A huge turning point has approached the copywriting industry - will AI eventually replace human writers? Would you be worried about losing your job? Would you feel like your expertise and creativity are no longer valued? If you’ve been following Inky’s works since the start of the AI revolution earlier this year, or any writers’ content for that matter, then you would have seen the absolute panic ChatGPT and other services caused among our peers.

In fact, we've seen much news addressing this topic already. Since ChatGPT's introduction there's been much uproar in , debates about whether AI can entirely replace copywriters ... the list goes on and on.

As part of Inky for the past three years, I've seen firsthand the impact that technology has had on the writing industry. From the rise of writing and proofreading tools like Grammarly, to the now-ubiquitous use of SEO tools like SurferSEO and NeuronWriter, the bar seems to be set higher and higher with each new technology that comes. Now, with AI seemingly jumping into the foray and directly competing with writers by generating (not editing!) content, there's no doubt that the industry is changing rapidly.

However, what if I told you that AI is not here to replace us, but to support us?

The Biggest Misconception regarding AI

One of the biggest concerns about AI in writing is that AI-generated text will eventually become virtually indistinguishable from human writing, and it will eventually replace human writers altogether. If you’ve been following Inky’s social media posts,

To their credit, there have been instances where AI writing is indistinguishable from humans at first glance. Journalism website CNET used AI to publish some 80 articles that, well, went undetected for a good few days before some intelligent individuals figured that any rational human wouldn't plausibly think you can earn $10,300 on a $10,000 deposit with a 3% interest rate after a year. Other instances include using AI tools to create shorter, targeted engagements with audiences, especially on Instagram, Twitter and other platforms, complete with emojis and hashtags.

However, will AI eventually replace human writers? Not quite yet, and not for the reason that everyone says.

Being in the writing industry, I've grown to learn that generative AI tools are no different from writers and copyeditors that we hire. In fact, working with AI tools is just like working with any other writer. Just like how it requires experience and skill to properly outline parameters and style guides to writers, writing prompts for AI tools also require art, skill and efficient management.

However, the difference here is that AI tools aren't as receptive to feedback (yet). They can't engage in meaningful discussions with you. They can't explain themselves when they make specific decisions, and they cannot understand the intricacies of what you're asking for in writing (of course, unless you spend 30 minutes typing a very detailed prompt, of which the chances of them understanding it fully isn't 100%). Also, we'd rather speak to humans regarding our needs, and we'd always like humans to attend to our needs. The lack of human interaction and the inability to engage in meaningful discussions or fully understand the intricacies of what is being asked of them therefore make AI tools a complementary tool for human writers, rather than a replacement.

Being a copywriter for close to three years, I’ve heard many complaints about agencies using AI to engage with customers and write content. No matter how pristine the writing may appear, if one’s writing tone is inconsistent, or if things appear too organised for their own good, then readers would raise red flags. In fact, close to 90% of our corporate and personal clients react aversely to any mention of AI-generated works for their content. What gives?

The Overused (but still true) Arguments

While AI can certainly generate high-quality content quickly and efficiently, it is still undoubtedly also limited by its programming and lacks the creativity and outside-the-box thinking that humans possess. This is especially true when it comes to generating innovative angles to tackle established topics. In fact, when we put this article topic through ChatGPT, all we got were overused arguments not unlike this one.

However, it's still true.

We humans have the ability to adapt and evolve their writing skills in response to technological advancements. Need to write something longer to please your corporate audience? Need to write just 2 words for marketing copy? Need to transcribe an entire interview? We've adapted and we've thrived. These get fed into training for AI tools and now they know it too. But when something new appears, who adapts first? Who makes the best judgment? What if there are situations that don't fit known, traditional parameters? That's our value.

Studies have shown that AI-generated content lacks the emotional connection and nuance that are essential elements of effective writing. While there have been many instances where humans weren't able to distinguish between AI writing and human writing, we're still human enough to determine if something lacks nuance. A study recently showed that Writing still requires creativity, emotion, and a deep understanding of the intended audience, and if all else fails, a feeling of relatability which only humans can provide.

Moreover, AI-generated content can be prone to errors and inaccuracies that only a human editor can spot and correct. Not unlike factory machinery, sometimes ChatGPT's algorithmic outputs can go extremely haywire - from blatantly using fictitious sources (even making up titles, studies and stuff it doesn't know) to just ... getting things wrong and not realising it until we tell it it's wrong.

AI as a First Draft Provider

The answer is simple - it can give us a first draft to work with.

With AI tools, writers can generate a first draft much more quickly than if they had to write everything from scratch. This is especially useful when we're working on large writing projects or when there is a tight deadline.

To this effect, AI can act as a second brain, providing alternative ideas and insights to help writers refine and improve their work. Experienced writers can then use this information to create content that effectively communicates their thoughts and ideas to their audience. This collaboration between human creativity and AI-generated suggestions can lead to more innovative and well-crafted content.

Jerry Weissman shares this same sentiment - to use ChatGPT to make sure that you're all set to run when you're at the starting line.

For me, I'd like to treat AI as a second brain - someone else to brainstorm with and give me alternative ideas for writing, not unlike an advisor. It serves as a resource to ensure writers are well-prepared and equipped to deliver their best work. However, it's still imperative that the main legwork be done by humans, by me, by experienced writers who can communicate thoughts effectively.

Final thoughts

At the end of the day, it's important to remember that AI should be used as a complement to human writing skills, rather than a replacement for them. While AI can facilitate the initial stages of content creation, it is ultimately the responsibility of experienced writers to perform the main legwork.

By leveraging the strengths of AI as a creative tool and combining it with human ingenuity, writers can produce high-quality content that engages readers on a deeper level. AI's role evolves from that of a standalone writer to that of a trusted collaborator, enabling writers to enhance their productivity, explore new possibilities, and deliver exceptional written works. Embracing this partnership between human writers and AI empowers individuals to harness technology for their benefit while preserving the essence of human expression and storytelling.