Skilled copywriter vs. machine: Why Chat GPT won’t be able to replace true professionals?
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Hear these sounds? It’s thousands of copywriters sweating and trying to figure out whether the new Chat GPT-3 will steal their job or not. If you listen carefully, you’ll even hear disturbing thoughts of business owners wondering whether to rely on automatically generated texts or not.
We’ve been testing different AI tools, including Chat GPT, and can claim one thing: whether you’re a writer or just the one who hires them, your obligations don’t seem to be going away anytime soon. And here is why.
Related: The future of content: AI revolution
Emotion & empathy
It’s hard to argue that ChatGPT is a powerful tool for generating written content. However, it’s not a replacement for human creativity and empathy. A solid piece of copywriting requires not only a deep understanding of the intended consumers but also an ability to craft messages that resonate with them.
In terms of UX copywriting, Chat GPT is useless. It lacks the emotional intelligence and nuance that a human copywriter brings to the table (not to mention the usage of a storytelling approach, metaphors, play-on-words, and rhetorical devices). To create an engaging and persuasive message, headlines, CTA buttons, you need to understand the context of the message and tailor it accordingly.
Understanding customers’ behavior
That’s the feature Chat GPT cannot boast of. It can’t independently determine what to write for each stage of your customer’s buying cycle, identify the particular problems that a group of individuals has, or demonstrate how a newly developed product can solve them.
Is an AI-created text accurate and well-written? Yes. Is it perfectly written? No. It’s striking until you scrutinize the copy and see three sentences starting with “It is stated that…” in a row.
But what’s most important, will it be able to substitute for a human voice? They say “never say never”, so we’d answer “not in this century”. The generated copy may be factually correct. But in this case, the golden rule of copywriting is broken – “when there’s no personality behind it, there is no connection with your customers”.
So, do you still need best-in-class copywriters?
Before sacking an entire in-house copywriting team in favor of getting a robot to write your content, bear in mind just one limitation. As long as your company’s goals rely on customers (who are human beings) and written communication to reach the target audience, copywriters will always be your salvation.