AI copywriting isn’t a threat, it’s an advantage 

AI and digital writing tools are not here to take our jobs. It doesn’t take a communications professional to identify that 95% of headlines generated by an AI app are completely irrelevant, nor does it take years of honing your marketing skills to know whether you’re talking to a human or computer online. What does require communications expertise, and likely always will, is the ability to navigate the tools put in front of us to deliver better work. 

In my time spent scrolling feeds in isolation over the work break, it was difficult not to notice the increase in the number of social ads boasting claims like “A robot wrote this ad!” and “AI is the author of this”. So splendidly oblivious, you’d almost swear we weren’t staring down the barrel of a dystopian future. With increasing emphasis placed on digital writing tools, we need to proceed with caution when it comes to putting all our trust in AI-generated writing. 

AI and computer-generated copy isn’t completely new, but it isn’t exactly old either. Recent developments in language models mean we now have an abundance of software platforms with the ability to form cohesive, meaningful sentences and words that meet the brief, all in record time. Judging by the sales pitch of these platforms, this article itself could well be written by a machine (maybe it is?).