Death of copywriting?
It is interesting to note that conversations around the ‘death of copywriting’ is not new. A few decades ago, photoshop and illustrator were thought to be the harbinger of doom for advertising
However there are a few who believe that it is more about craft versus efficiency. “AI is extremely helpful in optimising a piece of content from a search engine optimisation (SEO) perspective or even mobile, weaving in all the keywords and building headlines with great precision. Another efficiency lies in generating lengthy content in minutes – websites, blogs, product descriptions, brochures – all in sync with the brand tonality and properly proof-checked,” Sarvesh Raikar, regional creative officer, Lowe Lintas,explained. .
Industry
The role of AI!
Even as creative agencies and brands are yet to explore the complete usage of AI when it comes to copywriting, in terms of implementation the technology is being used. For Instance, Mondelez India
Another recent example would account for Puma’s latest campaign conceptualised by Leo Burnett featuring cricketer Virat Kohli, called ‘Puma Diva’. This campaign-cum-contest had asked Kohli fans to upload images of best dives in everyday life
For the advertising industry, AI will act as an enabler and will help in creating interesting campaigns, in the future. “While AI can generate a plethora of ideas, the human touch—our innate understanding of emotions, nuances and cultural contexts—remains irreplaceable. Well-crafted, well-written thoughtful words – words that will move, explain and persuade have never been more important, or at a greater premium, than in the world of generative AI,” Akhilesh Sabharwal, chief technology officer, Zoo Media, said.