Why ChatGPT Will Not Take Over Copywriting
"Will ChatGPT take over copywriting??"
Here are my 2 cents:
1️⃣ It will take commoditized writers out of business.
I don't know how many blog posts there are titled "What is SEO?" But there are a lot. Every SEO agency seems to have one.
Usually, those posts are written by some content writers who don't understand the technical depth of SEO themselves.
So they go to Google, read 5 blog posts on the same topic, and create a patch-worked Frankenstein blog post based on what they just read.
The writers who are doing that type of work are really in trouble.
2️⃣ It won't create thought leadership.
From my basic understanding, ChatGPT gets input from all the other content people have already created.
So by nature, the only thing ChatGPT can do is regurgitate what other people have already said, just in a different way.
That's not necessarily what I would call thought leadership. That's why people who are deep experts in their field are not in trouble.
3️⃣ It will change the function of copywriters.
Saurabh - our lead copywriter - experimented with it: He took the transcript of a conversation we had with a customer and told ChatGPT to write a LinkedIn post based on it.
And I think this is where we are heading:
The future purpose of copywriters will be an editorial role where they
- operate the system and tell the software what to do,
- experiment which inputs generate the best outputs,
- go over the raw output from ChatGPT and make sure that it's cohesive,
- take some things out, put some things in,
- and add a human touch to it.
➡️ Bottom line:
I don't see it being at the point where it can create thought leadership for you. We will still need real human expertise coming from real subject matter experts.
But it will help us streamline that process and shift how we think about copywriting and content creation.