AI writing tools have sparked both excitement and skepticism in many industries—and marketing is no exception. With copywriters everywhere using AI assistants to streamline their processes, and corporations developing intelligent writing programs to help maintain brand consistency, it’s undeniable: AI is reshaping the way we approach creativity. So should marketers fear, fight, or embrace the change?
Yes. As companies discover the benefits of AI for research, editing, and factual writing, the value of human writers who can emotionally connect with audiences is becoming increasingly pronounced. The good news for marketing—and humanity—is that the power of storytelling that resonates on a personal level remains unparalleled.
The problem (and potential) of AI writing tools
At first glance, it’s easy to dismiss AI writing tools as inadequate replacements for human ingenuity. Many writers note that, while AI can generate usable copy, it often lacks the unique human touch that distinguishes exceptional writing.
But to ignore or dismiss AI outright is a misstep. Agencies are using AI, copywriters are using AI, and the harsh truth is that AI has replaced many writing jobs. AI can research. AI can edit. Writers can train AI to communicate effectively in a brand’s voice. The trajectory of AI technology is accelerating, and marketers must pay attention to its advancements. The sooner we acknowledge the potential of AI tools, the better equipped we’ll be to adapt and leverage these tools purposefully.
Humanity and creativity go hand in hand
Now that we’ve established what AI writing tools CAN do, let’s figure out where writers remain indispensable to great storytelling.
In my experience, the power of human connection in copywriting is most evident when I’m interviewing a subject for a piece. Brands will often hire copywriters to research and write case studies that celebrate success stories and often feature users of a product. Usually, we develop a set of questions to ask the interviewee—questions that could undoubtedly be asked or even answered by an AI tool.
The human difference is immediately evident the moment I get on the phone and talk to someone. The subject and I find out what we have in common. We connect on an emotional level. They share what they’re excited about, and what they’re nervous about. We spark ideas for one another. This dialogue generates unexpected stories that feel relatable to an audience of real people. For example, one subject I expected to tell me about how she uses coding software to excel at finding a job, instead shared how she uses it to pursue her secret artistic goals.
The human X factor is knowing when to ask more questions, and knowing when a reader would much rather learn about a client’s hopes, dreams, and feelings than simply the efficiency of a product. Even the most sophisticated AI cannot replicate certain aspects of successful content creation that are inherently human. Embracing our humanity in content creativity allows us to tap into a deeper connection with our audience, fostering trust and engagement.
Unpacking this year’s best Super Bowl ads
Nearly every viral Super Bowl ad of 2024 featured a cast of celebrities and stellar writing that showcased the personalities and relatability of famous folks.
But the biggest hit this year came from Dunkin Donuts’ Ben Affleck ad. Since 2020, the internet has been celebrating Ben Affleck’s painfully relatable love of Dunkin. Dunkin capitalized on this collective and organic human connection with a hilarious ad. Likewise, State Farm celebrated the unique and iconic voices of Arnold Schwarzenegger and Danny DeVito with an ad about their reading the State Farm slogan. There’s no denying that an AI could imitate and replicate the famous deliveries of Schwarzenegger and DeVito, but AI cannot CREATE what made them special—or the human connections audiences and marketers form with real personalities.
Star-studded lineups aside, another ad stood out for its human touch: Cetaphil’s heartwarming commercial featuring a father and daughter watching the game together. The commercial struck a chord with audiences, resonating particularly with girls who were experiencing the Super Bowl for the first time, drawn in by their admiration for Taylor Swift and her presence at the game. The ad’s portrayal mirrored the real-life human narrative unfolding on social media, where Taylor Swift’s appearance at the Super Bowl became a trending topic.
As the ad went viral, it turned out that its connection to lived human experience went even deeper. Observers noted striking similarities between Cetaphil’s commercial and content posted by TikTok user Sharon Mbabazi (@sharavinaaa), sparking discussions about the authenticity of the ad’s narrative, which led to an eventual partnership between Cetaphil and Mbabazi. Despite the controversy, one thing is clear: what captivated viewers with this ad was its authentically human narrative.
Where marketers can go from here
The power of genuine human storytelling in marketing is tested and enduring. Yes, AI can handle low-level, repetitive tasks, but it’s human writers who develop comprehensive content creation strategies, consider the big picture, and connect with human audiences to deliver results.
Rather than waiting for AI to take charge, we marketers must position ourselves as the architects of AI integration, leveraging its capabilities while maintaining control over content direction and strategy. By taking a proactive approach to collaboration with AI, we can ensure that our content remains impactful and resonant.
Because while AI excels at analyzing data and generating content based on patterns, it cannot yet make intuitive leaps forward or exercise high-level creativity. Human writers possess the innate capacity for sudden flashes of inspiration, gut feelings, and emotional understandings of what comes next—qualities that are invaluable in content creation.
By strategically integrating AI writing tools into our workflow, we can leverage their strengths while capitalizing on our human ingenuity to fill in the gaps and elevate the quality of our creativity. Use AI for research. Use AI to organize and edit your thoughts. Find your own real-life stories. Access your real-life experience. And above all, rely on your real-life feelings as a source of creative inspiration.
Don’t hide from innovation—or undersell yourself
The rise of AI writing tools signifies a shift in content creation but it does not render human writers obsolete. Instead, it presents an opportunity for writers to expand their skill sets and proactively work alongside AI writing tools. Embracing innovation allows marketers to evolve, thrive, and ensure our continued relevance as leaders in the field of content creation. If AI writing tools are used correctly, the result will be more effective content than ever before.
Want to leverage the best of AI and human creativity? MarketSmiths content strategists can help you make it happen.
