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.
As it happens, I just picked up a long-term gig editing an AI’s transcripts of spoken interviews. It does an actually crappy job, though it tries hard, poor thing. So I go in and make it make sense. And get paid.
Hahah “poor thing” got me. That’s really cool -sounds like a fun gig.
Great article, reposting
And following.
I use ChatGPT as an assistant–I’ve called her Gabbie. She helps with research and coming up with the meta descriptions for my blog posts. I hate doing meta, so that saves me a headache. I have asked her for suggestions for social media posts for my blog posts, but I’ve not used them yet.
I don’t see that AI will put anyone out of a job. Certainly not writers of any kind. From what I’ve heard, Google et al. can tell if the content is human or AI-generated, and they may punish AI content in the search results pages.
Yeah I heard that! That’s the way to use it, just like an assistant!
I’m a little behind. What exactly is AI and ChatGPT? Time for me to Google, get up to speed. I think with the internet, ALL jobs are becoming statistics driven, more analytical and less creative. Although, there has to be some creativity to grab a person’s attention. Still, it’s all about stats.
Basically, it’s a tool that writes, so whatever prompt you put in, you will get writing out.
LOL – I could use some help on my mystery book. Maybe I should ask Siri to help with Chapter 5.
Never mind AI and ChatGPT, I’m still trying to figure out the header image!
me too! I typed in pink paint water and that’s what came up.
I love your accounting example. Love-One is a CPA with skills from days of yore. He celebrates the automation. But, as you said, it’s only as good as the user.
On a less grand level, we writers already have the advantage of so many editing tools that weren’t available in the past. Imagine writing with paper and quill. Oh my, think of the mental planning that would take.
Thank you and I agree! If i had to rewrite everything by hand/ quill I can almost guarantee I wouldn’t be a writer, or turn in things with mistakes.
I have read about this on a couple other people’s blogs.
It’s deff a popular subject right now
I believe we should embrace AI. You can’t stop progress. I also don’t believe in a dystopian future filled with poor beggars and a few rich ones. Inequality will probably wouldn’t become much bigger than it is now.
I totally agree! And you’re right we can’t stop progress all we can do it embrace it
Ha. I feel like I’ve contributed to this Hoobastank effect by posting about ChatGPT. But like one of your commenters, I have to say that it works great as an assistant, and that frees me up to do the more important tasks like ideation. Anyhoo, who knows what’ll happen as AI improves? I, for one, am excited to find out!
I am too I think it will make everything easier for us! And who doesn’t like that?
This topic is like politics—lots of grist for the thinking mill, what’s good, what’s not, blah blah blah. Howsoever, I got a super good chuckle out of the pink water header blob comments. It looks kind of like the blob in my head when I try to figure out if Chat AI is a good thing or not. Thanks for the insight, everyone. I’ll ponder on it!
hahaha i’m glad you did – that’s always my defualt when I don’t know what to use for the header image, something with paint.
But over a period of time AI would learn to manipulate the emotions of people and one wouldn’t realise the difference between real and fake. That’s the reality sooner or later.
I think that’s deff a possibilty. But in the same hand, I think human writers (writers) will be more valued if you can stir emotion without the help of AI.
Agree! It could be a good first draft to be edited!
Absolutely!
Nice
I’m new in the world of WordPress. I really like your lucid writing style. It’s kind of comfortable to read, if it makes sense..
Thanks I really appreciate hearing that! I try to make it conversational / entertaining. Good luck and welcome to the world of WordPress. If you ever need any advice lemme know!
Dear Tony, I may well take you up on that offer to proffer advice about blogging if it is meant generically. I posted on my new blog Expressive Compulsive for the first time today. I found you because you found me. (Guess that is how it works!) Like the other comment, I also like your clear-headed and lucid writing style. A writer’s accountability group I am in is all abuzz about the pros and cons of AI. So I take your point with relief and plan to run with it as it is so optimistic!!
Thanks so much for sharing and the compliment – I’m happy to help with and feedback or general advice you may need. But yeah – AI can never think better than you can- it’s just a tool and a pretty good tool at that. Stay writing!
Constantly learning something new
In the case of accounting, companies will always need someone to be the scapegoat and possibly go to prison for cooking the books. Can’t blame a computer. This will apply whenever a human shield is required.
Hahah that’s sad and funny good observation
I’m one of the folks who is celebrating A.I. I discovered both text-to-image A.I. and ChatGPT within the last few months and I have been on a joyride since! I use ChatGPT to create stories and poems. ChatGPT has its limitations and the human brain (well, my brain) is smart enough to see when things aren’t quite what they should be with regards to reading and writing. I have created many stories with ChatGPT where I need to edit for clarity or expand on the generated text. So, ChatGPT isn’t taking a job, I see it as an enhancement. I then used Midjourney to create a storyline or poem complete with text and supporting images. Sometimes I do it in reverse, where I create the images of a storyline first and then ask ChatGPT for help. My imagination is thriving, and I don’t think it will slow down anytime soon. I’m having a blast. Looking through my blog, one can clearly see/read how the two A.I. working together with a human can create some really awesome things.
It’s fun isn’t it! and the best part is, this is just the beginning!
It’s interesting to read because it the same with the language translation program „DeepL“. DeepL is great but so many things get lost in translation so that for real business it’s suitable and misleading. It makes me prefer translate text by myself and I recommend it to others too. Same with AI. It cannot think like each of us does and does not have our unique background. Often that’s needed though. Likely it’s a great start or suitable for general texts.
Totally agree! Good for starting, not for finishing – especially in language
*for real business it’s not ! Suitable
I’ve been toying around chatGPT. Sometimes you create gem. Sometimes…not so much. And of course, I wouldn’t trust it completely when it comes to biases and facts.
Yeah it’s a bit too biased for my liking but still a fun tool