Why copy and content writers must ask employers/clients about their use of, and expectations about, gen AI. Understand your role, workload, and expectations
AI matters in your choice of employer or client
Artificial intelligence’s (AI) rapid evolution is reshaping industries, and setting up AI-centric companies for success.
For you, being well-versed in AI gives you a competitive edge and enhances your skillset. You’ll be more valuable asset to any organization. Begin learning now, if you haven’t already.
A digression - why copywriters and content writers should ask questions in job interviews
Some job candidates are uncomfortable asking questions during an interview. Always remember that a job interview is a two-way conversation. It’s an exchange of information. You want to discover if the job fits your career goals and if you’ll like it.
In addition to asking about AI, you should ask about the organization’s culture, plans for growth, what kinds of projects you’ll be working on, and the roles occupied by other team members.
In fact, not asking questions gives the impression that you’re not interested in the job or the organization.
What can happen if you don't ask questions about AI
You could find yourself in one of the following situations:
The company demands an unrealistic amount of content output. This will reduce your time for planning, research, fact-checking, rewriting, editing, and proofing.
Accepting a job with unreasonable expectations is risky. If you are able to meet their demands, you reduce the quality of output, as well as your own standards. You also prove to the employer or client that (initially, at least) you can meet their demands, and their expectations will increase over time. Eventually, you’ll be working overtime and will burnout.
Even if you really need work, try to avoid this set-up. If you are desperate, accept it and begin looking for a new job immediately.
Relying too heavily on AI says a lot about an organization
An organization using AI to produce large amounts of copy with minimal human checks has no understanding of no understandign of the risks it is taking or the impact on qualtiy content. This reveals a lack of interest, focus, and goal-setting.
The business places too much importance on AI output and thinks that its analysis and predictions are always right. This can lead to some disastrous scenarios.
The organization likely doesn’t understand that AI needs data input, and sometimes lots of it, and well-crafted prompts. Don’t take on the role of General Data Manager, especially if AI is being used by other departments for a range of processes such as finance, compliance, and strategic planning.
Too much reliance on AI will diminish a brand voice. As a writer, you’ll already know that businesses win customers in part because customers relate to a brand’s values. But AI can struggle to capture a brand’s voice and values. Eventually, a disconnect will emerge between content marketing and customers. Writers will be amongst those placed in a hot seat and asked to explain this.
Too much use of AI diminishes creativity. Many AI writing assistants stuff content with adjectives or fluff. Solid facts and persuasive wording is diluted. As a result, the content doesn’t fulfil its purpose.
Essential AI-related interview questions for copywriters
Start with the big picture and get insights into a company's adoption of AI to assess how progressive they are.
Question examples:
When did the Writing/Marketing team begin using AI?
Is the focus limited to elementary automation?
Are other teams/departments using AI?
What are the AI growth and/or integration plans for the next year?
Depending on the answers, you could also ask about the next stages of integration.
What AI writing tools are they using and how?
You’ll want to know which AI writing assistants are being used and exactly how. You should also ask if they use any social listening tools to monitor and curate user-generated content.
Question examples:
Which AI writing assistants are you using?
What other AI tools are you using?
For which tasks are you using the tools? Examples can include idea generation, headline or caption creation, editing, acceleratating content creation, optimizing content for SEO, or generating ideas.
What kind of human checks are in place after content output?
Depending on the answers, you can then find out more about the company’s approach and processes in more detail. Ask if they have formal processes in place so that humans enhance, edit, and fact-check the output.
How is AI increasing content output?
This is probably one of the most important questions you’ll need to ask. Is there a focus on quality or quantity? In a fast-paced environment, do writers have time to fact-check, enhance copy, and edit?
Developing AI skills for copywriters and content writers
A forward-looking company will actively develop its workforce's AI capabilities. Understanding their approach, be it through training programs, partnerships with educational bodies, or other methods, is important. This will reveal their commitment to professional development and their expectations of the Writing/Marketing team.
Types of AI tools across the organization
Get insights into the company’s progressiveness and its practical application of AI. Do they prefer SaaS solutions like TensorFlow or have they developed in-house technologies? The choice of tools reflects their AI commitment and expertise level.
Does the organization have an AI Policy?
A diligent company will have a policy on the use of AI, or at least will be planning to create one soon. Such a policy will tell you that the company/client is responsible and has taken a strategic approach to AI. A good AI policy will go beyond regulatory compliance and encompass ethical needs, data security, and sustainable practices.
The long-term vision for AI
After you've asked the essential AI-related interview questions for copywriters, you need to discover the company's long-term AI aspirations. This allows you to assess their commitment level. Are their goals department-specific automation or broader digital transformation? Their vision can significantly influence your career trajectory within the firm.
Be prepared to answer these questions in an interview
If you’re interviewed by an employer or client and it feels like a potentially a good fit, they will be impressed with the preparedness and curiosity your questions reveal.
Get ready for the conversation to move in any number of directions. Most likely, they will want to know your thoughts about the questions and answers discussed so far. They may ask for your ideas on managing AI processes. Be prepared to answer by reading case studies or articles on how creative teams are using and managing AI.
Case studies and examples worth looking at ahead of an interview:
AI in Content Marketing: Benefits, ways to use, and five case studies, by Neal Schaffer
Five case studies of successful content creation using AI writing, by Team Pepper
80 AI use cases for freelance writers, by Jennifer Mattern, All Freelance Writing
My favourite ways to use an AI writing tool as a freelance writer, by Elna Cain.
A commitment to future-proofing your career
Asking these questions and any other good questions you can think of is a step towards future-proofing your career. They will help you join an evolving organization where learning and technological advancement are part of the organization’s priorities.
In an increasingly automated world, being at the forefront of technology is crucial. Ask questions about AI – your future self will be grateful.
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