Copywriting: Human vs. AI

Artificial intelligence development has taken great leaps and bounds in the recent years.  It has even come to the point where people are worried whether or not AI will take their jobs from them. That, or they are excited about the great benefits that it will bring to companies. 

It seems that even copywriting is not exempted from this as well. There are those that fear AI will soon completely take over copywriting, while others believe that it will make human copywriters even better.

In a recent article on digital magazine Digiday, for instance, the writer takes on a more negative point of view. They give several convincing, if not overly pessimistic points, such as:

They even go far as to state that:

But it is not all doom and gloom in the copywriting world. There are some that take a more balanced perspective of this all. One writer on the Cambridge Network acknowledges that artificial intelligence will inevitably be used for many of the tasks that copywriters are needed for. It will have the algorithm to compose the optimal copy. 

But humans are still needed in copywriting. The writer posits that:

 Sure, the machine can make the “perfect” copy according to its code, but it is up to us people to make the finalizations. The human touch, so to speak. 

Imagine a copywriting service in Davao City, Philippines, for example, who has decided to embrace AI copywriting programs. The software’s algorithm may know how to string some pretty words together and make them convincing to the average individual, but the Davao-born copywriter is the one who knows how to reel in a Davaoeño. 

Many people talk about the advent of a newer kind of marketing--the kind where the people are the focus. It would truly be ironic if the one who does the marketing aren’t even human at all.  Humans may be flawed. They may get tired. But in the end, they are the ones who understand their fellow humans better, not machines. A machine can analyze behavior, but it cannot analyze our humanity.

It’s important to always maintain the human touch in a world that is slowly being encompassed by technology. In the art and science of copywriting, where you combine words to convince another human being, this may be more vital than we might think.

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