AI Copywriting Meets Meta
Meta is turbo charging their focus on AI just as AI copywriting takes the world by storm now that Chat GPT has become widespread. Facebook has generative AI teams working on building "delightful experiences" around AI [wtf?].
Zuck announced that Meta is developing AI personas to help people - although given how automated ad policy enforcers wreaking havoc on Facebook ads hasn't gone too well so far.
Meta's new AI will focus on text (like chat in WhatsApp and Messenger), images (eg creative Instagram filters, ad formats) and video.
Generative AI
Generative AI is a type of artificial intelligence technology that can produce various types of content, including text, imagery, audio and synthetic data. This includes creating deep fakes and more.
This new laser focus on AI is one of Meta's futuristic developments with their Metaverse comprised of:
(∆) artificial intelligence and machine learning
(∆) virtual reality and augmented reality
(∆) the internet of things (iOT)
(∆) bl0ckchain technology
(∆) edge computing
Zuck is pushing everyone to live in the Metaverse, where you'll be able to perform all your regular day-to-day, real life activities, except everything is in a simulated VR reality and you represent yourself with an avatar.
That ALMOST fits the exact description of The Matrix:
"...a dystopian future in which humanity is unknowingly trapped inside the Matrix, a simulated reality that intelligent machines have created to distract humans while using their bodies as an energy source."
How intelligent do we really want machines to get? The over reliance on robotics already stunts emotional intelligence in teens. Despite all the warnings companies like Google aggressively pursue making an AI with human awareness.
It really makes you think, are we creating a superior predator to mankind with this focus on inventing a self aware machine? Chat GPT just amalgamates Google search results so it isn't self aware...yet. Despite what a Google engineer named Blake Lemoine thinks.
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Performance Marketing and AI Copywriting
A lot of the hoopla around AI copywriting is geared towards creating high-quality content, in just a few seconds, at a fraction of the cost. But if you've used Chat GPT you know it sounds like an instruction manual.
While having an AI writer that generates and optimizes your copy would be nice, marketers still need to humanize their content marketing material. Machines don't understand the human pathos.
Affiliate or performance marketing doesn't have any ROI if you're relying on AI that has no idea why a headline it's trying to duplicate works. The why is the crux for course correcting when your KPIs aren't met.
For tips on running FB ads as a business, read How to Navigate Facebook’s Advertising Policies as a Business.
Just Get Copy That Converts
“We have a lot of foundational work to do before getting to the really futuristic experiences, but I’m excited about all of the new things we’ll build along the way.” - Mark Zuckerberg
Copywriting AI is the new "it factor" in marketing and business. Large language models created by OpenAI are integrated into a Microsoft Bing chatbot as well as ChatGPT. Google is also working on a chatbot named Bard.
The world is obsessed with AI. I predict this is the new Californian Gold Rush in Silicon Valley - but also that bubble will pop with the realization AI isn't that developed at scale yet.
Read my full predictions for AI this year on Linkedin here, here and here.
On Monday, Snap announced that it would integrate a ChatGPT bot into its Snapchat app. If you're familiar with Facebook, you know they like to reverse engineer successful business models.
Last week, Meta announced its own new large language model called LLaMA.
Were you using AI for FB ad copy and got your ad account disabled? Read How to Recover Facebook Ad Accounts now! My client Dr. Emi was featured on the Today Show on NBC. I helped her when she was shut down (VIP Access).
Should You Use an AI Copywriting Tool?
After watching iRobot, Total Recall, The Matrix, the Terminator and more, it feels like people almost want the apocalypse to happen. Where machines rise up and decide mankind needs to be destroyed as a threat to its survival.
Yet engineers still nerd out with a lot of back patting the closer they get to creating the villain in every one of these sci-fi movies that tries to kill us. Is that really smart? ¯\_(ツ)_/¯
Whether or not you use ai copywriting tools really depends on your bandwidth for humanizing it. And the intent. If you use AI to create a recipe book, that seems fair. Or for content marketing that you adapt, sure.
I tried to use Chat GPT to write part of a chapter in my upcoming sci-fi novel, A Memory of Saturn (the first one in the trilogy is Zero Point Horizon).
But you know what happened?
I had to scrap all of it because the hokey Chat GPT writings were devoid of any imagination, human emotion, or vivid descriptions. If I was writing a children's book, that corny Chat GPT text would work. Everything else - not so much.
(Looking to side step a FB shutdown? Peep Top Reasons Why Facebook Disables Ad Accounts).
Let's cover some of the real risks using AI copywriting.
AI Copywriting Limitations
Are AI chabots watermarking the chatbot text??! Yes. As Tech Crunch describes:
In a lecture at the University of Texas at Austin, computer science professor Scott Aaronson, currently a guest researcher at OpenAI, revealed that OpenAI is developing a tool for “statistically watermarking the outputs of a text [AI system].”
Whenever a system — say, ChatGPT — generates text, the tool would embed an “unnoticeable secret signal” indicating where the text came from.
I know almost everyone is jumping up and down, excited about Chat GPT's potential (and other ai chat bots). I've even seen idiots on youtube tell people they can make tons of money getting Chat GPT to narrate dog videos (all bs).
The real question is:
Are you safe using watermarked chatbot AI text? It would suck to have a website taken down because the owner used copyrighted AI generated text.
How does AI Content Generator work?
Neil Patel, one of my all time favorite marketing gurus has some choice words about how AI content generators work for AI copywriting:
"First, although AI tech is impressive, AI copywriting tools don’t write anything truly original. Remember, we’re talking about a machine. They’re “fed” articles and content written by human copywriters and essentially mix them up to create something new.
AI tools produce great copy, but just because it’s “new” copy doesn’t mean it’s original.
What’s more, AI tools can’t replicate human emotion. Why is this a drawback? Well, emotion matters in marketing. In fact, when it comes to consumer buying behavior, feelings are more influential than any other variable, so you should try to invoke emotion through your content."
What is AI Copywriting?
FAQ
AI copywriting uses artificial intelligence to write copy for your website or content marketing campaigns.
Typically a chatbot is used with a simple query. Many use AI copywriting for generating headlines, YouTube video titles, product descriptions, website text to email newsletters to social media posts.
Is AI Copywriting Worth It?
I'll address this on two fronts:
1. Facebook's new focus on AI
2. Content creation
If you are like me, a blogger, content marketer or you run ads, I'd say use with care. Ecommerce even if you're using AI for product info.
Really any sort of AI content marketing the public sees, if it's branded with cryptography??!
That can enforce a trademark?? Ummm...hard pass. That may be more trouble than it's worth.
As a Facebook ad policy specialist I can share that many advertisers ask for my help after they get ads rejected on Facebook. Sometimes for copyright infringements.
AI copywriting tools are great for outlining, generating ideas, and breaking writer's block. But you'll need to humanize it and use your own words to avoid being banned on platforms who scan for AI created content.
Imagine being sued by Chat GPT for royalties if AI copywriting from them generated you revenue. That kind of reframes how much "effort" you think goes into writing original copy versus using AI.
Hiring an IP lawyer is a lot more effort.
You gotta match your audience's tone, pain points and humanity. Robots can't do that. The future of business is in customization. AI copywriting is generic af.
The exact opposite of customized copy for your target audience. Think about all the ad fatigue from swipe file ads.
Millennials and Gen Zers are migrating to influencer marketing because that feels more real. Folks are also sick of Facebook bans - learn how to avoid them here.
The Metaverse is Dead
Sources at Facebook say that Mark Zuckerberg has quietly killed the Metaverse in favor of AI.
Reality Labs, the division responsible for the metaverse projects, recorded a cumulative loss of nearly $24 billion in 2021 and 2022, which has likely contributed to Zuckerberg's decision to shift the company's focus.
As Reuters reports: The public battle to dominate the AI technology space kicked off late last year with the launch of Microsoft-backed OpenAI's ChatGPT and prompted tech heavyweights from Alphabet Inc (GOOGL.O) to China's Baidu Inc (9888.HK), to trumpet their own offerings.
Meta's LLaMA, short for Large Language Model Meta AI, will be available under non-commercial license to researchers and entities affiliated with government, civil society, and academia, it said in a blog.
Do You Trust AI?
Given Meta's history as Facebook, routinely making errors in automated advertising flagging, and locking Facebook users out of their personal accounts by accident - do you trust their competency with AI?
Meta in May last year released large language model OPT-175B, also aimed at researchers, which formed the basis of a new iteration of its chatbot BlenderBot.
It later introduced a model called Galactica, which could write scientific articles and solve math problems, but quickly pulled down the demo after it generated authoritative-sounding false responses.
Conclusion
Samyutha Reddy, Jasper's Head of Enterprise Marketing said:
"Generative AI is still in its early stages, and it has some issues. The information it collects can be biased or simply false, and it doesn't have the discernment of a real human to catch those inaccuracies."
Last month I had a chance to hang with Austin Distel, the head of marketing at Jasper. The Y Combinator-backed startup is trying to improve upon some of the limitations of other AI copywriting chatbots.
In conclusion, my take on ai copywriting is to wait and see. Use it sparingly and don't forget your bottom line:
Human-to-human connections generate more revenue than any copy and paste approach. Machines don't always have the answer.
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