Episode 83: The Art of Writing in the Age of AI

Nick Usborne08/01/2024

Copywriting is far more than just stringing catchy phrases together to sell a product or idea. The importance of creativity cannot be overstated as copywriting not only drives sales but also brand recognition and customer engagement.

In this episode of #shifthappens, Dux Raymond Sy, AvePoint's Chief Brand Officer, delves into the evolution of writing with Nick Usborne, a pioneer in digital copywriting with over four decades of industry experience.

In the industry's golden age, copywriters and art directors would spend weeks perfecting a single ad, obsessing over every detail. Nick shares, "we would, first of all, make it good enough to meet the brief. We'd then work on it some more, another 20% so that the client was blown away. We were delivering more than we promised. And then we put in another 20% of time making changes and tweaks that only he [art director] and I would ever realize were there. We did it for ourselves for love of the craft."

Nick witnessed firsthand the transformation from the glory days of "creative is king" in the 1980s to the data-driven, marketing automation era of today. It was a time when copywriters were the foundations of agencies, which is a testament to the value placed on creative talent. But many agencies are now outsourcing or automating creative tasks that writers also need to adapt to cultural shifts, technological advances, and market trends.

As the lines between humans and AI continue to blur, how can copywriters navigate the shifting landscape and compete on creativity and effective communications?

Leveraging AI as a Collaborative Partner

AI tools have emerged as both a promising ally and a potential threat to copywriters in marketing and content creation. As these tools like ChatGPT, Microsoft 365 Copilot, Claude and others continue to advance, many in the industry find themselves grappling with questions about the future of their craft.

Nick acknowledges that while technology has brought about significant changes, the core principles of effective copywriting remain remarkably consistent. There should be a collaborative approach, treating AI models as creative partners rather than mere software tools. He emphasizes the importance of prompt engineering, arguing that lazy prompting often leads to subpar output, while well-crafted prompts can yield excellent results.

This interactive approach not only enhances productivity but also sparks new ideas and insights that might have been overlooked. Nick shares, "I'm using the tools to kind of get me towards a more human output. And I'm still ready to jump in and say, you know what? I know how I can change that. I can make that better."

Preserving the Human Element

While recognizing the power of AI tools, Nick stresses the importance of preserving the human element in copywriting – the nuances of emotion and storytelling that resonate with audiences on a deeper level. "Emotion has always been at the center of engaging with prospects and converting prospects into buyers. We always want to touch people emotionally. AI is not very good at that. AI can read about it. It read Romeo and Juliet. It read the script to love story. It understands what emotions are, but it has never felt it."

Nick also shares potential pitfalls of overreliance on AI making it harder to differentiate your content and AI, for all its capabilities, lacks the firsthand experiences that make writing truly captivating. He draws parallels to the introduction of calculators, which reduced the need for mental arithmetic skills. Similarly, he worries that the ease of generating content with AI might lead to a generation of writers who do not develop the critical thinking and creative muscles necessary for truly exceptional work.

To differentiate and connect with audiences, copywriters need to infuse their work with personal stories, anecdotes, and authentic experiences – the "messy human" elements that AI struggles to replicate.

Finding the Balance

How can writers strike a balance between the human element and AI collaboration? The transformation of copywriting is not about replacing human creativity but amplifying it. It is about using technology to handle routine tasks and generate ideas, freeing up mental bandwidth for copywriters to focus on higher-level strategy and the nuanced understanding of human behavior that drives effective communication.

Looking ahead, we can see a future where AI and human copywriters work in partnership, each complementing the other's strengths. AI might excel at data analysis, generating variations, and ensuring consistency across large volumes of content. Human copywriters, on the other hand, will continue to provide strategic insight, emotional intelligence, and creative spark that transforms good copy into a great copy.

As the industry continues to evolve, it is crucial for copywriters to remain adaptable and committed to their craft. By embracing change while holding onto the fundamental principles of effective communication, we can ensure that copywriting not only survives but thrives in the age of AI.

Navigating the Shift: Strategies for Success

The key to success lies in striking a balance between leveraging AI's capabilities and preserving the uniquely human elements that make great copywriting resonate with audiences. By staying true to the art of emotional storytelling, copywriters can continue to create compelling, differentiated work that cuts through the noise in an increasingly automated world.

Nick offers valuable advice for copywriters and content creators looking to thrive in the age of AI:

• Lean into AI: Rather than resisting technological change, copywriters should accept AI tools and develop proficiency in using them effectively.
• Develop prompt engineering skills: Invest time in learning how to craft effective prompts that yield high-quality outputs from AI models.
• Use AI as a collaborative partner: Treat AI tools as brainstorming partners and idea generators, rather than simply as automated writing machines.
• Preserve the human touch: Focus on infusing your work with authentic emotions, personal experiences, and storytelling that AI cannot replicate.
• Maintain creative discipline: While leveraging AI for efficiency, do not lose sight of the craft and the value of putting in extra effort to elevate your work beyond "good enough."
• Stay curious and adaptable: Cultivate a mindset of continuous learning and exploration as the technology landscape evolves.

Nick's journey and insights serve as both a cautionary tale and an inspirational guide for professionals navigating the AI revolution. His experiences remind us of the timeless value of creativity and human connection in marketing, even as we embrace new technologies. Moving forward, the most powerful marketing messages will always be those that speak to the heart – where human copywriters, armed with AI tools, will continue to reign supreme.