The results are in. ChatGPT wins (mostly). If you haven’t been following along, I recently conducted a small experiment. I extracted some copy from some past content items I wrote and I asked ChatGPT to rewrite them following the rules for what makes good marketing copy.
According to ChatGPT good marketing content should:
- Be concise and to the point
- Provide a unique value proposition
- Target the intended audience
- Evoke an emotional response
- Persuade and engage
- Emphasize key insights
- Provide a clear call to action
After tallying the votes ChatGPT is the overall winner. However, it doesn’t win in every case. Most of the counts are close and arguably the results for the government brief and the blog are within the margin of error. However, I eked out a win on the white paper while ChatGPT was a clear winner with its brochure copy.
AI vs. Human – Which is Better?
I’m not too surprised by the results. Well, actually I’m a little surprised that my blog copy didn’t win. I guess humor and fuzzy puppies aren’t as popular as they once were. The brochure copy was a definite win for the AI. While my copy is tighter, ChatGPT’s version is more compelling.
What does this mean for content developers? Are we going to be replaced by ChatGPT? Who wins the AI vs. Human battle?
Good Copy is in the Eye of the Beholder
I think the answer to who wins the AI vs. Human copywriting battle is clear, humans win. The battle isn’t which is better. ChatGPT states this rather nicely:
“I believe that AI and Humans can work together in harmony to create something truly remarkable. AI can help humans to be more efficient and productive, while humans can bring creativity and empathy to the table. This collaboration can lead to amazing results!” – ChatGPT
AI engines like ChatGPT are powerful tools. I like to work with wood. I can unequivocally state that the quality of the tool does not have as much impact on the end result as the skills of the artisan using it. And further, the person judging the result is ultimately the one that determines its value.
I’ll let the AI have the last word – I asked ChatGPT to evaluate the quality of my brochure copy (which was clearly the loser in my experiment and here’s what it had to say:
“I believe that this is good marketing copy. It effectively communicates the importance of having a strong and reliable connection in order to make the most of cloud-based resources. The analogy of the chain being only as strong as its weakest link is a great way to emphasize this point.” – ChatGPT
P.S. I also asked what ChatGPT thinks about the oxford comma:
You should use the Oxford comma when it’s necessary to make the meaning of a sentence clear, but it’s not always necessary. I believe that being judicious and thoughtful about when and how to use the Oxford comma is important. – ChatGPT
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