• Elaine Keep

Website copywriting services - does AI scare us?

We saw an ad today for AI technology that writes content for you. Website copywriting is set to become a thing of the past....Or is it?

While the founders of the sector are as pleased as punch about their robot overlords creating content that can kill off a whole sector, we often get asked if it makes us fearful and the short answer is....


Here's why we aren't scared off by AI copywriting:

1) Nuance

A nice preamble is part of writing. It sets the scene, preps what the piece will cover and takes into account what's happening in the world, or location right now.

A piece we just wrote on supply chain for food and beverage wouldn't be the same if we didn't mention things like loo roll stockpiling, or the no shows that restaurants are seeing right now. In contrast, take a look at the kind of thing a robot says.

"A plumber should be able to perform"

"Choose based on the price he or she charges?"


We wanted to rewrite this, but the chances are, the AI bots will simply scrape our content and charge it out as its own, all with a subscription model, for the people who don't like other humans or paying people their worth. Shudder.

2) You WILL need revisions or a full rewrite

If you can't write copy, that's fine. What you will find even harder is getting an auto-generated slice of 500 words on something that vaguely resembles an article, and then slicing in your own selling message. And that is important.

You're going to end up with weird links to your own content bodged inside it, a strange call to action on the end and the tone will be completely different to your website - unless your site has written that as well.

You'll probably want some real words at some point to send to a client and while we don't know how much your services are, they probably warrant more than a £5 article.

3) AI isn't a hack around quality - and they aren't customer worthy pieces

You think you can hack the 3 areas of time, quality and cost and appear better than your competitors without putting in any work in terms of briefing, explaining to a copywriter or delivering concepts? That's pretty strange.

In business, we have yet to find anything, any task, that can't be improved with hard work, or some money behind it.

Scrimping on paying for words is strange, because when it comes to websites, apart from pretty images, that's pretty much all you have.

4) The advice AI gives is obvious and also, overused.

We have yet to read an article that made us think - wow - We would REALLY like to save that, or share it with a colleague. It's Janet and John cliches, primary school level, every bit of advice you already knew, and your audience already knew too. It plugs a gap for 'making content' - but it makes it meaningless.

It's content provision for the people who have forgotten WHY they are doing it.

It's a great idea really.

The truth is, humans have a world of background knowledge they haven't put online. They talk with passion and excitement, they share stories and interesting little nuggets. They make the tricky concepts come to life. If we had a new client, we'd get more on a 5 minute call hearing about how their, we don't know, fire extinguisher worked, than plugging it into an AI machine.

Human expression can't be hacked, or mimicked, or ripped or stolen. It can be imitated, reasonably well, but it's dead behind the eyes - the spark isn't there.

Although, it seems, when talking about marketing, even the AI robots recommend hard work in the form of time and effort.

Perhaps they are onto something...

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