ChatGPT-3: How it will help copywriters instead of replace them


It hasn’t been long since ChatGPT-3 came out and caused an avalanche of positive and negative comments. 

Artificial intelligence has always been an exciting topic. However, following its rapid development and ability to perform human tasks accurately, quickly, easily, and precisely, it is expected to cause anxiety and concern among people who feel that their profession is threatened.

So far, we have witnessed AI programs that create content (in some instances even better than humans), art, and programming codes. And lately, there have even been frightening examples where incredibly realistic deep fakes and voices based on real ones have been created.

Taking all this into consideration, of course, it makes us ask ourselves: Is ChatGPT -3 really posing a threat? However, before answering this question, let’s understand what exactly ChatGP-3 is.

What is ChatGPT-3?

ChatGPT is a chatbot that OpenAI developed and released in November 2022. It utilizes OpenAI’s GPT-3 family of large language models and has undergone fine-tuning, a form of transfer learning, using supervised and reinforcement learning methods to generate human-like responses to questions, complete sentences and paragraphs, summarize articles and even write fiction.

Copywriting VS AI copywriting

Copywriting includes writing content for advertising or promotional purposes. However, it is not just about generating text but about creating effective and persuasive content that can sell a product or service and engage with an audience. 

A good copywriter learns and understands the target audience, the product or service being sold, and the market trends. Thus, the copywriting process needs to involve creativity, a clear voice, and a compelling writing style that can connect with the audience.

On the other hand, AI copywriting uses artificial intelligence (AI) technology, such as AI algorithms and natural language processing (NLP), to produce text that resembles human writing.

Today we see AI copywriting tools generating social media posts, product descriptions, email marketing campaigns, and other written content. These tools are trained on extensive datasets of existing text, which teaches them to produce new content that shares the same style and tone as the input data.

In what way is ChatGPT -3 better than human copywriters?

Have you ever faced writer’s block? It can happen for multiple reasons, and sometimes it can last for way too long. Sometimes you can’t even begin the writing process, and that’s ok. That’s a “human problem.” 

And you guessed it, AI doesn’t have “human problems” and doesn’t suffer from writer’s block. It has been programmed to be always ready and generate grammatically correct and contextually relevant content. It can even adjust its tone following filter commands, such as relaxed, professional, bold, adventurous, witty, etc.  

AI can also quickly generate many ideas and handle a huge content workload. While humans often struggle with time, especially when the process involves a lot of thinking and research, AI doesn’t. AI can generate more than ten copies within minutes. 

How are human copywriters better than ChatGPT -3?

While it can generate a large volume of text quickly and is highly accurate in terms of grammar and spelling, ChatGPT -3 is not better than human copywriters, at least for now.

AI lacks the human touch and emotional connection that is essential in copywriting. Human copywriters have skills such as creativity, empathy, and a deep understanding of the target audience, which no AI can replace.

Humans do what’s best for their clients and craft copy that is tailored to the client’s specific needs and interests. While AI generates content that has been used for the same brief with the same tone, humans know how to avoid repeating the copies they have used before in the same brief and adapt the tone of voice according to the audience.

Last but not least, ChatGPT-3 lacks human copywriters’ subtlety and emotional intelligence and cannot generate original ideas or concepts.

How can copywriters use ChatGPT-3 to their advantage?

These are some ways ChatGPT-3 can help copywriters:

  1. It can generate ideas and inspire new perspectives.
  2. It can assist the research process by quickly summarizing articles and gathering relevant information, saving the copywriter’s time and effort.
  3. It can generate draft content, allowing copywriters to focus on the creative aspect of writing and save time on the more technical aspects.
  4. It can proofread and edit text, helping copywriters identify errors and improve the quality of their writing.
  5. It can identify repetitive words and phrases, helping copywriters to eliminate redundancy and improve readability.

It is clear that ChatGPT-3 can be a great tool, but it still can not replace copywrites, and probably won’t anytime soon. 

AI’s purpose is to help people, not go against them. Thus, we can rest assured that copywriters’ jobs aren’t in danger; instead, they should use AI’s potential to enhance their work and improve their writing process while focusing on the creative aspect of writing.

– Irma Basheska Ristovska

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