Artificial Intelligence is redefining our lives.
Continuing our professional lives without considering the extent of the phenomenon means continuing to live in a past that no longer exists.
In the field of copywriting, for example, we happen to read phrases and online content that seem written for us. Indeed, they are. But, often, there is no copywriter or writer on the other side of the keyboard, but software that analyzes the data, understands the language and re-elaborates customized texts for us.
Something reminds us of the TV living room in the novel Fahrenheit 451: it was 1953, and someone had already foreseen the following decades.
The A.I. today it is used to produce content for blogs, websites, articles, news and even entire books.
Disturbing?
To write a good article, a writer needs at least one afternoon. The software we are talking about produces hundreds of pages in a matter of seconds.
Some think they shouldn’t be interested in this, because the A.I. will not replace our jobs. But we also know that some works of 20 years ago no longer exist today, and the speech was (more or less) the same.
Let’s enter the specific world of copy & content writing.
Today, many large companies already use A.I. to write online content, such as Ebay and Alibaba, but also large financial companies and online newspapers.
Why is a computer better than a human copywriter?
Because it is impossible to create personalized content for each user in a matter of seconds. How many humans would serve simultaneously connected?
Let’s think of Ebay, which uses the A.I. to generate emails, social advs and personalized push notifications. Ebay is a platform where millions of people sell and buy online. Each user is different from the other. Each user needs a different message.
Which method uses the A.I. to write (almost) like a copywriter?
In very simple words, the procedure is this:
1.Data collection
2. “Thought” processing software based on the data segments obtained
3. NLG (Natural Language Generation), i.e. the phase in which such data are used to generate texts on a human scale (to learn more about the subject, refer to this article: https://medium.com/sciforce/a-comprehensive-guide -to-natural-language-generation-dd63a4b6e548)
The article shows how communication and language between human beings and technology are today increasingly fluid, almost to the point of being defined by someone as “natural”.
What distinguishes a human copywriter from the A.I.?
Today the distinction is still quite visible. First of all, the A.I. is used to produce content in quantities: 1000 pages per 1000 users in 10 seconds.
The real copywriter, on the other hand, writes less, but can connect with real customers, ask them the right follow-up questions, extrapolate specific words to get to understand the “why” of an attitude or a desire.
The human copywriter can currently use some tools and tools of the A.I. to improve their work. The copywriter’s task is therefore to improve the quality of their content more and more, improve the form of their texts and study the formulas and psychology of buyers. His task is to refer to sector niches, especially those niches that are still unexplored (or almost) in the digital world.
The integration of A.I. in the world of copywriter work merges with some fundamental questions, which concern the whole of society: how to deal with new technologies and artificial intelligence in the coming years? How to benefit from it for man without being overwhelmed? How to manage the new technological flows without losing the peculiarities that, for now and certainly for a long time, concern only the human being?
The modern debate revolves around this: protecting yourself from the advent of A.I. learning to use it for their own purposes. In order not to get to the point where technological development risks overriding our humanity:
“This was what we did as a species, after all: we built ingenious devices, and we destroyed things.”
― Mark O’Connell, To Be a Machine : Adventures Among Cyborgs, Utopians, Hackers, and the Futurists Solving the Modest Problem of Death
