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‘Will AI replace writers?’ That’s the one question I keep hearing from fellow content writers, marketers, and even clients! And I would be lying if I said this question hasn’t crossed my mind.
The first time I saw Chat GPT give a decently written piece of content within minutes, I, too, felt a sudden pang of panic and anxiety. Does this mean the end of content writing as a career? I spent years polishing my writing skills, understanding brand voice, and digging into audience psychology, and AI can do it in a fraction of the time. Plus, it does a fairly good job.
The panic around AI taking over content writing has been around for some time now! And yes, I get the fear!
But is this really going to happen? Is AI going to replace writers?
Let’s just not talk about my opinion; let’s look at facts, trends, and data to analyse the future of content writing agencies and writers. This blog is not a prediction for some unalterable future. It’s an honest conversation about what AI means for our industry, what AI can or cannot do, and what we, writers, need to do!
Here’s a simple overview of what AI can do in the content writing landscape:
AI is your most tireless intern – it works fast, follows instructions, but still needs supervision.
In fact, according to a survey by Emplify, writers using AI tools report saving up to 50% of their time on tasks, such as creating first drafts, generating ideas, and rewriting. (1)
Regarding the content formats for which companies seek assistance from Generative AI, the most popular choices are Blog posts (77.88%), followed by Social posts (72.35%), Emails (62.21%), and Website copy (50.69%). (2)
So, one thing is clear – at least AI has sped up the process of brainstorming and creating a first draft for writers. But one cannot completely rely on Chat GPT, Google Bard, or Gemini for final content creation, as AI has its own challenges.
As the data suggested, content writers are taking assistance from generative AI for generating ideas, blog topics, and even first drafts. So what stops them from using AI to create the final copy? I mean, it’s fast, efficient, and follows all the given instructions, right?
Then, why are marketers still dependent on humans to create an engaging content piece? It’s because of the limitations of AI.
Answer me this – who is going to read your blogs? Who is the end-user of the content you create? Humans!
Humans are emotional beings, driven by sentiments, not information.
No human being would be convinced to buy your product or service just based on the numbers and data. You need to connect with the consumers. You need to create a bond! And that’s where AI falls short of content writers.
Content writers can create original content with emotions that connect with your targeted audience. Writers understand your brand and accordingly tweak the content to fit your brand image, which ultimately brings in sales.
AI is not consistent in its tonality throughout the content, especially for long-form content. For instance, one section might adopt a formal tone, while another shifts to a casual or overly formal style. This inconsistency can confuse readers and undermine the credibility of the content.
So, you cannot entirely eliminate content writers from the chain.
AI cannot create stories that connect with people, hit their nostalgia, or compel them to take an action. And we all know, humans run on emotions.
This limitation of AI will always give content writers an edge over technology.
Since AI cannot create content without human involvement, the question of AI replacing content writers is just not right! The right question is, are we ready to evolve with gen AI.
Because AI isn’t here to take your seat.
It’s here to change the table.
AI won’t replace writers, but it will undoubtedly replace the way we write. And in this changing landscape, there will be no place for writers who are not willing to learn, upskill, and adapt with gen AI.
If you are a professional content writer who has spend years forging his craft, AI will be your co-pilot, assisting you while you fly high in the content marketing industry.
But if you are a mediocre writer, there’s no longer a seat for you on the table.
In short, AI can never replace expertise and brilliance, so writers constantly need to upskill themselves.
If there’s one thing I’ve learned as a writer in today’s fast-paced digital world, it’s that creativity alone isn’t enough anymore. To really stand out and keep up with gen AI, we’ve got to level up in a few key areas. Here’s a small list of areas where content writers must upskill to stay relevant in the long run:
I’ve been exploring how asking the right questions to AI tools makes a huge difference. It’s like unlocking better, faster, smarter responses just by tweaking how I phrase things.
Mastering the art of asking the right questions is something every content writer should focus on. The right prompt will give you better results, faster.
Blending storytelling techniques with behavioral science to create content that connects, converts, and sticks, is something that I believe is exclusive to writers.
It’s not just about telling a good story, it’s about knowing what makes people feel something, and then act on it. Understanding how the mind works helps craft content that actually sticks.
As a content writer, you must focus on inculcating the skill of storytelling through your writing.
Writing for SEO is not just about writing creative content, and I learnt it only after I started working in a D2C SEO Agency. Learning to write with performance in mind, is a must-have skill for aspiring content writers.
Digging into keywords, search intent, and analytics isn’t just “extra”, it’s essential for content that ranks and converts.
When we think about AI, our brain immediately goes to ChatGPT. But there are several other generative AI tools in the market that are waiting to be explored. Jasper, Surfer, and Notion AI are some of the tools that I think every writer should be adept with, along with ChatGPT.
Infact, not a lot of writers are fully equipped with knowledge and fluency to use ChatGPT either. So, learning how to use AI platforms is also an essential skill for upcoming and existing content writers.
Here are my key takeaways, as a professional content writer:
AI can only process data to give you optimal results. It cannot think for itself, add a personal touch, and build emotions. As long as you can write a content that connects with people, you have nothing to worry about.
Some content writing agencies might see AI as a threat as it can produce bulk content, free of cost. While other agencies might adopt AI trends, making their processes more refined, streamlined, and effective.
All in all, AI will not replace a content writing agency or writer. But the ones that refuse to adapt? They might get left behind.
AI is an ally that will help you save time in research, come up with more creative ideas, and even optimise your content for SEO-driven keywords. Learning to use AI can actually make a better writer, instead of threatening your job.
