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What’s the deal with AI copywriting tools? BottomLine’s Content Specialist weighs in

It’s only Tuesday, and by the end of the week, you have your company’s monthly blog, social media calendar, and a new whitepaper to finish – all while juggling the rest of the meetings, emails, and responsibilities on your plate. 

 

Let me guess – your stress level probably just went up reading this. 

That’s when your coworker suggests the latest and greatest AI copywriting tool to you, which certainly piques your interest if it lives up to its promises (“This tool will help you Write 10x Faster!”) of saving what precious time you have in your week. 

 

Okay, I’ll bite. 

Yes, an AI writer sounds like a great idea for automation and it has the potential to help you write faster and speed up the writing process without having to hire another writer, but that’s really only true if the software’s content generation works as it’s truly intended. 

 

If you’ve ever explored AI copywriting tools, you’ve likely looked at it through the lens of a ‘handy helper’ rather than a complete solution to your writing woes – and in our opinion at BottomLine, that’s exactly the extent to which you should rely on it. 

 

Getting AI to write content that *actually* replaces human creativity and quality is a tall order. 

After giving it a test of our own, here’s what we have to say to you if you’re thinking about including AI-generated content into your digital marketing workflows. 

 

What you’ll get

With most AI writing software out there at this point in time, you can typically get access to: 

  • Generate titles based on keywords you identify
  • Outline for blog posts or other content such as social media posts
  • Additional keyword suggestions
  • Depending on the software, can help you rephrase or create more concise content

 

What you’ll miss out on

But just like anything, AI writing solutions have their limitations. If you were to rely on the tool for completely share-worthy content, this is what you’d be missing out on:

  • Content that follows true continuity and flows in a logical order for the reader
  • Good writing for business is generally written in active voice because it’s more engaging and punchy – writing tools can tend to write in passive voice
  • Information errors (because, of course, the software is pulling from a variety of sources on the internet)
  • Lack of alignment with your brand’s tone of voice

 

Our biggest holdup: technology simply can’t mimic the creativity and strategic lens that humans can. 

 

If you know us at all, you know that BottomLine thrives on research and strategy… and that’s something that we’re simply not willing to give up. As we tested out a handful of solutions and did further research, we found that AI writing tools miss the bigger picture of strategy and fail to consider your ideal customer’s needs and pain points. 

 

Of course, AI copywriting solutions aren’t all created equal. If you do decide to go for one, give a few solutions a try and go into it with the mindset that it won’t be doing the work for you, but it could easily help you overcome writer’s block and give you a starting point that you can then edit from if that style of writing and working jives with you. 

 

For many BottomLine clients, content is often the sticking point in the digital marketing workflow – and we don’t blame them! These days, frequency is the name of the game, and harnessing the attention of your ideal customers is no easy feat. If you’re struggling to get enough content in front of enough customers, connect with us! We’ll walk you through a free brainstorming session to improve your brand strategy and content marketing process.