AI Writing vs. Human Writing: Which Performs Better for Your Business?
Let's explore the pros and cons of AI-powered writing, empowering businesses to confidently make informed copy writing decisions.
Is there a content revolution coming? If you thought hiring a copywriter was tough before, AI makes us want to hit “pause”. As a business professional, you know how important it is to have high-quality content to engage with your customers and create a successful online presence. With the emergence of AI writing services like Jasper or GrowthBar, it can be difficult to determine if investing in one would be more beneficial than paying for an experienced copywriter. Let’s dive in and explore the benefits and potential drawbacks of utilizing an AI-driven writing service versus hiring a professional copywriter.
Rise of the Chatbots
According to data collected by Zion Market Research, the global chatbot market is set to reach USD 9.4 billion by 2024, growing at a compound annual growth rate (CAGR) of 27.5% from 2018 to 2024. A significant portion of this growth can be attributed to the increased adoption of chatbots in the marketing industry.
In fact, a survey by Oracle found that 80% of businesses planned to use chatbots for customer interactions by 2020. Additionally, 36% of respondents said they were already using chatbots for customer support in 2019.
Am I Being Replaced??
Recently, WeCreate began utilizing Jasper – one of the top generative AI platforms for businesses.
“Ummm, am I being replaced??”
My initial reaction – along with those of a few other team members – was that of skepticism. What does this mean for me? Am I not doing my job? What could “Jasper” possibly do that I couldn’t?
AI Writing Services Crank Out Content
The most obvious benefit of using an AI writing service is cost savings. AI-powered systems like Jasper can be available at a fraction of the cost. Additionally, because many AI solutions are cloud-based, you don’t have to pay for additional resources or personnel.
Another benefit of using an AI writing service is speed and efficiency. With access to natural language processing (NLP) technologies and artificial intelligence (AI), these services can produce content quickly with minimal effort on your part. This can significantly reduce time wasted when crafting digital campaigns.
Finally, automated writing solutions are incredibly versatile in what they can produce – from blog posts to social media captions, ads to stories – they offer a comprehensive suite of services that allow you to create almost any type of content imaginable with ease.
AI Writing Services Lack Creative Spark
Despite the benefits mentioned above, there are some downsides to relying solely on automated writing solutions for your marketing efforts. For starters, computer-generated copy typically lacks nuance and emotion that only a human writer would be able to provide – making it difficult for it to deliver messages in an engaging or memorable way.
Similarly, these types of services lack the creative “spark” associated with expert human writers who possess years of experience in crafting meaningful messages across various platforms – something that even the most sophisticated AI algorithms cannot replicate at this point in time. As a result, there’s always a risk when relying entirely on machines when creating high-quality content for your marketing strategy.
Since my start as a professional copywriter, I’ve been dubbed “The Copy Queen” – a title I’ve lovingly welcomed. My WeCreate end-of-year superlative was “CTA: Commence the Awesomeness” – for the single fact that anytime a CTA (Call To Action) is needed, I typically spit out 12 (versus the 3 that were asked of me). One of my WeCreate mentors – our CCO, Eli McGanel – has also coined the phrase “Papp That”.
Papp That noun, verb, adjective, adverb 1. Give it some oomph. 2. Add some secret sauce
Coming from the adaptable, open-source campaign king himself, this is of the utmost flattery! When you “Papp That”, you’re giving the content at hand the finesse it needs to shine. To “Papp” something means whatever the context says it means — an adaptable modifier, if you will. Feeling excited? No… You’re feeling Papp-tastic!
If you haven’t caught on to the point I’m trying to make (while also trying not to Papp my own horn), this is the type of spark that a professional copywriter can provide. We offer that human element, that extra layer of understanding, and give that “secret sauce” most others who are not professional writers might be lacking.
Can You Believe They Said That?
Another potential risk associated with the use of AI writing services is the possibility of providing incorrect or misleading information. AI systems rely on algorithms and pre-existing data to generate content, which can lead to errors if the data they are using is flawed or outdated.
Furthermore, AI systems cannot always fully comprehend complex information, leading to misunderstandings or misinterpretations that can result in misleading content. In addition, some AI systems may simply generate content based on popular search topics rather than factual accuracy, leading to incorrect information being disseminated to readers. Therefore, while AI writing services can be a useful tool in generating content, it’s important to carefully evaluate the accuracy and reliability of the information they produce.
Case in Point
It’s easy to break AI bots by simply asking them to back up their information – and you can quickly realize they’re sophisticated enough to write reasonable-sounding answers but not sophisticated enough to prove anything they said.
Go on and click these links for giggles and see what I mean:
- HubSpot: “The Marketer’s Guide to TikTok”: https://blog.hubspot.com/marketing/tiktok-marketing
- Later: “How to Use TikTok Challenges in Your Marketing Strategy”: https://later.com/blog/tiktok-challenges-marketing-strategy/
- Influencer Marketing Hub: “TikTok Influencer Marketing: A Complete Guide”: https://influencermarketinghub.com/tiktok-influencer-marketing/
- At first, I thought this link worked but you realize the website has a “fuzzy” redirect system and redirects you to the closest URL. SO CLOSE!
- Social Media Today: “How Brands Can Use TikTok’s Behind-the-Scenes Content to Connect with Consumers”: https://www.socialmediatoday.com/news/how-brands-can-use-tiktoks-behind-the-scenes-content-to-connect-with-cons/582663/
- Hootsuite: “TikTok Ads: A Complete Guide to Advertising on TikTok”: https://blog.hootsuite.com/tiktok-ads/
So, Why Should I Hire a Professional Copywriter?
I’m glad you asked! One undeniable advantage of choosing a freelance or agency copywriter over an automated system is quality. You’ll get more unique content tailored specifically towards your audience that looks polished and professional over a generic message that may appear robotic in nature.
Engaging a human writer offers far greater control over your final product. Professional writers have the unique ability to interpret briefs accurately and respond quickly. They can also change course as needed for different target demographics who may have varying levels of readability.
Additionally, having a single point of contact for all your written needs creates an essential consistency in messaging that automated solutions can’t always guarantee – especially if there’s limited notice to adjust suddenly-changed client requirements and adhere to prearranged delivery timelines. Consequently, team efforts – like that of an agency – are crucial when it comes to keeping track of projects over the course of their journey. United effort, individual expertise, and valuable multi-tasking experiences are truly what come together to form a client success story.
We Can Live in Harmony
Yes – you CAN have your cake and eat it, too (I prefer Chantilly). As I mentioned earlier, WeCreate utilizes Jasper as well as ChatGPT. This has been particularly helpful for teammates needing assistance to get started on certain tasks or when they might not be able to tap me as a resource. The adoption has been pretty welcomed by most. For those skeptics, we’ve learned to embrace and use these AI services to our advantage – writer’s block is no joke! I’ve personally enjoyed learning how to help the writing process when I’m feeling stuck or might not be the subject matter expert on a topic (I can’t Papp everything!).
On a tight deadline or time crunch – AKA “I needed this yesterday”? Using AI tools can actually assist and speed up the process. I’d like to think of it as the human writer being the filter and brain of the operation, and the AI becomes a (welcome) assistant.
While the thought of AI might be scary, it’s also one of those “futuristic” advances that have become a necessity – as our CEO, Wade Breitzke, always says: “The future is bright.”
Weighing The Options: What’s Best For Your Business Needs
Ultimately, it depends on your own personal and business needs when determining which writing option best fits you. Having officially entered year 2 with WeCreate this week, I’m personally the happiest I’ve ever been in my professional career. I genuinely love what I do – the variety, the people, the clients. Clearly, I’d shout from the mountaintops (AKA my 2nd-floor home office) that human copywriters are the way to go – but my newest co-worker, Jasper, is pretty cool, too. I think we actually work quite nicely together.
So whether you choose an AI writing service or trust in a talented professional copywriter, both options offer great potential for powerful written content that can truly make an impact in getting clients and delivering results. And that’s Papp-tastic for everyone!
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