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ChatGPT: game changer or game over for copywriters?

Updated: Jul 3, 2023

Since its launch in November 2022, ChatGPT has fast become an integral part of our professional lives. And with some (good old-fashioned) screaming media hype, it’s become impossible to ignore.

Being human (and yes, this blog piece was written by a human, not AI), ignore was my first reaction, together with a little sulk in the corner as I read again and again about how ChatGPT will radically change the way copywriting is done, and de facto, how I and thousands like me may not be, ahem, ‘required’ any more.

ChatGPT is a large language model trained by OpenAI with the ability to generate high-quality content quickly and efficiently. It’s a potential game-changer for professional copywriters facing tight deadlines and editorial pressure to produce persuasive, engaging content that resonates with their target audience.

With natural language processing (NLP) capabilities it can generate content that is tailored to specific industries, niches and audiences, making it possible to create highly relevant and targeted content.

It all sounds good, and it has many of us thinking (and fretting, too). But the more experimenting we’ve done, the less we’re fretting.

ChatGPT can definitely help streamline the content creation process by automating some of the groundwork (or is that grunt work?).

But I haven’t read much AI generated copy that is a delight to read, or surprising, or nuanced or subtle, nor daringly or beautifully written. And that is the kind of copy that, in our experience, reaches people. Because people are not just segments, targets and demographic groups. They have sophisticated, complex and nuanced capacity to read, feel, interpret and process information.

Universities have survived Google, print publishing has survived iPads and Kindles, while hotel chains have survived (and are thriving) post AirBnB. Life is big enough to allow multiple and simultaneous truths.

ChatGPT is a crazily powerful tool, and we can use it for some of our work some of the time, but at DMA Partners we are using it as a call to action, a rallying cry to continue doing what we do best - writing with spark, flair and with a genuine human connection to the people and world around us.

Shakespeare never saw snowflakes framed and lit in the light of passing cars, nor nighttime NYC, nor the face of an intimate and distant moving image of smiling friends on a smartphone screen.

Change, beauty and possibility are all around us. It is our most human characteristic to aspire and to reach for better. So how about if we do just that?


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