By Lori Beth Irvin, Founder & CEO, LBIngenuity
As AI tools continue to shape how content is created, marketers everywhere are asking the same question: Can artificial intelligence replace the human touch in copywriting?
Our stance? Not quite yet, especially when it comes to conversions and taking action on written content.
Sure, AI writing tools can crank out a decent paragraph in seconds but, decent doesn’t close deals, build trust, or reflect the lived experiences that are required when making life-changing or emotional decisions.
Let’s talk numbers. A recent study by NP Digital found that human-written content drove 5.44 times more traffic than AI-written content across 68 websites over five months. Even when factoring in time spent writing, humans outperformed AI with 4.10 visitors per minute compared to AI’s 3.25.
Also, 60% of marketers say AI-written content requires heavier editing, and 20% say they need to rewrite it altogether to make it publish-ready, a reality that we have uncovered, as well.
In a sector like healthcare, where trust is everything, empathy, experience and nuance is hard to replicate. Seniors, caregivers, and decision-makers aren’t clicking because a blog post was stuffed with SEO keywords, and they certainly aren’t looking for robotic recaps utilizing all the same nouns and verbs as all other AI-generated content across the web.
We’ve tested them all! Many of the paid and unpaid AI content writing tools such as ChatGPT, Jasper, Claude, and Copy are all powerful in assisting with structuring, data visualization, brainstorming, and even very basic tone mimicry, but are currently not fully providing experiential content that can move the needle or exacting tone.
Alternately, with more use and feedback, the tools are becoming less intuitive, overly verbose, and providing less clarity. Talk about a twist! Not surprising, however, as this is a phenomenon that technology leaders had warned us about early on with AI adoption.
In short, lived experiences are the marketing magic in great copy. The AI tools still don’t know what it’s like to work in the trenches with patients and families or to walk a daughter through choosing the right memory care community for her dad. Emotional resonance from experience gives words weight and moves people from awareness to action.
So, What’s the Answer? We’re not advocating to throw AI out with the bath water. These tools are powerful for creating outlines, sequencing, and brainstorming content much faster and more efficiently than our human brains can work. However, when it’s time to create compelling content to create action, take the additional time to add your (or your organization’s) experience, nuances, and authority into the content. It makes a difference to the audience, and it’ll make a difference to your organization’s bottom line.
Interested in getting content polished up for your organization? Contact us a lbingenuity.com to request a complimentary content audit.