A few months ago, we received feedback from a client that made us think. The text is good, but it sounds just like all the other websites in our industry." He was right. We used an AI tool that generated a perfectly assembled content in ten minutes. The problem was, he was too perfect. Too generic.
Where AI really helps
Don't worry, AI is not the enemy copywriter. It's more like a quick assistant who can save a lot of time if you use it properly. When you need to quickly create the structure of the article, invent variants of headings or write hundreds of similar product descriptions into the e-shop, it is priceless. It is also suitable for translating texts into different languages or for optimizing existing content for search engines.
Where AI fails (and can hurt)
Now to a more substantial part. AI is trained on millions of texts from the Internet, so the output is always the average of everything that someone has already written. The result? Generic, safe, boring text without personality.
He can write an article about trends in digital marketing, but it will only be a compilation of what is already on the Internet. There won't be your unique look, your findings from real projects, your warning of the mistakes you made yourself. If you want to establish yourself as an expert, AI will not help you.
And then there are situations where this text can cause a problem. Imagine that you need to communicate sensitive theme Þ layoffs, change services, resolve complaints. The text will be correct but cold. There will be no empathy and understanding for the situation of the customer. The same applies to emotional stories and storytelling. AI can describe a story, but it can't create a story that holds your heart.
How to Do It Right
We have achieved the best results by combining both approaches. We use AI as a quick assistant to create an initial sketch or structure. Then we always work it out, we add concrete examples from our practice, our opinion, our experience.
Always think before using what type of content you create. If it is internal documents, many similar texts or technical descriptions, AI is your friend. But if the content is to represent the voice of your brand, build your position as an expert or create an emotional connection with customers, AI leave aside.
AI copywriting is neither a threat nor a miraculous solution. It is a tool that saves time in the right hands and increases productivity. In the wrong hands, it creates boring, memorable content that puts your brand on one level with thousands of others.