The Human Touch in an AI-Powered Marketing World

How Creativity and Expertise Drive Effective Copywriting

July 13, 2023

Zach Giglio

I recently had a firsthand experience with Chat GPT that is a cautionary tale for content creators. While working on an article, I asked an AI-powered chatbot to provide me with some real-world examples to back up a point. However, upon conducting independent research, I could not verify one of the examples provided. I turned back to the bot and asked it to clarify. To my surprise, the bot apologized and admitted it had made an error in its previous response.

This interaction got me thinking about the role of AI-generated content in content creation and how it's changing the industry. In this article, we'll explore its impact, examine its limitations and advantages, and discuss how copywriters can use this technology to improve their work. While AI-generated content offers greater efficiency, personalization, and research capabilities, human expertise is still essential for maintaining authenticity and reliability. We'll also discuss how savvy marketers are leveraging AI tools to enhance their content strategies, and how experienced copywriters can adapt to provide even more value in a world where AI-generated content is becoming increasingly prevalent.

The Benefits of AI-Generated Content

AI-generated content offers numerous advantages for copywriters, including the ability to quickly generate ideas, headlines and summaries. According to a survey conducted by the Content Marketing Institute, B2B content marketers spend on average 28% of their time on content ideation and brainstorming. By leveraging AI-generated content, marketers can save time and resources, making it a soon-to-be indispensable asset in the marketing world (it already is for me).

AI-generated content allows for more personalization by analyzing user data to create content that is tailored to their preferences and interests. According to the Marketing AI Institute, AI content personalization tools process all content and its metadata, identify the content's topic, length, and format, and classify and label the content using a combination of AI and humans to standardize labeling. This enables businesses and professionals to create personalized content based on the preferences of individual users, as noted by HBR. Moreover, AI is adept at targeting each client by leveraging customer data to develop customized content, which is currently being improved by obtaining data from multiple sources. As a result, AI-generated content can optimize emotional appeal, positioning, and call-to-action, which can lead to increased engagement, loyalty, and sales.

Despite Chat GPT's data set being limited to the end of 2021, the rapid evolution of plugins and partner technologies and platforms has transformed AI into an incredibly efficient research tool, which is essential for effective content creation. By integrating these cutting-edge developments, AI-powered research platforms are continuously enhancing their capabilities to gather and analyze up-to-date information, bridging any potential knowledge gap stemming from the limitations of the data set. This progress, in turn, provides copywriters with access to relevant, real-time statistics and insights that strengthen their content and messaging. As a result, the ongoing advancements in AI technology are poised to revolutionize the copywriting landscape, enabling professionals to create more compelling, data-driven, and persuasive content.

Perhaps one of the biggest benefits of AI-generated content, especially for an experienced marketer, is that it can make it easier to produce content for a multi-channel marketing campaign. With AI tools, marketers can quickly and easily generate large amounts of content that can be tailored and optimized for different channels, such as social media, email marketing and blogs. By using AI-generated content as a starting point, copywriters can focus on refining and tailoring the content to fit the specific needs of each channel and audience. This approach saves time and effort and ensures consistency in messaging across different channels, leading to a more effective and cohesive multi-channel marketing campaign.

For instance, a white paper can be transformed into various types of AI-generated content, such as social media posts, blog articles, email marketing campaigns, and more. Using AI tools, marketers can identify key messages and data points in the white paper and use them to generate multiple ideas and pieces of content for different channels.

The white paper could also be transformed into a series of blog posts that dive deeper into each key message. And then these blog posts can be used as the basis for an email marketing campaign that emphasizes the value of the white paper and encourages readers to download it.

Think of the streamlined ability to create cluster content from pillar content to drive SEO on a blog. Taking the same approach as with the whitepaper, a marketer could simply ask a tool to create five different cluster content ideas that drive back to the pillar content.

The Limitations of AI-Generated Content

While the advantages of AI-generated content are undeniable, recognizing its limitations is essential for maintaining authenticity and reliability. AI-generated content may inadvertently include inaccuracies or misinterpretations, and it might struggle to capture the intricate nuances of human language, emotions, and cultural context. As a result, it is vital for marketers to employ their expertise and intuition to gut check and fact check the AI-generated content thoroughly.

It is worth going a bit deeper into my cautionary tale. I was looking for real-world examples of prominent companies utilizing AI in content creation for this very article. Chat GPT informed me that the New York Times employed AI as an "editor," a claim of which I was previously unaware. Upon conducting independent research, I struggled to find any corroborating evidence supporting this assertion. Consequently, I inquired further with Chat GPT regarding the source of this information. In response, Chat GPT offered an apology for the confusion, admitting to an error in its previous statement. While the New York Times does not, in fact, utilize an AI "editor," it does employ AI-generated headlines for select articles. This experience highlights the importance of verifying AI-generated content and serves as a reminder that even advanced systems may occasionally provide inaccurate information.

By scrutinizing the content, copywriters can rectify any errors, inconsistencies, or tonal discrepancies, ensuring that the final output aligns with the brand's voice, message, and target audience. This process also allows copywriters to imbue the content with a human touch, weaving in storytelling elements and emotional connections that resonate with readers. Additionally, an experienced copywriter can identify and capitalize on opportunities for creative expression and innovation, which AI may struggle to achieve independently.

The Evolving Role of Copywriters in an AI-Powered World

In an AI-powered world, the role of copywriters is evolving. Traditionally, copywriters were responsible for crafting creative and personalized content. Today, AI-generated content serves as a valuable tool, but it necessitates human supervision and guidance to achieve optimal results. This dynamic can be likened to the difference between the final products of a regular person and an award-winning chef who use the same kitchen and ingredients. Both individuals have access to the same ingredients and tools, but the chef's expertise and skill enable them to create a superior culinary masterpiece.

Similarly, AI tools provide a foundation for copywriters to build upon, allowing them to focus on refining the content and infusing it with their unique flair. By leveraging AI tools strategically, copywriters maintain control over published content, ensuring that quality standards are met at every stage. They can effectively complement AI-generated content by addressing any potential shortcomings, such as cultural nuances, emotional depth, and brand consistency. This symbiotic relationship between AI and human copywriters enables the creation of powerful, engaging, and high-quality content that sets the stage for success in today's highly competitive landscape.

You can also think about the relationship between AI-generated content and human marketers as one between junior and senior team members. In both cases, the senior expert possesses the experience and expertise necessary to review and improve the work of their less-experienced counterparts. Similarly, human copywriters are responsible for refining AI-generated content to create compelling narratives.

Nailing the Tech: The Key to Achieving Competitive Advantage

In today's digitally-driven world, embracing technology is crucial for businesses to remain relevant and competitive. To fully harness the power of AI-generated content, it is essential for experienced marketers to stay on the bleeding edge of AI technology developments in their industry. By using AI tools on a daily basis, they can improve their understanding of the capabilities and potentials of these advanced technologies, learning how to leverage them effectively for creating impactful messages.

Staying updated with AI advancements allows experienced marketers to explore new ways to enhance their content strategy, optimize their workflow, and achieve better results in their campaigns. This hands-on experience with AI tools also empowers them to share their knowledge with their teams and train the next generation of marketers in leveraging AI for content creation and marketing success.

On the other hand, for marketers without prior experience, it is vital to first understand the art of marketing, including the principles of persuasion, storytelling, and audience targeting. Gaining a solid foundation in marketing concepts will enable them to better leverage AI tools when they eventually incorporate them into their work. These marketers must understand that AI-generated content is not a one-size-fits-all solution; rather, it should be used in conjunction with traditional marketing strategies and human creativity to create content that resonates with their target audience across multiple platforms.


The rise of AI-generated content presents both challenges and opportunities for marketers and copywriters in today's digital landscape. While AI offers numerous benefits, such as efficiency, personalization, and enhanced research capabilities, it is imperative to recognize its limitations and the essential role human expertise plays in the content creation process. The fusion of AI technology and human creativity paves the way for a powerful symbiotic relationship that can revolutionize the industry.

Experienced marketers must continuously stay abreast of AI technology developments to maximize its potential, while newcomers should first master the art of marketing to make the most of AI tools. As the role of marketers evolve in this AI-powered world, the value of seasoned professionals who can refine, guide and complement AI-generated content becomes increasingly apparent.

Ultimately, the key to achieving a competitive advantage in the era of AI-generated content lies in embracing the technology and leveraging it strategically alongside human expertise. By striking the perfect balance between artificial intelligence and human creativity, marketers and copywriters can craft compelling, engaging, and high-quality content that resonates with their target audience and drives success in an ever-changing digital landscape.

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