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In 2023, it seems as if the entire first world is operating on artificial intelligence (AI). From smartphones and social media, to cars and security, our devices have become a crutch to every day life. While we place a great deal of comfort and trust in these tools (sometimes more than our own peers), can we always expect AI to exceed human performance?
As a professional copywriter, I found myself intrigued and skeptical of all the online buzz surrounding AI copywriting tools. Sure, AI may produce less technical errors, but could it really be that good? Will I still have a job? Will it make my job easier? These are the questions I pondered when I decided test it for myself.
Leaders in AI copywriting claim to produce "better", "high-converting" copy instantly, saving you tons of time. Well, I tested out a leading AI copywriting platform, Copy.ai, to see what it's all about. Here is my opinion on the questions everyone in marketing is asking.
What Services Can AI Copywriting Perform?
Copy.ai offers various forms of content writing and copywriting including blogs, ads, social media, and email marketing. Users simply choose their desired format and fill out the provided template. I first experimented with the tool for blogs and was prompted to fill out the title and a summary. You can choose the tone for your copy from a drop down menu such as formal, friendly, luxury, and so on.
Is It Faster?
It depends. While the AI tool is helpful on cutting down on editing time, don't expect it to write an article for you. Copy.ai can only produce content from the existing copy that is provided. So if you're looking to save time on the writing process for articles, blogs, and emails, don't hold your breath. While editing is a crucial part of the writing process that can be quite time consuming, this isn't the most pressing need when it comes to short-form copy such as social media captions. You will still have to write most of the copy as this AI tool can't read your mind, provide ideas or do research for you. If you need ideas of value for your brand's content, check out Answer The Public.
Is It Better?
It depends. Through my testing, I found that the AI copywriting tool did produce a better title when given a short description to work with. It embellished a simple title to be more descriptive, improve readability, and increase optimization. The AI converted our blog title from "Social Media Trends You Will See In 2023" to "What The Top Brands And Creators Will Be Doing On Social Media In 2023"( I used it! Check out the blog post here).
However, when I tested Copy.ai's ability to produce blog paragraphs and social media captions, the AI added irrelevant details, lackluster copy, and excluded information. See the example below for an Instagram caption.
My Provided Copy (intentionally simple, just the facts):
The Top AI Copy Suggestions (friendly tone):
These are just three examples of many suggestions provided. Though I appreciate the wide selection of choice, I can't say I'm impressed with the quality as they were all similarly dysfunctional. The copy suggestions didn't provide any insight to what the blog post would entail, nor did any of them even share the title. They also failed to mention our newsletter. In my opinion, the blog and social media AI copy is less engaging, lower- converting, and tedious.
What Is It Best Used For? Who Is It Best Used For?
While I was not impressed by the copy produced for blog paragraphs or social media captions, I do think it is a helpful tool for shorter, optimized copy such as titles and ad headlines.
AI copywriting platforms could also be a great tool for anyone who:
Is new to copywriting
Is seeking assistance with syntax or overall grammar
Struggles with writing or doesn't enjoy it
Feels they are getting value from it
The Bottom Line
The bottom line is that AI copywriting tools can be a great resource for many, but are not a substitute for experienced copywriters. It did not save me any time, produce content ideas, or expand my word count. Though I was satisfied with the AI generated blog title, I won't be returning to Copy.ai until some improvements are made. But I am cheering for them and look forward to the day that I can utilize this tool.
If you need copywriting for your brand, check out copywriting services with Rose & Salt Social.
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