Welcome to the machine. We are going to get along just fine.

Artificial Intelligence (AI) is undoubtedly one of the most significant innovations created by humanity in recent history. And, when it comes to the generative AI that is having an immeasurable impact on content creation, it has created a huge amount of debate and divided opinions that range from fearmongering to idolisation.  

Let’s be clear here though: generative AI, as used by tools like ChatGPT and DALL-E, is nothing more than an algorithm that uses machine learning (ML) to draw from a vast dataset to provide a response to a query in human language. These tools can speed up the process that a very thorough researcher would go through to write copy. But, instead of the researcher having to plough through millions of Google search results, the algorithm serves up a précis of all the relevant information that exists within its training data.  

There is nothing new here; it’s just research, presented in bite-sized form. 

And research is only as good as its source, which is why it’s essential to fact-check anything that an AI tool spits out. And let’s not forget the recent case where a New York lawyer used ChatGPT to submit a brief citing six non-existent judicial decisions produced by ChatGPT. It seems the algorithm couldn’t find real precedents, so it simply made them up. 

What can these tools do for us writerly types? AI can help news editors increase the speed of dissemination, help with fact-checking, and improve collaboration, processes, and workflows. 

Because of the relationship between AI and data, the media sector will be able to get better audience insights to drive better engagement. AI and data can also heighten journalism’s role as a watchdog and enable journalists to create independent media, faster. 

But, as stated previously, AI won’t replace human writers. Rather, humans will be freed to focus more on craft, creativity, collaboration, and leadership in media, and to build out new commerce models that disrupt the sector. AI will give media leadership time and space to focus on addressing real issues: news that prioritises entertainment value over facts, the oversimplification of complex topics, coverage that’s influenced by advertiser relationships or political leanings, creating sustainable business models, and combating fake news, to name but a few. 

For content creators, here are some tools to consider. Please note that the tools mentioned are not a personal recommendation, and you are encouraged to do your own testing to see what works for you. Services like these have various pricing models, based on usage and additional features, but most have a free tier that allows you to try them out. 

Data collection and analysis 

Use AI to gather and analyse relevant data about target audiences, consumer behaviours and market trends, which reveal patterns and insights that can inform copywriting strategies. Tools like UserEvaluation.com and Qualifyed.ai claim to be able to predict lookalike audiences and provide customer insights. 

Persona and audience segmentation 

AI can be used to create detailed audience personas and segment your target audience based on various factors such as demographics, interests, and behaviours. Look at tools like Userpersona.dev, Delve.ai and ExactBuyer.com. 

Sentiment analysis 

Incorporate sentiment analysis tools to gauge public sentiment and adjust copy to align with the emotional tone of your audience. MonkeyLearn.com provides AI-based tools that may work for you. 

A/B testing and optimisation 

Implement AI-driven A/B testing to compare different copy variations and show which ones perform best. For example, ABTesting.ai uses a combination of statistics and machine-learning to literally ‘evolve’ the experiment you're running. 

Content personalisation 

Use AI to dynamically personalise copy for individual users based on their preferences, behaviours and past interactions, for better engagement. We suggest you consider tools like PathFactory.com, and Rasa.io. 

Language and style enhancement 

AI can provide suggestions to improve the grammar, style, and readability of your copy. It can also help adapt the writing style to match different platforms or channels. 

Visual content creation 

AI-generated visual content, such as images or videos, can create holistic and engaging illustrations to accompany your text. In our experience, this should be used with caution, as imagery drawn from the internet can sometimes be copyrighted and not intended for reuse. But, in a pinch, you may want to consider one of the recommendations from Zapier. 

Automated content generation 

And now we come to the big one. A few of these tools were mentioned in a previous post, but this is one area where new apps are coming out and old ones are being improved upon, almost every day. 

AI copywriting tools can help with time-consuming tasks such as generating product descriptions, meta titles and descriptions, headlines, social media posts, and product descriptions. These tools can aid in creating a variety of copy options quickly. This is where we should make the greatest caveat: There must still be a human in charge of this process. 

Firstly, to fact-check everything. This is why Perplexity is often preferable to ChatGPT: every statement is referenced to one or more webpages. This means that we can check where those facts are coming from and ask: 

• Is it a reliable source? (Often, we find credible-looking research that supports a particular message, only to find that it was paid for by a competing brand. Just because it’s a McKinsey paper doesn’t mean it is inviolable, capital-T Truth.) 
• Is it relevant? 

• Does it fit my brand’s messaging?  
• Is it recent-ish? (When it comes to researched facts and figures, we wouldn’t want to cite something more than two or three years old. But, if it turns out to be a bit ‘stale’ it does provide some hints for how to use conventional search, to find stats that are more recent but still relevant). 

Secondly, a human must ensure that no accidental misunderstandings arise. It's still possible for automated content generators to write double-entendres, self-contradictions, or unintentional puns that detract from the message. 

Thirdly, ChatGPT, Jasper, or Perplexity may be tasked with writing a complete blog post with SEO words included, but clearly the results are a little... robotic. Generally, the structure is good, the SEO is on point, and the essential content is all there, but it’s bland. Which is why we still need human writers, who can task the AI with providing an outline and some supporting data, from which a well-crafted piece is then written. 

The human element is key 

Would an AI have given this article the title I did? Does ChatGPT even like Pink Floyd? An AI content generator wouldn’t be able to think of an anecdote, based on lived experience, to illustrate a particular point or message. It wouldn’t be able to decide that a particular topic would be best supported by a certain type of research, or when to stray into whimsy or poetry. That sort of discrimination can only be provided by your best writers. Let the algorithm find the facts and stats, and let a human writer imbue your article with the ‘magic' (or lateral thinking) that sets it apart.  

Rumours were flying recently that Google was downgrading content that it deemed to be AI-generated. The official position from Google, however, is that it rewards high-quality content, regardless of whether humans or algorithms produce it. The ranking system explicitly aims to identify content that shows “expertise, experience, authoritativeness, and trustworthiness” (E-E-A-T). 

Humans are also best at evaluating ethical considerations. To ensure that AI-generated copy aligns with ethical standards and avoids biased or inappropriate content, human oversight is crucial to maintain brand integrity. 

Remember that the successful integration of AI into copywriting processes requires a combination of technical expertise, creative thinking, and strategic planning. It's a journey that involves experimentation, learning, and adaptation to achieve the best results. 

For a helpful guide to more AI-powered copywriting tools, and how to use them, visit SEMRush. 

Or to work with humans who will do the machine-wrangling for you, get in touch.