How AI is gradually killing creativity!

Why does it feel difficult to pen down my thoughts as I stare at this blank Google doc I'm supposed to fill out? It may be because it's been a while since I wrote something without the assistance of ChatGBT. Are these AIs making us less smart or less creative? This is a stern question that has been beaming widely in my thoughts. Could it be that this AI, built to make our lives a lot easier, will be the eventual demise of our creativity and authenticity?

Not to rain on the parade of popular AI platforms that have been helpful, especially to marketers in the digital space who have to churn out tons of content for an abyssal digital world that never seems to be satisfied with how much content it's being fed. I am gradually becoming bored of the AI-inspired content that is heavily purported all over the digital space. I understand there is always that looming need to be relevant with content (The irony is that this post is born from a need to stay relevant, haha).

However, I strongly believe that distributed content is becoming monotonous and robotic, lacking the emotions that readers yearn to connect with. This might be the reason why email marketers, content marketers, and digital marketing specialists are struggling to connect and convert audiences (this is purely my perception and shouldn't be held as an authority.., or maybe it should, it's your choice).

I recently researched to see which emails will drive and convert potential audience to take action during a recent email campaign (unfortunately I cannot share screenshots of these campaigns, as my employer hasn’t given me the go-ahead).?

Below are a few things you should know about the email campaign before I delve into the results;?

- The company is a tech tutoring agency that trains individuals who want to switch to tech careers like; Project Management, Data Analytics, AWS Solution architecture, business analysis and Front-end development.

- The target audience is primarily Africans or immigrants in the UK who are seeking to switch careers. They are between 20 to 45 years of age. They are aspirational, tech-inclined, upwardly mobile, and earn over ￡28k annually.

- These T.A. are active readers, constantly learning and seeking new opportunities to better themselves careerwise.?

The Task.?

We had acquired 120 leads through a lead acquisition campaign I ran on Meta and the plan was to nurture these leads with emails for 6 weeks so they made payment for our upcoming training (this is our conversion marker and not interest)

Execution

I divided the email list into two for A/B testing, each with 60 contacts. Then, I crafted 15 emails and subjects to nurture these leads, categorised into four based on objectives. Using ChatGPT, we optimised these 15 emails. In total, we created 30 emails with corresponding subjects: 15 by our content writers and 15 by ChatGPT

Category 1: Introduction - The objective is to introduce the agency to our leads, showcasing our success stories, credentials, and intriguing business facts.

Category 2: Bonding - The objective was to establish connections and foster top-of-mind awareness with our leads. We addressed topical issues, such as mild inflation in the UK and its impact on professionals in the UK. Although 90% of these topics weren't directly related to our brand or services, they were highly relevant to our leads.

Category 3: Sell - The objective is to subtly promote our offerings to leads after establishing rapport and trust. We highlighted our training's benefits, showcasing testimonials and narratives mirroring real-life scenarios. For instance, we shared a story about an international student from Ghana who struggled to secure a white-collar job post-graduation and is now a support worker but now considering transitioning to tech.

Category 4: FOMO - The goal of these emails was to instil a sense of urgency and excitement. We employed countdowns, incentives, and referral programs as motivating factors in this category.

Based on insights from previous email campaigns, we scheduled these emails for the following times; 7 am, 11:30 am, and 5:30 pm.?

Results?

Emails from content writer?

- Total open rate: 68%

- Click-through rate: 46%

- Unique click-through rate: 38.1%

- Conversion: 16 link purchases

Email from ChatGPT

- Total open rate: 45%

- Click-through rate: 28%

- Unique click-through rate: 26%

- Conversion: 5 link purchases

In total, we got 21 purchases although our target was 25 purchase conversions we were still glad with the results.?

My key takeaways

- As great as AIs are, they lack the emotional connection needed to nudge potential customers?

- As great as AIs are, they can’t be as creative witty or intelligent as a real person

- As great as AIs are, they are not humans and cannot tell stories or share experiences like the way humans do.?

- As great as AIs are, those errors we make in syntax, grammar or lexicon are what make the whole write-up perfect for a human reader.?

Disclaimer: This is not a post to rundown the impact of AI like ChatGBT but my personal experience and thoughts and in no way be held as an authority in the subject matter. With that being said I hope you found this very insightful and enjoyable to read.