I could see this one coming.
In my role as a Technical Advisor and Consultant for Media Content, I’m often asked to provide my writers experience for speeches, presentations, meetings. CEO appearances and the like. As a former news reporter, I believe in being prepared. That means doing the subject matter research, talking with the client, and then adding a human touch to whatever the final product is. That’s because in every circumstance, you get one shot at making the impression, and when it comes to writing for someone at the head of a Fortune 100 company, it damn well better be perfect.
A prospective client contacted me with just such a request. A member of corporate management was going to be giving a speech in 4 different locations, each of which demanded that personal touch be something about the city, the audience, mixed with some current events material. We discussed all the parameters and, as is my custom, I told them I would be back to them within 24 hours with a prospective material review and price.
The call with this member of their PR and Marketing team was at 330pm ET. I reached out the next day at 1030am to nail everything down and get it into my schedule. I presented my proposal, and I’ll be honest. With my experience, I’m not bargain basement. I have a reputation of always being fair with every client, only charging what I think is in their best interests and mine. I have always looked at every client as someone I hope to be engaged with for more than just one instance.
I gave them my timeline, my initial questions about the presentation, and my price. This individual took everything in, thanked me, said it all sounded exactly as they wanted, and “this will be a fun project to work on together”. Told me I would hear from them tomorrow, as the project was time-sensitive. I had no reason to believe there would be any issues.
Next day, no call. Nothing the next day. Weekend. Nothing on Monday. Sent a follow email indicating that if there were any additional questions, just ask.
Radio silence. Hey, not the first time something like this has happened. I just chalk it up to being part of doing business, this person was busy with other issues, and nothing personal.
Two weeks later………
I received a call from a colleague who attended one of the management presentations I was discussing. She told me it was, and this is a quote, “one of the worst speeches I have ever heard anyone deliver, and you could tell he was flustered and frustrated with the reaction”. She followed with, “I asked around, and turns out the speech was written entirely by AI and they got it for nothing by using one of the platforms”.
A member of the staff of a Fortune 100 company used freebie AI to write an important speech for their management. Later I discovered this person also used much of what I discussed as part of what I would write as their questions and comments asking the AI platform to build from. In other words, heisted my material to save money.
Now that, I take as a personal affront. Subterfuge and stealing. I just tucked it into the back of the brain and figured somewhere along the line, I’d have an opportunity to hear about this person again.
About a month went by……
I was talking with another colleague who does business with that company. We were off on an entirely different subject when he said, “you know, they fired that person that night of the event. The boss was livid when he found out AI was used to write the speech.”
Hey, karma is a….well, you know.
Saw it coming, didn’t you?
Unfortunately, what I experienced is not isolated. Plenty of people at varying levels of corporate and personal need are turning to artificial intelligence. This despite the numerous warnings about AI not being exactly perfect when it comes to things such as human syntax, conversational speech, and most important, the human element.
As an experiment, I hooked into a few of the various AI platforms and gave each of them the same information I had about that manager and that event, along with a number of the things I discussed as possible additions to the speech. I wanted to see what actually would return.
What I received was a very dispassionate, light on actual facts and statistics, incredibly boring 3,000 words or so. I mean, this was something that were I in the audience, I might have faked a panic attack just to have myself removed from the room.
Sure, it had a lot of the particulars there, but it had no soul. It had no depth. It had no character. There was simply nothing there that would engage an audience.
As the old adage goes, “you get what you pay for”.
AI is an incredible tool, something we all should get used to using. I’ve used it many times for research purposes and found it to be extremely helpful and saved a lot of time. However, I would NEVER, and I put that word in caps to make a point, use artificial intelligence for writing something original that I would present to a client as being from my hand and experience.
When I write, and I’m certain I share this with every other professional wordsmith, it comes from the head, to the heart, to the fingers, and then into print. And when it comes to something such as this case, I’m worth every penny. So are my peers. This is what we do, not just for a living, but as a craft. No machine can match a craftsman in what they do. The pauses, the moments of insight, the elements of surprise, so many things no machine can deliver.
Here’s why human copywriters, scriptwriters, authors and anyone who writes for a living or even a passion, is better than any AI.
We are not only relevant, but we are essential.
1. Creativity and Emotional Depth
At its core, writing is an art form, and creativity is the heart of that art. Human writers bring a depth of emotion, nuance, and innovation to their work that AI lacks. While an AI can analyze millions of words and generate patterns of speech, it lacks true empathy, personal experiences, and the ability to tap into emotions that resonate with readers or viewers. Whether it’s a heartfelt novel, a gripping screenplay, or persuasive ad copy, the ability to connect with an audience on a personal level is essential, and that requires a human touch.
Consider a movie script with deep emotional scenes, witty banter, or an unpredictable plot twist. AI can mimic structure and form, but it cannot genuinely feel or understand the emotional complexities of human relationships. Writers craft stories not by just stringing words together, but by drawing on their own experiences, emotions, and observations of the world. These elements make stories memorable and impactful—something AI simply cannot do.
2. Unique Perspective and Cultural Sensitivity
Human writers bring their personal perspectives, cultural backgrounds, and individual world views to the table. These perspectives allow them to create content that reflects diverse voices and resonates with specific audiences. AI, on the other hand, operates purely on data sets. While it can analyze trends and patterns, it cannot authentically represent the intricacies of culture, identity, or human diversity.
Cultural sensitivity is particularly important in today’s globalized world, where content needs to reach a broad range of audiences without offending or alienating anyone. Human writers can tailor their work to specific regions, cultures, or communities by understanding local norms, traditions, and sensitivities. An AI might pull from a global dataset and inadvertently create content that is tone-deaf or offensive to certain groups. In such cases, the harm caused by relying on AI-generated content could far outweigh any perceived efficiency.
3. Strategic Thinking and Adaptability
Writing is not just about stringing words together. It’s about strategy. Good copywriters understand the intricacies of branding, tone, and messaging. They know how to craft copy that aligns with a company’s overall marketing goals, resonates with target audiences, and stands out in a crowded market. AI lacks the strategic thinking that human writers bring to the table. While it can replicate patterns, it doesn’t understand context or long-term goals.
Additionally, humans excel in adaptability. They can pivot, react to real-world events, and inject timely relevance into their work. AI is restricted by the data it has been fed, often lacking the ability to respond in real-time to changing market conditions, evolving trends, or breaking news. For instance, if a brand needs a quick response to a viral trend or a sudden crisis, a human writer can tailor the message with sensitivity and precision, whereas an AI might fumble with irrelevant or inappropriate responses.
4. Ethical Considerations and Judgment
In writing, ethical considerations are paramount, especially in journalism, advertising, and content creation for sensitive industries. Human writers possess a sense of judgment, ethics, and responsibility that AI cannot replicate. AI can unintentionally generate misleading or harmful content because it doesn’t fully grasp the ethical implications of its output.
For instance, when writing about medical topics, AI might pull from outdated or inaccurate information, leading to dangerous recommendations. Human writers, particularly those with expertise in the field, can vet sources, fact-check claims, and ensure that the content is both responsible and accurate.
While AI has made remarkable strides in generating text and analyzing data, it cannot replace the unique qualities that human copywriters, writers, and scriptwriters bring to their craft. Creativity, emotional depth, cultural sensitivity, strategic thinking, adaptability, and ethical judgment are all areas where human writers far surpass machines.
As businesses, filmmakers, and content creators continue to seek impactful and authentic work, the value of human writers remains irreplaceable. The future of storytelling, branding, and communication depends on the human touch that no AI can replicate.
AI has no soul, and that soul is what makes for a truly human experience.
A one of a kind human experience.
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