| Ryan Ferguson

    The Future of Content Marketing and Copywriting

    With the rise of Artificial Intelligence (AI), it’s no doubt that many marketers are starting to fear the worst and think that copywriting and content marketing as we know them are dead or dying.

    However, we couldn’t think this to be further from the truth. Sure, AI might be able to write semi-decently. But what's lacking is the human element, which we doubt will ever be able to be replicated or replaced. But even if it were, we’re still a long way away from this kind of technology being readily available to the market.

     Let’s Break it Down

    Just recently, the Chinese mega eCommerce store, Alibaba’s digital marketing arm, Alimama, released an AI-enabled Chinese language tool that they say passed the Turing Test and can produce 20,000 lines of copy a second.

    Quick side note: The Turing Test was named and created by famed computer scientist and mathematician, Alan Turing, and is a means of determining whether a computer counts as ‘intelligent’.

    Back to Alimama, though. It’s unclear if they actually conducted the Turing Test, or if they simply meant that their AI-generated copy reads as if it were written by a person. If it has, in fact, passed the Turing Test, Alimama’s AI copywriter joins a club of very few elite AI technologies, such as the computer program Eugene Goostman, and Google’s appointment-booking voice technology, Duplex.

    On the other hand, the Washington Post has already been using AI to write basic news articles. But, when it comes to more complex content creation, we’d say that we’re still a while away from AI being able to replicate it.

    What Does it All Mean?

    It's safe to say that access to this kind of technology is limited, but that's not to say that this won't change as more tech becomes available at a price that ordinary people can actually afford. We feel secure in our jobs for now, and it’s unlikely that traditional content creation as we know it is going to change any time soon. And, even if it were to change, which it inevitably will, we're confident that we won't be out-of-the-job overnight, as people would still need to check any copy that an AI program could create to make sure that it’s human enough for human consumption.

    Another possibility is that human copywriters would take on a more strategic role in the future, and come up with ideas, content pieces, and campaigns that they would then feed into AI programmes for creation.

    Or, to quote an article we recently read on this topic,

    “Nobody knows exactly how AI will reshape an industry until it happens, but I feel that brands that truly value copywriting are about to echo the ‘buy local’ movement. I imagine seeing brands that value copy and content to have a badge on their website that reads, ‘We are AI-free. All of our words are proudly written by humans!’”

    With the above in mind, we’d like to pose a couple of scenarios for you to ponder on:

    Let’s say you follow Wendy’s on Twitter. You know that their copy is great because you’ve had a lot of laughs courtesy of it. But, would you still follow them and feel the same way if you knew that their tweets were being written by AI?

    Or, what about your favourite book. It made you smile, laugh, and cry at all the right moments and it’s stuck with you forever. It connects with you on a deep level that nothing or no one ever has before. Now, imagine it was written by AI. If you feel a sense of disappointment, then you already know where you stand on this topic.

    What we’re getting at here is that there’s something about AI-written content that makes it seem like it was too easy to generate. You put in a few keywords and phrases, flip the big red switch, pray for lightning, and when it strikes… It’s alive? Whereas with human content that’s expertly-crafted, the amount of effort that was put into it can be sensed. You know that it probably took hours to craft, edit, review, and tweak. You can tell that the writer put an obscene amount of energy into ensuring that each paragraph flowed beautifully and that they toiled over their titles and headlines. And we think that says a lot.

    The Robots are Coming!

    We’re not jumping out of the industry yet, even with the rise of AI copywriters, because we know that there will be a place for traditional content writing in the industry for many years to come. And we're also just incredibly curious to see what transpires in the coming years.

     If you’re interested in enlisting the services of a 100% human Content team whose goal it is to tell your brand’s story cohesively, and in a way that connects with your customers, contact Titan Digital. Our team of experts will provide invaluable insights into your company’s online content and give you the edge you need to convert more customers.

    *This article was proudly written by a human being.

    Topics: Content Marketing