AI Content vs Copywriter - Who Is The Better Writer?
By now you’ve probably heard the buzz around ChatGPT, an artificial intelligence (AI) chatbot that uses Machine Learning (ML) to write content based on your inputed prompts.
Understandably, the news of AI being a reliable and fairly decent source of content has taken the internet by storm and is raising numerous questions around the future of copy.
How well does it work?
While ChatGPT still has many flaws (including that, as the devs claim, it "sometimes writes plausible-sounding but incorrect or nonsensical answers"), these issues are pretty easy to ignore when you remember it’s still in development.
As it is, ChatGPT is a powerful tool that can provide instant content, answers, code, and ideas. The development of such a powerful tool has many excited about the seemingly endless possibilities, with some even questioning the necessity for actual content writers.
Do I think AI is the future of content?
Yes.
Do I think AI is the near future of content?
Not so much.
To understand why, let’s define the difference between ‘content’ and ‘copy’.
Often forming the basis of digital efforts such as SEO, social media, and blogs, content is intented to convey information.
Copy, however, has existed for centuries with the intention to ‘sell’. This difference is reflected in the writing style, with content often being longer and more thorough than it’s punchy and emotive predecessor. Think of this blog vs an ad. Which is more emotive? Which is more likely to drive action? That’s the difference between content and good copy.
So, which can ChatGPT write — content or copy?
Let’s test it.
After a few attempts asking ChatGPT similar questions with varying success, here was it’s best response:
Q: Can you write me short, emotive web copy for a web design company?
ChatGPT: Make your website shine with [Company Name]. Our expert team of designers will create a custom website that showcases your brand and engages your audience. Let's create something beautiful together.
Will it make your brand stand out?
Probably not.
Is it copy?
No.
Let’s ask our Copywriters the same question:
Q. Can you write me short, emotive web copy for a web design company?
Sean: When was the last time you stopped to read something branded? With audiences getting more and more savvy on filtering out the ‘noise’, generic content is unread content. Make your message clear and concise with CoBright. Our turn-key approach to web design includes professionally curated content and custom design that goes above and beyond a downloaded WordPress template. Tell us your story and we’ll do the rest.
Sinead: It is hard to tell your own brand story. There’s a lot to think about; content, SEO, design, platforms… the list is endless. Web designers bring your vision to life, and then some. Our web designers take the time to get to know your business and build custom, easy to use websites. But it’s not just about making the front end look pretty, it’s also about the things you can’t see. We incorporate SEO functionalities to make sure that Google recognises your website and that it’s fast to load. Want to learn more? Contact CoBright today.
Caitlin: How many hats can you wear? Try building a real-deal website by yourself and the only hat you’ll need has a ‘D’. With an in-house expert for each stage of your build, when you get a CoBright site, you can trust our experts to deliver measurable value beyond expectations, every time. No fuss. No homework. Great results — no hats required.
What do you think:
robot or real?
For those who need to write their own content but don’t know where to start, ChatGPT can act as a fantastic first draft to improve upon. But, while ChatGPT is a great ‘space filler’, it just doesn’t have the required knack to cut through to your audience.
The primary flaw with ChatGPT’s content is that the program learns from existing sources; combining the web's content into one response. Meaning, all you’re ever going to achieve is average.
The other big flaw: ChatGPT doesn’t ask questions.
If you’ve tried to write about yourself or your own business before, you’ll know it can be tricky to see your own value in the market. That’s where a good content specialist comes in — asking the right questions to research and understand you, your business, and your customers to find what makes you valuable to them.
Because, without uncovering your unique value, how can you expect to cut through and resonate with your audience?
So, the final takeaway:
If you want your brand to be more than generic, talk to a real content and copywriting specialist.
