Can Artificial Intelligence replace the art of Copywriting and Storytelling in Brand Marketing & Communications?

Artificial Intelligence (AI) is the bittersweet buzz word being thrown around a LOT these days and is promising salvation to all our productivity woes.

It’s no wonder that organisations are investing significantly in AI, driven largely by the opportunities it promises and concerns of falling behind or losing competitive edge.

The challenge, however, is that AI technology is advancing far more quickly than we expected and we’re still discovering its full potential, benefits and how to use it effectively (and wisely) without compromising quality.  

Whether we like it or not, AI is fast becoming - and will continue to be - an integral part of our society for the foreseeable future. Here is a brief overview of how it is both benefiting and not benefiting the Brand Marketing and Communications industry.

1.      How AI can benefit Brand Marketing & Communications:

AI is very efficient at gathering, sorting and summarising information (particularly large amounts of data).

2.      How AI can’t benefit Brand Marketing & Communications:

No matter how efficient and well-trained the technology, AI isn’t effective at providing quality communication that is relevant, accurate, authentic and compelling.

Aspect	Details
Context and Relevance	AI can misinterpret the context of a message, risking misinformation and losing its intended meaning.
Accuracy	Human errors are easier to detect and correct than mistakes made by AI bots, which lack a tangible paper trail.
Authenticity and Emotion	Robots can’t be programmed to perceive and respond emotionally in the same way humans do.
Reliability, Credibility and Trust	Sources of information using AI technology are not always clear or credible, risking unreliable content and copyright infringements.

As professional copywriters, we may not be as fast as AI in gathering and summarising data, but our ability to consistently produce quality content using only credible sources of information and human empathy is unmatched comparing with AI. In Brand Marketing & Communications, quality content that is relevant, accurate, authentic and compelling for its intended audience is crucial for building and maintaining brand reputation and consumer trust.