I genuinely believe that the value and effectiveness of words written by an expert human writer far outweighs the value and effectiveness of words generated by a machine with no human wisdom or insight.
For that reason, I always take the role of primary writer. I do all the important thinking, strategising and writing myself.
I do, however, use AI as an assistant.
For example, I might get an AI to:
- Transcribe an interview.
- Summarise an article, web page or video.
- Research a topic and find reputable sources.
- Provide insights into a target market.
- Generate ideas for creative concepts or content topics.
- Come up with fresh examples, scenarios, stories, analogies, metaphors, turns-of-phrases and so on that I could use in the copy.
- Review a draft and recommend edits and improvements.
- Proofread for typos, grammar and other errors.
- Play the role of your customer and tell me how persuasive the copy is from their point of view.
While harnessing what AI has to offer, I’m also very aware of the dangers of AI. If you provide me with information that is a trade secret or otherwise confidential, I will never input that information into an AI without your approval.
In short, I use AI tools to make me more efficient and more productive. I don’t use AI tools to write. The writing I do for clients is always original and is never AI-generated.