Generative AI vs human creativity

Generative AI is probably one of the coolest tools to come out in a long time. Sure, we’ve been using machines to do things for donkey’s years but everyone is obsessed with 谷歌 Gemini, 微软 Copilot and OpenAI ChatGPT . As marketers, AI presents new opportunities and challenges. We're on the edge of a revolution where our content could be helped or harmed by AI. Where do the machines leave off and the people begin? How can you effectively leverage this technology while still harnessing the power of authenticity? Let’s talk about generative AI vs human creativity.

AI in marketing

If you’ve not seen an AI-generated article or script, you’ve been living under a rock. I saw an ad on TikTok recently for Oddbox where an employee was talking over a screen recording of an AI-generated blog. The blog was classic-looking ChatGPT (the colons, the Oxford commas, the list structure) and it talked about organic produce subscriptions. Perhaps it was meant to look like external press coverage as there was no visible logo and an author byline? Anyway, I felt it was a bit of an odd choice, but if it’s getting sales, more power to ya.?(Don't come for me Oddbox , it's still the Wild West with #AI and we're all just trying to figure it out. You're just the latest example I've seen.)

AI-powered tools and platforms for copywriting are everywhere and -if you’re being really nitpicky- Grammarly , the tool I’m using to check this very article for American-isms is one as well.

With AI you can get things done really fast. Commissioning a blog and plopping it on your website in minutes, not days. But, should you? Let’s ignore the fact that I write for a living. Just think about your customer’s perspective. They might not be able to pick out AI writing visually just yet. But they will… and soon.

How will they react knowing that no one on your team could be bothered to write what you expect them to read? That there’s no human being on the other end who cares enough about what’s being put out in the world from your brand to even hire a freelancer like me? It’s an interesting thought exercise.?

Balancing automation with human creativity

I’m not a technophobe, however. AI created the outline for this very blog. I just think we should weigh the benefits of automated content generation and human creativity on our websites and social platforms. By all means, use AI tools to streamline repetitive tasks and generate data-driven insights. But when you get that outline, I think we should still take the time to infuse it with our authentic brand voice. No AI system will think to reference that story about Oddbox as I did, but doesn’t it humanise the article you’re reading? You know why I started to think about this topic and decided to use it for this article. AI is great for researching and creating the framework for your content. But I think you still need the human-centric elements of storytelling and emotional appeal if it’s going to have any real value for your readers.?

What do you think? Where’s the line between good use of AI and poor copywriting practices? I’d love to hear about your experiences so far with ChatGPT and the others.