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  • Writer's pictureChris Silberston

Generative AI: the good, the bad, the useless

Updated: Feb 16

A robot in an office space, starting directly at the viewer

We’re getting a lot of questions about AI. What does it do well? Which platform writes best? How can it save me time? Can it come up with creative ideas when I’m stuck? Read on for our response to all your questions.

We’ve kept an open mind about the place of AI in marketing. We’ve tried the tools to evaluate what they’re good at. And we’ve had the occasional laugh at some of their nonsensical failures. As writing experts, we know the features and techniques that make copy effective – and we’ve put AI to the test for you.

Which platforms are best?

That depends on what you’re hoping to achieve:

  • If you want a tool that can search the web for you or answer detailed questions for research, use something based on GPT4.0 (Bing uses this technology and is free)

  • If you want an organisational tool that has a bit of AI assistance built in to help you plan campaigns or collect content, use CopyAI

  • If you want a second opinion because the first two aren’t working for you, try Google Bard

There are plenty of other platforms available. But many (except Google’s) are based on GPT3.5 – the technology you get with the free version of ChatGPT. So results will be fairly similar.

Will it save me time?

Yes and no. It can save you time if you play to its strengths (see the next question). If you expect it to do your work for you and write amazing copy with little input, you'll end up spending more time correcting mistakes than if you just did it yourself.

What should I use it for?

The million-dollar question. Generally, we’ve found that for anything creative, strategic, persuasive, or insightful, AI performs pretty poorly. But if you’ve got a very clearly defined task that you could easily do yourself but don’t necessarily have the time for, generative AI could work for you. Here are some examples:

  • Summarising, researching, organising or comparing lots of information or complicated text

  • Translations or alternative wording

  • A starting point if you really don’t know where to begin (maybe for a topic you know little about)

  • Outlines or structures for basic pieces of content

  • High-volume content, like bulk email campaigns where your message doesn’t vary too much

Show me a comparison between a real writer and ChatGPT


Real writer:

Does AI make grammar mistakes? Is Sam Altman an android? Can ChatGPT keep my nan company?

Marketers are confused. And conflicted. They’re not sure if the AI hype is real. They feel like they’re being left behind if they don’t use it. But they haven’t found many particularly helpful uses for it either.

Read our latest post for a professional writer’s insight into what generative AI is good for – and how you can integrate it into your workflow.


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Ever wondered what happens when you mix creativity with artificial intelligence? 🧠💻 Say goodbye to writer's block and hello to limitless inspiration! 🌈✍️

In my new blog post, I spill the beans on how Generative AI is revolutionizing the copywriting game! 🚀📈 Discover the secret sauce behind crafting killer content, catchy slogans, and compelling copy that'll make your audience go WOW! 😲👏

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Is it ethically OK to use it?

You’ll need to do a little soul searching for that one. There’s no doubt that in a world full of AI content, plagiarism will be everywhere. But AI didn’t invent plagiarism. It just added another layer of complexity.

All writers need to gather information to create content, whether that’s first-hand interviews, books or web searches. We think AI-generated content should mostly be treated like any other form of source information – it could be a useful input but not something you should trust implicitly or use word-for-word.

What’s next for generative AI?

The technology will get better faster than we can possibly keep up with. Many experts predict that by 2040, AI will be more intelligent than humans in every possible way. Who knows what will happen?

We’re staying optimistic. We think humans will always have a place creating content aimed at other people. Genuine human connection will always be important.


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