Been reading the news? The robots have come to take our jobs.

Well, yes and no.

AI tech may completely alter the way we work in future decades, just like information technology and the industrial revolution did. The best case scenario would be if AI eliminates remedial work, not creative work (the kind we want to do). And I’m sure you’ve heard plenty about AI writing books and creating art and music; the important thing to remember is that AI is a regurgitator, not a creator.

But while we wait to see how AI develops, we should focus on what we can uniquely bring to the table that will only grow in value. I’ve been asked if I think copywriting will be taken over by AI; what I see is a premium being placed on highly effective writing. 

Types of High-Value Deliverables that Require Creative Human Skills

So let’s talk about the 5 kinds of writing that businesses need that require creative human skills:

1. Research. I mean real, informed research, not the kind with sources that ChatGPT makes up. Research articles, white papers, infographics, and reports are high-value assets for organizations in certain fields, like healthcare, behavioral health, B2B businesses, and marketing companies. These aren't just a compilation of facts; they're important stories that are told using data (and should be treated as such).
2. Human interest stories. At the end of the day, we always want to connect to other people through shared ideas and experiences. We will never get bored by human interest stories, testimonies, anecdotes, and personal histories. Walking in someone else’s shoes, hearing what they’re passionate about, and rejoicing in what they’ve overcome will simply never get old. 
3. Brand copy. The vision, mission, values, and objectives of a brand are unique and require thought, inspiration, and refinement. Capturing these elements is a multi-step process, and so is getting them down on paper in a clear, captivating way.
4. Sales copy. Can AI write sales copy? Apparently it can. But no one knows the human mind like other humans. Anyone (or any robot) can arrange important product facts and even communicate in a persuasive tone. But where those facts go, who they reach, and when they’re communicated is still based on human skills. Remember, sales isn’t solely about communication, it’s about connection. It matters that the right copy is in the right place at the right time.
5. Ad copy. Yes, AI can write ad copy too. But writing ad copy is not just about coming up with different versions of a sales message. It’s about communicating as much value as possible in as few words as possible in the most compelling way possible to the right audience. Even if ChatGPT helps you brainstorm, it’s knowledge of the ad placement, the brand, the product, and the audience that will produce winning ad copy.

As a copywriter, I hope this gives you direction for honing your skills. As a small business owner, I hope you can see what kinds of writing are really going to stand out in the future. Make your investments wisely!

One more thing: AI is meant to be useful, which means it can be useful to writers, too. If you’re worried about AI, check it out and see where it can save you time. Maybe it can gather facts for you or help you brainstorm different angles for copy. But at the end of the day, how you develop, shape, and publish the copy is up to you.

Thanks for reading!