Does AI scare you?
AI content is so humdrum that I've dreaded writing this piece about her. I understand that new technologies dampen people's livelihoods or kill them altogether.?
I don't want to sound like a guy with the VHS rental store complaining about Netflix. I don't wish to sound like a black cabbie bending your ear off about Uber for the entire journey, either.
But should marketing creatives be worried? Here's my hot (and short) take.
Understanding and Originality
To create engaging marketing content that will sell your product/service and build your brand, I rely on:
AI cannot mimic mine or your life experiences. She doesn't possess my instinctive ability to recognise cultural differences and subtle nuances. AI has trouble creating unique ideas or drawing abstract connections. She's only as good as the data she's exposed to. In short: she copies and rehashes what's already there.
Emotional Intelligence
Copywriting is an art that demands high emotional intelligence to connect with readers. I use storytelling, humour and empathy naturally. I'm skilled in highlighting relatable themes or the human condition in my writing. AI is nowhere near these emotional capacities.?
Adaptability and Flexibility
I swiftly adjust to emerging events, trends and cultural changes in an ever-changing world. I'm more adaptable than AI by changing course and recasting concepts. She's inflexible because she relies on data and algorithms created so far. The world might have changed again when AI catches up with the most recent adjustments. She overlooks wordplay, which impacts the content's usefulness and relevancy.
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Storytelling
AI finds constructing a coherent story that flows over hundreds of words challenging. For more extended content, she struggles to:
AI frequently creates choppy, incoherent content. I'm skilled at telling gripping tales and tying related concepts into a coherent whole.
So, Am I Worried?
Evoking an emotion or igniting a reader's imagination are common goals of long and short-form content. The empathy needed to create compelling long-form material is non-existent in AI.
She can provide the scaffolding and assist with research. So, AI and I will research peacefully collaborate in the upcoming years. I'll embrace her rather than get the hump with her. We can each utilise our strengths.
People have been saying jobs will take our jobs since the 1980s. Yet, here we all are. To the untrained eye, AI-generated content without my human touch may look effective. To my trained eye, you need to trust me when I say it's not.
If you want unique content your target consumers won’t find anywhere else on the Web, give me a shout.
Copyright ? 2023 J W Emery Ltd. All rights reserved.
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1 年I agree with your assessment of AI (although I’m more positive about its capabilities). But I don‘t think this is the risk at all. AI itself has no interest in taking people‘s jobs. Who does have an interest in replacing livelihoods with systems are the boards of companies. And, as recent experience shows, they have no concerns about maintaining quality. They are interested only in cutting costs, and productivity (or, to put it the other way around, greater margins and more return on investment). The last twenty years have seen this attitude drive significant deskilling and standards-dropping across sectors. So it doesn‘t matter that LLMs can‘t do what copywriters can. Just as it didn‘t matter that a ‘content managed‘ web template couldn‘t do what a skilled designer could do. Their output can be seen as good enough, and it is better for the balance sheet to lower the bar and establish an inferior standard as the new normal. The biggest enemy of livelihoods is not technology, it‘s people sitting around board-room tables, thinking of ways to further enrich their investors.