Copywriting is an often-overlooked but incredibly impactful art that, when done effectively, can have a hugely beneficial impact on ad click-throughs and campaign conversion rates.
Many in the marketing and advertising industry would no doubt argue that truly ingenious copy can only be thought up by a human. Really excellent copy is funny and attention-grabbing, or nuanced and empathetic, or plays subtly with our expectations and the meanings of words. Surely all of these things require a human touch?
Unfortunately, the kind of copywriting that requires this bolt-from-the-blue inspiration is not often needed, rather there are vast masses of email subject lines, search ads, production descriptions, and social ads that only require a little bit of savvy and imagination, and a lot more boring grunt work.
Because of this, and the fact that artificially intelligent algorithms are getting smarter by the day, automated copywriting tools are slowly encroaching on a territory that was once “human-only”.
Despite fears of an AI takeover, at present only a handful of companies in the marketing and advertising space offer tools for automated copywriting and language optimisation. AI is also being used in industries such as journalism and finance to produce short, factual reports, but this briefing will focus primarily on discussing AI copywriting applications in the marketing industry.
So, how does this technology work, what are its benefits, and what are its limitations? What concrete results can it produce, and are the fears about job losses grounded in reality?
Let’s take a look.