Generative AI: Why Copywriting is More than just Words

While some have hailed Generative AI – the likes of ChatGPT and Google Bard – as the next best things on the internet, others have voiced doubt over their accuracy and security. As public relations and content specialists, we have a natural curiosity about whether this new wave of AI poses a threat. It is not just PR agencies feeling the pressure: the issue has made it all the way to Hollywood. The question is, can an AI machine really replicate the work of a human? 


Generative AI: Friend or Foe?  

There are some merits to using Generative AI tools. It can be a quick way to collect information from multiple online sources in one place. In many ways it may reduce the research time for public relations and communication professionals and marketers. But like all new crazes, it has its shortcomings. First, we need to consider the legitimacy of the information that Generative AI platforms are pulling from; the internet is full of misinformation and fake news. Thought should also be given to earlier versions of AI platforms, which are more likely to be available to the public and may not be able to differentiate fact from fiction.  

Second is the issue of plagiarism. Dungeons and Dragons artist, Greg Rutkowski, found his name being used, without consent, more than 400,000 times as an AI prompt to generate art. Greg recently spoke to the BBC and said “It is really hard to tell whether this will change the whole Industry to the point where human artists will be obsolete.  I think my work and future are under a huge question mark”. 

Finally, and perhaps the most important, is that human experience largely informs the story you want to tell. When asked whether it can convey human emotion, ChatGPT said: 

“As an AI language model, ChatGPT does not have emotions or feelings of its own. It is an artificial intelligence program designed to process and generate human-like text based on patterns in the data it was trained on. While it can generate responses that may seem empathetic or emotional, these responses are generated based on patterns in the data and not because it experiences emotions.” 

This is where humans will always have the upper hand. Regardless of what space you operate in – healthcare, cybersecurity or retail – context and experience matter.  


What ChatGPT has to say on the matter 

It felt right to give AI a right to respond. Here is what ChatGPT had to say when asked whether it will replace content writers: 

There are several reasons why generative AI is not likely to replace content writers entirely: 

Creativity and Originality: AI models are trained on existing data and lack genuine creativity and original thought. Content writers bring unique perspectives and can create fresh, engaging, and original content that resonates with audiences. 

Understanding Context: While AI can analyze large datasets, it may not always fully understand the nuanced context required for certain content pieces. Content writers can draw on their experience, expertise, and intuition to tailor content to specific audiences and purposes. 

Subject Matter Expertise: Content writers often possess subject matter expertise and domain knowledge, enabling them to create accurate and authoritative content on complex topics. 

Human Connection: Content that conveys emotions, empathy, and human experiences often requires a human touch. AI lacks genuine emotional understanding and cannot connect with readers in the same way as human writers. 

Quality and Tone: Content writers can adapt their writing style, tone, and voice to match the brand or publication’s guidelines. AI-generated content may require additional editing and refinement to meet specific quality standards. 

Ethical Considerations: There are ethical concerns surrounding the use of AI to generate content, particularly in cases of misinformation, biased content, or the potential for AI to be used for malicious purposes. Human content writers can apply ethical judgment and critical thinking to their work. 


In Summary 

Generative AI is a powerful tool that can and will enhance content creation processes, but it is unlikely to replace human content writers entirely. Instead, the future is more likely to see a collaborative approach where AI supports and complements storytellers. It will enable them to be more efficient in their work and allow creatives to focus on delivering the heart of the story.   


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