Chat GPT. Cool, high-tech, inexpensive. "Forget it, copywriters from freelance platforms and in-house staff. Now, we’ll fill the website quickly, efficiently, and most importantly, for pennies." This is how most website owners who first heard about Chat GPT and tried it in action feel.
Yes, it’s truly a great tool. If you ignore a few "buts." So, is this tool as amazing as it’s advertised? Actually, no. Why? Let’s explore further.
What is Chat GPT?
This robotic innovation is something everyone has likely heard about — from large business owners to ordinary schoolchildren. It markets itself as:
I don’t know about you, but nothing impresses me except for the last truthful sentence. Artificial intelligence? Okay. Deep neural network learning? Excuse me, what? No research is needed to understand that only humans can imitate the style and tone of real communication!
And, of course, search engine algorithms currently don’t calculate whether a text is written by a copywriter or a robot. But somehow, most of these articles “fall out of search results.” Restoring Google’s trust afterward is very difficult — it’s easier to create a new resource.
Of course, if you think about it, the work of under-qualified copywriters (sorry, colleagues in the field) can also affect rankings in a similar way. That’s why you should first assess the effectiveness of the specialist you’ve chosen, rather than immediately ordering a million texts at 10 UAH per "kilo." But that’s not what we’re discussing now — we’re talking about the trendy robot.
So, let’s go through the downsides of Chat GPT and then think about whether it’s worth using and for what purposes.
Emotional Connection
Good copywriters analyze the target audience before writing an article. They try to create an emotional connection with the people who will read the material. They know how to use written words to retain the attention of existing readers and attract new ones. This is something that Chat GPT, no matter how cool it is, cannot do.
Flexibility
Have you ever tried getting a cat to follow your commands? That’s pretty much what it’s like trying to teach Chat GPT to write in the style you need. A copywriter can easily adapt to any topic and change their writing style to meet your needs. The robot works exclusively based on an algorithm (script). It creates texts by analyzing only the information provided to it. Therefore, for most projects where flexibility and creativity are required, it’s not suitable.
Quality Control
With a copywriter, you can raise concerns if the text doesn’t meet your expectations. In other words, there’s communication between the performer and the client. The copywriter asks questions and clarifies information to make sure the content they create is as effective as possible. Chat GPT doesn’t analyze, so it doesn’t evaluate the quality of the content it generates. And, of course, you won’t be able to make any complaints to it.
Creativity
A good copywriter creates completely unique content that can perfectly reflect the idea implied by the client. Chat GPT generates texts that are practically identical to content found on the internet, just written in different words. It operates based on search algorithms and databases, which doesn’t add creativity to your website.
Cost
At first glance, it may seem that using Chat GPT is much cheaper than hiring copywriters. But, if you consider it in the long run, a good specialist will actually be more cost-effective. A copywriter creates more effective content that leads to more sales and attracts customers. So, they will soon pay for their own salary.
What is Chat GPT Good For?
Chat GPT is actually not so bad. It can be effectively used in many industries. For example, for:
- Automated Chatbots: Chat GPT creates scripts that can communicate with people in various languages. Bots can be set up to answer questions, provide information, or conduct transactions.
- Text Analysis: Chat GPT quickly searches for keywords, allowing you to understand what texts are about without reading large volumes. This can be particularly useful for monitoring discussions on social media and forums.
- Machine Translation: Chat GPT quickly and fairly accurately translates texts into any language. The robot has a built-in dictionary and many thematic algorithms.
- Product Improvement: Chat GPT analyzes services provided by the company and its competitors. It can offer something new or suggest ways to upgrade old products.
By the way, if you’re really determined to use Chat GPT for website content, it does well with article structure creation. Also, the robot can help find resources for rewriting that have "hit" in search engines. But after that, it’s the copywriter’s job to polish them and make them unique.
So why should you choose a copywriter?
Although Chat GPT has many advantages, the copywriter is still the ideal choice for creating quality texts. A good specialist writes unique, creative, and client-focused materials that attract attention and persuade the audience to choose you.
Chat GPT is, without a doubt, a powerful tool. But it works solely based on the data and algorithms programmed into it. The robot can’t analyze context, doesn’t have emotional intelligence, and doesn’t understand human feelings. A good copywriter can adapt their style and tone to meet the client’s needs and requirements. They consider the audience’s characteristics and the impact the text will have on their emotional state.
Additionally, a copywriter has a deeper understanding of the material’s nuances. They use their own practical experience and knowledge in their work. Therefore, from both a marketing and psychological perspective, only a living person can create texts that are informative and attractive to the target audience.
