Why humans are still better at blogging

Why humans are still better at blogging

The growing profile of artificial intelligence (AI) and machine learning (ML) has led to a growing debate about the future of human copywriters. Do humans have a future in the world of machines?

Journalists, commentators, and even some copywriters have suggested that AI could eventually replace human writers. The impact would be enormous, leading to a loss of jobs and a significant shift in the industry. 

However, while AI and ML certainly have their benefits, there are several reasons why human copywriters are still critical. The reality is that humans are still better at blogging than machines – and they probably always will be.

Creating connections 

Human copywriters have a unique ability to connect with their audience on a personal level. 

They (we!) can understand the nuances of language, including tone, voice, and style, which can be difficult for machines to replicate. 

One prime example of this would be local businesses. Asking AI to write about a small business in Bristol would be better suited to a Bristol Copywriter, as they know the area, they know how to make the article appeal to that audience, an AI would struggle with that connection no matter how advanced it was.

As a result, human writers are better equipped to create content that engages and inspires readers. This works for an emotional blog post or a persuasive sales pitch.

It's about more than just the quality of content. Human writers can adapt to changing trends and preferences machines can’t. 

While AI and ML can certainly analyse data to identify patterns and predict outcomes, they cannot match the creativity and flexibility of human writers. Human writers can adapt their content strategy quickly and effectively. This means they can shape their messages for new social media platforms, adopt unique writing styles, or adjust messaging to meet changing market conditions.

Humans can use their skills to create connections through powerful and persuasive content. We’re adaptable and intuitive in a way machines will never be.

Thinking critically

AI and ML lack the uniquely human way of approaching a task or analysing data.

While AI and ML are undoubtedly capable of processing vast amounts of data, they cannot match the critical thinking skills of human writers. 

AI and ML aren’t (in the words of Apple) able to think differently. Doing so is fundamentally alien to them. 

You should also consider just how specific and accurate an AI written article would be if it were to do with life and death medical issues. Would you rather trust a qualified and specialist healthcare copywriting business to produce an article your customers would see about something medical, or an AI. We think the choice there is pretty obvious. 

A human writer can identify gaps in a company's marketing strategy or uncover new growth opportunities that a machine would overlook.

Furthermore, human copywriters bring authenticity and empathy to their work that machines cannot replicate. In an era where consumers increasingly demand brand transparency and authenticity, human writers are uniquely positioned to provide this. In addition, they canadd personality and emotion to their writing, which can help to build trust and rapport with their audience.

Collaboration, not competition 

The conversation currently pits human writers against machines in the battle for content. But is that the right way to approach this?

In reality, human copywriters are not necessarily competing with AI and ML. Instead, these technologies can be used to augment the work of human writers, helping them to work more efficiently and effectively. 

AI-powered tools can use algorithms to help identify areas to improve a writer's work, suggest alternative phrasing or highlight potential errors. (We already use spellcheckers, for instance, so what’s the difference?). Incorporating technology into the writers’ toolkit enables us to focus on delivering creatives solutions, while leveraging the benefits of technology.

We can’t deny that AI and ML are valuable tools for content creation, but human copywriters are still critical. They bring a level of authenticity, creativity, and empathy to their work that machines simply can't. In addition, humans are better at communicating with other humans – and that won't change. 

Ultimately, the combination of humans and machines will produce the best content and drive the greatest results for every business.