How Artificial Intelligence can be used for writing texts
Capturing and keeping someone’s attention online is increasingly competitive and keeping the steady pipeline of engaging copy flowing can be a time-consuming job for every social media professional. I'm one of those people who tends to take a long time when writing content; some days the ideas just bubble up, some days my brain seems to be in sleep mode!
But suddenly meeting all my deadlines and impressing my boss with outstanding copy is supposed to be a breeze with all the new Artificial Intelligence tools I can use to write or improve my ideas…right? But is it really that easy to generate great content tailored to my community? I wanted to take a closer look.
To get a better picture, I put the following tools to the test! I fed in the following command:
"I have a beauty company and sell eco-products for the target group of women over 40 who only want to use products without questionable active ingredients. Write me a Facebook post on the topic of sustainable cosmetics packaging. The text should be a maximum of140 characters."
Here are the results presented die Schwedin crown rating order. Five 👑 means a top result!
| Generated FB Post | Schwedin Rating |
| Sustainability is important to us! Our eco-cosmetic products for women over 40 are not only free of questionable active ingredients, but also come in environmentally friendly packaging. | 👑 Bottom line: Bing Chat is better suited for research |
| Our eco products for women 40+ are safe and environmentally friendly. We use recyclable, biodegradable or reusable packaging. 🌿 #Sustainability #Beauty" | 👑👑 Bottom line: Better suited for research, text revision, structuring, than original text |
| Sustainability in cosmetics packaging is important! Choose eco-friendly alternatives like glass or paper and help protect our environment. #sustainability #cosmetics packaging. | 👑👑 Bottom line: Better suited for grammar revision, plagiarism detection and/or summaries of existing texts. |
| Beauty and environmental awareness are not mutually exclusive. Our eco products for women over 40 come in eco-friendly packaging! 🌿💄 #sustainability #beauty #ecological | 👑👑 Bottom line: Better suited for summarizing and/or optimizing existing texts. |
| Our beauty company is committed to sustainability! Our eco products come in recyclable packaging to protect the environment. 🌱💄 #sustainability #ecology #beauty | 👑👑 Bottom line: Better suited for summaries and/or optimization of existing texts. |
| Hey dear Facebook community, 🌸 did you know that our cosmetic packaging is made of recycled material? ♻️ We focus on sustainability and want to do our part to protect the environment. 🌍 After all, we still want to have beautiful skin in the future, don't we? 😍 | 👑👑👑 Bottom line: compared to the other AI tools, this post stands out. |
Since I was not so thrilled by the results, I wanted to see how it would do with a structured, detailed command in relation to a brand. I gave ChatGPT-4 a detailed command and additionally briefed the tool for the role of a beauty industry copywriter. Then I "trained" it with content from the "Burt's Bees" website, their brand values, the topic of sustainability, company goals, quality management, target groups, tone of voice and product lines – a bit elaborate for one post. Here's the result:
| ChatGPT Premium | Schwedin Rating |
For a greener planet, choose Burt's Bees. Our promise: 52% recycled materials,100% quality #SustainableBeauty🌍♻️🐝 | 👑👑 Bottom line: Better suited for summarizing and/or optimizing existing texts. |
The Pros and Cons of using AI
So what did I find out? First the advantages:
- Speed and efficiency: Although the results were mediocre, I had something to work on which is always faster and easier watching a cursor blink at me…I could imagine writing several posts this way in one morning could slice off a few hours of my work.
- My role changes: my job using AI is more about perfecting text to bring life and personality into something that is otherwise generic and dull, but at least all the basic info is there.
- Cost effective: most of the free versions gave me what I needed. I would need to be doing a lot of copy writing to justify the investment in Moonbeam and Neuroflash.
- Kickstarter support: on days when I am lacking lots of creativity, a bit of support from an AI tool which is always “On” can really help.
Now the disadvantages:
- Upfront work: You still have to think about what you want to say because you have to give a clear instruction. When the instruction is not clear enough, the results are poor. And by the time I write everything in the prompt, I have basically written what I need.
- It’s not human: I know, I know, doh! But only Neuroflash included the community aspect. This may be something that will improve in time, but for the moment it is a critical aspect of engaging the community that was missing. Most posts really felt like advertising rather than genuine sharing of information with the community.
- Legal stuff – is it original? Is it secure? Is it copyright free? Is it ethical? Will it be regulated? There’s still a lot of open questions that might take time to answer.
I believe that applying artificial intelligence can help with text writing, albeit with limitations. These tools are a bit like a scalpel: in the hands of a skilled surgeon, scalpels have the potential to perform extraordinary things. In the hands of a novice, it's merely a piece of steel. Writing necessitates imagination, occasionally provocation, and a good dose of courage to bring out what you want to say.
Have fun testing the tools – let me know how you find working with AI!
