ChatGPT and other neural networks won't replace copywriters: we explain why

Contents:

• Neural networks can't solve complex problems like conducting interviews or checking facts
• Neural networks won't be authors' enemies, but a good assistant
• Neural networks can't cope without human help, which means they'll even add work
• The main thing about neural networks and copywriting in three points

Neural networks can't solve complex problems like conducting interviews or checking facts.

Content marketer with experience in various fields, including SMMplanner, SMM.school, Samolet Plus, Workspace, Onco.Rehab, Zemelny Express, Ediny Ticket, Awake, and Sendsay. I have deep knowledge of content strategy and digital marketing. My work includes content creation and optimization, as well as managing social media campaigns to achieve maximum effectiveness and audience engagement.

Neural networks significantly simplify various stages of the work. Authors in my editorial offices actively use ChatGPT to create article outlines. This significantly saves time, since authors do not need to independently study numerous sources to determine the article structure. The neural network can suggest a structure in seconds, which authors then refine through in-depth analysis of the material. This approach optimizes the writing process and improves the quality of content.

Creating finished texts is often an inconvenient process. This is due to the significant time required for finalization and fact-checking.

Neural networks face significant challenges in the area of ​​fact-checking. They tend to use the first available information from search results or even create fictitious facts. This process results in unreliable articles that can mislead users. To improve content quality, it is important to develop algorithms that can more effectively check facts and filter out unreliable information.

Over time, the need for deep expertise is becoming increasingly urgent. I have already begun integrating experts into projects to check articles alongside editors. In some cases, I completely replace the editor with a specialist. This is especially critical in fields such as law and medicine, where the accuracy and reliability of information are of utmost importance. This approach not only improves the quality of content but also strengthens readers' trust in the materials.

Given the growing importance of expertise in content, neural networks will not be able to completely replace authors. This is because, to achieve high-quality texts, neural networks need to change their approach to information processing. They need to not only generate text but also develop a deeper understanding of its content, allowing them to conduct thorough fact-checking. Only with such changes will neural networks be able to compete with professional authors in creating high-quality content.

The founder of the content marketing agency "Sdelayem" is an expert in the field of creating and promoting high-quality content. His experience and knowledge help companies effectively engage with clients and increase their brand visibility online. The Sdelayem agency offers a wide range of services, including content marketing strategy, article writing, SEO optimization, and social media management. The founder actively works to ensure that each campaign is focused on achieving specific business goals and attracting the target audience.

I test new neural networks that appear on the market. My experience includes working with ChatGPT, Notion AI, Gerwin, and GigaChat from Sber. I assign them a variety of copywriting tasks: text reduction, summary creation, rewriting, writing posts for social media and full articles, developing dialogue examples, formulating headlines, and finding blog topics. My approach allows me to evaluate their capabilities and identify the strengths and weaknesses of each system.

I actively use neural networks to solve various problems. For example, I've used ChatGPT to develop code, create meeting summaries, formulate Excel formulas, and formulate marketing strategies. These tools significantly simplify workflows and improve task efficiency.

Results from using neural networks for writing texts may vary. In an experiment, I tested how effectively ChatGPT handles real-world tasks on a copywriting exchange. I provided the neural network with technical specifications and submitted the resulting texts. Of the eight texts generated, five passed review and were accepted. This demonstrates the potential of neural networks to create high-quality content suitable for commercial use.

When attempting to generate texts for agency tasks, the results were unsatisfactory. When I presented these texts for review to clients, they noted that the quality was significantly inferior to the materials created by our authors.

We continue to experiment with creating headlines for advertising campaigns on Yandex's Promo Pages. The results are promising: the neural network sometimes generates creatives that demonstrate a high CTR. This allows for the optimization of advertising strategies and increases their effectiveness.

Neural networks can replace copywriters, especially those who rewrite online texts for a small fee. Currently, neural networks demonstrate a level of quality that surpasses the work of such copywriters, while doing so faster and at a lower cost. Artificial intelligence technologies continue to evolve, and their use in content management is becoming increasingly relevant. This opens up new opportunities for businesses, allowing for the creation of high-quality content more efficiently.

Modern technologies make it possible to effectively use neural networks for mass text generation. This significantly simplifies tasks such as resume writing, rewriting, news writing, and creating product descriptions for online stores. The use of neural networks in these processes not only speeds up the work but also improves the quality of the content, making them indispensable tools in content management. This allows companies to focus on more important aspects of their operations, entrusting routine tasks to artificial intelligence.

Currently, complex texts shouldn't be entrusted to neural networks. They're incapable of creative thinking, conducting interviews, or extracting interesting information to form a coherent narrative. However, this situation may change in the next ten years, given the rapid development of neural network technologies. This could radically change approaches to writing and creating content.

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• "Copywriting from A to Z 2.0" - master different content formats and earn money remotely.
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Neural networks will become a good assistant, not an enemy, for authors.

Co-owner of the Mediasfera group of companies, and also the author of the Telegram channel for marketers "ZenoPulse". I am a speaker for the Russian Society "Knowledge", where I share my experience and knowledge in the field of marketing and media.

I use neural networks daily both in my professional activities and for various tasks, including blogging. While a neural network can't create high-quality text from scratch, it significantly simplifies the writing process and helps me generate ideas and structure my thoughts. Neural networks are becoming a reliable tool for improving content and increasing its effectiveness.

Neural networks have a significant impact on content creation. They can effectively generate headlines for "Promo Pages" or the "Zen" platform, especially in situations that require a fresh perspective. ChatGPT, for example, can suggest numerous headline options in just a few seconds. While using its suggestions in their pure form isn't always possible, they can be combined or used as a basis for developing unique headlines. This significantly simplifies the content creation process and increases its effectiveness.

Neural networks can perform a variety of tasks that significantly simplify work in various fields. Here are a few examples of what can be entrusted to neural networks.

Data analysis - neural networks can process large volumes of information, identifying patterns and trends, which helps in making informed decisions. Text generation — neural networks can be used to create articles, reports, and even works of art, saving time and effort. Image processing — neural networks can improve image quality, recognize objects, and perform other tasks related to visual content. Recommendation selection — in e-commerce and streaming services, neural networks help personalize offers based on user preferences.

The use of neural networks opens new horizons in process automation, increasing the efficiency and quality of work.

• structure the text;
• improve the existing text;
• make a draft of the text.

The results of the tasks vary and depend on the amount of input data provided to the neural network, as well as the prompts used, that is, special queries. The effectiveness of the neural network is directly related to the quality and clarity of the specified conditions. The more detailed and precise the queries, the better the neural network can perform the task.

Without human intervention, a neural network often produces mediocre or even inappropriate results. However, when a human operator guides and trains the neural network, and formulates correct prompts, the quality of the final product improves significantly. Human-neural network interaction is key to creating effective and intelligent solutions.

A person formulating queries for a neural network must have deep knowledge in the relevant field. Without this, they will not be able to adequately assess the reliability and quality of the generated material. This is especially critical in complex and technical topics, where accuracy and understanding of nuances are crucial.

Recently, a group of students from Tyumen State University and I worked on a text about Tyumen for tourists using ChatGPT. The result was unexpected: the neural network mentioned non-existent attractions, including a movie theater that closed in the 1950s. This case highlights the importance of a critical approach to AI-generated information and the need for thorough fact-checking, especially when it comes to travel recommendations. Tyumen, with its unique historical and cultural sites, deserves accurate and up-to-date representation.

Neural networks have the potential to change the face of authorship, but their impact depends on the definition of "authors." In the context of content creation, neural networks can effectively generate texts, articles, and other types of materials, but the quality and creativity of such works are often inferior to human work. Authors with a unique style, a deep understanding of the topic, and the ability to convey emotion remain indispensable. Neural networks can serve as a tool to support authors, assisting in research, editing, and even idea generation. However, the final word and creativity still rest with humans.

There are copywriters who do not delve into the essence of the task and create texts for a low price, around 50-100 rubles per thousand characters. Such approaches may soon be replaced by neural networks, which are already capable of generating high-quality content. Professional writers capable of researching topics and creating unique texts will remain in demand, while template solutions and cheap labor will become obsolete. It's important to understand that content quality plays a key role in SEO and overall information perception.

Some writers devote special attention to crafting their texts, deeply analyzing the target audience, the text's objectives, and the specifics of the company and its product. Neural networks will not be able to replace such specialists in the near future. On the contrary, they will become a useful tool that helps writers create higher-quality content.

Neural networks are a powerful tool that significantly simplifies tasks. While they cannot completely replace humans in creating a high-quality product, their use can improve work efficiency and reduce the time spent on routine tasks. Neural networks can analyze large volumes of data, identify patterns, and propose solutions, making them indispensable in a number of industries. It's important to understand that neural networks complement human intelligence and can significantly improve work results.

It's essential to begin mastering neural networks today. These technologies will be implemented not only in copywriting but in many other fields as well. Professionals performing low-quality work will have to adapt: ​​either leave the market or improve their skills and the quality of their services. This is an inevitable evolution in the professional environment. Mastering neural networks will be an important step in increasing competitiveness and relevance in the labor market.

Neural networks can't cope without human help, which means they will even add work

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The development of neural networks will significantly change the text industry, but this will not lead to the disappearance of copywriters. On the contrary, artificial intelligence will open up new opportunities and create additional jobs. Copywriting will evolve, and neural networks will become a tool that helps professionals improve the quality and speed of their work. Rather than a threat, we see an opportunity for synergy between humans and machines, which will lead to new forms of creative expression and more efficient text production processes.

The copywriting profession has lost its former significance and is now divided into many specialized fields. While the term "copywriter" is still widely used, it no longer reflects the reality. Modern fields such as SMM, email marketing, landing page creation, media copywriting (including advertising and PR), and UX writing all require unique skills and knowledge. Each of these areas has its own unique characteristics and requires a deep understanding of the target audience, making them distinct professions within content marketing. Landing page specialists typically lack social media management skills. At the same time, an experienced SMM specialist is unlikely to be able to create a high-quality review article. While all these professionals are sometimes grouped under the term "copywriters," their responsibilities can vary significantly across companies. It's important to understand that each has their own unique competencies and specializations, reflecting the diversity of tasks in content marketing.

When we claim that artificial intelligence will replace copywriters, citing AI's ability to generate answers and create general texts, this sounds entirely logical. However, a closer look at various content formats reveals that the role of a writer is about more than just writing. Copywriters don't just create words; they research topics, understand the target audience, and develop a unique style that aligns with the brand. Artificial intelligence can assist in content creation, but it cannot completely replace the creative process and intuition that are integral to a professional's work.

Writers require analytical skills, the ability to set goals, a deep understanding of the target audience, and an appropriate tone of voice. Looking at this not in general terms, but through the lens of specific tasks, it becomes clear that neural networks cannot completely replace writers. Instead, they open up a wealth of new opportunities for creativity and work optimization. Using neural networks can significantly improve the efficiency of content production, allowing authors to focus on strategic thinking and the creative aspects of their work.

Neural networks can create articles by collecting information and organizing it into structured text that appears natural. This raises questions among authors about the future of their profession. As technology advances, neural networks may become competitors for content creators, which, in turn, impacts the market and the quality of information. It is important to understand how to adapt to these changes and use artificial intelligence tools to improve efficiency.

Creating high-quality content requires not only competent writing but also its verification and managing the reader's attention. It is essential to fact-check, correctly place emphasis, and highlight key ideas. Leading the reader to a specific action or understanding also plays a significant role. All these aspects remain under human control and require a careful approach to achieve the best results in information perception.

A person interacts with a neural network like a novice copywriter who receives constant feedback. First, the user formulates the task, then refines it and provides additional data to improve the text's quality. This process enables a more precise result by adapting the content to specific requirements. The neural network, learning from these adjustments, becomes more effective at creating text content that meets the user's expectations.

In the example of a thesis created using ChatGPT, emphasis is often placed on the use of the neural network. However, it is important to note the significant role of the supervisor, who carefully reviewed and commented on the text. Thus, the thesis was essentially written by the supervisor, and the student acted as the neural network operator. This underscores the importance of human-technology interaction in the educational process.

The emergence of texts generated by neural networks significantly increases the workload of editors. These materials require careful and thorough editing, making it impractical to skimp on authoring. High-quality editing is becoming essential to ensure high-quality content and compliance with standards. Thus, editors face increasing demands for quality, underscoring the importance of their professional skills in today's information environment.

The impact of neural networks on SEO copywriting is already becoming apparent. While text quality in SEO was previously unimportant, today neural networks offer significant advantages over low-cost SEO copywriters. They are capable of creating higher-quality and more unique content, which plays a key role in search engine optimization. Using neural networks in writing texts helps improve their readability and relevance, which, in turn, contributes to higher search engine rankings. Integrating artificial intelligence technologies into the content creation process opens new horizons for effective SEO.

The work of an SEO copywriter resembles the process performed by a neural network, as it often involves collecting and processing existing texts. Neural networks can perform these tasks faster and at a lower cost, opening the possibility of automating this profession. This raises the question of the potential replacement of human labor with robotic solutions in the field of SEO copywriting. SEO copywriters can focus on creating unique content and a strategic approach to promotion, which can become their competitive advantage in the face of increasing automation.

In SEO, it is important to understand that the target audience is not only users but also search engines. These systems evaluate content and determine which texts deserve to be displayed in search results. Texts generated by neural networks often do not meet the concept of providing high-quality information, making them vulnerable to search engine algorithms. As a result, search engines will develop their algorithms to identify such materials and lower their rankings. This emphasizes the need to create unique and useful content that meets user needs and meets search engine requirements.

We're likely to see a new phase of the confrontation between SEOs and search engines. In this context, texts written with human perception in mind will be valued higher than they currently are. It's also important that such texts truly stand out from machine-generated content. High-quality content will become a key factor in successful SEO, which will encourage authors to create more unique and targeted material.

The hype surrounding neural networks will soon subside, and we'll see that their use requires specific skills and knowledge. Significant results won't be achieved simply by saying, "Make it pretty." After the hype period ends, the stage of effective application of this technology will begin. It's important to understand that to achieve success, you need to master the basics of working with neural networks and develop analytical thinking. This will not only allow for maximum benefit from the tools but also for finding innovative solutions to various problems.

Neural networks will become indispensable assistants for authors, enabling them to quickly generate diverse ideas and avoid creative blocks. Artificial intelligence will assist in collecting and structuring data, as well as finding effective ways to present information. Using neural networks in the creative process will open new horizons for writers, bloggers, and content managers, allowing them to focus on developing a unique style and content quality.

Search engines using their own artificial intelligence algorithms will begin to identify and downgrade texts created by neural networks. In response, neural networks will continue to improve, adapting to new conditions. As a result, texts written by humans may also be filtered by search engines. This will lead to increased demand for high-quality content that matches search queries, and consequently, higher prices. High-quality content will become a crucial factor for successful search engine rankings.

Demand for the professions of "AI copywriter" and "content neural network operator" is expected to increase in the near future. These skills will also become relevant as a service, similar to the current popularity of website creation services on the Tilda platform. Clients will be less concerned about hand-coding and partially pre-defined designs, focusing instead on the end result. This opens up new opportunities for specialists who can effectively use artificial intelligence technologies to generate high-quality content.

Demand for editorial services will grow, as will the cost of these services. This is because the inept use of neural networks will lead to a decrease in the quality and reliability of texts. With the increasing volume of content and the need to check it for compliance with standards, professional editors are becoming indispensable. High-quality editing will help avoid misunderstandings and errors, which is especially important in today's information space.

The main thing about neural networks and copywriting in three points

• Neural networks can generate texts, but they cannot solve complex problems. For example, a neural network cannot conduct interviews or fact-check.
• Neural networks will not be authors' enemies, but assistants. For example, artificial intelligence can suggest an idea for a headline or create a structure for the text. Authors will use this to make their work easier.
• Neural networks do not work without human intervention. A person must set the task, provide additional input, and edit the text. This means that authors and editors will have even more work. The market will demand specialists who know how to work with neural networks. The demand for quality content will increase, and with it, its price.

To deepen your knowledge of working with content, there are various effective approaches. Start by learning the basics of SEO, as optimizing content for search engines plays a key role in its visibility. Learn best practices for creating engaging and readable text that will interest your target audience.

Attend specialized online courses and webinars on content marketing and SEO. Reading professional blogs and articles will help you stay abreast of the latest trends and changes in the content field. Practice is also important: create your own content, analyze its performance, and make changes based on the data.

Don't forget the importance of social media and content distribution platforms. Learning promotion methods and audience engagement will increase your content competence. Connecting with industry professionals and participating in forum discussions will also help you expand your knowledge and skills.

• Skillbox Media offers guides on working with various content formats. We've already covered how to create a case study, how to write an article using index cards, and how to write a text on any topic. These materials contain step-by-step instructions and advice from experienced authors and editors.
• If you want to start making money from content or earn more per article than you currently do, read the guide for beginning copywriters. It contains tips on, for example, target audience research, fact-checking, and text formatting.
• If you're interested in copywriting, check out the overview of the profession. It explains what a copywriter actually does and how to reach the level where you can earn 10,000 rubles per article.
• The Skillbox course "Copywriting from A to Z 2.0" is suitable for beginners and anyone who wants to earn more. This course teaches you how to manage reader attention and create powerful texts for any audience. After completing the course, you can begin taking on freelance projects or become a full-time employee.

Skillbox Media offers a variety of resources for those looking to make money from content creation. We provide up-to-date information, training materials, and helpful tips to help you develop your skills and launch a successful career in content marketing. No matter your level of expertise, you'll find valuable information to help you achieve your content monetization goals.

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