Will AI take my job as a Copywriter? #ManvsMachine

In the first of an ongoing series, I’ll be examining the impact generative artificial intelligence is having on our creative jobs. As a copywriter myself I thought it obvious to start there but will be pitching man vs machine on a range of fields from design and animation to marketing and PR in the coming weeks.

Written by Man

As a perennially unsatisfied millennial I’m one of those frustrating sorts that always appears to be vibrating from one existential crisis to the next. This one, however, has been stuck with me for a while now and I can’t see it going away anytime soon.

I’m talking, of course, about artificial intelligence. According to great thinkers like Stephen Hawking (and less great thinkers like Elon Musk), it could prove to be the greatest development in human history or our complete undoing. There are thousands of think pieces written by far more tech-savvy individuals than myself pondering the importance our roles in an increasingly automated world but for me, it’s a double-sided coin.

Its greatest proponents will tell you that AI is here to make our lives easier and I’m already starting to appreciate that. Just this week I’ve used ChatGPT to draft a dozen briefs for a client and give me some background research for a whitepaper. I even asked it to outline a lesson plan for my primary school teacher wife and she was genuinely impressed.

My problem, however, is that I know we’re only in the honeymoon period as far as the technology is concerned. Yes, right now it’s just a machine that effectively scours the web and repurposes and recontextualises data but what about in 2 years or even 10? Also, what are the legal implications here? How many of my own words have already found their way into a random article without my knowledge and do I truly have any way of every knowing? It’s pretty disarming stuff.

Of course, then there’s the flipside of the coin to consider – if AI really does end up taking our jobs, doesn’t that ultimately mean we’ll all have more time to indulge in the things we truly love? I’m a hobbyist musician that would love the time to write, record and tour an album and then there’s that novel that’s been digging at the back of my neck for the best part of a decade.

If AI was able to effectively do my job for me, wouldn’t I have more time free to write music and finally finish my dystopian sci-fi opus? Yes, there will be AI to write our novels and our music (on the latter point I’m convinced we’re already there based on the sorry state of pop music circa 2023) but that doesn’t dull the sheer joy of creation itself? Because, as creatives, isn’t the concept of forming something out of nothing what really drives us beyond the bottom line?

These are all questions that honestly deserve their own posts but, for me, it’s the questions and the fear and the anxiety and the grief that make my writing so very human. Could a machine ever truly mine that same vein of ennui without simply repurposing existing content? If so,

Of course, it could all be a lot of worry about nothing anyway. It was thought a decade ago that more than half of US jobs would be replaced by 2023 and, given that I’m sat here writing a paid piece of content as we speak, that much obviously hasn’t come to fruition. But what about 2033? Either way, even if AI does take my job, it’s not going to stop me writing and creating and it shouldn’t stop you either. But that doesn’t mean I’m not terrified.

To underline my fears (or perhaps assuage them somewhat), I decided to ask ChatGPT to “Please write me an article entitled “Will AI take my job as a Copywriter?” The following 500 words are completely unedited and taken verbatim from the source.

Written by Machine

In recent years, there has been a growing concern among copywriters that their jobs may be at risk of being taken over by artificial intelligence (AI). With advancements in machine learning and natural language processing, it's not hard to imagine a future where AI can generate high-quality, engaging copy at a fraction of the time and cost it would take a human copywriter. However, the reality is far more complex than that, and it's unlikely that AI will completely replace copywriters anytime soon.

Firstly, it's important to understand that copywriting is not just about stringing together words and sentences. It's about crafting a message that resonates with the target audience and motivates them to take action. This requires a deep understanding of human behaviour, psychology, and emotions, as well as creativity and the ability to think outside the box. While AI has made significant progress in natural language processing and can generate coherent sentences and paragraphs, it still lacks the ability to truly understand human emotions and motivations.

Moreover, copywriting is not a one-size-fits-all approach. Different businesses and brands have different voices, styles, and target audiences, and a good copywriter is able to tailor their writing to fit the needs and preferences of their clients. This requires a level of personalization and creativity that AI is not yet capable of. While AI may be able to generate generic copy that appeals to a broad audience, it's unlikely that it can create the kind of compelling, unique content that sets a brand apart from its competitors.

Another factor to consider is the role of copywriting in branding and marketing. A well-written copy can create an emotional connection with the audience, build brand loyalty, and increase sales. It's not just about conveying information; it's about creating an experience that resonates with the reader. This is a highly specialized skill that requires a deep understanding of the brand, its values, and its customers. While AI can analyse data and trends to identify the target audience, it can't create the kind of emotional connection that a human copywriter can.

That said, AI can certainly play a role in supporting copywriters and enhancing their work. For example, AI can help with tasks such as keyword research, grammar and spelling checks, and content optimization. This can save time and improve the quality of the final product, allowing copywriters to focus on the more creative aspects of their work. Moreover, AI can be used to generate content for routine tasks such as product descriptions, social media posts, and email marketing, freeing up time for copywriters to focus on more strategic projects.

In conclusion, while AI has made significant strides in natural language processing and can generate coherent and grammatically correct sentences, it's unlikely that it will completely replace human copywriters anytime soon. Copywriting is a highly specialized skill that requires creativity, personalization, and an understanding of human emotions and motivations.

While AI can certainly support copywriters and enhance their work, it's unlikely that it can create the kind of compelling, unique content that sets a brand apart from its competitors. The future of copywriting may involve a collaboration between humans and AI, with each playing to its strengths and complementing the other's weaknesses.

So, which words did you find made their point more clearly? Which were more engaging and persuasive? Basically, who wins this round, man, or machine? Please let us know in the comments below.

Header image by Tim Devine