"Pencil's experiment focused on written copy in Facebook product ads rather than big-budget creative. Despite widely held concerns that the tech could cannibalize copywriting jobs, that doesn't mean professional creatives are ignoring the tech. Shruthi Subramanian of Serviceplan Munich (above) was named the most-awarded copywriter in the world in The Drum's World Creative Rankings. She says the tools can be put to good use, albeit with caution."
"Hakuhodo copywriter Taro Taniwaki, the second-most awarded in the global industry, goes further. He says applications such as ChatGPT can be "a great tool that reinforces copywriters' abilities." "I have used ChatGPT and other AI services for the last couple of years and my impression towards them is that they are really good at coming up with 'correct' ideas that properly answer the brief," he says."
Early large language models produced fabricated facts, wandered off-topic, and offered long answers where brevity was needed. Experiments targeted at Facebook product ad copy show apprehension about job displacement but reveal that many creatives are engaging with the technology. Experienced copywriters report that AI can save research time, suggest correct answers to briefs, and reinforce creative abilities when used prudently. Users must maintain curiosity, verify facts meticulously, preserve empathy in messaging, and remain alert to bias. AI adoption shifts emphasis toward higher-order idea development and responsible verification rather than simple replacement of human creativity.
Read at The Drum
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