By Dawn Allcot
In an era where generative AI tools like ChatGPT are making waves across creative industries, the rumble of anxiety among writers and graphic designers about AI taking over their jobs is palpable.
Even as a top-ranked technology and finance writer, I had one client pull all of his human writers in favor of AI. I was shaken by the news. Are all the doomsayers and Negative Nellies right? Is AI taking our jobs?
AI is like a fast food experience; strive for fine dining
Then I got a message from a new client (in the technology field, if it matters) who said my writing was "so much better than AI." I breathed a sigh of relief.
My new client also pays four times what my former client paid—keep that in mind as you read on. This acknowledgment is more than a personal victory; it is a beacon for all content writers navigating the turbulence of technological advancement.
Going head-to-head with AI is the nightmare of many content writers. I chose to shout that client praise from the rooftops in all my writers’ groups to give others faith and urge them to keep on.
Then, I started to think about the factors that separate AI from good writers. I spoke with experts in the field to find out why most marketers believe AI will not replace that human touch anytime soon.
Brian Prince, CEO and founder of Top AI Tools, described it perfectly: "There is always a trade-off between convenience, quality, security, and authenticity. I think of it as fast food vs. a gourmet dining experience; AI is akin to fast food for me. AI is simply a new tool for writers to add to their arsenal as opposed to a silver bullet. And best-in-class writers are learning how to leverage these tools to set themselves apart."
Considering that AI can't do all or even most of the tasks required of top-tier writers, I've had a few realizations regarding what AI can—and cannot—do.
AI may not have access to the latest information
One of the fundamental shortcomings of AI is its potential lack of access to the most current news and information. In an age where information is constantly updated, the need for writers to fact-check and provide the latest insights becomes even more critical. This limitation underscores the importance of human intervention in ensuring content is not only accurate but also relevant and timely.
Google’s Gemini seems to be marginally better than ChatGPT at surfing the web for news. But whenever you ask Gemini (or any other AI) to search the Web, there is a risk of plagiarism.
You might be able to use ChatGPT or Gemini for research, but make sure to rewrite it and conduct some of your research. Gen AI can miss the latest trends.
"Everything generated by AI must be verified by humans," Brian stressed.
"Literally every bit of content containing data, facts, or assertions could be inaccurate when filtered through the lens of Gen AI."
While many may see that as a shortcoming, Brian looks at it as an opportunity. Knowing content was generated by AI might push us to pause and give it a second look. Keeping a close eye on any AI-generated content can prevent misinformation from spreading."
AI doesn’t speak like humans
Despite significant advancements, AI still struggles to replicate the nuances of human communication. For example, I asked ChatGPT to write a better lede for this article. It did "okay," but it didn’t sound like me and wasn’t anything I’d want to put my name on.
As Brian said: "AI often misses the mark on authenticity and emotional resonance that human writing inherently possesses. This gap is crucial, especially in crafting narratives that connect with readers on a personal level, something AI has yet to master fully."
(For better or worse, the lede on this article was created by a human writer. I hope my story resonates with you!)
AI can introduce unintentional biases
AI’s potential to introduce unintentional biases is a big concern. AI writing tools have made significant strides in generating text, but they're not without pitfalls. Biases in Gen AI writing are a reflection of the data they've been fed, often amplifying existing societal prejudices.
While I’ve seen this happen with human writers over my four-decade career as a writer and editor, it’s typically more blatant and—honestly—icky when AI does it.
"The introduction of biases by AI can sometimes be more jarring, presenting a stark reminder of the technology's limitations in understanding the nuances of human ethics and values,” Brian agreed. "As AI continues to evolve, we as creators and curators must implement robust checks and balances so that content is not just accurate but inclusive."
The only way around this is a careful human review, which can include employing sensitive readers when you’re writing about complex topics or covering under-served communities.
Embracing AI: unlocking efficiency without losing our human spark
In spite of these drawbacks, AI can be a huge timesaver when it comes to research, outlines, alternative phrasing, and SEO, including titles and meta descriptions. (Disclosure: ChatGPT helped me write the subhead above when I was stuck!).
However, this does not diminish the role of human writers. It highlights the opportunity to leverage AI as a complement to our skill set, not a replacement.
Embracing AI with a critical eye allows writers to expand their capabilities without sacrificing the depth, creativity, and personal touch that define the "fine-dining" experience of copywriting.
In an industry that values transparency, being upfront about the use of AI tools can open doors to more opportunities, provided it aligns with publication policies and ethical standards. In all cases, strive to be a writer who provides a fine dining experience versus chicken nuggets, even if they come with highly coveted Szechuan sauce!
Remember the beginning of this article, when I shared the rates paid by the client who dropped their writers in favor of AI and the client who is aiming to replace AI with highly paid human specialists? Do you want to be the fast-food value menu of writers or the juicy steak?
"In the AI age, the distinction between fast food and fine dining in copywriting becomes a metaphor for the balance between efficiency and quality," Brian pointed out.
Use AI to enhance human work, not replace humans
Our challenge as content writers or copywriters is to navigate this new landscape with caution and curiosity. The human touch, infused with creativity and emotion, is what elevates our work from the quick-hit nature of fast food to the coveted art of fine dining.
When permitted, we can—and should—leverage AI to enhance our work and increase efficiency and productivity. We can also use AI for tasks like time management or meal planning, which gives us more time to write.
The key is to stay current with the tools of our trade, be open to new technology, and master AI before it masters us.
Dawn Allcot launched her editorial career writing for technology trade magazines in the audio/visual industry, editing publications that earned top honors in their fields. Today, she excels in simplifying cutting-edge tech through her work on top news publications and other websites. From cybersecurity and smart home products to AI, Dawn’s articles shed light on trends, applications, and advances in many fields of technology. As Senior Writer at TopAITools.com, Dawn merges her passion for new technology with her skill for creating engaging, SEO-focused content to inform and inspire readers.
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