Copywriting is an indispensible skill for any brand – a strong, consistent tone of voice can captivate consumers and set you apart from the crowd.
Up until now, that tone of voice has always come from a copywriter, who learns your brand guidelines inside out and deliberates over every headline and comma.
But the world’s largest B2B e-commerce site, Alibaba, has recently employed a new kind of copywriter: an A.I. tool.
It’s so ‘human-like’ that it’s passed the Turing Test – meaning people have been unable to distinguish its copy from that written by humans. And it can produce up to 20,000 lines of copy every second.
Not only this, you can programme it with the kind of TOV you’re after. No ‘one-size-fits-all’, the tool can write copy that’s promotional, functional, fun, poetic or heart-warming.
Time will tell but they say it’s a success. So are Alibaba simply trying to get rid of their copywriters? If this catches on, will there be no place for human copywriters in the future?