We’ve all been hearing about the use of artificial intelligence (AI) programs like ChatGPT to write marketing copy. Often, the focus is on digital channels like email, social media, and the web. But as we will see, AI’s greatest benefits may be for print.
AI is great at producing high-quality, relevant, and original content. This includes engaging headlines, strong calls to action, and concise descriptions that capture attention and drive action. However, for digital channels, there are drawbacks, too. Search engine optimization (SEO) is one of them. While AI-generated content can produce large volumes of original text quickly and efficiently, AI can have a negative impact on SEO. Why?
- Lack of Originality: AI-generated content can be repetitive and lack unique insights, which can negatively impact SEO rankings.
- Thin Content: AI can produce content that lacks depth. Content that fails to provide substantial information may be penalized by search engines.
- User Engagement: AI-generated copy might not engage readers as effectively as human-written content, leading to higher bounce rates and lower dwell times.
AI-Generated Copy in Print: A Winning Strategy
The issues that create challenges for AI-generated copy in digital channels are not issues for print. In fact, print materials such as flyers, direct mail, and brochures benefit from the type of clear, concise messaging at which AI excels.
Among the key benefits of using AI for print:
- AI can generate large volumes of copy quickly, ensuring a consistent voice and messaging across different materials.
- AI can tailor messages to specific audiences in seconds. For example: “Rewrite this copy for a Millennial audience.”
- AI is great at generating engaging headlines, persuasive calls to action, and concise descriptions.
- AI is particularly good at producing clear and informative content that highlights product features, benefits, and unique selling points.
Thus, while AI-generated copy may face challenges in the digital realm, it offers the promise of efficient, consistent, and cost-effective content generation for all types of print. You may still need to tweak it to your own needs and voice, of course, but AI offers a great starting point in producing content your customers will love.