Understanding AI copywriting and why it might be bad for your website

Understanding AI copywriting and why it might be bad for your website

Everyone is aware of Artificial Intelligence (AI) and the way it has been making a lot of strides. Many AI-powered tools have become available on the market. However, only a handful are worth their money and salt. 


Those who know how to use these tools properly can save themselves a lot of time and money with each sentence present. They do not have to start from scratch. They can easily focus on editing their work, scaling it up or down, and then optimizing it for the online world. The content can be positioned well on both search engines and among the audience too. This indicates more robust outcomes without spending any extra energy. 


A lot of AI-powered tools have changed the way web content is being created. They are designed to deliver top-notch results and converse with users like humans. However, despite all the advancements that have been made, AI is still a misnomer. AI-powered chatbots are not making the cut properly. They lack a proper contextual understanding of human input and emotions.


What can these powered Chatbots produce? And what can make them a problematic tool?


These chatbots can produce very good responses and results. They can generate the following in a few clicks:


The outcomes of these chatbots are very good. However, the problem lies in the way these chatbots receive the prompts. That’s right! Prompting them to produce the needed outcomes is like feeding a parrot a box of crackers and also, dealing with elementary languages like GW-BASIC. 


What is the general state of AI development?


Those who are asking about the general state of AI development, should not look any further. Real-time artificial intelligence (AI) is also known as Artificial General Intelligence (AGI). It refers to a hypothetical AI system that possesses the ability to understand, learn, and apply knowledge. That knowledge should be applied to many tasks the way humans do.


Technology professionals and researchers claim to have made a lot of advancements in AI research. However, the development of real-time AI is still quite a challenge. A lot of experts are calling it a misnomer of sorts. The reasons for this are as under:


Human intelligence is complicated


Everyone knows human intelligence is complex. It can be understood but to a certain extent. Replicating it has become next to impossible.


AI systems are trained on Limited Amounts of Data and their Understanding is also limited too


AI systems require large amounts of data to be trained upon. This hence proves that they are not as intelligent as they should be as they keep spinning data and information to give users responses based on their prompts. They also cannot understand human behavior completely and despite the hard work, AI still lacks an understanding of human emotions.


There is an evident lack of clear goals


Defining intelligence and human-like behavior is challenging. Human behavior is itself complex and does not have a uniform definition.


Technological barriers and hurdles


Developing AI systems that can generalize across many tasks, learn from experience, and even adapt to new situations is not easy. It is a daunting technological challenge, and many have failed at it constantly.


How effective are AI copywriting and content generation tools?


AI-powered copywriting tools are only as good as the copywriters provided the latter know how to use these tools properly.

However, the lack of the correct skills can leave the work of copywriters in serious jeopardy. A website with bad copy and content is vague, not authentic, and factually incorrect. Google and either search engines or other authorities will penalize the website. This will cause its rankings to crash.


This is why each business, brand, and company alike should have very good content and copy on their website. They should connect with customers and avoid plagiarism if they want to make the mark and get a ranking on Google and on all search engines.


There also comes a question of when to use these tools. Because at times, there is no way that a machine can beat a human. Most machines are binary mechanisms running on 0 and 1 that are on and off, do or don’t, and the like. Humans are complex creatures because they know when to pull the trigger, and when to drop the gun.


For what reasons does a website’s content and copy matter?


A website’s content and copy matter a lot for many reasons. They both serve as a digital spokesperson and the business’s ambassadors in the online world. They both represent the business’s personality, tone, and values. Properly crafted content helps establish credibility, reliability, and trust especially with both customers, users, and visitors alike.


It helps build a connection that can lead to improvements in customer loyalty and retention. Content has an important role to play when it comes to search engine optimization (SEO). A relevant and optimized copy can help improve visibility and drive organic traffic upwards.


Additionally, engaging content can help raise user engagement, cut down bounce rates, and improve conversions. Effective content and copy can help differentiate a website from the rest and set it apart in an ever-competent marketplace.


Everyone knows bad copy and content are a recipe for disaster. The robotic tone, clouded messaging, and sloppy vocabulary not to mention the grammar mistakes. They can be either troubling or unimportant. But they are a pain in the neck. They can instill doubt among the audience in the business, brand, and company alike.


Content and copy that are clear, captivating, and concise in a consistent fashion helps encourage prospective customers to convert, and even engage with a website for longer periods. Let us now explore the reasons why it is important to pay good attention to the website’s content and copy:


A very good content and copy help establish a proper connection


Storytelling in a conversational tone can help each business, brand, and company alike improve their messaging and establish a connection with their respective audiences. They can create a bond based on emotions. 

If the messaging accurately reflects the brand’s persona, then the business will have more likelihood of attracting and engaging the right kind of customers.


The right kind of content and copy help establish credibility and trust


Accreditations and social proof are indeed worth everything. Proper grammar, spelling, and context in both the website’s content and copy will help position the business as authoritative, professional, dependable, and trustworthy.


Correct content and copy help provide clarity in certain matters


Copy and content that are correct can provide clarity to users and visitors alike. They can convince them to take certain actions (via clear Call to Action (CTAs) placed) by highlighting certain solutions for their particular issues. They can also mention why choosing that very business is beneficial for them over others.


Properly crafted content and copy provide good utility


Legitimate facts are key!


That’s right: Fact Sheets, guides, manuals, eBooks, blog posts, and other forms of long-form copy are instrumental in explaining each aspect of the products/services businesses, brands, and companies alike have to offer.

This kind of information eases customers’ lives and gives the business’s reputation a monumental boost in the market as an authority of repute.


Correct content and copy help improve a website’s visibility


Search Engine Optimization (SEO) includes the best practices aimed at boosting the website’s position on the Search Engine Result Pages (SERPs). Bing, Google, Lycos, DuckDuckGo, StartPage, and Yahoo are principal search engines given very good consideration. 


Higher Rankings mean more visibility in the digital space. This is crucial because of businesses skip it then they will never be discovered.


Understanding Artificial Intelligence Briefly


Everyone knows that AI means Artificial Intelligence that is the ability of gadgets, devices, and software to mimic the cognitive and intellectual abilities of the human mind. The more it interacts with humans, the more it improves itself and learns more about them.


As a consequence, these inanimate systems are instrumental in conducting tasks reserved solely for humans. They have been instrumental in halving the burden of humans. However, it has also been ostracized for creating far too many problems than solutions. Let us briefly explore two key categories of artificial intelligence.


Artificial General Intelligence (AGI)


This form of artificial intelligence is something that the world has seen in movies and other entertainment. It features cognitive abilities resembling that of humans. AGI systems can solve complex tasks like real people.


Artificial Narrow Intelligence (ANI)


This form of artificial intelligence is made to solve certain problems, like writing a proper article for the world to read. ANI only conducts one kind of function but with a lot more efficiency than typical humans.


In what ways does AI-powered copywriting work?


Professionals from a well-known web design company in Dubai have kept tabs on AI-powered copywriting for quite some time. They have determined that AI-powered copywriting tools have been trained on a large data set of online content. They are scouring the internet like crawlers for vast amounts of data already online. Call them a combination of parrots & vultures if possible.


They make use of machine learning algorithms to detect patterns of the kind of data users need and the kind of complete information they need. They use their own linguistic skills and can write any form of copy and content needed especially:


Large Language Models (LLM) are a form of AI that are trained to predict the next word in a sentence a person can potentially type. It is like predictive text in mobile devices but on a whole new level.


LLMs aren’t necessarily a work of magic. AI-powered copywriting tools are no doubt a very powerful assistant in comparison to some sentient AI life forms. However, it still requires training on data on a vast array of subjects and topics to understand enough context and to write a compelling copy.


Unfortunately, LLMs are becoming part of the misnomer known as AI.


The art and science of prompting chatbots - how is it done?


Speed is not an issue when it comes to using AI-powered copywriting tools. Many tools can produce more than a thousand words in a matter of seconds. However, in terms of quality, quantity is preferred by these tools. For instance, let us consider one person briefing another person on a particular subject, say a creative brief for a digital ad.


When it comes to using AI-powered copywriting tools to create the mockup for an about us page, it needs clear instructions and background information on the subject matter at hand.


Prompts are the main guiding force of these AI-powered chatbots and copywriting tools. These tools will analyze content similar in nature and what users want by scouring the internet for such content. Then they rework it after finding it and repurpose it as per the user’s request and requirements. If the input is crystal clear then the output will also be crystal clear. 


Let’s say for instance, the chatbot can be fed a blog post’s heading and subheadings. It would either generalize or create something more precise (depending on the kind of tool being used). If it is provided a wider understanding to help guide its approach, then the copy produced would be really good.


However, in most instances, the output produced requires a wholesome amount of editing to ensure it is free of plagiarism and other errors. Another problem is that the AI detectors in use nowadays aren’t worth their money.


Hence to cut a long story short; content professionals should have clear and concise parameters when they are using CI-powered chatbots and copywriting tools. The tone, the voice, the target audience, the unique selling points, and any other details should be mentioned to these tools so they can produce compelling outcomes needed for the audience plus no need to tweak it too.


Let us now explore the nature of the prompts required to get the best out of these AI-powered tools:


What 


This means stating the desired action. An example would be writing 10 or 20 Frequently Asked Questions and their Answers regarding using a particular smartphone.


Where


This prompt helps clarify the exact channel and location where the copy/content will be published and exhibited. An example would be the content of a service page regarding services like real estate settlement lawyers, construction claims, automative repairs, and the like.


How


The message’s format, conversation’s tone, word count, anything not needed, and any further considerations and requirements are specified. This helps the copywriter give proper instructions to the chatbot.


This is where copywriters must ensure that each FAQ is written in an empathic and professional tone. It can also be optimized as per the best practices of Search Engine Optimization (SEO). Even the Word Count should be around 100, nothing more or less. Neither excessive pronunciation nor emojis or any other pun will be used.


Who


This prompt pertains to the proper description of the target audience, their interests, demographics, issues they face, and possible solutions to their problems.


A webpage that appeals to adults seeking legal divorce due to either separation or having gone through a divorce so they can have settlements in the best interests of both parties and have their lives safeguarded via proper asset distribution.


When


This pertains to the time the content will be published. Like it will be published on Valentine’s Day for readers looking to make the most of the day.


Why


This pertains to the ultimate objective of the copy i.e. what will be its purpose.


Alternatives to ChatGPT that are their money’s worth


ChatGPT is not the only AI-powered copywriting tool cum chatbot that is worth using for making website content and copy. Some alternatives can help users craft compelling copy and content to get things done.That’s right! Content marketers and copywriters alike can explore AI-powered tools that provide proper analysis of grammar, spelling, and tone. However, the contextual aspect remains in the hands of humans.


These AI-backed tools can also provide idea generation, and optimization features to create compelling and clean website copy that resonates well with the audience. They can even refine the language to generate wholesome content. Not only can they save time in writing and generating ideas, they can also produce copy that can



Let us now explore the top alternatives to ChatGPT:


Copy.ai


Copy.ai is a noteworthy alternative to ChatGPT that produces almost publication-ready draft material. The outcomes it produces need only slight amendments. Its process is robust and it has shown a near human-like understanding i.e. give it a brief that covers the topic and gives it some creative guidance too to approve the proposed outline.


It does not take much time to produce the needed results. Moreover, it can be used to write blogs, emails, social media posts and the like. Copy.ai can produce 2,000 words for free each month and its paid plans start from USD 50 a month.


Jasper


Those who desire to have top-notch content across multiple communication channels and departments can find Jasper to be the best fit. This tool excels at creating content that not only looks like as if a human made it but also sounds and fells the same. Teamwork is the key essence behind its algorithms.Jasper has an expansive collection of templates in its cloud storage, and both Small and Large businesses can make good use of it. They can brainstorm ideas with it, fine-tune the outcomes, and then fix them. The tool has a document-style platform. Its also user-friendly.


A free trial of up to 10,000 words is offered. Paid plans are variable going from USD 24 to 500 a month based on word count.


Google Gemini


Google Gemini was previously known as Bard. This AI tool is about insights that are deep and based on real-time opinions. It can help digital marketers and other professionals learn about their respective fields. For instance, the former can end up learning about investing more in Paid SEO, Organic SEO, or PPC in digital marketing.


Content Creation is also among its plus points. The tool receives prompts and performs requests based on text and provides content, copy, and accurate translation. It utilizes the LaMDA LLM that is trained on external sources of knowledge especially public discussions and web data.


The risks of using AI-powered Copywriting are wide and many - why should professionals be aware?


The rise of AI-powered copywriting tools has raised concerns about content being authentic and original. The lack of human touch in written content is becoming visible. The content generated lacks the creative spark and emotional depth that is a hallmark of human writers. 


In short, AI cannot replace humans, especially in writing because AI-generated content looks and sounds conventional, has no nuance, and is often unable to replicate the subtle sense human communication has. This is why relying on AI-powered copywriting tools is not worth the money.


Here are some reasons to prove it:


Conclusion


AI-powered copywriting may not work for website content and copy anymore. The requirements are more stringent and AI-powered tools are simply losing their edge. AI itself has proved to be a misnomer of sorts and is not becoming any better at all.


The competition in the digital space is becoming intense. More consumers are aware of AI-generated content and it is making them lose their confidence in the digital space. This is why professionals need to be very careful when creating copy and content for their sites via AI.