Why AI won't replace copywriters - or will it?

Creativity, empathy and social intelligence

Whether and to what extent artificial intelligence (AI) will replace copywriters or not depends on various factors.

AI is particularly well suited for text types that are more about structured information, clear facts and less about creative or emotional aspects. However, there is also a limitation here: AI can write creative and emotional texts - so far, however, without penetrating them like a human.

Some examples of text types for which AI might be better suited are:

  1. Product descriptions: AI can efficiently and consistently compile detailed product information, technical specifications, and features without considering subjective or emotional aspects.

  2. Data-driven reports: AI can analyze large amounts of data and extract meaningful information and summaries, for example, for financial reports, market analysis, or scientific studies.

  3. FAQ answers and customer support: AI can answer frequently asked questions and identify and resolve standard issues in customer support requests.

  4. Automated news articles: For simple news stories, such as sports scores, stock market reports, or weather forecasts, AI can create articles based on clear facts and figures.

  5. Content optimization for search engines (SEO): AI can analyze and optimize texts to ensure they are highly visible to search engines and achieve higher rankings.

  6. Translations: AI can provide acceptable translations for texts in many cases, especially when it comes to technical documents or simple texts.


Below we list some reasons why AI could potentially replace copywriters and reasons why it won't (so soon):

Reasons why AI could replace copywriters:

  1. Advancement in AI technology: in recent years, advances in AI technology, especially in machine learning and neural networks, have led to AI systems like GPT-3 / GTP-4 being able to produce high-quality and coherent texts.

  2. Cost-efficiency: AI systems can typically generate large amounts of text in a short amount of time, saving companies time and money normally spent on hiring and training human copywriters.

  3. Scalability: AI-generated text is easily scalable, as the system can easily access more computing power to produce more text in less time.


Reasons why AI might not replace copywriters:

  1. Creativity and empathy: Although AI systems are capable of producing coherent and well-structured texts, they lack the ability to capture and express real human emotions, empathy, and creativity. Human copywriters are better at empathizing with their audiences and making emotional connections.

  2. Cultural and social understanding: AI systems may have difficulty understanding cultural and social nuances relevant to copywriting. Humans are generally better at creating culturally appropriate and sensitive content.

  3. Adaptability and learning: human copywriters can easily adapt to new topics, writing styles, or customer requirements. AI systems are limited to the data they have been trained on and cannot learn beyond their training corpus.


New job opportunities and career paths for copywriters.

The development and implementation of AI in copywriting is creating new job opportunities and career paths for copywriters. Some examples include:

  1. AI Content Strategist: Copywriters may specialize in planning and developing content strategies that leverage AI tools to efficiently and effectively create and optimize content. This may include identifying areas where AI and human writing can best be combined.

  2. AI Content Editor: In this role, copywriters review and edit AI-generated content to ensure it is high-quality, engaging, and culturally appropriate. This may involve bringing human creativity and empathy to AI-generated text.

  3. AI communications expert: Copywriters may work as experts in AI-powered communications technologies, such as chatbots, virtual assistants, or automated email systems. In this role, they develop effective communication strategies and ensure that these technologies are used in ways that are human-like and engaging.

  4. AI copywriter trainer: copywriters can act as trainers for AI systems, providing feedback to AI models to improve their performance and accuracy. This includes creating training datasets and evaluating AI-generated content.

  5. AI Tool Developer or Consultant: Copywriters with technical knowledge may be involved in developing or adapting AI tools for specific writing needs or advising companies on the selection and implementation of AI systems.

  6. AI ethics expert for text content: Copywriters can play an important role in developing ethical guidelines for the use of AI in copywriting and ensuring that AI-generated content is fair, unbiased, and compliant with the law.


Conclusion Although AI systems such as GPT-3 and GPT-4, respectively, have made impressive strides in the copywriting process, there are still areas where human copywriters are superior. In the near future, it is likely that AI systems and human copywriters will work together, with AI systems taking on simple, automated writing tasks and human copywriters being responsible for more complex, creative, and empathetic tasks.

In summary, AI technology opens up new opportunities for copywriters to contribute their expertise in creative, strategic and technical aspects to make the most of the use of AI in copywriting and to effectively combine human and artificial intelligence.