Will AI replace copywriters and content writers?

By Vivek Mathew

Emerging technologies like Artificial Intelligence (AI) and machine learning are expected
to displace 85 million jobs by 2025. There is no doubt that AI will affect writers, but the
real question is: will AI replace copywriters and content writers? In this article, industry
leaders share their thoughts on this topic.

Many consider artificial intelligence a threat to copywriters and content creators, while
others believe it’s the best thing since sliced bread.

The perspective might change depending on your role.

I imagine writers see AI copywriting tools the way cookies see cookie monsters. The
rest of the world loves it, but it’d be a nightmare for the writer.

For affiliate marketers looking to churn out a high volume of content every day, it might
be a dream come true. At the same time, it might be terrifying for a copywriter or
content writer who cherishes the process of writing original content and sees the tech
as a threat to his livelihood.

It’s a valid concern. According to the World Economic Forum report, machines and
automation will displace 85 million jobs by 2025.
Considering the gravity of the situation, it’s a conversation worth having. This article
aims to present various facts and opinions to spark a conversation about AI-powered
content creation. Before we get to expert opinions, here is my take on it.

What is Artificial Intelligence?

Artificial intelligence is the ability to simulate human intelligence using machines. It’s a
technology that bridges the human-machine gap by mapping out and mimicking
cognitive tasks like learning and problem-solving. In other words, artificial intelligence
seeks to understand how humans think instead of just following commands.

Here’s my take on it before we move on to expert opinions.

Will AI replace copywriters?

No, AI will not replace most creative copywriters. AI can help, but it can’t replace good
copywriters because it doesn’t understand emotions and empathy, the two things that
make good copy.

Will AI replace content writers?

Yes, AI writing tools can replace some writers, but they can never replace good writers.
AI-powered tools can create basic content that doesn’t require original research or
expertise. But it can’t create strategic, story-driven content in line with your brand
without human intervention.

You should think of AI writing tools as assistants rather than writers.

Here are a few reasons why AI (at least in its current state) can’t replace a human
writer.
1. AI doesn’t understand emotion.
AI doesn’t understand what makes humans tick. And if you want to create
compelling copy, you need to appeal to emotions. So your writing can’t just be
factual and bland; it needs to engage your readers on an emotional level.
2. AI doesn’t understand strategy.
AI doesn’t understand business objectives or how to achieve them. It doesn’t
know where the reader is in the buyer’s journey or where the content is trying to
take them. For example, if the business wants to move the customer from
awareness to action, the writer should tailor the message accordingly.
3. AI doesn’t check facts.
No amount of AI can replace the crowd-sourcing, fact-checking, and researching
that good writing involves. It can only refer to the research and articles that
human writers have already collected. Plus, AI is notorious for making stuff up.
So you can get into trouble without proper content governance.
4. AI doesn’t have empathy.
Even though artificial intelligence is getting smarter than humans in many areas,
 it can’t replace certain qualities. For instance, AI can’t replicate human-centric
traits such as empathy, culture, and values. Despite having tons of processing
power and having read 10 percent of the internet, it doesn’t know how to relate
to humans based on context. What’s the solution? Combining people with
artificial intelligence, specifically those who work with AI.
5. AI doesn’t understand your brand essence.
AI doesn’t understand your brand message, purpose, culture, and values.
Sometimes you need your gut and years of experience with the brand to guide
you. You have a sense when something is not right, even if everything is in line
with brand guidelines. That’s why you sometimes hear designers say, “I know it’s
a bad design when I feel it’s off.”

What content marketing industry experts think about AI replacing

humans

“They say the last job to be replaced with AI will be the comedian. Probably, all
creative communicators fit into that category. No, AI will not replace most creative
writers. At least not for a very long time.

AI can help with certain writing tasks (editing, SEO copywriting research, headline
testing), but AI isn’t likely to be good at writing, rule-bending writing or inspirational
writing. Robots are gunna suck at writing weird and wacky sentences like this one. Or
pretty poetic prose sentences like this one.”
Andy Crestodina, Orbit Media

“AI will replace writers. Low-quality, non-expert writers. It will enhance and
amplify high-quality writers and make editors and subject-matter experts the most
valuable assets on every team in every industry. Artificial Intelligence will rid the world
of bad content and I welcome that reality.”

Jeff Coyle, CSO, MarketMuse

“AI will progressively turn content writers into editors. As content creation explodes,
you will need to be a highly strategic editor. In a world where AI will make many
writers lazy, human creativity will be a huge asset.”
Tomas Ratia, Co-founder and CEO, Frase

“AI is definitely a great tool as it allows us to work smarter. It essentially takes over the
boring and mundane tasks which need to get done and frees up our time. When it
comes to analyzing and processing data, AI can be more efficient than humans as it’s
quicker and often free from error.
For instance, at Copy House, we use AI to help us transcribe interviews. It works great
here because it’s a much quicker way of taking notes, but it also has its downside as it’s
not always accurate.

AI should be treated as a complement rather than a replacement. It cannot possibly

match the emotional intelligence of humans or have the same empathy as them. At
Copy House, we conduct a lot of interviews to generate feedback and provide a better
service. AI would not be able to have the same connection as a human would in those
circumstances. It won’t be as creative or original when coming up with solutions to
clients’ needs when creating content ideas or generating great quality work. Although I
do think AI is incredibly beneficial and gives humans more time to be creative, I don’t
think it will ever have the capacity to replace a writer as it can never have the same
emotional connection as a human.”
Kathryn Strachan, Managing Director, and Owner, Copy House

[…] So then, should writers completely ignore and avoid AI writing and go about their
happy business? Absolutely not!

I believe every content writer should use AI to their advantage.

How can content writers and copywriters use AI to their benefit?

Brainstorm and overcome writer’s block
It’s no secret that creative thinking is one of the strongest skills you can have as a
writer. But even the best writers can experience writer’s block or miss their deadline
(because they binge-watched the latest episodes of Hit and Run on Netflix).
Fortunately, there’s a solution.

AI can help come up with content ideas, marketing angles, taglines, or headlines. Add
your prompt, click a button, and voila! You have a ton of ideas to build on.

Conclusion
If history is any indicator of the future, more jobs will be created than displaced, albeit
at times with lower real wages. Automation is most likely to occur in repetitive jobs that
follow a clear set of instructions. Humans will likely remain in jobs requiring emotional
intelligence and jobs that require some form of decision-making or strategy.

When it comes to technology revolutions, it’s either disrupt or be disrupted. Content

writing as we know it might change, but content writers will not be replaced by robot
writers as long as you’re willing to adapt.

Being part of the modern workforce, we should try to take advantage of emerging
technologies to improve our workflow and system. Use AI to make sure your business
stays one step ahead of the competition. Rather than just creating content, writers
should try to move into a strategic and consulting role. This is an exciting time for
marketers and writers, and I hope you’re ready to learn new skills and embrace the
change.

Extracted and adapted from: Mean Marketing