Creating copy that stands out is a must for brands these days, but sometimes it can feel like a hefty task, and one that usually falls by the wayside.
For many, the siren call of AI feels like an easy solution. After all, technology has advanced now that, with the right prompt, you can create a month’s worth of content in a matter of minutes.
Yet, there are some pretty big downsides you should consider before treading the path of AI content.
1. No original copy
If you don’t know how AI works, it’s essentially a tool that crawls through existing content before stitching relevant pieces together to create new copy.
This means that the “new” content being written is a soup of existing content, using other people’s work and moulding it into something resembling website copy.
2. Depersonalisation
No matter how well you train an AI, there will always be something “off” about the content that it makes. If you’ve spent a while creating a brand guide and tone of voice, introducing AI content would be like propping up a zombie at a shop counter and expecting no one to notice.
3. Inaccurate information
Newsflash: people on the internet lie.
This has always been true. Unfortunately, AI isn’t quite sophisticated enough yet to be able to fact-check everything it churns out.
Because of this, if you do use AI content, it’s important to comb through it and check all of the information. But, at that point, you might wish that you’d just written the content in the first place.
4. It’s pretty obvious
As more and more people are exposed to online AI content, it’s becoming easier for them to recognise when copy was written by man or machine.
Even if they can’t exactly pinpoint why, your audience is probably going to notice that there’s something not quite right with your copy.
And if they do, it can sow the seed of distrust in your content, and therefore your brand.
When it comes to creating copy, it’s best to err on the side of caution and avoid AI tools altogether, especially when building your brand. Not only can it make your message feel lifeless, it can alienate your audience altogether.
For more content writing insights, check out the It Works blog. Alternatively, get in touch to see what services we offer.