Let’s talk about artificial intelligence (AI) again. I’ve commented on so many other people’s LinkedIn posts recently that I thought I may as well condense them into one. Here we go…

Basically, I think we’re still in the early stages of a hype cycle. Lots of brands and agencies may initially view AI as a chance to create cheap and plentiful content, but at the expense of quality and – ultimately – effectiveness. Not to mention the potential for inaccuracies, as well as copyright infringement and plagiarism accusations, which are already hitting the courts in the US.

I’m already seeing plenty of people comment on LinkedIn that they’ve had to edit something a client has created in AI to cut corners
I’ve also seen SEO experts saying they see AI-generated website text lead to a fall in the rankings
I have seen people complain to well-known brands on social media that their copy has blatantly been created by AI; an increasingly-savvy public can already see right through it.

At Eight Moon, with our copywriting work, we must ensure that content we hand to a client is 100% original, and in their voice, tailored to their audience, which is why we disclose on which AI tools we use and what for:

Interview and podcast transcription (Otter)
Grammar check and copy honing, originality checking (Grammarly)
Ideation, summarising, and conceptualisation (ChatGPT-4)*

This period reminds me very much of the early days of social media, when C-level execs struggled to make sense of what it meant to them and often relied on the counsel of younger, often less experienced but more tech-savvy marketers. Sometimes, that led to issues, but it also led to some incredible creativity.

I think we’re still working out the right balance, and I think those currently dazzled by AI will also come to that conclusion soon, one way or the other.

So, in short – great tools, lots of potential, but don’t throw the baby out with the bathwater – you still need humans to communicate effectively with humans.

If you require copywriting services from a human, or would like human editing of AI-generated content to make it resonate with your audience while checking for duplication, please get in touch.

[ Yours truly in art deco style, apparently. I seem to have been shot through the hand with a quill]

* never with a client’s name disclosed or for content generation, and fact-checked within an inch of its life!

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