Woolley Marketing: The rise of the creative machines
In his regular column for Mumbrella, Trinity P3 founder and global CEO Darren Woolley argues the use of technology for the creative production process is not a binary decision.
Copywriters beware. Your worst nightmare is coming. For all those long-suffering agency writers, with clients who all believe they can write just as well as you can, the fact is they now have technology on their side. It has come in the form of AI – artificial intelligence.
Simply type into Google, “AI copywriters” and you will see the rise of the machines – with names like CopyAI, Copysmith, Anyword and Jasper. All proclaiming their ability to create copywriting that gets results. They will write your hundreds of Facebook ads, your thousands of Instagram Ads, and they will write your website and paid search and display ads without complaining about your copy changes.
Okay, so there still may be some errors for the pedants out there that cherish grammar, and the AI will often struggle with colloquialisms and jargon in ‘crafting’ the copy that sells your product. But imagine – an unlimited source of copywriting without ego, complaint, or contrary opinion?
It doesn’t stop there either. Technology is not only streamlining copywriting. It is also impacting art direction, editing, layout, design, and production. Instead of discussing SAAS, it is being called CAAS – creative as a service. The ability to scale the volumes of creative materials needed through technology platforms that can deliver virtually unlimited customised versions in real time.
