Leave copywriting to AI? Not a good idea.
Our content specialist Bobbi explains why you should avoid doing that.
Have you ever wondered whether it would be better to leave the writing for your company to AI? We regularly hear that companies are having their texts written by ChatGPT, for example. It seems so appealing: producing a mountain of content at lightning speed, without the need for a copywriter. Yet there are many more reasons to leave copywriting to a flesh-and-blood human being. And if the copy is also strategically and cleverly constructed, it will deliver even better results. That’s why, in this blog, we’ll give you five reasons to have your texts written by people instead of machines.
1. You become part of the source material
AI can only write based on existing source material. It may establish connections between different sources of information, but it does not invent anything substantially new. For example, if I ask an AI tool for tips on fun activities during my city trip to Prague, AI will never give me a tip that cannot already be found online somewhere. AI does not know Prague at all; it can only analyse what people have already written about it.
Another example: my cat is allergic to certain ingredients. I ask an AI tool to help me find suitable food. The tool knows that I have a seven-year-old Siamese cat and that I prefer to buy organic food. In no time at all, I receive a list of brands that exactly match my requirements. And where do I end up ordering from? There’s a good chance it will be from the website of one of the brands that the AI tool used as a source.
You may have guessed it already: if you want information about your brand, your products or services to be used by AI, you will need to ensure that content is written about them. You need to become part of the source material.
This also means that it is no longer sufficient to optimise your texts for search engines (SEO). As more and more people ask their questions to AI tools instead of Google, Generative Engine Optimisation (GEO) is becoming increasingly important.
2. Your texts stand out
At first glance, it may seem as though AI has written an excellent text for your brand, but if you take a closer look, you will discover that the text is somewhat generic, a tad too polite and probably just a little too smooth.
That is also the problem with texts written by AI: they always stay neatly within the lines. The tools do exactly what you ask them to do: nothing more and nothing less. Do you want to stand out in the vast sea of content? Then you won’t succeed with texts like that.
3. Your texts inspire trust
People are also becoming increasingly critical about who actually wrote a text. Does it reek of AI? If so, this could damage your reputation. What’s more, people link the value of something to the amount of effort that has gone into it. This is known as the Labour Illusion. So it is not inefficient or a waste of time to have texts written by a human being. On the contrary, it ensures that your texts are credible and that they inspire confidence in your brand.
4. You provide your target group with the right information
Because AI writes texts based on what can be found online, it may also use sources that contain outdated information. Or even information that is simply incorrect.
For example, I wanted to use an AI tool when I bought a new blender. I thought it would be useful not to have to read the (extremely comprehensive) manual, but instead to have AI summarise the most important information. I soon discovered that the tool had taken the liberty of inventing a number of functionalities. Probably because it had combined or interpreted sources incorrectly. But the same thing can happen if you ask an AI tool to write texts for your company. And the last thing you want is dissatisfied customers because they have been misinformed about your products or services, right?
5. Your target audience appreciates depth and nuance
Are you committed to producing as much content as possible? Quantity over quality? You may be filling your website, but not with texts that resonate with your target audience. In a world where we are inundated with AI content, we are increasingly turning away from its superficiality. Instead, we are drawn to content with nuances, creative angles and sometimes even the imperfections that make a text human.
Invest in the human difference
In short: at a time when everyone has access to the same AI tools, it is precisely the human difference that counts. It is an investment to rise above the noise and truly connect with your target audience. This builds trust in your brand and helps you become part of the source material for AI tools, so that you are mentioned in the answers these tools provide.
Why choose Boost Online?
Good copywriting requires time, attention and creativity. Do you lack the capacity or expertise to do this? Then we are here to help. Not with generic AI texts, but with texts that have the right nuances and a tone that suits your brand. With us, you not only choose SEO- and GEO-proof texts, but also content that inspires confidence and delivers results.