Artificial intelligence seems to be taking over everything, and nowhere is this more obvious than marketing content. Today, anyone is just a few mouse clicks away from generating snappy headlines, writing press releases and creating web pages. You can have a cheap, slick sales promotion in just minutes that looks like a professional agency made it.
But can it really do the job?
As part of my research to write this article, I asked three different AI tools – Microsoft Copilot, ChatGPT, and Duck.ai (from the DuckDuckGo search engine) – to write the article for me. Each one churned out generic, unremarkable text that read like an essay from an undergraduate university student. They all had correct spelling and grammar – hooray – but they were full of generalities and clichés, used similar (sometimes identical) phrasing as if they’d plagiarised each other, and gave no new insights.
That repetitive, generic text makes a very clear point: AI can’t create, but just copies others’ work, like a schoolboy cheating on his homework. It can’t tell if what it’s writing is good or not, but by definition, half of it will be less than average. Only able to follow instructions, it’s unable to relate to human beings because it understands and feels nothing. It has no gut instinct, can’t anticipate worries or concerns, and lacks any lived experience. There’s no humour to amuse and no surprises to grab attention. With no imagination, it lacks any sense of wonder to enthrall its readers. Its bland and boring copy is only a pale imitation of what a human writer can do.
Without that human element, real business relationships are impossible. Marketing helps customers get to know and trust your company and shows them exactly how you can fill their specific needs. Only a flesh and blood human being can do that, because your customers are also human.
A human copywriter really understands who your customers are and why they need your products. A list of features is not nearly enough. What’s the extra value your products offer? A human writer can draw on life, culture and context in the nuanced way to which people can relate. Tired of automated phone lines and chatbots, modern customers are really looking for that authentic human connection.
To help your customers find you, connect with you, and want to buy from you, you need to stand out from the cluttered marketplace of AI mediocrity and go a different way. Avoid dull, robotic AI prose and restore the human touch to your marketing copy.
Koala Consulting and Training can provide you with original and persuasive text to help convince your customers that your products and services are exactly what they need.
Work with me and you’ll get your message through.