ChatGPT. Jasper. Midjourney. Everyone in the biz has either heard of AI or is using it. Heck, I’ve used it — but judiciously.
I think it’s great for outlining articles. Getting smart on a complicated subject I know little about. Providing ideas for email subject lines. And brainstorming what a design or illustration could look like. And yes, it can make writing tons of social media posts and digital ads a breeze (if you prompt it with the right information).
But here’s what it can’t do: It can’t generate a great headline or a campaign concept. One that taps into the collective consciousness or a cultural trend. Or is so clever and engaging it goes viral. Why not, you ask?
Because AI sources from anything and everything that’s been written before on the internet. Which is often derivative and mediocre stuff. It’s just not intelligent enough (yet) to come up with copy that’s original.
If you don’t want your client’s brand to sound like everyone else’s, hire a human who can write copy. And be cautious of what AI can — and can’t — do
for your messaging.