Embracing AI Writing Tools

"No, we'll never use AI to write our marketing materials! So vanilla! Absolutely not!"

"AI writing tools are a Godsend. Finally we can create quality content in volume at almost no costs."

Which camp do you sit in, or are you somewhere between the two?

Whichever camp you've planted your flag in, you have to look at the big picture and recognise that adopting AI in your business, not just in writing but across the whole organisation, is ... well, invitable, really.

The resistance is understandable. It's new. It changes how you operate. It's scary. Just like computers were when they first invaded the workplace. (Where would we be without them today?) Notwithstanding the fact that if you aren't using AI and your competitors are, you are already at a disadvantage, I'm pretty sure that if you fast forward 20 years, you'll be asking exactly the same thing about AI (How did we ever manage without?), even if you are resistent right now.

It's fair to say that, for small and medium-sized enterprises (SMEs), AI tools can be a game-changer, while larger conglomerates often approach with caution, wary of potential pitfalls such as plagiarism and ownership issues. But far-sighted organisations are already seeing the benefits of dipping their toes in the water.

This article will explore the pros and cons of using AI writing tools in marketing and conclude that, despite the challenges, embracing AI is inevitable and beneficial. Our stance on this is transparent, but we're happy to play devil's advocate here to balance the discussion!

Cost-Effectiveness

One of the primary advantages of AI writing tools is cost-effectiveness. Traditional copywriting services can be expensive (ehem, sorry!), often out of reach for SMEs with limited budgets. AI tools, on the other hand, offer a more affordable alternative. They enable businesses to generate high-quality content without the need to hire expensive copywriters. This democratises content creation, allowing even the smallest businesses to compete with larger players in the market.

It also helps to bring down the costs of hiring a human writer when you give them permission to use AI in the process. Worth considering?

Efficiency and Speed

AI writing tools can produce content at an astonishing speed. Have you seen how fast the words fill the blank page!? Incredible, if you can use it! What might take a human writer hours or even days to craft, an AI can generate in a matter of seconds. This rapid turnaround time is invaluable in the fast-paced world of digital marketing, where timely content can make the difference between capturing a trend or missing it entirely.

Yes, I hear you asking about the quality. But that's where the human copywriter comes in to guide with prompt engineering that works to deliver content that ISN'T vanilla, and to massage the outcome so you end up with a decent piece of content that serves your intended purpose.

Consistency and Scalability

Consistency is key in branding and marketing. AI writing tools can maintain a consistent tone and style across all content, ensuring that the brand’s voice remains uniform. Additionally, AI tools can easily scale content production to meet growing demands, something that is challenging to achieve with human writers alone. How many times have you missed that newsletter release because other things got in the way?

Enhanced Creativity and Ideas

AI writing tools are not just about churning out text; they can also be a source of inspiration. By analysing vast amounts of data, AI can provide unique insights and ideas that human writers might not have considered. This can lead to more innovative and engaging content that resonates with audiences.

Generative Content Means Unique Content

Some companies worry about plagiarism, but I haven't found this to be an issue. I run all articles we produce through a plagiarism checker and it has never identified copied work from AI-generated copy. It's a shame I can't say that for some of the human-generated work I've received over the years :( So, if anything, by using AI, you are protecting your corporate reputation by ensuring original content.

Quality and Originality Concerns

While AI tools are capable of producing large volumes of content quickly, the quality and originality of this content can sometimes be questionable. AI-generated text may lack the nuance and creativity of a human writer, leading to content that feels generic or repetitive.

There are also concerns about plagiarism, as AI tools might inadvertently produce text that is too similar to existing content, but I think I've addressed that concern above. And regarding quality and originality, it's like anything else in life - what you get out is determined by what you put in. If you give a simple couple of lines of prompts and leave it to the tool, you'll be a tool (pardon the pun!). Of course you'll get back generic vanilla content! You need to feed the tool with information and context to allow it to create meaningful pieces and train it in your brand voice.

This raises the question as to whether writing with an AI tool is actually faster in reality. I've found sometimes that it's a no, and sometimes it's a yes. It depends on the purpose of the piece and how far you want to polish it. But using AI writing tools like ChatGPT as a starting point givs you an excellent base to start with.

Ownership and Legal Issues

The question of ownership is a significant concern for larger companies. Who owns the content generated by AI? This is especially so for images, and there have been cases of artists reporting seeing their work in images. Famous writers and comedians, too, have noticed their work or ideas being used. This is a grey area in many jurisdictions, with varying interpretations of intellectual property laws. Businesses need to navigate these legal complexities to ensure they retain the rights to their content and avoid potential disputes. Use plagiarism checkers for text to ensure the work is original.

Dependence on Data and Algorithms

AI writing tools rely heavily on data and algorithms. If the data they are trained on is biased or outdated (which it will be), the content produced will reflect these shortcomings. Additionally, over-reliance on AI can lead to a homogenisation of content, where everything starts to look and sound the same, reducing the unique value of a brand’s voice.

I've heard the above objection of homogenisation time and again but, for me, it doesn't hold water. Firstly, the pool of data it takes its information from is so vast. Secondly, if you aren't training the tool with your information, your point of view and your tone of voice, you're missing the point, and also can't expect anything of quality. There's no skirting around the work.

Resistance to Change

For some companies, especially large conglomerates with legal teams and siloed workspaces, the shift to AI-driven content creation can be met with resistance. Established workflows, scepticism about the technology, and fear of job displacement are common barriers. Change management becomes a critical factor in successfully integrating AI tools into existing marketing strategies.

Given the benefits and drawbacks, a hybrid approach that combines the strengths of both AI tools and human creativity can offer the best of both worlds. Here’s how your business can strike a balance:

Leverage AI for Routine Tasks

Use AI writing tools for routine, repetitive tasks such as generating product descriptions, social media content calendars, social media posts, and basic blog outlines. This frees up human writers to focus on more complex and creative tasks that require a personal touch.

Human Oversight and Editing

Ensure that all AI-generated content goes through a human review process. Skilled editors can refine and enhance the content, adding the nuance and creativity that AI may lack. This also helps to catch any potential issues with originality, quality and relevance to your business.

Invest in Quality Data

To mitigate the risk of biased or outdated content, invest in high-quality, diverse data for training AI tools. Keep records of your brand personality, tone of voice, value proposition and target audience to feed the tool before asking it to write for you. Keep this up to date to ensure your content remains relevant and effective.

Embrace Continuous Learning

Both AI tools and human writers should be part of a continuous learning process. Keep abreast of the latest advancements in AI technology and provide ongoing training for your team to stay ahead of the curve.

The rise of AI writing tools is inevitable. While there are valid concerns and challenges, the benefits they offer — cost-effectiveness, efficiency, consistency, and enhanced creativity — are too significant to ignore.

By adopting a hybrid approach that leverages the strengths of both AI and human creativity, businesses can maximise their marketing potential and stay competitive in an ever-changing digital landscape.

The integration of AI writing tools into marketing strategies is not just a trend but a necessary evolution. As the technology continues to advance, the initial drawbacks will likely diminish, leaving behind a powerful tool that can enhance and transform the way businesses create content. Embracing AI is not about replacing human writers but augmenting their capabilities to achieve greater heights in marketing excellence. The future of content creation lies in the harmonious collaboration between humans and AI, driving innovation and success in the digital age.

For support in AI writing through a professional human copywriter, or to arrange training courses to enhance your team's capabilities in writing with the support of AI tools, contact us for more information.