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Generative AI in Copywriting: A Complete Guide in 2024

97% of marketers believe that content writing is an essential marketing approach, and 60% of marketers report bringing in new consumers as a result of their content marketing efforts. Copywriting has become essential to digital marketing as businesses strive to increase their online presence and attract more customers. Effective copywriting can assist a company in

However, creating high-quality and engaging content can be time-consuming and challenging. This is where generative AI comes into play. We prepared this guide to inform businesses about the benefits of generative AI in copywriting, its use cases, best practices, and limitations, and to provide insights for incorporating the technology into their content creation strategies.

What is Generative AI?

Generative AI falls under the artificial intelligence (AI) umbrella and can generate new content, such as text, images, or videos. After being trained on large amounts of data, these models can learn to generate output indistinguishable from human-created content. ChatGPT, for instance, is a cutting-edge generative AI model capable of producing natural language text in response to a prompt or input. It keeps 570 GB of data, which is made up of numerous written content like books, articles, websites, etc., in addition to 176 billion attributes.1

A visualization of generative AI tools categorized by visual, audio, text, and code generators

Figure 1. Visualization of how generative AI tools can be used in different types of content creation

How do Generative AI tools work?

Generative AI models require a large amount of training data and computing resources to function appropriately. Once trained, the model can generate new content by taking a set of input parameters and producing an output.

For example, if you enter the prompt “Once upon a time,” a generative AI model may generate a new story beginning with that phrase. Here’s an example of what the model could produce:

Example of content written by generative AI in copywriting

Figure 2. Example of a content creation using ChatGPT-3 with the prompt “Once upon a time”

4 benefits of AI content generators in copywriting

1- Speed up the writing process

AI copywriting tools help produce headlines, titles, descriptions, or overall content in minutes. This is especially advantageous for companies that produce a lot of marketing materials, like companies in the e-commerce industry or major advertisers. As AI can quickly generate large volumes of content, it saves time for copywriters and enables businesses to create more in less time.

2- Overcome writer’s block

Writer’s block happens when a content writer feels trapped and unable to generate fresh concepts or strategies. Copywriters can overcome writer’s block and discover new directions by employing AI to generate a list of probable ideas or prompts.

Copywriters can concentrate on other areas of writing, like editing and fine-tuning the content, by employing AI to generate headlines, taglines, and other copy elements. This can lighten the writer’s cognitive burden and simplify generating fresh concepts and strategies.

3- Reduce costs

External contractors or agencies may be eliminated with the help of generative AI. Businesses can avoid the high costs associated with hiring external copywriters or agencies by using AI to generate copy, which can be especially costly for small businesses or startups.

4- Create a consistent brand image

By learning a company’s language patterns and style, generative AI can ensure constant messaging, leading to more coherent marketing activities and a stronger brand image. AI-generated copy components can also guarantee messaging coherence across various campaigns and media, strengthening the brand’s message and values for boosted engagement and loyalty.

Top 6 use cases of generative AI in copywriting

1- Website content & blog posts

AI can generate a first draft of the article or blog post, which can serve as a starting point for human writers to refine and customize the content as needed. Additionally, AI can assist in the research process by identifying relevant sources and citations to support the article’s claims and arguments.

2- Social media posts

AI models can find topics, keywords, and content formats that resonate with the target audience by examining consumer data and social media trends. They can then generate posts that align with these customer insights. Each social media platform’s character limits, hashtags, and multimedia formats can also be modified to match the needs for AI-generated posts.

By employing AI to generate social media posts, businesses can give managers more time to work on other parts of social media strategy, such as engagement, analytics, and community management.

3- Product descriptions

Generative AI can create product descriptions that highlight the qualities and advantages of the product in a way that appeals to the intended market. Businesses may utilize generative AI in writing compelling product descriptions of high quality, which then increase sales and engage customers.

4- Search Engine Optimization (SEO)

Search engine optimization (SEO) is accomplished through a combination of technical and creative strategies, such as:

  • optimizing content for keywords
  • constructing high-quality backlinks
  • increasing site speed and mobile-friendliness
  • providing a clear and easy-to-navigate site structure.

Generative AI tools can identify the most relevant keywords and phrases for the target audience and incorporate them into the content to improve its ranking on search engines, which is crucial for SEO. Besides, by analyzing the content and linking structure of the website, generative AI can suggest new opportunities for linking, improving the overall flow of the content, and increasing its search engine ranking.

5- Content for mobile apps

By generating content that is optimized for the mobile experience, generative AI can aid in the creation of content for mobile apps. AI models can identify the types of content and formats that are most effective in engaging users on mobile devices, such as short-form videos or personalized notifications, by analyzing user behavior and app usage data. Furthermore, AI-generated content can be tailored to meet the unique needs of each mobile platform, such as:

  • Screen size (e.g., 320px — 480px for mobile devices)
  • Device type (e.g., smartphones, tables)
  • User interface.

This can help to improve the user experience and increase app engagement.

6- Personalized e-mails

AI models can identify customer preferences, behaviors, and purchase history by analyzing customer data and generating content tailored to their needs and interests. This can include personalized subject lines, product recommendations, and offers tailored to each customer’s unique journey.

So, we asked one of the generative AI tools, ChatGPT, to write e-mails for different companies in the healthcare industry to introduce a new product. Here is the prompt:

“A company wants to introduce their new product developed using VR technology that helps to understand Parkinson’s disease better; however, they don’t want to be generic in introducing their product to other businesses in the healthcare market, rather they want to send personalized e-mail to the companies. What would be some e-mail examples?”

Example of a personalized e-mail generated by ChatGPT.
Example of a personalized e-mail written by ChatGPT

5 best practices for implementing generative AI in copywriting

1- Fine-tune the model

To improve the precision and relevance of the generated content, fine-tune the generative AI model using a modest amount of brand-specific training data.

2- Generate ideas

Instead of depending solely on AI to generate the full piece of content, use the technology to provide ideas and inspiration for content development, such as brainstorming topics or angles.

3- Incorporate human oversight

Think of generative AI tools as a complement to human content writers rather than a replacement. Thus, include human editors to ensure the AI-generated content is correct, appropriate, and consistent with the brand’s messaging and style.

4- Track the performance of the model

To ensure that the generative AI tool is accurate and useful over time, it should be improved constantly by incorporating suggestions from human writers, tracking its performance, and upgrading its training data.

5- Avoid overreliance on the model

To guarantee that the material is relevant and effective, avoid relying too heavily on the generative AI tool. Instead, combine it with other tools and techniques, such as keyword research, market analysis, and customer feedback.

3 limitations of generative AI in copywriting

While generative AI has many benefits in copywriting, it has some limitations that may have a significant impact on the content produced.

1- Inadequate fact-checking process

Since AI models are only as good as the data they are trained on, written content generated by AI could not always be accurate or based on dependable sources. Due to inaccuracies or inaccurate information, a brand’s reputation or trust may suffer as a result.

2- Limited linguistic capabilities

Although AI models have advanced significantly in natural language processing (NLP), they may still have difficulty recognizing some nuances of language, such as sarcasm, irony, or humor.

3- Narrow understanding of the context

The ability of generative AI models to produce high-quality content does not imply that they fully comprehend the context in which the material is being created. This could lead to creating content that is off-topic or irrelevant to the audience.

If you have any questions on generative AI, don’t hesitate to contact us:

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Access Cem's 2 decades of B2B tech experience as a tech consultant, enterprise leader, startup entrepreneur & industry analyst. Leverage insights informing top Fortune 500 every month.
Cem Dilmegani
Principal Analyst
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Begüm Yılmaz
Begüm is an Industry Analyst at AIMultiple. She holds a bachelor's degree from Bogazici University and specializes in sentiment analysis, survey research, content writing services and Customer Relationship Management (CRM) systems.

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