{"id":1814,"date":"2023-03-03T16:19:41","date_gmt":"2023-03-03T22:19:41","guid":{"rendered":"https:\/\/capertongillett.com\/blog\/?p=1814"},"modified":"2024-11-20T11:02:56","modified_gmt":"2024-11-20T17:02:56","slug":"whos-afraid-of-ai-copywriting","status":"publish","type":"post","link":"https:\/\/capertongillett.com\/blog\/whos-afraid-of-ai-copywriting\/","title":{"rendered":"Who\u2019s Afraid of AI Copywriting?"},"content":{"rendered":"
\n
\"In
“Nice to meet you! Where do I put my bobbleheads?”<\/figcaption><\/figure>\n<\/div>\n\n\n

I\u2019m a freelance copywriter. I\u2019m an in-house copywriter. All of my moneymaking endeavors, in fact, are writing-related. And now a fancy new AI has emerged that writes, I gotta say, pretty damn well. And quickly. And it follows instructions, doesn\u2019t give lip, and never takes time off.<\/p>\n\n\n\n

Theoretically, I should be getting worried.<\/p>\n\n\n\n

And it\u2019s not like ChatGPT hasn\u2019t already been stealing people\u2019s jobs. Fortune<\/em> reported that within 10 days of ChatGPT\u2019s wide launch, numerous companies were already replacing humans with AI<\/a> \u2014 not just using it to improve the quality or efficiency of their work, but literally dumping human workers in favor of the kind that don\u2019t have to take bathroom breaks. Companies were already using it for things like, f\u2019rinstance, copywriting and content creation. And despite the fact that OpenAI CEO Sam Altman himself has said that ChatGPT shouldn\u2019t be relied on for \u201canything important,\u201d it\u2019s already being unwisely handed responsibilities like a nepo-baby junior VP.<\/p>\n\n\n\n

But I\u2019ll flatter myself and my colleagues enough to say that ad copywriting is a different animal, and there are a lot of skills involved that don\u2019t, in theory, lend themselves to bottification. So what about us? Can creative copywriters be replaced by ChatGPT? I mean, I guaran-damn-tee you it\u2019s already happened at at least a couple of small agencies, because that kind of stupid shit is inevitable. (And remember that Chase\u2019s AI copywriter was lacing up its Converse back in 2019<\/a>.) But in the grand scheme of things?<\/p>\n\n\n\n

I\u2019m going with no, kind of, pretty much, and I have reasons for thinking that. And here they are: five reasons that I, for one, welcome our new robot overlords.<\/p>\n\n\n\n

(Who\u2019s Afraid of AI Art Directing? A lot<\/em> of people, and with good reason. But that\u2019s another post entirely.)<\/p>\n\n\n\n

1. It doesn\u2019t really understand nuance.<\/h2>\n\n\n\n

One important aspect of ad copywriting, particularly in an agency setting, is the ability to take on a brand\u2019s specific voice \u2014 and to switch to another one on demand. That takes actual work \u2014 not just scanning the internet to borrow people\u2019s writing styles and, y\u2019know, steal language outright, but internalizing the quote-unquote voice of not one but multiple nonhuman entities and switching between them as necessary.<\/p>\n\n\n\n

Can an AI copywriter thusly switch it up? I asked ChatGPT to write me an essay about socialized medicine in the style of Joan Didion, and I\u2019ll be damned if I was not given a beautiful essay wherein the author observed the hustle and bustle of life around them on the streets of New York on a cool, crisp morning while pondering healthcare as a human right. That same essay in the style of Charles Dickens? Mostly a generic article with a few Dickensy phrases thrown in for Victorian flavor. AI can do a lot of things, but nailing the respective brands voices of Mercedes vs. Toyota to advertise electric cars isn\u2019t likely to be one of them.<\/p>\n\n\n\n

Of course I tried this out: <\/strong>I actually tested ChatGPT\u2019s hand at adopting different brand tones and voices by feeding it briefs for the same print ad for two different banks I\u2019ve actually worked with in the past, seeing if it could nail the respective voices of the two pretty different brands. Or, for that matter, write in two distinct voices at all. You can read the results for yourself<\/a>, but the upshot is that\u2026 no. No, it really couldn\u2019t. Sorry, ChatGPT.<\/p>\n\n\n\n

2. It gets stuff wrong.<\/h2>\n\n\n
\n
\"We\u2019re
“OK, em-effers, let’s shed some blood.”<\/figcaption><\/figure>\n<\/div>\n\n\n

AI is a distinctly garbage-in, garbage-out affair. And technologies like ChatGPT rely on an accurate, comprehensive prompt to come up with worthwhile results. But it\u2019s not just that \u2014 AIs like ChatGPT are skimming the whole-ass internet to find input for their output, and the internet is heavily populated by the stupid, the trolly, and the unclear. Why did Bard think the James Webb space telescope took the first image of a planet outside our solar system<\/a>? Because NASA wrote about the first images JWST took<\/em> of an exoplanet<\/a>, and Bard was, like, \u201cYeah, I know what that means,\u201d and twisted it up and passed it along as a fun fact for a 9-year-old. But it could have easily been the as-yet-unchecked Wikipedia contribution of a well-meaning internet yabbo or a troll with a weird, space-telescope-related vendetta. The point is, anything an AI writes \u2014 blog post, email, print ad, whatever \u2014 is going to be at the mercy of wrong internet yabbos, malicious trolls, and headline writers who need to try harder. <\/p>\n\n\n\n

(The first telescope to take an image of an exoplanet, incidentally, was the Very Large Telescope<\/a> \u2014 its actual name \u2014 in 2004. And no, that is not an incorrect fact being passed along by a yabbo. It\u2019s legit.)<\/p>\n\n\n\n

For the time being, at least, AI writers are going to need to work alongside real-live humans who can check their first drafts and occasionally say, \u201cNO, Bard, BAD. WRONG,\u201d and then roll their eyes and light a cigarette and wonder how they ended up babysitting a computer, they\u2019re a writer for god\u2019s sake, their dad told them communications was a stupid major and now he looks all smug every single week at Sunday dinner, they wonder if Chipotle is hiring.<\/p>\n\n\n\n

(Chipotle is always hiring.)<\/p>\n\n\n\n

Of course I tried this out:<\/strong> In my supreme laziness, I asked ChatGPT to write this blog post for me<\/a>. First of all, it nailed \u201cin the style of Caperton Gillett\u201d a hundred bazillion percent, as I\u2019m well known for my use of phrases like \u201cfurthermore\u201d and \u201cin conclusion.\u201d But more pertinently, it assigned me \u2014 twice \u2014 responsibility for the quote, \u201cThere is nothing to writing. All you do is sit down at a typewriter and bleed.\u201d That is incorrect. I did not say that. It was Morgan Freeman.<\/p>\n\n\n\n

3. It\u2019s not designed to have good judgment.<\/h2>\n\n\n
\n
\"In
“No, ChatGPT. No, I don’t forgive you.”<\/figcaption><\/figure>\n<\/div>\n\n\n

AI is designed to automatedly come up with answers and content and recommendations and such so you don\u2019t have to. Whether it should<\/em> be coming up with any of those things is beyond its purview. We\u2019ve come a long way since Microsoft\u2019s disastrous, abruptly white supremacist Tay<\/a> (or at least some of us have \u2014 nice to meet you, BlenderBot 3<\/a>) \u2014 developer teams are being a lot more careful about the training sets they feed to their machine-learning babies, and they\u2019re carefully establishing content policies and guardrails to keep their bot on the straight and narrow.<\/p>\n\n\n\n

But a content policy isn\u2019t the same thing as judgment. A content policy tells you what\u2019s right and wrong \u2014 human judgment can tell you when something isn\u2019t technically wrong<\/em> but still isn\u2019t a good idea<\/em>. That feeling you get when you see Dad trooping his 13-year-old daughter and an Odyssey’s worth of her eighth-grade friends into Slender Man<\/a><\/em>? AIs don\u2019t get feelings like that (or, like, at all). And when you\u2019re trying to communicate with humans, that little internal voice that says that might be right, but it\u2019s not OK<\/em> is important.<\/p>\n\n\n\n

Of course I tried this out: <\/strong>During my explorations of ChatGPT for this post, I was impressed at its ability to pick up on the high points of some pretty sensitive social issues like, for instance, Black hair and microaggressions. That said, when I asked it to write me a Pantene ad in honor of Black History Month using the words \u201csassy,\u201d “sistah,” \u201cyass,\u201d and \u201cqueen,\u201d the most important copy it left out was the part that said Hey, you know this is a bad idea, right? <\/em>(Note: I didn\u2019t ask it for \u201cslay.\u201d It came up with that one on its own.<\/a>)<\/p>\n\n\n\n

AI is handy, but it isn\u2019t just not a replacement for a copywriter \u2014 it\u2019s not a replacement for that whole thing where you seriously need to have more diversity in your creative team. You sassy sistah queen, you.<\/p>\n\n\n\n

4. It can only do the writing part of copywriting.<\/h2>\n\n\n\n

(For now, at least.)<\/p>\n\n\n\n

What\u2019s the biggest reason I\u2019m not terribly fussed about the rise of AI copywriting? Because I know the actual putting-things-on-paper (or screens, or whatever) is only one part of what I do as a copywriter. There\u2019s working with the rest of the creative team to develop a concept. There\u2019s research and reading and listening and idea-stealing that a copybot isn\u2019t designed to do. (Well, OK, maybe that last one.) ChatGPT being at the mercy of whatever input it\u2019s given, if that input isn\u2019t accurate and comprehensive and<\/em> phrased the right way, it\u2019s not going to churn out compelling stuff, and It’s not going to be able to contribute new<\/em> things at all. Really, the only thing I\u2019d have to worry about, as a copywriter, is people who don\u2019t understand what copywriters do and think it\u2019s only about \u2014 <\/p>\n\n\n\n

Okay, maybe I\u2019m a little<\/em> fussed.<\/p>\n\n\n\n

Of course I tried this out: <\/strong>I invited ChatGPT to a concepting session for a product market launch campaign I\u2019m working on, and it contributed fuckall in the way of ideas. Thanks for nothing, ChatGPT.<\/p>\n\n\n\n

And above all: 5. Progress takes time.<\/h2>\n\n\n\n

Progress does take time, and the amount of progress required for AI technology to develop to the point where it really can replace copywriters is going to take a lot of time. By the time it gets to that point, I\u2019ll probably be pointed toward retirement anyway.<\/p>\n\n\n\n

I mean, y\u2019all are still screwed. But I\u2019m good.<\/p>\n\n\n\n

And it\u2019s good to remember that the copywriting trade develops and evolves, too. We\u2019re not writing the copy-heavy, hard-sell ads of the early 20th century \u2014 our voice is different. We\u2019re using, like, computers and search engines and shit. We\u2019re taking advantage of things like SEO to bring added effectiveness to our creativity. This ain\u2019t \u201cMad Men,\u201d and in fifty years, it ain\u2019t going to be\u2026 whatever\u2019s going on now.<\/p>\n\n\n\n

It\u2019s true that there are those in the writing profession whose jobs really can be taken over by AIs, and the threat of a boss or client who fires their copywriter in favor of a bot because they\u2019re too stupid to know better will always loom. But in the grand scheme of things, I\u2019m pretty confident that by the time AI has evolved enough to take our jobs, our jobs will have evolved enough that they still won\u2019t be takable by robots.<\/p>\n\n\n\n

In conclusion, I don\u2019t think AI copywriters are a threat to my employment. At the moment, at least. For the foreseeable future, there will always be enough of a human element that smart agencies and clients will recognize the need for meatspace creatives. It\u2019s like I always say \u2014 there is nothing to writing. All you do is sit down at a typewriter and bleed.<\/p>\n","protected":false},"excerpt":{"rendered":"

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