Lately, it seems you can’t get out of bed without tripping over a story about ChatGPT and AI.
It’s everywhere, like an annoying song that went viral.
And all the talk is creating a mental doomsday movie where many copywriters think they will soon be without a job and living in a van down by the river next to our dear friend Matt Foley.
But then, like a mustard stain on a clean white shirt that can only scream humanity, there’s an overlooked observation about businesses that offers hope in an AI-obsessed world.
Businesses are busy and will always pay someone to do the work they don’t want to do or have the time to do. That’s the nature of business.
The obvious is overlooked
It doesn’t matter that AI can write and produce content at lightning speeds because the reality is that many business owners still don’t have the time to do the work and will pay someone to do it.
And it’s because they’re busy.
If you’re a business owner, here are just a few tasks you have on your plate:
- Overseeing daily operations
- Managing and training staff
- Answering customer inquiries
- Developing new products and services
- Establishing partnerships with vendors and suppliers
- Developing strategies for growth and expansion
- Updating financial records and reports
- Fielding sales calls
- Putting out daily fires
- And so much more…
This means many business owners simply don’t have the time to produce content, even with the help of AI.
And that’s good because it creates a job.
The truth is businesses will always pay someone to solve a problem they have, and even though AI exists, it doesn’t work on its own. Companies still need someone to make sure the job is getting done.
Yes, it may shift to business owners needing fewer copywriters, but copywriters are still required; after all, the work only gets done if someone does it.
And that, my friends, is a little bit of hope on a cloudy day.
AI requires an operator
AI is amazing. It can research, create lists, write emails, and whip up blog posts faster than 100 coffee-consuming-copywriters combined, but it can’t do one thing.
It can’t do it on its own.
It’s like the genie in Aladdin; the magic only works if there is an operator who makes the wish.
And all operators aren’t created equal.
To get the most out of AI, you need an operator who understands your business and copywriting. Because for any ad to be effective, you really need to think and problem-solve, which is something AI can’t do well on its own.
For example, to create high-converting copy, you need to:
Think about the customer, and their hopes, wants & dreams.
Consider the market, how sophisticated it is, and how your brand is positioned.
Think about your product, its benefits, its mechanism, and how it will be used.
Think about the marketing cycle, the medium, and the message.
And you need someone who understands the right prompts to get the most out of the tool, which is something AI can’t do on its own.
This can only mean one thing:
The tools you use are only as good as the people who use them.
This is why businesses will always need a copywriter who knows the ins and outs of marketing its product. And more so, businesses will need a copywriter who understands AI and can use it to its full potential. Which creates another job for copywriters like you and me.
The AI revolution will be a lot like accounting
What if I told you the AI/ software revolution has already happened in different professions?
And despite the automation, there are still jobs.
To find out more, you only need to look as far as the nearest accounting firm.
Case and point, many accounting firms use software like Microsoft Excel, QuickBooks, and TurboTax.
Which in theory, should have been the end of accounting. After all, accounting software can work longer, make fewer mistakes and get the job done much quicker than a human accountant.
Yet despite all that, companies are still hiring accountants because they need a credible person to work the tool and give insights.
And if anything, now the accountants are arguably more valuable than before because they have tools that increase their accuracy and allow them to take on more work.
I predict copywriting and AI will be no different. AI does make it easier for a copywriter to do their job, but still, you need an actual copywriter that understands the business, human nature, and marketing to get the most out of the tool.
Another reason why copywriters will never be replaced entirely.
AI should not be feared; It should be celebrated
I own my own business and have been using AI daily for over a year. I firmly believe it’s an amazing tool, but still, I find myself heavily editing what it creates.
It’s never quite perfect and is almost always better with a little bit of rewrites– but that’s perfectly ok. It makes me feel useful.
Instead of fearing AI, I suggest celebrating it.
It makes it easier for you to do your job and will not replace you as it cannot outthink you. Instead, it’s the assistant you always wanted but never could find.
As you brave the everchanging workforce in this everchanging world, remember this truth:
If you’re authentically valuable to an organization, provide high-quality work, and are a team player that drives results, you will have success and stability no matter where AI goes.
Continue to learn the copywriting fundamentals to get a strong foundation and use AI to level up your game to be the best copywriter you can be.
Your wallet will thank you… especially if an AI wallet comes out with a voice 😉
Please like, comment share and let me know what you think about AI.