The Text Challenge: AI vs. humans
Artificial intelligence (AI) does amazing, sometimes even terrifying things: analyzing huge amounts of data at lightning speed, recognizing, assigning and tracking faces and objects, optimizing production processes on its own. But is artificial intelligence as good when it comes to something like creative copywriting? Good question. We take a closer look.
New KIs on the Blog
In the field of text creation, there are already amazing developments today. For example, the start-up search engine you.com already offers its English-speaking social media fans the option of having AI-powered texts created for a fee – from Insta posts to blog posts. The tone, whether friendly, funny or professional, can be freely selected. All that’s left to do is outline the desired topic in keywords, send it off – and a suitable post appears on the screen in a matter of seconds, ready to be uploaded to the user’s own social media account. Followers – so the hope – will hardly notice that it was not a human but a machine that was at work here. And the sender saves time and effort. Practical, isn’t it?
What exactly the technology behind such AI text tools looks like is, of course, a closely guarded trade secret. But the principle is well known: Huge amounts of data – in this case, texts available on the web – are analyzed for purely formal similarities according to the specified objectives. Then syntactic relationships are identified, from which a new text is built in the desired length and tonality. The algorithm remains completely unaffected by the content, meaning and purpose, i.e. the actual meaning of what is written.
That’s exactly what makes all the difference. AI can only blindly regurgitate what it has found on the net, no matter how sophisticated the technology behind it may be. Humans, however, possess creativity, intuition and empathy, three qualities that AI definitely does not have. They discover new contexts and make new connections, from which genuine creative ideas emerge. And they are far better at empathizing with their readership. Experienced concept copywriters know their target audience, company and brand, take into account what has already been done – and use this knowledge to create unique and effective content. In short, they write in such a way that people really feel addressed and are inspired to take action.
The real thing is the real thing
AI may be able to perfectly reproduce certain aspects of ad copy, such as the inclusion of certain keywords. But to create original content that engages readers:inside and captivates them emotionally, there’s no way around real people. So if you want your marketing campaigns to succeed, it’s better to avoid AI content and instead opt for copy written with your head, heart and hand – not zeros and ones. In any case, we and our customers have had the best experience with this.