Is AI making copywriters like me expendable? And what does that mean for you?
By: Bob Stein, Copy Editor & Strategy Director
I’m a pretty decent writer, and for my entire professional career employers and clients have been paying me to translate their ideas into words and their goals into compelling copy.
But in this evolving world of Artificial Intelligence, am I still needed?
Moreover, am I worried?
I haven’t really been that worried, but probably for the wrong reasons. Being on the “back end” of my career, I am fairly confident I will exit the workforce on my own volition before AI has any chance of showing me the door.
Beyond that, as an expert practitioner of denial, the thought that AI could nudge me out of the workforce only fleetingly crosses my mind.
That is, until recently.
Turns out Baker Public Relations frowns on a denial approach to serving our clients. Typical of my annoying employer, the agency instead opts for a more strategic approach to AI, focusing on both its opportunities and challenges for our own company and, more importantly, for our clients.
For the past several months, Baker Public Relations has been carefully reviewing and scrutinizing AI best practices for PR and marketing firms like ours, as well as the efficacy, drawbacks and ethics of employing the technology on behalf of our clients.
In a previous blog post, my Baker colleague, Marisa Akley, thoughtfully summarized the pertinent issues the company has been studying. In the last few weeks, our Director of Public Relations and Marketing, Katie Lorber, took our work one step further, unveiling and executing a systematic process that engaged the entire staff in testing out AI in our respective areas of expertise.
Katie set up three working groups. I was assigned to a copywriting work group that was tasked with testing out two AI platforms. One offered content creation, the other proofreading and editing services.
Our work group’s assignment was to engage with each platform and provide feedback on the effectiveness of using both tools independently and together. We were to specifically evaluate ease of use, content quality and brand alignment.
I dove in and below are my thoughts, accompanied by periodic Job Security Assessments. And if you make it to the end, you’ll get to see if I still have a job.
Proofreading and Editing Platform
I have been using the proofreading platform as I write this blog. It has been helpful, but I’m not so sure it is much better – or any better – than basic spell-check in Microsoft Word. The spelling corrections are on point, but many of the grammar suggestions are ones I choose to ignore.
For example, you have probably noticed that I am not reluctant to break grammar rules. I often start sentences with “and” or “but” or use fragments to make the copy punchier. In the marketing world, this can make for a more compelling read.
I don’t know if you like this style, but this proofreading platform surely does not.
And while the platform is quick to criticize my writing, my big criticism of the platform is its constant interruptions with recommended changes. Two can play the criticism game.
Still, I must admit that the platform does a good job of general proofreading, sifting out and correcting typos and punctuation errors. I do think it comes pretty close to obviating the need for a human proofreader.
That’s not great news for me, but here’s the good news: While AI can perhaps replace the proofreader, not so, the copyeditor. For in the broader task of enhancing copy, you want the human ability to break the rules.
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Job Security Assessment – Half Secure.
Content Creation Platform
I was delightfully surprised that before drafting any requested copy, this AI platform makes sure it employs the correct brand voice. To accomplish this, it first requests a writing sample with a similar tone to the piece you want it to draft. It analyzes the sample and then informs you of the voice traits it will utilize.
This is impressive. Over the course of my testing the platform, I asked it to draft two very different types of copy, each with its own distinctive brand voice. And both times, the platform accurately identified and delivered on the correct voice.
My first test for the platform was to improve a press release I had already copyedited. Here, the platform was unimpressive, offering generic suggestions that while potentially helpful to someone unfamiliar in the art of media relations, was not particularly helpful to someone like me.
While disappointing, I will concede the platform did suggest one phrase that was so good it made me kind of jealous.
Overall, however, I don’t think you can rely on AI to write a cogent and enticing release. There is a subtlety to communicating messages, using carefully crafted quotes and headers to foster that messaging and finding the right flow to best tell a story. With so many releases competing for media attention, being able to accomplish this is the difference between getting a story in front of the public or finding your release in the trash.
AI can’t do this. I can.
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Job Security Assessment – Secure
For my final test of the content creation platform, I thought it would be interesting (and handy) to see if it could actually write this blog for me.
Here was my prompt to the platform: Create a blog post of about 500 words on the pros and cons of AI for copywriting and whether AI will replace copywriters like me.
This is what it spit out in about a minute (maybe less):
Hey there, fellow word wrangler! Today, we’re diving into the ever-evolving world of copywriting and the looming shadow of AI. Buckle up, because we’re about to take a joyride through the pros and cons of artificial intelligence in the copywriting game. So, grab your favorite mug of caffeine-infused goodness, settle into your comfiest chair, and let’s get this literary party started!
First off, let’s talk about the pros. AI-powered copywriting tools can churn out content faster than you can say “Typewriter.”. They’re like the speedy gonzales of the writing world, cranking out words at an impressive rate. Plus, they can analyze data faster than you can say “SEO optimization,” helping you fine-tune your content for maximum impact. And let’s not forget about the consistency factor. AI is like the superhero of staying on brand, ensuring that your messaging is as consistent as that last piece of chocolate cake you just couldn’t resist.
But hold your horses, my fellow scribe, because there are always two sides to a story. Now, let’s talk about the cons. While AI is lightning quick, it’s not known for its comedic timing or emotional depth. It’s like that friend who can recite the periodic table but struggles with basic small talk. Sure, it can generate content, but can it capture the essence of a brand’s personality? That’s where things get a bit, well, dicey. And let’s face it, nothing beats the creative spark of a human brain. AI might be able to mimic, but can it truly innovate? I mean, last I checked, robots don’t experience writer’s block, but they also don’t experience the thrill of a breakthrough idea or the satisfaction of nailing that perfect headline.
Now, the million-dollar question: will AI replace copywriters like us? Picture this: robots sitting at our desks, sipping coffee from our favorite mugs, and churning out words like there’s no tomorrow. It’s a chilling thought, isn’t it? But fear not, my fellow pen-wielders, because while AI can certainly streamline certain tasks, it can’t replicate the human touch. Our ability to empathize, connect, and craft stories with genuine emotion is something that AI can never truly emulate.
So, take heart, my fellow wordsmith, because while AI might be the shiny new toy in the toy box, there will always be a place for the artistry of human copywriters. Our quirks, our creativity, and our uniquely human experiences fuel the very essence of compelling storytelling. So, let’s raise our mugs to the future, knowing that our craft is safe in our capable, coffee-fueled hands.
And with that, my fellow scribblers, I bid you adieu. Until next time, keep those words flowing and never underestimate the power of a well-timed pun. Cheers!
I hate puns, but damn, I was even drinking a cup of coffee while AI assembled its piece. How did he know? Or she know? Or it know?
So, what did I think of the AI blog?
For starters, the platform had the wrong audience, despite my explicitly prompting it to write a blog. I didn’t want it talking directly to me, but to all of you. To be fair, though, that’s easily fixable. I may be nit-picking here.
While it wasn’t precisely my writing style, it was certainly conversational and humorous just as I asked. A little dense, however, with paragraphs that were a bit too long.
It laid out the issues and it was super quick. This could have provided a good starting point for my own blog, but I still would have needed to take it from there.
One final thought: I would have been uneasy about using any of AI’s copy verbatim. It feels like plagiarizing. It wasn’t me, but someone else. But dang if I understand who.
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Job Security Assessment – Intimidated by AI’s speed, but feel generally secure.
Well, do I have a job or not?
Does AI serve a purpose? And more importantly, have I served mine?
To the first question, yes, AI serves a purpose. It can get you started and offer helpful suggestions along the way. It proofreads well and it is incredibly quick.
At the same time, it has many limitations. AI can never precisely match a client’s voice or capture the subtleties of a brand or its messaging.
Bottom line: AI can be a terrific tool, but it is not a replacement for the human brain.
And that leads me to answering the second question on whether I have served my purpose. Even AI assures me the answer is no. While I suppose this could be a competitor’s way of lulling me into complacency, I agree.
I do still serve a purpose. And by the time I don’t, I’ll probably long be sitting on some Caribbean beach sipping one of those umbrella-toting cocktails.
In the meantime, I think I’ll grab another cup of coffee and get back to work.