Will AI Change How Writers Work?
Will AI tools like ChatGPT and Anyword change the nature of how we work? Absolutely! It’s already changing. There are countless examples of teams starting to use ChatGPT to bring copywriting in-house and scale their content creation efforts. But while the nature of our work might change, copywriters will remain integral to content creation and their creative teams. However, copywriters will need to expand their skillsets, sharpen their craft, and, yes, take the time to learn these tools. The sooner we accept things are changing the easier it will be to adapt.
I see a strong parallel between the rise of AI technology and CNC machining. Prior to CNC (computer numeric control), punch cards were first used for data input and storage in computers and numerically controlled machines. The original format featured five rows of holes, while subsequent versions had six, seven, eight or more rows. And before numerical control, we made things using steam-powered or manual machines. And before that, we built things using simple hand tools. In short: yes, there was even a time when people were probably skeptical about trading in their family’s prized rock for a hammer. What we’re seeing now with AI technology is no different. But rather than be bitter or afraid, I’m optimistic and curious about how this tool will aid copywriters.
CNC machines didn’t remove the need for machine operators or CAM programmers. In fact, according to the Bureau of Labor’s February 2023 report, there are over 150,000 open manufacturing positions in the US right now. Whether you’re running a machine shop or looking to keep production for your product in-house, you need CNC operators to run your machines, programming engineers to tell these CNC machines how to cut parts, and systems and process engineers to ensure that operations are being run efficiently and juggle multiple production runs.
Bantam Tools’ Desktop CNC Milling Machine milling a Delrin hex key handle using its 4th axis attachment.
Like CNC, ChatGPT is a computer-based tool. It’s a neural network machine learning model that’s trained to generate any type of text using data on the internet (ChatGPT uses generations of GPT, which involves a “deep learning” component) that can generate emails, ad copy, blog posts, essays, short stories, and novels (allegedly), code, and to top it all off, if you have a question, it can search the internet and compile an answer. But there is still a place for humans in this workflow. You need people who understand the intricacies of the technology to ask thoughtful, pointed questions to effectively create content. You need someone to edit and proof these deliverables to make sure they’re demonstrating the right tone for your audiences. Not to mention, you need someone to know how that piece of content fits into your overall strategy and where to push these pieces of content out.
Just like with CNC machines, ChatGPT empowers marketers, content creators, and more to scale their content creation game without having to add an enormous amount of overhead. Does that mean that ChatGPT is taking away the potential for a job to be created? Maybe. There are undoubtedly companies who are going to use this tool to cut corners and get by without a marketing team or make an excuse not to pay a writer, marketer, etc. all their worth and more. But I’m not interested in companies that are taking shortcuts and playing a finite game.
Instead, I see a tool that can free up so much mental and creative bandwidth. I’ve been in the position where I’m sprinting on the content creation wheel. But while I love being creative, content creation is often just one of my responsibilities. Having a tool like ChatGPT at my disposal enables me to draft content or pull together a write-up I can read, rather than spend hours digging through articles to find the sources I need to inform and cite in a piece of long-form content. In short, this tool has the potential to help copywriters work smarter and give them the space they may not have even realized they needed to be more thoughtful with their work.
