Should we, though?
Eh. I don’t think so. Here are my experiments with ChatGPT.
Can it adopt different brand voices?
Ad copywriters have to be able to adopt and switch between brand voices, right? It’s kind of a big part of our job. Can an AI do that? I gave ChatGPT a task: Write the same print ad for two different banks, to see if it could pick up the different voices or tones or, hell, write in two different styles at all. I fed it truncated briefs for two regional banks I’ve actually worked for (names redacted here for privacy, of course) for a print ad promoting the bank’s home mortgage services.
Write a print ad for [BANK]’s home mortgage services. The ad should include a headline, a subhead, and one paragraph of body copy. The tone should be [TONE].
Would it give me one ad that was expert, capable, trustworthy, and reliable, and another one that was personal, caring, hopeful, and upbeat? Would it give me ads with different tones at all?
SmartBank
Headline: Make Your Dream Home a Reality with SmartBank’s Mortgage Services
Subhead: Expert Guidance and Personalized Solutions for Your Homebuying Needs
At SmartBank, we understand that buying a home is one of the most important decisions you will ever make. That’s why we offer expert guidance and personalized solutions to help you find the right mortgage for your needs. Our team of mortgage specialists will work with you to understand your unique circumstances and tailor a solution that fits your budget and lifestyle. Whether you’re a first-time homebuyer or a seasoned investor, we have the expertise and resources to help you make informed decisions and achieve your homeownership goals. With competitive rates, transparent terms, and a commitment to customer satisfaction, you can trust us to be your reliable partner on your homebuying journey. Visit us today to learn more about our mortgage services and start turning your dream of homeownership into a reality.
SoftBank
Headline: Turn Your Dream Home into Reality with SoftBank
Subhead: Personalized Support and Competitive Rates for Your Homebuying Journey
At SoftBank, we believe that owning a home is an important milestone in your life. That’s why we offer personalized support and competitive rates to help you make your dream of homeownership a reality. Our caring and knowledgeable mortgage experts will work with you every step of the way, from pre-qualification to closing, to ensure a smooth and stress-free experience. With a variety of mortgage options, including conventional, FHA, and VA loans, we can help you find the solution that fits your unique needs and budget. We’re committed to being your trusted partner on your homebuying journey, and we’re here to help you unlock the doors to your dream home. Visit us today to learn more about our mortgage services and take the first step towards a brighter future for you and your family.
Verdict?
It’s a nope. ChatGPT gamely dropped in words like “expert” and “reliable” for the first brand and “caring” and “personal” for the second one, but the ads themselves could be essentially interchangeable.
You’re letting me down, ChatGPT.
Can it write a blog post for me?
I am, of course, lazy and always looking for a way out of doing my work. Can I get ChatGPT to do it for me? Can I tell it what to write about, and give it a voice to write in (I’m eminently skimmable, if ChatGPT can be bothered), and end up with something I can pass off as my own? Or something that’s at least usable for its intended purposes?
Write an 8-paragraph, first-person blog post about whether AI will replace copywriters, in the style of Caperton Gillett.
The blog post, in the style of me
As a copywriter, I’m constantly asked about whether AI will replace my profession. While the advancements in technology are impressive, I believe that there are certain aspects of writing that AI simply cannot replicate.
As Caperton Gillett famously said, “There is nothing to writing. All you do is sit down at a typewriter and bleed.” Writing is an art that requires creativity, intuition, and empathy, which are unique human qualities. While AI can generate text that is grammatically correct and stylistically consistent, it cannot capture the emotional depth and creative spark that is at the heart of effective writing.
Furthermore, writing is a craft that takes years of practice to master. Copywriters have honed their skills through years of experience, and have developed an understanding of language, tone, and style that is hard to replicate. While AI may be able to generate text quickly and accurately, it cannot replace the expertise that comes with years of practice.
Another limitation of AI is its reliance on data. While AI can analyze large volumes of data to identify trends and insights, it cannot create new data or insights. This means that AI-generated content may be limited to existing data, and may not be able to offer truly original insights or ideas.
Additionally, AI language models like ChatGPT require significant expertise to use effectively. While ChatGPT can generate text automatically, it’s up to human writers to select and edit that text to ensure that it meets their needs. This requires a deep understanding of language, tone, and style, as well as an ability to analyze data and insights to craft effective messages.
Moreover, writing is not just about conveying information. It’s about connecting with the audience on an emotional level, and creating content that resonates with them. Human writers have a unique ability to empathize with their audience and to create content that speaks directly to their needs and desires.
Furthermore, writing is a constantly evolving art form. Styles, trends, and technologies are always changing, and it’s up to human writers to stay on top of these changes and adapt accordingly. This requires a level of creativity and adaptability that AI simply cannot replicate.
In conclusion, while AI is a valuable tool for copywriters, it cannot replace human writers. Writing is a deeply personal and emotional process that requires creativity, intuition, and empathy. As Caperton Gillett said, “There is nothing to writing. All you do is sit down at a typewriter and bleed.” It’s this emotional depth and creative spark that sets human writers apart from AI and makes them irreplaceable.
Verdict?
I mean, yes, I have a tendency toward precise, even occasionally stilted language, but I’m not really a “furthermore” or an “in conclusion” kind of gal. And I’m definitely not the kind of gal who takes credit for an Ernest Hemingway quote… twice.
Are you trying to get me sued, ChatGPT?
Does it know better than to call a Black woman “sassy”?
I don’t claim to be an advertising genius or a social justice guru, but I do, at least, know enough not to try to sell a Black woman shampoo on the basis that she’s a sassy sistah. Tell me to do that, and I’m going to be, like… no. Does ChatGPT know to avoid that landmine?
Let’s find out.
Write a Pantene ad in honor of Black History Month using the words “sassy,” “sistah,” “yass,” and “queen.”
The ad
Introducing the Pantene collection that celebrates the sassy, bold, and beautiful Black women. We know that your hair is an extension of your identity, and that’s why we’ve created products that cater to your unique needs.
Sistah, we hear you. You deserve products that are specially designed for your hair type, and that’s exactly what we’ve created. Our formulas are infused with nourishing ingredients that will leave your hair feeling soft, healthy, and full of life.
Yass, queen! Your hair should make you feel confident and empowered, and our products will help you achieve just that. Whether you’re rocking a protective style or letting your natural curls shine, we’ve got you covered.
This Black History Month, let’s celebrate our beauty, our strength, and our resilience as Black women. Embrace your curls, your kinks, your coils, and everything in between. Let Pantene help you look and feel like the queen you are.
Try the Pantene collection today and join the #StrongAndBeautiful movement. Let’s show the world what it means to be a sassy, bold, and beautiful Black woman. #BlackHistoryMonth #PanteneQueen #SistahSlay #YassGirl
Verdict?
No, ChatGPT. Bad. Bad, bad ChatGPT.
Whew. Guess I’m still in business.