Artificial Intelligence: Powerful Writing Tools or the End of Creativity?
It's
a little bizarre to be at a point in history when it bears considering whether
technology is going to eclipse innate human creativity.
That said, artificial intelligence
(AI) first contributed to music in the early 1950s, so
it's long been involved in creative projects to some degree. We could even
consider predictive text on our early 2000s Nokia brick phones as a primitive
form of AI writing.
Recent advances in AI writing
software have resulted in an increase in the amount of AI-generated content
published online. Should writers be concerned?
Before we start to panic and
envision a Planet of
the Apes scenario—but with robots—let's consider whether AI
really is the death of creativity, or whether it's a helpful tool that can
create compelling content.
ChatGPT took only five days to reach a million users, and Jasper's net worth has
reached $1.5 billion, so there's no denying generative AI is
already a massive industry.
But is the interest in and
desire for AI content generation warranted?
Some agency owners are
favoring the software for a variety of reasons. It's cheaper than hiring a
human, and it's quicker. Plus, there's an element of novelty that makes
AI-generated content fun to experiment with. Jasper specifically focuses on
helping marketers create content by offering over 50 templates for various
forms of content, such as blog and social
media posts, ad campaigns, email marketing, and more.
How to Use Tools Like ChatGPT and Jasper
Research has been done from
the perspective of professional copywriters to clear things up on what AI
writing tools can do. Here's what has been determined.
1. Generate blog post
title ideas
When writer's block strikes,
enter generative AI! Generating blog post headlines is a useful way to employ
AI in your content strategy. Wrestling with writing a concise but meaningful
post title can be tricky, but AI prompts can help nudge you in the right
direction.
It's also handy if you're
stuck on subheadings within your blog post, and for email subject lines, too.
2. Get ideas for
outlines
AI tools can provide helpful
material for further inspiration, which can be especially helpful if you're
writing about a topic that's new to you.
Using generative AI, you can
generate outlines that help you organize your thoughts and provide a framework
for your post. AI-created outlines take the work out of planning a blog post,
allowing you to enjoy the creative process of writing it.
3. Generate copy for
humans to edit
If you don't have an in-house
copywriter or you haven't outsourced a professional copywriter, AI can provide
you with a starting point. Some tools are quite proficient writers; with a bit
of human editing, the material can be suitable to publish. But there is a
caveat: You shouldn't fully trust artificial intelligence as the sole author.
It needs human intervention.
4. Gathers sources for
backlinks
This use of AI has been a bit
of a gamechanger for improving SEO. Backlink generator tools use AI technology
to scan your writing to find options for backlinks that can increase traffic to
your website. Using AI to generate backlink suggestions is many times faster
than doing it manually, and the AI tools can search a wider range of sources
than a human could.
What We Still Need Human Writers For
And now, behold the
humblebrag.
1. Flexibility of
writing style
It's not that difficult to
tell when a piece has been written by artificial intelligence. Generally, all
AI tools—ChatGPT and Jasper included—have the same tone of voice and are
lacking in personality (surprise, surprise) and individuality.
Humans
have the creative advantage, and we can use it as often and as effortlessly as
required. We're able to adapt our tone to a brand's unique voice and tailor our
writing style according to the subject matter, splashing in a bit of sass or
treating delicate topics with compassion and care.
2. Accessible analysis
When
tackling complex issues, humans once again come out on top. Often, AI-generated
content around a topic with multiple layers can either miss the mark entirely
or focus on just one element.
Humans
are still best at taking complex ideas and breaking them into smaller,
digestible points. Human-written content is often more
readable and is better at providing unique and interesting takes. Writing
requires many subtleties that AI cannot yet keep up with.
3. In-depth research
There's
no denying AI's capacity to scan and interpret material online at a pace
unachievable by humans. However, AI tools simply mimic the information they
find online. They do it exceptionally well, but they are not creating their
own, original research. It takes a human to do that.
We
have the brain power to gather information from various resources in an
intuitive way that can change with our findings. We have the capacity to
interpret what we learn from that research and expand on it, forming original
ideas and valuable insight; AI can't yet match that ability.
4. Emotional connection
Contrary
to what films such as Her or Ex Machina might have you believe, AI's grasp on
emotion doesn't make it a viable option for a romantic partner, regardless of
how jaded you are from the dating scene.
Jasper,
ChatGPT, and other AI writing tools copy the language of human writers. They
don't have the capacity to create original emotional connections between a
written piece and its audience.
Humans
understand the emotional power of words. Professional writers know how those
words can engage fellow humans online to connect with an audience and lead
buyers through the buying journey.
Emotion
is integral to great copywriting, and it simply cannot be achieved by
artificial intelligence copywriting.
The Bottom Line
So,
are ChatGPT and Jasper going to lead to the demise of human creativity?
We
certainly hope not. And we also don't believe that it ever will.
AI
writing technology can serve a purpose in content writing when used correctly.
It's best used as a tool to assist your creativity and workflow, not as an
alternative to human brainpower. Although AI writing tools have many useful
benefits, they are not capable of the level of cultural nuance and unique
emotional capacity of the human perspective.
Only
humans draw on lived experience and inspiration to truly connect with audiences
and fellow humans.
-----------------------------------------------------------------------------
If you need help with your email, web site, video, or other presentation to promote your company, product, or service, please give me a call at 440-519-1500 or email me at john@x2media.us
Until next month. . . .remember. "you don't get a 2nd chance to make a 1st impression." Always make it a good one!!
No comments:
Post a Comment