Could AI Replace Human Content Writers?

Artificial Intelligence (AI) has begun to appear everywhere around us in the last decade. It is now apparent that this technology can take many forms; from virtual assistants in our smartphones to self-driving cars, it is here to stay. But what exactly is AI?

According to IBM, AI is the simulation of human thought processes by machine systems, making the latter capable of solving problems and making decisions like a human would. This means that AI machines are even capable of learning and developing their skills. So, it hardly comes as a surprise that this newfound intelligence has caused anxiety about whether it could replace human professionals at their jobs.

AI In Writing

AI is already present in the copy world, for example, in writing aids like Grammarly. It can spot errors in human writing and produce a text based on existing data and patterns that it locates and processes. Yet, AI is not fully trusted to create professional-level written content so far. Instead, its use in the writing realm is currently limited to product features and sports game score pieces, mainly for AliBaba and the Associated Press respectively.

This is not to say that the two companies are the only ones using AI for their copy. For instance, Persado has developed an AI writing tool that helps businesses automate their online marketing messages. Despite it sounding like a breakthrough, in practice, the tool doesn’t always deliver the desired results, with users reporting that its copy makes little sense sometimes.

Writing Professionals Shouldn’t Fear AI

Although AI can discern and process patterns that make it capable of creating its own texts, it lacks the human attributes that make content relatable and engaging. Creativity, emotion, empathy, and nuance are all necessary ingredients for quality content writing, but they are also elements that machines do not possess—at least so far.

Human content writers are superior in that they know what resonates with other humans. They are aware of words and phrases that click with human readers, not to mention that they can communicate personal experiences and feelings. AI falls short on these essential characteristics. It is also unable to grasp the nuances of different tones in writing and audience needs and brand goals. But perhaps more importantly, it cannot turn data and patterns into broad, enlightening ideas.

These shortcomings mean that, on the one hand, AI-produced content is rarely emotionally engaging, and on the other, it is rarely authentic. In other words, while it can imitate language, this type of intelligence cannot imitate expression. For this reason, the technology is better suited for stating mere facts, which is why it has mostly been restricted to product descriptions.

What’s In Store For The Future?

While AI is beneficial to many businesses for various purposes, its most triumphant success so far lies in the manufacturing field. When it comes to content writing, existing AI is not advanced enough to replicate human creativity.

For the foreseeable future, the most probable place of AI in writing is aiding human writers. It can be an excellent writing assistant to humans, whether in terms of grammar, syntax, fact-checking, or keyword recommendations. It can also boost productivity by saving writers the time required for the tasks mentioned above.

Humans Remain The Top Choice For Content Writing

Content writing is a job that demands much more than producing coherent text. In fact, it requires more than simply “intelligence” as, above all, it is about connecting with the audience. So, how could a machine succeed in that domain when it is by definition unable to fathom the complexity of emotion or partake in human relationships?

Although the world of entertainment has tried to convince us otherwise through multiple movies and television shows, there is no sign of AI reaching human levels just yet. Of course, the technology continues to advance, but it is doubtful that a machine will ever manage to produce text that ticks all the boxes for human readers.

On that account, content writers can rest assured that their future at the job remains secure. Nevertheless, they should consider using AI as a tool to improve their written content and save valuable time.