Opinion: Copy that – the rise of AI in the land of words

Opinion: Copy that – the rise of AI in the land of words
B&T Magazine
Edited by B&T Magazine

We like to think our creativity will save us from being ousted by AI. AI can do a lot, but can AI write Shakespeare? make colleagues laugh with a strong choice of meme? And most importantly –  can ai write ad copy?

In this guest post, Patrick Rutkowski (lead image) from Banter, asks whether ai can ever replace copywriters. 

Hi I’m Pat. I’m a Creative Technologist. I like it when technology and creativity get together to create magic. When technology enhances our base human capability for art and science, working in unison to push an artificial form of evolution. Recently OpenAI released ChatGPT to the public, the closest AI yet that we could consider ‘Artificial General Intelligence’.

Here I explore its thoughts on copywriting in advertising and marketing, not with my words, but with its own. 

As a member of the creative industries, I have been closely following the development of OpenAI’s chatGPT technology. This language model has the potential to revolutionise the way we create and consume content, but it also raises some concerns. 

On the positive side, language generation technology has the potential to enhance the creative process by providing copywriters with a tool that can help them generate a wide range of ideas and concepts quickly and efficiently. This can save time and allow copywriters to explore more ideas, potentially leading to more creative and effective ads. 

Additionally, chatGPT and other language generation technology can help copywriters craft more compelling and persuasive messages by providing them with human-like text that is tailored to the target audience. This can make ads more engaging and effective, which can ultimately lead to better results for the company or brand.

 Hey it’s Pat again. Below I generated an insurance ad written with the following input: write a moody creative script about an insurance ad:

Narrator: Life is full of uncertainty. One moment, everything is going smoothly. The next, everything can change in an instant.

(A car is shown driving down a peaceful, tree-lined road. Suddenly, the tire blows out and the car swerves off the road and into a ditch.) 

Narrator: Accidents happen. And when they do, you need to be prepared. 

(The driver, a young woman, is shown frantically calling for help on her phone. She looks scared and unsure of what to do.) 

Narrator: That’s where we come in. At [Insurance Company], we provide the protection you need when you need it most. 

(The woman is now shown in her hospital bed, surrounded by worried family members. A kind-looking insurance agent enters the room and offers her a reassuring smile.)

Insurance Agent: Don’t worry, [woman’s name]. We’re here to help. We’ll take care of everything, so you can focus on getting better. 

Narrator: With [Insurance Company], you can have peace of mind knowing that you’re covered. So when life takes an unexpected turn, we’ll be there to help you through it. 

(The woman is now shown at home, recovering from her injuries. She looks relieved and grateful as she talks to the insurance agent on the phone.) 

Woman: Thank you so much for everything, [Insurance Company]. I don’t know what I would have done without you. 

Narrator: At [Insurance Company], we’re more than just an insurance policy. We’re a partner in life, helping you navigate the unpredictable road ahead. 

On the negative side, there is a concern that language generation technology could potentially replace human copywriters and other creative professionals in the field. As the technology continues to improve, it is possible that companies may be more inclined to use AI systems to generate their ads, rather than hiring human copywriters. This could lead to job loss and other negative consequences for the creative industry. 

Another issue is the potential for chatGPT to create biased or offensive content. As we have seen with other AI systems, bias can be a major problem, and it is important for creators to be aware of this when using chatGPT. 

Overall, while chatGPT has the potential to greatly enhance the creative process, it is important for us to consider the potential consequences of relying too heavily on this technology. As always, it will be up to us as creators to use it responsibly and ethically. 

Written by chatGPT. Generated by Patrick Rutkowski.

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