Generative AI in Copywriting: A Complete Guide in 2024

Artificial intelligence is transforming how businesses create content. Generative AI tools like ChatGPT can now generate high-quality text tailored to a company‘s brand and goals. As an expert in web scraping and data analytics, I‘ve seen firsthand how generative AI relies on big data and neural networks. This guide will explain how it works, best practices, and limitations for copywriting in 2024.

What is Generative AI?

Generative AI is a subset of artificial intelligence focused on creating new content synthetically, whether text, images, audio or video. The key distinction from traditional AI is the output is original rather than analytic.

Powerful new models like ChatGPT launched in late 2022 demonstrate the rapid progress of natural language generation. After training on vast datasets of online text, research papers, and even conversations, ChatGPT can craft written content from simple prompts.

Let‘s break down what‘s happening behind the scenes. Generative AI models utilize neural networks, which are inspired by the human brain‘s interconnectivity. Inputs pass through successive layers that apply computational transformations. In NLP models like ChatGPT, these inputs are words and outputs are newly generated words.

With enough layered neural networks and training data, models can synthesize incredibly naturalistic text. Recent benchmarks show ChatGPT achieving human-level performance for many NLP tasks.

How neural networks power generative AI

Figure 1. Simplified diagram of a neural network, the core component enabling generative AI models to produce text and other content. Image credit: Anthropic

In November 2022, Anthropic released ChatGPT after training it on a massive 570GB dataset. This included online books, Wikipedia, news articles, StackOverflow Q&A‘s, and more. After digesting the equivalent of 20 million books, ChatGPT can convincingly simulate human conversation and writing styles.

This enormous training scale empowers ChatGPT and similar generative AI tools to assist copywriters. Next, let‘s explore some key benefits for copywriting.

4 Benefits of AI Content Generators for Copywriting

1. Speed up the writing process (73% faster drafting)

For companies producing high volumes of marketing content, generative AI can help draft copy significantly faster than humans alone. One survey found AI tools can produce copy up to 73% faster than human writers.

This acceleration empowers copywriters to increase output and focus their efforts on refinement. For startups and small businesses, it eliminates the need for hiring additional writers.

Generative AI improves copywriting efficiency

Figure 2. Generative AI tools can improve copywriting efficiency by 73% according to one survey. Image credit: Anthropic

2. Overcome writer‘s block (46% find it helpful)

In a Copyblogger survey, 46% of copywriters reported AI tools help overcome writer‘s block. Rather than facing a blank page, copywriters can use AI to build an initial framework.

This reduces the cognitive burden of crafting every sentence from scratch. AI can provide prompts and headlines to get the creative juices flowing again.

3. Reduce costs (72% lower than hiring)

Small teams and bootstrapped startups often can‘t afford hiring full-time copywriters or agencies. According to one source, generative AI tools cost on average 72% less than hiring freelancers.

The low cost allows early-stage companies to punch above their weight with compelling, professional-grade content.

4. Create consistent messaging (47% see improvement)

Maintaining a consistent brand voice poses challenges for writers. But 47% of copywriters confirmed AI helps sustain a uniform tone across content types.

By analyzing past content, AI can replicate a company‘s unique language patterns. This consistency strengthens branding across campaigns and channels.

In summary, AI-generated copy provides speed, inspiration, affordability, and tonal consistency — all extremely valuable assets for copywriters.

Top 6 Use Cases of Generative AI in Copywriting

Let‘s explore the most impactful use cases where businesses are applying generative AI for copywriting.

1. Website content & blog posts

AI-powered tools excel at crafting long-form content like blog articles and webpages. In my experience analyzing web content, I‘ve found AI-generated drafts help writers research topics, outline sections, and even suggest sources faster.

This application greatly accelerates content creation for resource-intensive blogging and websites. It also aids SEO by allowing more content to be produced targeting relevant keywords.

I estimate generative AI could assist with 35-50% of blog content drafting for a typical mid-size company‘s website. This adds up to major time savings.

2. Social media posts

Short-form social content represents a prime opportunity for generative AI. The constrained length and need for constant posting makes manually writing every tweet or Facebook update impractical.

AI can analyze audience data to determine optimal content formats, lengths, and topics. It can then generate hundreds of unique social posts matching the target parameters.

In one example, an AI tool created 100 unique tweets for a company in just 30 minutes. That volume and speed is impossible for a human social media manager to match.

3. Product descriptions

In ecommerce, quality product copy can make or break conversions and sales. But crafting compelling yet accurate product descriptions at scale is challenging.

Feeding the AI product specs and customer data allows it to generate tailored descriptions conveying the key product benefits and differentiators.

In tests, AI-generated product descriptions increased click-through-rates by as much as 42%. This application has tremendous commercial value.

AI product description example

Figure 3. Example product description for a backpack generated by an AI tool

4. Search Engine Optimization (SEO)

Optimizing content for keywords and readability is crucial for search engine rankings. In my experience in web scraping and data extraction, I‘ve found AI tools strongly support SEO.

The AI can analyze pages and suggest new title tags, headers and body text to target valuable keywords. It can also evaluate overall structure and linking to improve user experience.

These improvements lead to increased organic growth through higher discoverability and click-through-rate from search.

5. Content for mobile apps

Apps require specialized copy suited for small screens and quick interactions. Generative AI can craft push notifications, in-app messages, and microcontent optimized for the mobile experience.

Tailoring copy to the unique interface of each app has been shown to improve engagement up to 32% and retention 18%. The constrained length of mobile copy is also faster for AI to generate.

6. Personalized emails

Leveraging customer data and analytics, AI can generate personalized email content matched to each subscriber‘s preferences and purchase history.

This includes customized subject lines, product recommendations, special offers, and more. The relevance provided by AI results in higher open rates up to 22% higher and clickthrough rates of 39% higher per recent studies.

In summary, the applications of generative AI in marketing and copywriting are immense, ranging from long-form content to short microcopy. When used strategically, it can amplify the output of human creative teams. Next, we‘ll explore best practices for implementation.

5 Best Practices for Implementing Generative AI

Here are a few recommendations based on my experience for integrating generative AI tools successfully into your copywriting process:

1. Fine-tune the model

Most generative AI models are designed for general purpose use. Feeding brand-specific data into the model through fine-tuning can improve the relevance of generated text by up to 29%, according to Anthropic.

2. Generate ideas rather than full content

I advise using AI to provide ideas, angles, headlines and outlines rather than full articles. This enhances creativity without fully automating the writing.

3. Incorporate human oversight

Always have a copywriter review AI-generated text for correctness, brand alignment and proper formatting before publishing. Human oversight is crucial.

4. Track performance

Continuously monitor social media engagement, conversions, and other metrics connected to AI-generated copy. Use this data to refine the model‘s training.

5. Avoid overreliance

The AI should supplement human creativity, not replace it. According to one survey, 78% of content suffers without human oversight.

When used strategically, generative AI amplifies skills rather than undermining them. But it does have limitations.

Key Limitations of Generative AI for Copywriting

Based on my technical experience, here are a few factors to keep in mind:

1. Inadequate fact checking

Like humans, AI can incorporate incorrect data and unreliable sources into its writing. Always verify facts and citations.

2. Limited linguistic nuance

While advanced, AI struggles with very nuanced human language like sarcasm, wit or irony. Editing is required.

3. Narrow context

The AI generates copy based on the prompt, not broader goals. Without context, copy may lack relevance to the business.

For these reasons, AI should augment human creativity rather than replace it outright. When used together, generative tools can enhance productivity and inspire new directions for copywriters in 2024.

Conclusion: A Powerful Copywriting Supplementary Tool

In closing, this guide provided an overview of generative AI for copywriting, from how it works to its many applications and best practices. While not a magic bullet, AI-generated text can accelerate drafting, inspire creative thinking, and reduce costs. With proper human oversight for accuracy and relevance, generative AI promises to enhance almost any copywriting process.

As these technologies mature, they will become an increasingly integral toolkit for copywriters. I hope this guide provided useful context and actionable advice for harnessing generative AI as a copywriting aid. Please reach out if you have any other questions!