”AI copywriting doesn’t integrate well with my process” – An interview with (human) copywriter Giada Nizzoli
“I have my own process, and AI copywriting doesn’t really integrate well with it.” Giada Nizzoli, a UK-based copywriter, doesn’t consider AI copywriting a threat – at least not for the true craftsmen. In a recent blog post, she explained why. BY OLLE BERGMAN.
Working from Chester in England, Giada Nizzoli is a copywriter with a special focus on serving female entrepreneurs. Under the brand name Crafty Copy, she combines “marketing, SEO, and literary tricks to create texts that please both human readers and search engines”. In addition, she is a published author, writing both poetry and prose.
Recently, Giada presented five reasons why she’s not worried about AI copywriting stealing her job in a blog post with the title Why, as a Human Writer, I DON’T Find AI Copywriting a Threat. Her conclusion: “In my not-so-humble opinion, NO: AI won’t take over copywriting any time soon. Not for professional copywriters, at least.”
This sounded interesting, so I decided to get in touch!
Hi Giada! Who are your favorite human writers?
When it comes to fiction and poetry, I have waaaaay too many. I’ll try and narrow it down to Gabriel García Márquez, Emily Brontë, Lemony Snicket (a childhood favourite), Cesare Pavese, Edgar Allan Poe, and Donna Tartt.
In the marketing and copywriting world, I’m gonna go with Vicki Maguire, Mary Wear, David Abbott, and Julian Koenig.
When did you first hear about AI copywriting as a technology that could actually be useful? What was your reflection?
Fairly recently. Maybe a couple of years ago?
I was a little confused so I decided to try and look into it. To be honest, I got the same vibe as content mills that employ underpaid writers: a focus on speed, cheapness, and quantity over quality.
I also got approached by an agency that wanted me to churn out lots of weekly articles using a specific AI tool (and pay for that tool myself, would you believe that?!).
Needless to say, I refused.
Is there any (potential) AI copywriting functionality that could actually help you in your daily work?
Not at the moment, but … never say never!
The thing is: I have my own process, and AI copywriting doesn’t really integrate well with it.
I do however rely on other types of AI. For example, I use tools like Grammarly to catch typos (a lifesaver when I have to keep switching from British to American English for my clients!) and Hemingway to spot wordy sentences.
Like all AI, though, they should only be used with a pinch of salt. Some Grammarly suggestions are completely off the mark.
Basically, a handy starting point, but they still need a pair of human eyes.
My own thought is that ”if you compare the output of an NLG robot with that of a skilled writer, the difference you get is the essence of quality.” Do you agree?
I do if we’re talking about fiction or feature articles. However, in my industry (marketing and copywriting), I’d say the real difference is RESULTS.
Some AI copywriting tools can actually write pretty good-quality copy if we measure ‘quality’ by grammatical correctness and readability.
However, copywriting goes beyond that! It’s not about writing pretty words. It’s about crafting the right ones for a particular audience so that we can compel them to follow through with a specific action.
And, when it comes to stirring pain points or getting someone to feel a certain emotion, I don’t think a robot can do that successfully.
So, in my opinion, AI copywriting can read nicely but won’t convert into sales as much as the copy of a professional writer. A human writer, that is.
You claim that ”Writing is actually the smallest part of my job as a copywriter.” How is this relevant when we’re talking about AI copywriting?
Well, here’s the thing: that’s actually one of the main reasons why I can’t personally use AI copywriting.
There’s plenty I do before typing a single world. While this can change depending on the type of project, it usually involves having a conversation with my client, asking them specific questions through my project planner, taking the time to fully understand their brand and what sets them apart, analysing their target audience and their current stage of awareness, lurking on forums like Quora and Reddit to figure out what they think of the type of products or services that my client offers, researching the actual subject, analysing competitors to figure out how I can make my client stand out…
With AI copywriting, I’d still have to do all that and then find a way of turning it into info that can actually be processed by this tool.
Doing the latter sounds almost more time-consuming than writing the actual copy after having already conducted all the research and brainstorming.
But let’s say it works well for you: you add everything to your favourite AI writing software, and press a button. Once it churns out some words for you, you’ll start editing them, right?
In my opinion, that’s where you’d be compromising on creativity…. because you’d be editing what was already written by a machine instead of thinking outside the box and coming up with something truly unique.
Do you think you and I will have to regret our human hybris regarding text quality one day?
If we ever do, regret should be the least of our concerns.
I mean, if AI can write better than humans and produce juicier marketing results for my clients, then it’s probably taken over the world by then.
Run, Olle. RUN!
Bonus question: As an English native speaker, what do you think about ABBA’s lyrics?
Well, first of all, plot twist: English isn’t actually my first language. I’m Italian (does the stereotypical hand gesture), but I only run my business in English as that’s now the language I’m most comfortable with.
Let’s get to the point, though.
I love EVERYTHING about ABBA, from their melodies to their outfits and … yes, their lyrics, too. While some songs are quite light-hearted, some others are nothing short of emotional bombs, in my opinion. Like, the everyday imagery and melancholy in Slipping Through My Fingers. It genuinely makes me tear up more often than not.
Don’t miss Giada’s blog – it offers a lot of practical advice and interesting reflections which are relevant to all kinds of writers.