A very interesting BBC article on what AI has done, or is doing, to the copywriting industry. While copywriting projects may decrease, editing projects are increasing. And I 100% agree that it’s quicker to write a good human piece from scratch than do a deep developmental edit to fix a shoddy piece of robotic AI writing. At the moment, if you’re after top quality copywriting, using ChatGPT is a false economy. Whether it stays that way in the long term is a completely different story.
"We're adding the human touch, but that often requires a deep, developmental edit on a piece of writing," says Catrina Cowart, a copywriter based in Lexington, Kentucky, US, who's done work editing AI text. "The grammar and word choice just sound weird. You're always cutting out flowery words like 'therefore' and
'nevertheless' that don't fit in casual writing. Plus, you have to fact-check the whole thing because AI just makes things up, which takes forever because it's not just big ideas. Al hallucinates these flippant little things in throwaway lines that you'd never notice."
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As Al gets better, Dugas expects that some businesses will turn to ChatGPT and other tools for their writing needs instead of hiring human beings. "But I think even now we're getting to the point where companies are realising that if you don't understand copywriting, you can't judge the effectiveness of what the Al produces," she says. According to Dugas, that means there will always be well-paying work for talented, established writers.
Director at Young Scot
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