Until a few years ago, my job title was copywriter.
The future of my role was fairly clear from the outset,
but love is not the only thing that blinds us: hope plays its part too.
During my first few months as a junior, I already found myself confronting
what would, over time, become one of the most fraught relationships of my life:
my relationship with artificial intelligence, both a blessing and a curse for creative professions!
When OpenAI launched ChatGPT in 2023 and it proved considerably more than moderately successful,
the entire profession began to question its future, and I was no exception.
From that period, among the notes I never remember to throw away,
I found a short, unpublished piece in which I naively tried to answer,
as many had before me and many have since, the question that troubled us most: what will become of us?
I reproduce those lines here in memory of a past full of hope
when I was still the copywriter and AI was merely a tool,
rather than the other way round.
Memoirs of a Copywriter: Six Years Earlier
01/06/2023
In today’s world of work, which has already been profoundly affected by recent historical events, Artificial Intelligence (AI) is making significant progress across various sectors and fundamentally changing workplace dynamics. One area undergoing significant transformation is copywriting, the art of creating persuasive content for advertising or promotional purposes. AI is rapidly emerging as a powerful force that is changing the face of this profession…
(You skipped the italics, didn’t you?)
I asked ChatGPT to write an article answering the question: will artificial intelligence replace creative jobs? The text you have just read is the opening of its article.
There is nothing wrong with this introduction, is there? The writing is clear and grammatically correct, the context has been outlined, and the issues that might raise questions have been clarified.
But to what extent are grammatical accuracy and consistency of content sufficient to make an article, or any written text in general, a good product?
copywriter of the future“Where do you see yourself in 10 years?”
A job interview with ChatGPT
If the future of copywriting belongs to artificial intelligence, perhaps it should start by gaining some experience.
Hello, ChatGPT! Welcome to your first job interview. Tell us about yourself.
Hello! I’m ChatGPT, a master of words and the king of catchy phrases. I’m here to turn your products into works of verbal art.
Nice to meet you! Tell me about your training.
I was born and raised in an ocean of data and fed on billions of words. I followed a strict diet of algorithms and spent many hours with my developer friends. Eventually, I became an expert in natural language generation.
What is your greatest strength and your greatest weakness?
My greatest strengths are speed, adaptability and unbridled creativity. I can produce compelling, engaging copy in the blink of an eye. As for my weaknesses, I can sometimes be a little too verbose and fall into the trap of using overly complex sentences.
Where do you see yourself in 10 years?
As the supreme ruler of words. I will have become an even more advanced entity, capable of creating even more extraordinary content. Perhaps I will even have learnt how to make the perfect coffee. Who knows? The future is full of linguistic surprises!
If the coffee is good, we might consider taking you on as an intern. Are you planning to start a family? (Perhaps I shouldn't have asked that)
As an AI, I’m not exactly programmed to have a family in the traditional sense. But if you mean a close-knit “family” of words and phrases, then yes, I’m ready to create a successful linguistic family!
What added value could you bring to our company?
The added value I bring is the ability to make your company shine through the power of creative writing.
Let’s just say modesty isn’t one of your qualities. Let’s test your sense of humour: tell me the funniest joke you know.
Who is the most organised superhero?
Calendar Man!
Ummm… we’ll let you know.
If ChatGPT were a copywriter, it would probably be hired for its extensive knowledge and productivity. But certainly not for its wit.
AI and copywriting: “if at first you don’t succeed, try, try again”
Would I hire ChatGPT if I were a company? Perhaps. If only because it offered to make me a coffee.
Do I think artificial intelligence will take my job? Perhaps it will, perhaps it won’t. I take comfort from the good economists at Goldman Sachs Banks, who, in a study also cited by the Financial Times, predicted that white-collar jobs in administration and law would disappear before ours. Copywriters of the world, let us breathe a sigh of relief.
In any case, it is undeniable: AI makes our work more efficient, significantly reducing production times; it also provides good starting points – more often than we admit to ourselves.
Fortunately, artificial intelligence systems do not have to be copywriters, but rather tools that support copywriters. What does this mean? That the difficult task of producing final copy.
As things stand, creativity and critical thinking remain the preserve of human beings, who can choose how to approach the tools.
So, copywriters and creatives, there is no need to worry. Learn to understand the resources and ask them the right questions, and you will be more productive and able to keep your seats warm for a little longer.
*Please note: much of the text you have just read was produced by artificial intelligence
