Chat, did a real person write this?

With rocket ship emojis and floral verbiage galore, ChatGPT and other generative AI tools are taking over hearts and minds globally. Ingenuity is swapped for efficiency when prompts like “dumb this down” or “jazz this up” result in usable, customized content. The ease of use and breadth of written output make these tools undeniably successful and the perfect “back pocket” helper.

The introduction of artificial intelligence tools begs the question: will copywriters eventually be replaced by AI? As a marketing agency, Brown Bag Marketing employs a team of brilliant, HUMAN copywriters who have the distinct ability to connect with their written material and those who consume it.

While we stand by the supremacy of our living, breathing, creative talent, we can’t deny the benefits of AI services as a tool in the creative process. AI writing tools can summarize long-form content, provide a jumpstart for creative brainstorming, automate monotonous processes, and help you find the perfect word in moments when your real brain fails you.

However, as we dive further into the concept of AI as a replacement for human thought, we can see where the gaps lie between sentient composition and the product of machine learning. AI-generated text lacks the inherent creativity, originality, and nuance present in materials drafted conventionally. Below, we explore the key differentiators between machine-generated output and traditional content creation.

Reduced depth and lack of cultural sensitivity lead to the loss of a “unique tone of voice”

Have you ever read a body of work and thought, who uses the words “unleash” and “mystify” in common conversation? Maybe the answer to this question is a “what” rather than a “who.” 🤔

As marketers, how we speak about the brands we represent results from a curated and well-researched marketing strategy. Learning the key objectives of our clients and the places they exist allows us to communicate with nuance that is not replicable in AI-generated copy. On top of speaking in alignment with our curated strategy, we take the current cultural atmosphere into account when drafting content.

Artificial intelligence tools can provide reasonably high-quality content in bulk, but can they make a topical joke using an existing brand voice? Can these tools speak on current events with empathy and originality? The short answer is, no. These tools cannot parallel the human experience with the same efficacy and consideration of a seasoned writer.

The value of storytelling

Anecdotes and storytelling drive connection; increased connection drives positive brand sentiment and return on investment. This simple formula is one that content marketers have been following since the Mad Men days, seeing continued success from connecting on both professional and emotional levels with their clientele.

Campaigns like Coca-Cola’s Real Magic and Nike’s Just Do It have reached mainstream fame through powerful storytelling, combining personal stories with brand equity to achieve a lasting impression. The relatability and sentimentality of these marketing campaigns — when executed correctly — drive positive consumer opinion and build a lasting relationship between the brand and their clientele.

AI tools are devoid of a lived experience, making unique storytelling something that is genuinely impossible to achieve when solely relying on these services.

The legal and ethical unknown

AI-generated content is a result of patterns learned from a vast amount of resources. According to ChatGPT, the source utilizes training data and analyzes a wide variety of text materials. This practice, when combined with automated pattern recognition and machine learning, drives the tool’s output.

Content produced by AI-powered tools is derivative of countless existing sources. This can be challenging for all users, but especially for commercial brands. If the proper precautions are not taken, subject matter could closely and inadvertently resemble existing copyrighted materials, leading to potential legal and moral challenges. The stakes are high for brands that utilize these tools as a primary copy source and powerful oversight is required when using these services commercially. In totality, AI copywriting tools rephrase and optimize existing content rather than crafting something future-focused and distinct.

AI copy tools are groundbreaking and exceptionally useful for brands and marketers alike. With innumerable use cases, these tools can provide outlines, initial ad copy drafts, impressive vocabulary substitutes, and more. Information is available at record speed, and with relative accuracy. These game-changing tools are the perfect sidekick for a savvy writer or marketing professional who use AI as a starting point, but they can not and will not replace true human wordsmiths. In tandem with the muddied ethical nature of AI content generation, the lack of cultural awareness and originality means that our Brown Bag Marketing copywriters are safe from their dystopian future for a little while longer 😉 To answer my question above, a REAL person did write this!