business, that’s giving the customers what they want.
Note: Image above generated by me via Google Gemini (after four attempts). Pretty cool, eh?