Before writing this blog, I asked an AI tool whether organisations should use human or AI copywriters…

ChatGPT told me: “AI can generate content quickly, but what’s the long-term cost of lifeless messaging? Or a brand voice that lacks depth and trust?”

It added: “Human copywriters are not just writers – they are your brand’s storytellers.”

And: “Human copywriters bring something to the table AI cannot replicate. That’s insight, intuition and emotional intelligence.”

This wasn’t AI coming clean in a Catholic church’s confessional booth! 

These were nuggets of wisdom copied from human experts. ‘Cos that’s what AI does: It regurgitates pre-existing material snatched from the Internet.

A tech-watcher said if an AI copywriting tool churns out material based on prompts, then it’s churning out virtually the same copy for everyone else. So copy is being rehashed from already existing copy – ie duplications are being further duplicated.  

An industry commentator concluded: “Using AI to write your company’s marketing copy is the best way to NOT stand out from the crowd.” 

Many businesses already have a no-AI-copy-used-here policy.

And a major search engine operator says AI-generated copy will NOT show up in a search. Why? Because AI is now being used to detect if businesses are using AI to write their messaging!

Using AI to save money is likely to rob companies of something far more valuable – connection with their audiences.