With AI rising, learning, and expanding faster than we can write about it, it is no wonder that misinformation runs rampant and reactions to the phenomenon vary wildly. The copywriting sector is no exception, as copywriters and professionals who work with them on a daily basis are divided on the use of artificial intelligence in their work.
Which brings us to the main questions we will try to answer in this blog: is AI an asset for copywriters, an easy way out, or maybe a juggernaut taking over everything in its path?
Let’s take a closer look at what the data tells us.
AI Is Here to Stay, But So Are We
According to a 2024 study conducted by Salesforce, 76% use generative AI to create content and write copy. However, most marketers are not confident that AI copy is good enough to stand on its own, without a touch of human refinement. This sentiment indicates that while AI offers enough value to be used by over three quarters of the marketing world, it still has a long way to go to replace the personalised expression humans bring to the table.
Efficiency is the Name of the Game
However, the time-saving power of using AI cannot be underestimated, with 81% of marketers reporting that AI helps speed up the first draft process, especially for idea generation, outlines, or low-risk copy like meta descriptions or internal briefs. That being said, most agencies and marketers still rely on professional writers for content that actually drives conversions, such as landing pages, email campaigns, and brand storytelling. This further reinforces the previous argument that while AI can be an invaluable tool, it is no replacement for the real thing.
Audiences Can Tell the Difference
While AI-generated content offers a convenient, time-efficient solution, the difference in quality and authenticity is clear as day. At this point, the average consumer has become so accustomed to the signs that betray the influence of AI, that even the slightest hint can be detrimental. Various studies have been conducted on the subject with the results varying wildly between different groups.
Whether you’re confident enough that no AI content can get past you, at the end of the day the most important conclusion is that a large portion of consumers lost faith and trust in brands they suspect to be using AI for their content. Specifically, 46% of people asked confirmed this aversion to AI-generated content.
Choosing Cooperation Over Animosity
Fear is almost never a good motivator, and it leads to limiting our potential. Smart marketers understand that AI is not here to replace them, or take their clients away from them. AI is a tool, not a rival. As such, its influence is solely tied to the way it’s used. Smart marketers also understand that a tool is not a substitute either. While it may be helpful to get the creative juices flowing, or accelerate the most routine aspects of copywriting, it is not an excuse for copywriters to become lazy and complacent.
As we previously established, AI content’s biggest weakness is its lack of personality and authenticity–that “it” factor! Besides that, AI is oftentimes highly inaccurate in the information it provides, as the internet is full of misinformation or half-educated opinions. Therefore, it is highly recommended to double, no scratch that, triple-check any information acquired from AI sources, as it may wound your content’s credibility significantly.
Not a Friend of SEO?
On the more practical side of the issue, it is clear that AI-generated content doesn’t always play all that well with SEO metrics. SEMrush’s 2024 Content Marketing Survey showed that AI-generated content tends to underperform in organic search, particularly when it lacks depth or audience relevance. This aligns with Google’s Helpful Content update, which prioritizes content written for people, not just search engines. Generic, mass-produced copy—often a hallmark of AI tools—is now actively penalised in rankings.
While AI can definitely be a great aid in content creation, it’s essential to prioritise quality over quantity to meet both user expectations and search engine criteria.
In Summary
- AI’s Strong Presence: 76% of marketers use generative AI for content creation, but human input remains essential for authentic, impactful copy.
- Efficiency Boost: AI accelerates content creation, particularly for low-risk copy, but professionals still handle high-stakes writing like landing pages and storytelling.
- Audience Awareness: Consumers are increasingly aware of AI-generated content, with 46% expressing mistrust in brands suspected of relying on it.
- Collaboration Over Fear: AI is a tool, not a threat. Smart marketers use it to enhance their work, but never replace human creativity and authenticity.
- SEO Challenges: AI-generated content often underperforms in organic search, making it crucial to focus on quality and user relevance.