Content is the key to capturing audience attention, improving brand reputation, and increasing ranking potential. However, constantly producing engaging and informative content at scale can be difficult for many businesses.
Artificial intelligence, one of the most exciting recent innovations in the digital landscape, is working hard to address this problem.
Already, many AI-based programs can write copy on behalf of businesses. These tools use vast amounts of data to understand the language of humans and produce content that sounds as natural as possible.
Unexpectedly, perhaps, the AI world also offers a range of great tools to help B2B copywriters produce the best possible work.
The Pitfalls of Today’s AI
So, are bots going to replace copywriters completely? Probably not.
Right now, there are limitations to what these tools can do. It’s exceedingly difficult to create a bot that can mimic the creativity and nuance of a human writer. While bots do offer a cost-effective way to churn out considerably basic content, they can’t produce anything that’s unique or high-value. Mostly, they pull content from around the Web, falling victim to things like poor grammar and keyword stuffing.
Some AI applications can even accidentally collect too much information from elsewhere, which means that you end up with duplicate or plagiarized content on your website — harming your ranking.
In the same way, while AI can do things like translating existing content into new languages so you can reach a wider audience, it also fails in a number of areas.
Google Translate and similar tools can’t adequately use local terms, style, or dialects. You would still need to hire a professional translator to fine-tune the content and localize it for specific audiences.
Otherwise, you risk leaving a bad impression on your prospective clients, or even offending certain audiences if you don’t understand the cultural nuances behind some terms.
Similarly, AI can provide some support for copywriters, but can’t replace them completely. Let’s see how AI can aid copywriters in their daily work.
What Can AI Do for Copywriters?
Artificial intelligence might not be able to replace copywriters entirely, but it’s also not intended to. The companies creating AI-enhanced tools for writing today are looking for opportunities to empower and support copywriters in doing their work. These services can offer extra guidance and support for writers who need to achieve specific goals.
For instance, an artificial intelligence application like Grammarly can assess a piece of writing using a huge database and catch spelling or grammar issues in seconds. This reduces the need for excess proofreading from a copywriter. At the same time, these tools can also deliver support for things like readability, style, and tone.
You can use AI-enhanced tools to scan the internet and look for instances of plagiarism in a piece of content you’re about to publish.
Alternatively, you can turn to AI tools for help figuring out what kind of topics your customers are talking about most often, so you know where you should focus your marketing efforts in the months to come.
AI tools even have the potential to overtake some of the more repetitive jobs that copywriters and marketing teams need to do each day. For instance, while you might have a human write a piece of copy for your website, your AI bot can:
- Check for plagiarism, grammar, and spelling mistakes
- Edit the copy to remove any repetition or sentences that don’t make sense
- Format your copy so it will appear perfectly on your website
- Add your pieces to a schedule based on when your customers are most likely to be online
- Publish your content automatically, without input from a member of your team
- Gather information on how people respond to your content, so you know if your marketing campaigns are effective
Using AI and Machine Learning in Copywriting
AI and machine learning are two of the most exciting areas of Industry 4.0, which is a set of innovative technologies used across industries that promise to deliver new opportunities to the way we create and work. However, many professionals are concerned that these technologies could replace human beings in the workplace.
In the copywriting landscape, just like many other areas, it seems that the aim of AI and machine learning isn’t to get rid of the human writer but to support them in accomplishing more.
When these technologies are combined, they form the driving force behind many copywriting tools. With machine learning, you can understand customer sentiment, and find out which of your pieces of copy have the best impact on your market.
With artificial intelligence, you can gather huge pieces of information, and use the trends you discover to improve your publishing schedule or automate marketing campaigns.
Machine learning and artificial intelligence will also help you to keep a closer eye on your competition and your brand reputation, so you can constantly make sure you’re making the right impact online.
However, as valuable as these tools might be, it’s important to remember that they can’t replace the human touch entirely. You’ll still need human input in your copywriting to deliver something meaningful and relevant to your audience.
Humans and Machines Come Together
The best instances of artificial intelligence and machine learning usually happen when humans and technology can work together.
Artificial intelligence and machine learning can give your business and marketing team insights on what to write about and when to publish content. The right tools can automate your publishing strategy, improve the quality of the content you post, and even improve your chances of ranking higher in the search engines.
However, human beings are still necessary to ensure you’re producing the kind of creative work that delivers a real and authentic voice for your audience.
While using AI to churn out a few basic pieces of copy might be a good idea for some bigger organizations, when you need to create something that’s truly meaningful, you can’t beat the human touch.
With that in mind, if you’re planning on using AI and machine learning in your next copywriting campaign, make sure you’re not overlooking the need for a human being. AI is here to help human beings do our best work; it’s not meant to replace us — at least not yet.
Heather Redding is a part-time assistant manager, solopreneur, and writer based in Aurora, Illinois. She is also an avid reader and a tech enthusiast. When Heather is not working or writing, she enjoys her Kindle library and a hot coffee. Reach out to her on Twitter.