Does ChatGPT & AI Pose a Threat? –

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AI is undoubtedly changing the game when it comes to online content generation. But does it have the capacity to truly replace human-produced content.?

AI can write faster, generate ideas faster, and is a complete game-changer for bulk-producing content—text, video & audio. In that respect, it certainly poses a threat. It can completely streamline your workflow, allowing you to be more productive & use your time more efficiently.

In this article, we’re going to focus more on copywriting from the writing aspect. 

Let’s dive deeper into the potential threat AI poses to copywriters and if there’s a cause for concern on why human copywriters should really be worried.

Copywriting Is An Emotionally Driven Process. A Machine Has No Emotion & Feeling.

One major strength human copywriters bring to every piece of copy they write is emotion.

And trying to accomplish that with machine-written copy or machine-driven content, is not only silly but also not an efficient use of your time, effort & resources.

Sure you can hop onto ChatGPT or another AI platform and enter a few commands and in a snap of a finger you have a 5000-word sales letter written.

Congratulations! You’ve just beaten John, who is still in the research phase of writing his sales letter.

I’ll bet my bottom dollar John’s sales letter would out-pull machine-generated copy any day, all day. Because he took the time to really understand the needs of his clients. 

AI-generated copy does not have that human-feel, emotion-driven mechanism built in. It just doesn’t. 

It has no means of accomplishing that. What really is happening behind the scenes is when you enter a command.

Let’s say you want to write a sales email selling soccer balls autographed by famous soccer stars. 

What AI is doing is it scans the internet utilizing a sophisticated algorithm & knitting together what it finds from existing articles, and blog posts and creates and builds your sales letter and blog post off of that.

AI did not conduct a personal interview, did proper market research & really took the time to understand the client’s business needs, future projections & growth strategy.

It’s impossible for a machine to accomplish that feat.

Copy written by humans is more personal and intimate which makes the selling aspect of your sales copy more persuasive & impactful.

Giving you an enormous ROI which AI can’t do. At least for the time being at the time of this writing.

So the question is does AI pose a threat? I doubt it. Rather than seeing it as an adversary, embrace it as just another tool on your tool belt to make your copywriting & marketing efforts more streamlined.

Take advantage of its capabilities and use it to your advantage. Technology is the way of the future and if you don’t make use of it now, you’ll be left behind and become a dinosaur.

And don’t see AI as a threat. It most certainly won’t replace us, human copywriters, any time soon.

There have been so many conspiracy theories with each technological advancement over the years, spreading doom & gloom to the existing ways and means of doing things.

And yet, here we are today, working in perfect harmony with technology—cell phones, laptops, and social media.

AI Is Your Productivity Friend.

You can really put AI’s machine capabilities to the test to make your workflow more streamlined.

• Use it to spew out some 25 to 50 subject line/headline ideas. 

• Command it to write a quick first draft of your sales letter or blog post.

• Let it seamlessly clean up your text for grammar & punctuation errors.

Let’s take a few use cases where AI reigns supreme.

1. Sophisticated Research Capabilities: AI is no doubt a beast when it comes to speed. It can do research in a fraction of the time it would take a human to do research. Letting AI do all the leg work for you would buy you a lot of time you can spend on more important tasks.

2. Grammar & Styling: AI can polish up your text with absolute excellence. Gone are the days when you had to hire an editor with an English major to go over your text to find all the grammar & punctuation errors and make your sentences succinct and error-free.

3. SEO Optimized: AI tools are really a godsend when you want to make your content more SEO-friendly. It can take your content, work its magic, and put you on top of the search engines where your content will get the majority of traffic and make your time and effort pay off majorly.

4. Productivity Excellence: This is what AI was built on. If there wasn’t a demand for productivity & efficiency, AI would not exist. Productivity is the holy grail when it comes to you as a copywriter and many other tasks as well.

5. Streamlined Ideation Capabilities: You can quickly get a lot of ideas by feeding AI voice & text prompts. Just say ChatGPT spew out 50 copywriting blog titles. Or write a blog post on how to be a more productive & streamlined copywriter. 

AI will take all those inputs, work its magic, and viola, instant content. The possibilities are endless if you want to take advantage of the bulk & speed capabilities a machine can do with zero strain and effort.

1. AI Can Not Do Original Research.

AI is a sprint. It certainly has the gift of speed & agility. It can really motivate you to produce content and avoid writer’s block, video block, or audio block. 

In essence, you no longer have any excuses to not write that blog post you’ve put off for the last month and record that faceless video for a quick & easy presentation.

What it all boils down to is it can & will absolutely make you more productive, quicker & streamlined. No doubt.

“Quick, Easy & Fast.”

This is what you say if you want to describe AI. But don’t get lost in all the hype because we’re talking about a machine at the end of the day.

We’re talking about a piece of soulless engineering. We’re talking about a non-breathing mechanism. We’re talking about a mechanism that doesn’t have any feelings, emotions & a sense of self-awareness.

1. You can’t use AI to conduct a face-to-face interview with a real human.

2. AI is not capable of finding all the intricacies of a new invention/product to write an extremely persuasive sales piece.

3. AI has no means of consuming or using a physical product or service and making sense of the data it collects.

4. AI can not produce original content.
5. AI does not have empathy & emotion—THE biggest weakness of using this tool.

2. AI Is No Match To The 5 Human Senses.

I think it’s still safe to say that AI can not hear, see, smell, feel & taste.

Of course, prompting AI to write a sales letter selling 5-star chicken soup dishes is still possible.

Keep in mind that it won’t be able to personally smell the aroma, taste it & feel the texture on its tongue.

Furthermore, it won’t hear the sizzle of all the ingredients cooking together. It most certainly won’t be able to tell you the intricacies of the process of how the dish is cooked. Because it has no eyes, right?

One of the absolutely unwritten laws of copywriting & marketing is that honesty is the best policy.

Whatever copy you write, make absolutely sure you’re telling the truth. We’re not con artists. We’re copywriters informing the greater public of products & services and how they can better their lives.

We’re not here to be dishonest, fake & conniving. Copywriters are advisors, confidants, and conveyors of truthful information.

That being said, by all means, use AI. Take advantage of its speed & agility. But don’t use it as an executor of all your content-producing efforts.

The thing is if you’re going to be writing ad copy for this caliber of products & services, please go through the copy and fill in your own independently researched information into the copy to make it truthful, honest & helpful.

As you can see AI is absolutely inferior to the human touch. It is still in its infancy when it comes to empathy, feeling & emotion. 

Therefore it is no competition to the human brain—the more superior tool to AI.

Indeed use it as a tool and just that. Don’t see it as a complete replacement for your own human capabilities. Because it most definitely has its flaws. And if you’ve read this far, you surely know what I’m talking about.

3. AI Can’t Perform Independent Research.

The thing is this until AI grows into full self-awareness beyond human capability, humans are still on top of the human-produced content chain.

There’s no denying that. Because as of this writing, AI can’t hold a physical product in its hand or put it on its feet.

You need human insight for that. And this is where humans reign supreme. No AI software can touch that. It just can’t.

Imagine you task AI with writing copy for a new & breakthrough invention that will eradicate poverty worldwide.

How is AI going to be able to write copy for this invention? Where is it going to get the data? Will it be able to be persuasive? And infuse empathy and emotion into the copy?

It won’t be able to accomplish that. Because it did not hold the product in its hands. It didn’t put the service through its limitations, and it didn’t see what the product or service looked like.

The problem with AI is that it works and operates from the inside. It’s enclosed in the confines of a machine. What I mean by that is it doesn’t have a context or an independent perspective of what it gets fed.

It only understands the data it’s fed into its database and works off of that. 

1. It won’t take the extra steps to find out what the client’s needs, wants & desires are.

2. It won’t take the extra steps to find out what the client’s goals are with the copy, who it’s aimed at, and how persuasive the copy should be.

3. It most certainly won’t take the extra steps to find out what the client’s projections & future growth strategy are.

Because AI is a machine, it does not understand what a product is. It does not understand what a service is. Heck, it doesn’t even know itself.

Knowing this should eliminate some degree of worry on why we should be scared or afraid AI would make all human copywriters extinct.

4. AI Can’t Wear & Test Physical Products & Services.

AI’s capabilities are amazing. It is extremely obedient. Ask AI to write a blog post and it will produce it in minutes. No problem.

Ask it to show you 1000 of the world’s best love quotes and it will provide it to you in minutes. 

Say, “Hey AI, put on some red lipstick & some shades?” Uh… What? Me don’t know that.

Oh, sorry, I forgot you aren’t human or have a physical body.

And that’s where AI’s amazing streak of productivity comes to an end. Because beyond the computer screen & keyboard, it’s useless.

As a matter of fact, not feeding AI any data to work off of will have it scratch its head in confusion. Because without data it’s dumb. It doesn’t have initiative and it can’t think for itself. It still needs the thing that created it, the human brain, to give it instructions. Because AI still needs a lot of nurturing and spoon-feeding for it to perform.

5. AI Is Dependent On Outside Data.

Because AI’s main modus operandi is utilizing existing blog posts, articles, audio & video, it is incapable of doing original, independent research.

If you ask AI to taste a new line of expensive wine & expect it to tell you what it smells like, tastes like & looks like. Is silly.

It’s a machine. It has no means of telling you if it likes the wine or dislikes the wine. 

No. 

Instead what it will do is it will scan & scroll the internet for existing material and make sense of that data to produce your content.

That’s it. 

Guess what? We, human copywriters, win again. We have the sense of sight, smell & taste. We have no problem telling another person what the wine smells & tastes like. 

Copywriting is a very involved profession. You need to understand the product you’re writing copy for. From the inside out, outside in, front to back, upside down, and from left to right.

Your independent research and physical interactions with the product or service will give you that unfair advantage that will make your copy 20x, 50x, and 100x more impactful, persuasive & helpful.

You can’t just whip up copy from thin air and expect it to pull in massive numbers. Without you putting in real work. Without you strategizing with the client. And without you using unconventional methods exclusively available through your own style of writing.

Your copy needs to be intentional. There needs to be a strategy behind your selling of products & services.

And most importantly, you need to have a healthy dose of emotion in your copy. And we, human copywriters, have that in spades. We know what drives people to buy stuff.

6. AI Doesn’t Have A Spec Of Emotion.

Logic makes people think, and emotion makes people act. If you want to stand the absolute best chance of writing knockout copy, you best believe you need a skilled copywriter who can, repeatedly, write high-converting copy.

It’s only a human being that can tap into the emotional side of another human being. It’s impossible to do that with AI’s spewed-up, sped-up copy.

A human copywriter who doesn’t write empathetic and emotionally-driven copy will not only waste their own time but also the client’s time, money & resources. 

Not to mention AI. If a human doesn’t stand a chance of raking in massive numbers with their non-emotionally written copy, what to say about AI, that’s anyway, just going to spew out copy 100x faster than a human.

No.

You absolutely have to take the time to understand these three elements:

1. The market.

2.  Your client’s needs & desires.

3.  And most importantly, the product or service you’re going to write sales copy for.

It’s critical you get these three things right. If you don’t get it right, don’t even bother writing anything. Because your copy will bomb. I guarantee you.

Emotionally driven copy is king when it comes to copywriting. Without it, your sales pitch doesn’t have a foot to stand on. It doesn’t have a case worth trying and it doesn’t have the magnetism that will pull in clients by the masses.

Final Thoughts.

Humans are still the mainstay when it comes to content production. Just as sure as the advent of the car didn’t make the use of our legs & feet to walk and run extinct, or cellphones & laptops that didn’t give us a license to never talk to our fellow man face to face.

AI is here to stay and it will only become more sophisticated as time passes. But we will become so accustomed to it and embrace it even more as our lives progress & become more automated.

But a total extinction of human-produced content, I don’t think so. AI will just be another addition to our toolbox in the ways and means of performing everyday things at home, work & play.

Do Market Research Like A Pro As A Beginner Copywriter.

Whatever you do, always focus & direct your copy to the person or audience you’re trying to persuade to buy the product or service you’re selling. This article will teach you everything you need to know & more.

Copywriting: How To Do Proper Product Research.

Not knowing the product or service you’re writing copy about is like shooting in the dark, wasting precious time and resources. Proper & detailed product & service research is an absolute must if you want to write knockout copy repeatedly.

Insanely Persuasive Copy Addresses A Problem Head-On.

This article is all about teaching you how to write powerfully persuasive copy by being brutally honest.