Wow. AI Rewrites: Short and Long-Form Comparisons

I admit that I have disdained AI as a tool for copywriting. I feel like it is cheating, perhaps. I was a marketing copywriter long before AI came on the scene, and I felt like there was no way AI can do what I do, with my deep understanding of the target audience and the objective, as well as my superior creativity. ??

But I decided to do an experiment. I took some of my writing samples, fed them into an AI platform and got the results. Full disclosure: I didn't use a specialized AI writing platform, but simply Copilot, which has been helpful with my research.

(At the end of this article you will find a link to "Code or No Code's" list of the top ten AI writing tools.)

The first is a short-form promotional email for a professional conference. The second is a researched industry article.

Here are the results:

1. Professional Conference Promotional Email to Pain Management Practitioners: (the name of the organization has been changed)

Julie's Version:

AI's Revised Version

Are you tired of slogging through lengthy white papers and slow webinars? We hear you! That’s why we’ve curated an event that combines learning, growth, and relaxation—all against the stunning backdrop of Barcelona.

What to Expect:

• Cutting-Edge Insights: Engage with experts, scholars, and fellow practitioners as we delve into the latest advances in pain management.
• Stress Relief: Say goodbye to hair-pulling stress! Our sessions are designed to rejuvenate your mind and spirit.
• Networking: Connect with like-minded professionals in a beautiful setting.
• Serious Subject, Fun Approach: Yes, it’s a serious topic, but we’ve sprinkled in plenty of stress relievers. You deserve it!

Julie's Review:

The rewrite is very good, in that it reformatted the copy into bullet points. I felt like the copy was short enough that it didn't need to be formatted in bullet points. But I think AI's format was an improvement. It also added words that were more engaging like "sprinkled in," "like-minded," and 'curated."

However, it misses the first point: 1. Pain Management Practitioners have stressful jobs, and 2. Keeping up with the latest pain management research is time-consuming after long stressful working days. The solution is this conference.

Instead, it implies that conference sessions are stressful, but sessions at this conference are designed to be rejuvenating. But I can fix that. All in all, I believe in this instance that I could have used AI to make this marketing email better. And it took one second to get the AI rewrite. This will cut down the time I invest in making email marketing more engaging. I can easily fix AI's misinterpretations.

2: Industry Research Paper

Insurtech: What Is Driving Change and How Are Health Insurance Incumbents Responding?

Julie's Version:

Until recently, companies identified as Insurtechs have been seen as renegades, threatening the old guard. While Insurtech start-ups are getting a lot of attention, incumbents are quietly moving to explore innovative technologies, whether on their own or in collaboration. Employers and other stakeholders in the health insurance industry need to be aware of the trends that are affecting the industry and what they can expect. Investopedia defines Insurtech as the use of “technology innovations designed to squeeze out savings and efficiency from the current insurance industry model.” This Insurtech definition focuses only on the benefits provided to insurance companies and ignores immediate drivers of change. While emerging technologies, such as A/I and blockchain promise to create efficiencies in underwriting and claims processing, much of Insurtech today is focused on improving customer and user experiences.

Other sources, such as FIS, identifies growth imperatives all linked to technology and applicable to the insurance industry:

FIS: The Growth Imperative: Top strategies for the next 12 months:

Launching new products

Enhancing digital client experience

Improving client retention rates

Acquiring new clients

Making operational efficiencies

This company’s stated growth imperatives encompass a fuller picture of Insurtech drivers.

McKinsey & Company, the most prolific writer on Insurtech, has also dug deeper, reviewing top Insurtech companies, and revealing that technologies are equally focused on innovations that include:

New Distribution Models

Better User Experiences

Better Outcomes for the Insured / Purchasers

This is important because, while new technologies in insurance have the potential to create efficiencies in underwriting and claims management, insurance purchasers, (including employers providing employer-sponsored insurance products) are, and will be, the biggest drivers of change in the industry.

One challenge in the adoption of automation in the health insurance claims process is the deep and broad regulatory environment. This has even led to a new tech industry — Regtech. These challenges may slow the adoption of automated claims processing in the health insurance industry as opposed to other insurance sectors. But as these challenges are being addressed, distribution and user experiences provide the biggest opportunities for positive change in the delivery of health insurance products.

It’s no secret that businesses and consumers approach the thought of purchasing any kind of insurance with low expectations. Here are just two slogans that recent Insurtechs, getting a lot of attention, have used to underscore the point:

“Insurance that Doesn’t Suck.” (Next Business Insurance)

“Insurance Is F%&$+ Awesome.” (Lemonade, Renter’s Insurance)

What does this tell us? Large insurance providers, including those in the health insurance sector, have set a very low bar for improvements. Staid insurance incumbents may be expected to feign disdain at such slogans. But some of the largest providers have taken notice. It cannot be business as usual, and large insurers know this, even though they may be keeping their plans under the radar at the moment.

The only question now is whether to collaborate with Insurtechs or create their own new technology-driven business models. Again, we are challenging the premise that an industry of incumbents is resisting innovation. In fact, many large health and life insurers are poised to lead the way and have the deep pockets to do so.

As one example, large underwriters, including UnitedHealth Group, Aetna, Humana and Providence have formed a group called The Synaptic Health Alliance, to explore advanced technologies for the insurance industry, with a pilot project that was initiated back in 2018. This is one indication that large health insurance firms, while perhaps proceeding cautiously, are indeed exploring new technologies that can change the way (article truncated here)

AI's Revised Version:

The world of insurance is undergoing a significant transformation, driven by technological advancements and changing customer expectations. Let’s delve into some key Insurtech trends that are shaping the industry’s future:

1. Embedded Insurance: Rather than standalone insurance policies, we’re seeing insurance seamlessly integrated into other products and services. For instance, travel insurance automatically included when booking a flight or rental car. This trend enhances convenience for customers and expands insurance coverage.
2. Customer-Facing Digital Tools: Insurers are investing in user-friendly apps and portals. These tools empower policyholders to manage their policies, file claims, and access information easily. Self-service capabilities are becoming essential for meeting customer expectations1.
3. Omnichannel Experiences: Insurers are adopting omnichannel strategies to provide consistent experiences across various touchpoints—whether online, mobile, or in-person. This ensures a cohesive journey for customers, regardless of how they interact with the insurer1.
4. Predictive Analytics: Leveraging data and analytics, insurers can predict risks, personalize offerings, and optimize pricing. Predictive models help identify potential fraud, assess claims, and enhance underwriting accuracy.
5. Internet of Things (IoT) and Telematics: IoT devices (such as connected cars or wearables) provide real-time data. Telematics, in particular, impacts auto insurance by monitoring driving behavior. Insurers can offer usage-based policies and reward safe driving habits.
6. Insurance Chatbots: AI-powered chatbots handle routine inquiries, guide customers through processes, and provide instant responses. They improve efficiency, reduce costs, and enhance customer satisfaction2.
7. Applied AI and NLP: Artificial intelligence (AI) and natural language processing (NLP) enable insurers to automate tasks, analyze unstructured data (like text), and enhance decision-making. For example, AI-driven claims processing can streamline workflows2.
8. Customization and Personalization: Insurtech allows insurers to tailor products to individual needs. Customized policies, flexible coverage, and personalized recommendations resonate with today’s consumers1.

Remember, while technology drives change, customer-centricity remains paramount. Insurers must balance innovation with meeting customer expectations. Large incumbents are increasingly embracing these trends, recognizing that collaboration with Insurtechs can lead to better outcomes for all stakeholders. The industry is evolving, and those who adapt will thrive in this dynamic landscape!

Julie's Comments:

First things first: AI "decided" that my article was simply about Insurtech trends and rewrote the entire article accordingly. The article is about big insurance vs. start-ups adopting insurance technology to improve client / user experiences and provide efficiencies in underwriting and claims management. It totally missed the mark. The last two lines are the only references to insurance incumbents

Additionally, I did some deep research to find out what big insurance companies are doing in the field of insurance technology, which was very hard to find. More of my research is incorporated further into the paper. AI truncated the article because it was over the maximum allowed on the platform I used.

While the writing is good, to say that AI is not capable of understanding nuances is an understatement in this example.

I would love to hear any of my fellow writer's comments on this analysis and their experience using AI!

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