From Man to Machine: Is AI-Generated Copywriting Good?

June 3, 2022
 min read

Copywriting is a craft, and it is a craft in which you can learn. You can learn as much or as little as you like, but the more you try to understand how things work and how they are done, the better equipped you'll be to execute that skill effectively. In the same way that you can do anything in life with your own two hands, copywriting can be taught. But it takes practice to get any of it right. For example, if you want to write an AI-powered email, there are things that have changed about our world. 

When people first hear about AI, they tend to be worried, and rightly so. We are a long way from the era of predictable and safe AI, but a recent survey conducted by The Atlantic revealed that 97% of respondents fear it. Their fear is justified.

The main concern is that their trust in artificial intelligence will be eroded by unpredictable behavior (e.g. a robot that breaks into your home), or an AI system that can’t tell the difference between real humans and machine-learning models because it thinks “I’m smart! I’m always right!”

The second concern is whether or not we will be able to train AIs to be good (e.g. take on jobs like driving taxis or cleaning offices).

The third and most worrying one is whether or not we will replace humans with AIs, or build an entirely new class of products where AI replaces human input (e.g. autonomous cars).

Although our current worries are all valid, there are reasons to believe that the future will be better than what we imagine: the best answers have been found in the past; machine intelligence will continue to evolve; there is a lack of replicable workflows for many tasks; recent advances in deep learning have served as proof-of-concepts for hundreds of tasks; there are many practical uses for AI (including systems with large memory capacities); etc., etc., etc… and our fears are overblown (if you want to know more about my thoughts on this subject, see here).

In fact, I believe we should strive for this; in particular, we should aim for being able to speak intelligently about non-AI products and problems in AI-powered copywriting. I'm just not sure writing about non-AI products makes sense from an AI perspective despite all the recent headlines regarding AI's potential impact on consumers' lives.

To sum up, copywriting is not a set of rules. It is a set of skills and knowledge. Unfortunately, copywriting is widely considered one of the harder skills to master. “AI-powered copywriting” is an idea that seems to quietly be spreading like wildfire among marketers and writers alike: an approach that combines artificial intelligence with human creativity in order to produce more compelling copy.

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