“Today, our priests are technologists”

We’re living in a moment of change.

The words above were said by George Tannenbaum, Founder of GeorgeCo., LLC.

I wrote it down during a Branding Mag live masterclass (titled, Why human-crafted messaging will never go out of style) because it was the first time I witnessed an adult conversation about AI.

The panel featured top-of-their-game copywriters (the aforementioned George, Vikki Ross and Eddie Shleyner) openly discussing the fast-changing media and tech landscape with Branding Mag’s Editor-in-Chief, Flavia Barbat.

At the outset, Flavia said she launched the masterclass to fill the space with practical advice for copywriters. But what most stood out to me was the difference of opinion towards AI tools between men and women*.

For example …

Vikki said she doesn’t use AI in her process. Mostly because “the process” is how she gets results.

Flavia said: “I’m yet to touch the thing.”

Eddie said he uses it for research and brainstorming.

George sees a shift in society with technologists being placed on a pedestal (hence, the quote above in the title).

And, in the chat, there seemed to be more men expressing positive opinions about AI than women, with some saying they use it like an “assistant”.

All of this points to two camps emerging in the ongoing debate about AI and copywriting: either it’s already a part of your process, or you’re actively resisting it.

Personally, I’ve tried AI writing tools (gotta keep an eye on the competition) but I quickly realised they are not for me. I like using my brain and, like Vikki, I believe the process of writing is just as important as the outcome.

But is it really so black and white that this difference of opinion can be split down gender lines? Only time will tell.

*There’s nothing scientific about this. I simply listened and observed.

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Something for your creative soul

The Branding Mag masterclass wasn’t only about AI.

The panellists also talked about the role of a copywriter and George shared his 4Ds of copywriting:

1. Define: what does the client do?

2. Demonstrate: how can we show what they do?

3. Disseminate: what’s the best way to get the message out there?

4. Disciples: who are the brand’s most devoted customers?

According to George, points 1 and 2 are the most important roles for copywriters. They are “architectural” and will help to influence points 3 and 4.

Eddie then took it even further by saying, “we’re getting paid for our perspective and to understand people intimately”.

Something AI definitely can’t do.

So next time you feel threatened by the pace of technological change, or experience a moment of panic after receiving a new brief, remember the 4Ds.

And then remind yourself of Eddie’s wise words.

An AI tool might be able to scrape the internet and create an average piece of work. But it can't understand people in the same way that a human can.

Not yet, anyway.

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One last thing …

“If you want creative workers, give them enough time to play.”

- John Cleese