The Future of Marketing: What Does ChatGPT Mean for Copywriters?

ChatGPT is an AI-powered resource that relies on Natural Language Processing (NLP). Clients are deciding to forgo custom-written content in favor of ChatGPT-created blog posts. These clients completely disband their copywriting teams in favor of what they believe to be the future of marketing.

Earlier this year, Upwork, a popular freelance platform, sent a note to all users notifying them that the use of AI-powered resources like ChatGPT to complete client work goes against their Terms of Service. With the increase in popularity of AI-powered resources, it calls to question the impact this will have on various industries and professions.

For basic content creation, ChatGPT is fine if you want to populate your website with fluff; however, it provides significantly less value than working with a trained copywriter.

Here are 5 reasons ChatGPT isn’t a replacement for a marketing team:

1. There’s No Brand Voice

ChatGPT delivers monotonous copy with no flair or personality. It sticks to basic sentence structure and doesn’t understand appeasing a target demographic. For instance, if the target user is 26-year-old Samantha, single, lives in a condo in NYC, and is very active, we are going to cater our language to her liking for better conversion. The cookie-cutter copy won’t get the job done.

2. There’s Limited Differentiation

When ChatGPT is prompted with similar messages, it generates similar response text. We tested on two different desktops the topic “home bar cart.” While it generated different content, the results were still eerily similar in terms of format and structure.

There is no denying ChatGPT is quick and convenient, but for high-end brands, it doesn’t deliver an elevated experience for customers. Furthermore, there is no accuracy guarantee. For technical writing, this will continue to create a hurdle that makes human proofreading a necessity.

3. Lacks Competitive Advantage

Because there is limited differentiation, the copy also lacks a competitive advantage. ChatGPT returns formulaic articles without anything to drive an emotional response. It delivers more-or-less the bare bones when it comes to blog posts. Because there is also no brand voice, there is nothing that differentiates your copy from competitors.

4. Risk of Being Marked as Spam

Some resources state that Google ranks AI-written blog posts and articles as spam. While the accuracy of this is still to be determined, the general consensus is that there is little to no risk. Although Google can’t track AI-powered content now, it may be able to in the future.

5. Doesn’t Factor in SEO

ChatGPT doesn’t include enough SEO keywords. This is another reason human intervention and proofreading are necessary. Without generating SEO content, the posts are going to index lower in Google when someone completes a search query.

Conclusion

While ChatGPT is a great place to start, it is not a replacement for a trained copywriter. ChatGPT should be used to enhance marketing work, not replace it entirely. Utilize the AI-powered system for brainstorming and enhancing content, but don’t think that copy is immediately ready for publication.