Can AI write good marketing copy?

Can AI write good marketing copy? Should you use AI to help you create marketing content? Marketers are currently evaluating how (and if) they should use AI written content in their marketing communications.

Artificial Intelligence (AI) is more accessible than ever with the launch of Chat GPT where any user can ask a question and receive a well-researched answer back in seconds. Whilst this opens up a wealth of opportunity, not least to get AI to do some of the heavy lifting when it comes to internet research, there are obvious issues raised by the tool. The AI chatbot can only report on information already published on the Internet, thus limiting its information base, and we don't know how it determines the authenticity or weighting of information. We could receive an AI response to our question which repeats commonly reported errors or misinformation. Its use as a tool for serious or in-depth research should therefore be treated with caution.

However, Chat GPT could prove helpful for simpler tasks, such as rephrasing sections of copy, creating initial insight on which to build, or creating social media posts. With every marketer's inbox and to-do list overflowing, the temptation to use AI to short-cut and save time is very tempting. I've explored the pros and cons of using AI to create marketing copy by asking the Chatbot itself. There's a link to the full article below to read the AI-generated copy in its entirety.

In conclusion - Can AI write good marketing copy?

I found that the tone and style of writing by the chatbot is good, and I was genuinely surprised by the considered response. It could be argued that the points raised are fairly generic and lack depth, but it is a great starting point on which to build for anyone wanting to write a blog article or social post. This is useful in our time-poor marketing roles. Used wisely, AI chatbots can create initial drafts or identify new points on a subject that maybe weren't initially obvious to the author.

Interestingly, the chatbot presents three arguments in favour of using AI to generate marketing copy with five points against it, so AI votes against itself! Whilst the example above shows that AI CAN technically write good marketing copy, on balance it is not advisable to rely on AI to do so.

The main negatives focus on creativity and nuance, where a chatbot cannot possibly replace the human touch. Marketing and creative teams bring context and understanding to a project based on their experience and insight. In the same way that automated sentiment analysis can struggle to interpret sarcasm and localisms, Chat GPT will not have the same detailed understanding that you have of your target market or the social factors that influence their behaviour.

It's good news for marketers that AI-driven chatbots are not set to replace them any day soon.

Here is the full article which details the Chat CPT AI chatbot response to the question "Can AI write good marketing copy".

Let us know what your experience of AI in Marketing is - good or bad.