Should you use AI for copywriting?

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Copy is the written text on your website, social media posts, emails, product packaging, logos, and business cards. It’s virtually any type of written communication that connects your business with your customers.

In recent years, artificial intelligence (AI) has become progressively better at creating written content with little to no input from human writers.

Today, AI copywriting tools are helping businesses of all types streamline their copywriting processes. According to Forbes, major media organizations like The Associated Press, Reuters, and the Washington Post already use AI to generate content.

But there’s still some debate over the efficacy of AI copywriting tools and whether they are worth their value. Some types of copywriting are straightforward, whereas others, like industry analyses, require a deep understanding of context.

Here are some of the benefits and disadvantages of modern copywriting AI.

The Benefits of AI Copywriting

A Faster Process

If you need a high volume of content quickly, AI copywriting might make the process much faster.

Many AI tools can scan the internet to read other similar posts, gathering as much information as possible on a given subject in a very short amount of time. After synthesizing this information, the AI software can create large quantities of copy in minutes.

Cost Savings

Another advantage of AI copywriting tools is that they can save you a significant amount of money.

Copywriters typically charge per hour or word. You can find affordable copywriting rates on freelancing networks. But if you want to hire a highly skilled copywriter or someone who specializes in a specific industry, you’ll need to pay more to get quality writing.

Researching and writing a single piece of content can sometimes take several hours, so you’ll need to allot time for your project.

AI copywriting tools are usually available for a single monthly or yearly fee. Once you pay, you can create as much content as you’d like and do so at scale for an affordable price.

Fewer Errors

Machines are less likely to include typos in writing—at least, they’re less likely to include the types of typos humans usually make. An AI will also remove the risk of other instances of human error in copywriting, such as misquoting sources or accidentally citing the wrong statistic.

The Disadvantages of AI Copywriting

If faster processes and cost savings were all that mattered when it came to content, copywriting AI would seem like a pretty good deal. Unfortunately, AI hasn’t reached the point where it can mirror human behavior and understanding.

Your content isn’t being written for machines. It’s going to be read by a human—your customer.

If you want your content to be effective, it has to speak to your customer in a way that they can relate to.

Lack of Human Emotions

Humans have a deep-seated need for emotional connections. The best copywriting and marketing techniques don’t just inform the reader, they also incite emotions, feelings, and new ideas.

AI has made significant progress in emulating human emotion, to the point that some AI communications via phone and SMS can fool people into believing they are speaking with another person.

However, AI hasn’t yet reached the point where it can connect at an emotional level in the same way a human can. Many of the AI projects that emulate or mimic human emotions are still experimental and are considered proprietary research, so it will take some time before they are widely available.

Lack Of Critical Thinking

AI has proven to be exceedingly helpful in automating repetitive processes, answering basic questions, and assisting humans with complex computations. But AI cannot yet gain a deep understanding of the nuance and complexities of consumer and industry trends.

Most critical and strategic understanding still requires input provided by a human. AI copywriting tools may be effective in reporting statistics and generating simple content like ad copy, but it is not currently capable of generating content that dives deeply into trends and industry analysis.

Sub-Par Communication Skills

Finally, much of the AI-generated copy you’ll see today will still contain awkward turns of phrase, subtle glitches, and incorrect uses of language, especially if the AI is asked to generate a complex piece of content. Contextual aspects of the language, such as idioms and colloquialisms, are difficult for AIs to understand, as they are generally only relatable to certain subsets of the population.

Furthermore, language is both organic and dynamic. New terms are constantly being added to the lexicon, and they are typically generated by lived human experiences. Languages have rules, but those rules can often be broken to produce new types of meaning—an AI may have trouble understanding context and what rules it should follow.

Long-form content produced by an AI copywriting tool won't usually have the same level of readability as content produced by a human.

Is AI Copywriting Worth the Investment?

If you need to create short digital ad copy at scale or brief paragraphs that report statistics, an AI tool might be a more affordable option than hiring a copywriter. Over time, there may be improvements to copywriting AI, enabling it to create certain types of search engine-optimized (SEO) content more effectively.

But despite the advantages, it's our firm belief that AI software will never completely replace the professional touch of a skilled copywriter. This is especially true of copywriters who specialize in analytical reports and other forms of long-form content, as these require a first-hand understanding of the human experience and the many social trends that can influence industries.

If you’re struggling to find freelancers or an agency to help you with writing, try searching for options on directories like DesignRush (we’re featured there, too!).