AI in content marketing is everywhere!  Last year, it was worth a mind-blowing $37 billion and it’s set to have a $107 billion market share by 2028.  And while the AI frenzy continues to gather pace, there are plenty of people out there who will tell you that the role of a human copywriter is doomed!

But whilst the technological leap that we’re currently in the midst of brings efficiency and scale, it’s not without its pitfalls.

So, I thought I’d do some research and have a look at some areas of interest if you’re considering replacing your creative staff with artificial intelligence:

  • What are Google’s guidelines on AI-generated content and how does it impact your website’s SEO?
  • Why does AI struggle to grasp the nuances of human emotion and specific industry jargon?
  • The unmatched value of human creativity and ethical judgment in storytelling is more powerful than you realise.

I also want to look at why balancing AI tools with human expertise isn’t just a choice – it’s vital for quality content creation.

A Warning for Website Owners

a yellow road sign with the word 'warning' in front of a beautiful sunsetWhat’s Google’s stance on AI-generated content?

Google’s algorithms are getting smarter, and they’re not fooled by you or your AI-generated content.  In a world where authenticity and user experience reign supreme, Google prioritises original, human-created content in its web rankings.

You need to know that your website may be penalised if it’s seen to be over-reliant on AI for its content.  Non-human copywriting can lead to lower search rankings that impact your online visibility and reduce the amount of traffic that you’re subsequently able to drive to your site.

Google has made it very clear that it values content that provides high-quality value to users.  When it comes to churning out AI-generated articles, the content can lack the depth and insight that an experienced and knowledgeable human writer offers.  Again, this can critically impact your SEO performance.

“When it comes to automatically generated content, our guidance has been consistent for years. Using automation – including AI – to generate content with the primary purpose of manipulating ranking in search results is a violation of our spam policies.”
Google for Developers 2023

Understanding Google’s approach helps us see the bigger picture.  It’s not just about filling your website with content or stuffing it with keywords.  It’s about creating meaningful connections with your audience.   And the more ‘great content’ your audience reacts to (views, clicks, downloads etc.) the higher your content is likely to be ranked by Google.

Where Machines and AI Fall Short

AI’s understanding of human language has its limits.  This is especially true when it comes to nuances, colloquialisms and industry-specific jargon.  AI often misses the subtle emotional cues that human writers naturally and effortlessly understand.  This is crucial in industries where empathy and understanding are key.  While AI can process language, it struggles with the context and depth of industry-specific terms.  Human writers on the other hand, with their years of experience, navigate these complexities effortlessly.

This limitation of AI highlights the importance of the human touch in content creation, particularly in sectors where empathy and connection matter most.

The human experience of emotion, including our biological responses to it, has evolved over millennia.  Our blood pressure, heart rate and release of hormones are all important factors in how we respond to storytelling of any kind … and just another reason why you need to have a human copywriter in your team!

The Human Art of Storytelling

lots of words all relating to storytelling, written in white chalk on a blackboardStorytelling is a skill where humans unmistakably outshine AI.  Unlike AI’s pattern-based approach, humans bring an innate creativity to storytelling that can involve all our senses, whilst often evoking memories and nostalgia.

Human writers excel at connecting emotionally with their audience – in particular, we’re incredibly good at using analogies to help explain things in a relatable format.  We weave stories that touch hearts, stimulate minds, inspire, motivate and can reduce people equally to tears as well as laughter.  These are things that AI can’t replicate.

The human ability to tell compelling stories is irreplaceable and it’s been fundamental to our journey throughout the ages. It’s this skill that captivates our audience and creates lasting memories.

The Human Advantage in Content Creation

Ethics and your brand voice are where human copywriters truly excel.

In sensitive sectors such as healthcare, human copywriters navigate ethical considerations with care and understanding, a quality lacking in AI.  It’s how we know how to be empathetic when discussing topics such as bereavement and tragedy and sensitive to cultural changes in language and behaviour.

Consistency in your brand’s voice is key to getting your audience to trust you.  Remember, human copywriters and content creators are adept at maintaining a brand’s unique tone and style across various content pieces.

Adapting to Feedback and Market Trends

The dynamic nature of our world today requires adaptability, a trait we humans excel over AI. Whether it’s responding to local trends or international news events, we are quicker and better at responding with sensitivity and awareness than AI programs.

This adaptability is a key advantage for human copywriters, helping us to keep content strategies aligned with the ever-changing global landscape.

Embracing the Best of Both Worlds in Copywriting

Joanna Aitkens - Marketer and Copywriter specialising in medical, healthcare and technology sectorsI honestly don’t believe that copywriters should fear AI.  If anything, our skills are needed more than ever.  Our experience and depth of knowledge will outperform AI.  As I’ve mentioned already, Google’s preference is for high-quality human-created content.  They’ve openly said that they continually search for ‘great’ content and continue to keep raising the bar.

The future of copywriting isn’t about choosing between AI and humans, though.  It’s about how best to combine their strengths.

If you’re looking for someone who can navigate both worlds and deliver outstanding content for your brand, look no further.

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