Marketing is an integral part of today’s business world. Daily, millions of people are trying to find the best way to sell and promote their or their company’s products and services. Marketing is, as in almost every profession traditionally done by humans.
But with the introduction of Jasper AI, this could be (partly) changed. Jasper AI is a generative AI tool that can generate high-quality marketing copy with some simple inputs. You can choose between 50 different templates, including SEO copy, blogs, Instagram ads, and much more. According to Jasper.ai (n.d.), the bot is more efficient and more effective than humans. This sounds promising to me and made me curious. I decided to test the bot myself to find out whether the claims from Jasper AI are right.
For the interested ones, the bot works as follows:
I tried to let the bot generate a blog for me. After some simple inputs, Jasper generated a text for me in just minutes. So there is no discussion about efficiency, the bot is indeed way faster than a human is. The quality of the generated text surprised me. It was just indistinguishable from a human-produced text. Also, I was able to decide what tone of voice the text should be and could even specify my own brand voice. After testing, I could see the benefit of Jasper AI. After checking the price, which starts at $39 per month I asked myself why you should not make use of Jasper AI as a marketer.
Therefore, I did some more desktop research to see the negative parts. The main disadvantages stated on the Internet are that the content can be inaccurate, the bot doesn´t perform well on niche topics, and with the input and checks in the end you still need a lot of human work (Chaudhary, 2023).
Of Course, I do see that at the moment Jasper AI cannot fully replace all employees who work as marketing copywriters. And for sure, I also won’t fully trust a bot and want to check the generated text myself. But, I do see the potential of the bot. At the moment it can already help by generating first drafts. Although, the technology will continue to evolve in the coming years and is far from being mature. The expectation is that in the future
At the moment the bot works faster and is cheaper than a human is. Indeed, the expectation is that the next generation of generative AI tools will constantly outperform humans (Brezinski et al., 2023).
Thus, at the moment Jasper AI is already cheaper and works faster than humans can do. If the expectation becomes reality, the bot will also always outperform humans. Then what will be the reason for a company to hire a human to write marketing copy if you can make use of Jasper? Will the marketing copy profession even exist for over 20 years? I do expect that people still want to have control and prefer to rely on a human. But, I do also expect that these kinds of tools will make a huge impact and that humans will (partly) be replaced.
References:
- Brezinski, H., & Jurek, W. (2023). Introduction to the thematic issue on digitalisation, big data, and artificial intelligence. Economics and Business Review, 9(2) 3-7.
- Chaudhary, S. (2023). Pros and Cons of Jasper AI for content writing. WriterArmy. https://writerarmy.com/pros-and-cons-of-jasper-ai-for-content-writing/#:~:text=One%20of%20the%20most%20notable,reasoning%20than%20Jasper%20can%20perform.
- Jasper | AI Copilot for Enterprise Marketing Teams. (n.d.). https://www.jasper.ai/
Very interesting article about generative AI tools and the place of a human in the creative side of marketing. From your example with Jasper, it was able to create a text that was indistinguishable from a human-generated one and you could specify its tone of voice. However, as a counterpoint to the idea that this type of software could eventually replace human input, Seth Godin’s “Purple Cow” concept comes to mind – the best performing brands tend to be different and stand out from the crowd through novel and often outrageous ideas. This type of marketing seems to me something that is inherently human. What are your thoughts on Mark Ritson’s (ex-MIT professor) viewpoint that, with more companies embracing generative AI in their communication, quality human input will actually become more important as a way for brands to differentiate themselves to consumers?