Over recent years, the subject of AI has been a popular one, and with its capabilities and integration into our day-to-day lives only growing, it’s certainly worth discussing.
AI has continued to dominate, infiltrating all industries - naturally raising concerns amongst individuals over job losses and what the future may look like for them, of which content writers are no exception.
That said, whilst there are many benefits to AI within the copywriting space, the need for a human voice is more important than ever. And those who strike a balance correctly will be able to use it to their advantage.
So, why can AI be so bad for content writing?
AI may talk a good talk, but it hasn’t got any real human experience to utilise. Whilst this may sound obvious, don’t underestimate the power this has in producing strong content. AI doesn’t run a business, face everyday struggles or draw from emotion; it relies on existing data. The lack of this results in content without real depth and substance, as well as genuine insight that comes from writing about what you know.
Copywriters use their knowledge, skill and expertise to create content that is designed for impact. On the other side, AI is trained on huge volumes of existing content, so if you’re looking to pull information quickly, this is great. However, for unique, engaging and well-written content, AI is not quite up to the task, as the copy will likely consist of common phrases, structures and ideas.
Great content will be written with the desired audience in mind, which is something AI also struggles with. This is a set of skills a copywriter will lean into, understanding their fears, desires, objections and motivations, threading this through the content. Whilst AI will attempt this using data (and may sometimes succeed), it doesn’t have the genuine understanding of human emotion or context to get it right every time.
Whilst AI can be used to support copywriters, Google increasingly prioritises original insights, expertise and real-world experience - which can all be found in well-written content. If you’re heavily relying on AI to write the content for you, you run the risk of lower engagement, higher bounce rates and weaker long-term SEO performance.
Whilst AI mustn’t be used to draft your content entirely, there are many ways the tools can be used to add value, these include:
The key to great content lies with the experts who write it. AI can be used to support copywriters, but shouldn’t replace them entirely - not if you want to make an impact.
If you’re looking for unique, engaging and well-written content carefully curated by experts themselves, we’ve got a whole bank for you to choose from.