AI Copywriting Effectiveness – A Closer Look

Even if we don’t actively pay much attention to it, artificial intelligence is present in our lives and assists us during many tasks and challenges of daily life. We deal with it by using voice assistants (e.g.: Siri, Alexa, Google Assistant), or using Face ID to unlock smartphones. We’re hearing more and more about smart vehicles that basically require little more from the driver than to be present in the car, and active cruise control is now a must-have standard in high-quality new vehicle models. Seeing this progress, in fact, it’s easy to conclude that it’s a matter of time until artificial intelligence starts assisting us even more noticeably on the job sites as well. We’ve all heard about „robots that will do the work for us,” but the current realities are somewhat less advanced. Nevertheless, they could be useful for representatives of many industries, including advertisers. 

One of the tools offered by the capabilities of artificial intelligence that we can use in the Internet marketing industry is AI (Artificial Intelligence – Artificial Intelligence) Copywriting. 

What is AI Copywriting?

AI Copywriting uses artificial intelligence to generate text proposals automatically, in a minimally short amount of time, based on information and settings provided by the user. The types of copy we can generate in this way are numerous – from short advertising texts to advanced articles and blog guides. Programs that generate content in this way use machine learning processes and natural language processing to offer us us workable texts in seconds. 

This method of generating content has already gained quite a bit of popularity overseas – you may have heard about the case of California student Liam Porr, who created blog, where only texts generated with the help of a tool using artificial intelligence, GPT-3, were published. One of these very texts gained enormous popularity and was ranked first on a popular website, Hacker News As you can see – it is not difficult to get through such a text without a shadow of a doubt that it was written by a man. If you don’t believe it, you can see for yourself by going to read one of the most popular articles generated by GPT-3

Interest in the use of artificial intelligence for composing texts has grown exponentially as of the turn of 2021, as perfectly demonstrated by the search trends for this topic using the Google platform. This is because before, queries about such tools were linked to single searches, only to turn into dozens or even hundreds of them. The issue has been most popular in Singapore over the past five years.  

Is AI copywriting effective?

The example cited above of using artificial intelligence to write articles for a blog proves that this form of text generation can be effective for longer texts. However, how is it with short advertising texts? Can artificial intelligence create content that will be „clickable” and become a source of new conversions?

The answer to this question is quite complex. After all, we have to take into account that we have many platforms to use that offer the possibility to „recruit” AI to generate content, and one of them will not be equal to another. We should also keep in mind that artificial intelligence, like humans, is not omniscient and usually performs better in some areas than others. It bases its ability to generate text on the doze of information and statistics it has been provided with so far, and it makes sense to focus on using generators that specialize in a particular area. For example, when looking for a platform that will provide us with a wide selection of e-commerce texts, it is important to pay attention to whether it focuses around data from this particular field and whether this will give our texts a „specialized” tone. Like us – no AI tool will be able to create valuable content without prior „research”.

The effectiveness of AI-based copywriting tools can also be measured by our needs for them. If we expect the machine to do the work for us from scratch, we will most likely be severely disappointed. Such a tool is not a way to fully replace human labor, but rather a supplement to it, or a way to level out our lack of ingenuity when we stare at a blank page for too long. If time is of the essence – AI copywriting is also certainly a good choice. Artificial intelligence-based copywriting tools are definitely faster at creating initial drafts than humans, but we have to keep in mind that each such draft will require our analysis and sometimes proofreading. However, we save the precious minutes we would have spent tapping on the keyboard if we had not considered using such a tool.

What AI copywriting tool to choose?

When choosing a copywriting tool, we must remember that, unfortunately, on the Polish market this field is not yet as well developed as we could dream of. Admittedly, we can use the platform Simplified, or a free tool in beta version – Smodin, but only if we care about an English-language tool can we talk about a real wide choice. This is because in Poland platforms of this type have not yet gained such popularity as in some Asian countries, Canada, or the United States. 

The vast majority of tools offering AI-created copywriting are paid, with prices for their monthly subscriptions ranging from $10 (about $45), to as much as $200 (about $900). However, a sizable part of the platforms offer a free trial period, usually lasting a week, which gives us the opportunity to try out the provided functions, which, contrary to appearances, differ between these platforms. 

Copywriters themselves often analyze tools focusing on their effectiveness, and Isla Bruce, a copywriter with more than 12 years of experience in content marketing, in her article for Half Past Nine she most praises the copywriting generation tool, Jasper However, it is the most expensive tool the author of this article has featured, costing more than $115, or more than half a thousand a month. Whether this amount is high we will already leave to your individual judgment, noting, by the way, that the average monthly cost of hiring a copywriter in a company is the employer 4830 zloty per month. 

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My-recommendation – Writesonic

If our budget is not able to give us access to a tool like Jasper, and besides, we want to use non-English texts in our marketing efforts, we can target a much cheaper choice such as Writesonic Not only is the tool less expensive, it also allows us to generate texts in Polish (as well as twenty-three others, from Spanish to Finnish)! The Writesonic platform offers the ability to generate website texts, advertisements, blog articles and much, much more! The tool has a free trial period, but it does not work on the basis of a time slot in which we have access to all premium services. This is because during the trial period we receive 10 „credits”, which we can use for any text (for example, – generating a landing page full text will cost us 5 credits, and three proposals for descriptions of creations on Instagram – 1 credit). Thanks to this possibility, we do not buy a cat in a bag, and the basic package, which we can choose after deciding to continue using and Writesonic.ai tool after the trial period will cost us $15, or less than 70 zloty per month. 

Trying the Writesonic tool, I didn’t get a perfectly polished text (there were quite a few logical errors in it), but it was a great start for me to build a valuable description, for which I just didn’t have a creative idea at the time. All I had to do was enter a bit of explanation into the required headings, click the appropriate button and… voila! A few tweaks and the blank page in front of me was quickly filled with a copy containing everything one would think of.

Already knowing what AI copywriting is, how much our potential investment in such a tool will be, and knowing its basic functions, we should ask ourselves one more important question:

Will AI copywriting tools soon replace copywriters? 

The answer is very short and very simple – no. At least not in the near future. I say this because even though AI-generated content can be very useful and often effective in generating clicks and conversions for us where we need them, we can never be sure that it is error-free. Often with long, artificially generated articles, we may encounter numerous logical errors in sentences that require the vigilance of the human eye. This issue alone is a dealbreaker for many advertisers. After all, even investing in a tool that offers the use of artificial intelligence for drafting, we would have to a) spend our time making corrections, or b) hire someone to make those corrections for us. 

It is nevertheless worth thinking about the different kinds of benefits that human-artificial intelligence cooperation can bring us, and to be open to it – not to completely exclude either one or the other when assigning tasks in the workplace, but rather to let them complement each other. Only this way can we be sure that both artificial intelligence and human intelligence perform their tasks 100%.