AI, ChatGPT and the Future of Copywriting

Shawn Maher

AI, ChatGPT and the Future of Copywriting

Many of us who spend (probably too much) time online have probably seen chatter lately about ChatGPT, a new AI writing program. Many are pretty amazed about how well it can write. Naturally, that has led to all kinds of excitement about what it could mean for the future of advertising, journalism and literature. It’s also left a certain segment of people a bit terrified. 

Namely, copywriters, journalists and writers of all types. 

However, writers worth their weight in words don’t need to worry about our eminent demise at the hands of our robot overlords. There are many reasons why those with talent and creativity will always be able to offer value that AI simply cannot. Here are a couple of the many reasons why great writers can’t be replaced, no matter how many breathless panic pieces are written to make you think otherwise. 


AI Can Only Recycle Ideas

When someone uses ChatGPT or any other, similar software, they face the same limits that all technology runs up against: it can only perform as well as the information it is given. That means that you describe what information you want it to find, but it will be unable provide any ideas beyond what’s out there already. 

If you use AI, then you won’t be generating any new or disruptive ideas. All you’ll do is take what everyone has already done and shuffle the deck chairs around a little bit. But to find something new, to make connections that no one else has ever made and to communicate a unique selling proposition…you need a unique idea. That’s simply not available through AI right now. 


Wit Does Not Compute

One problem many ChatbotGPT users have found involves humor. Or more specifically, the program’s complete and utter lack of it. This shouldn’t be a surprise for anyone who has watched movies in space ships and/or stations run by a computer, like 2001: A Space Odyssey, Moon or Flight of the Navigator (minus the scene where the spaceship’s computer does its Pewee Hermann impression, of course). 

A humorous or cheeky tone is just more nebulous than what a computer can understand, it seems. Clever humor is often about playing off misdirection, understanding intangibles about the human experience, and once again, making a previously unseen connection between seemingly disparate ideas. Those just aren’t in the cards (chips?) for AI. 


But Here’s a Secret: It’s Not All Bad. 

It’s hard to admit, but copywriters can actually use AI to their advantage. It can be useful as long as it is considered a tool, not a crutch. In fact, it could free up copywriters to focus on creating even better creative concepts that a computer could only dream of. If computers did dream, that is. 

Sometimes there’s a tedious task that’s mostly just searching out existing copy and organizing it. Have at it, bots! Need to gather a bunch of information, specs or data for long-form copy, like a whitepaper? Let the bots round it up for you. Wondering how a certain demographic might describe your client’s product or service? Or maybe a competitor’s? Release the bots! 

Maybe the bot could provide a perspective that runs counter to your preconceived notions. Sometimes a perspective shift is valuable, and there are plenty of perspectives on the internet. Everyone has an opinion, and understanding a multitude of opinions is invaluable to a copywriter. 

In many ways, when used correctly, AI could conceivably help us do better work than ever. Naturally, of course. No bots, no brain chips, no holograms. Just some creatives in a room with markers and whiteboards, making jokes that no computer could ever make. 

If you want to talk to a real human about how your brand could benefit from the unique and boundlessly creative ideas that only an experienced marketing communications firm could provide, especially one that’s been doing it since before the internet was even a thing and phones couldn’t fit in a pocket, get in touch! We’d love to chat.

In 2023, empathy is more important than ever for brands to embrace in their marketing efforts

Geile/Leon Marketing Communications

In 2023, empathy is more important than ever for brands to embrace in their marketing efforts

It’s hard to believe that it’s been almost three years. In 2020, the world’s history took a dramatic turn as the pandemic changed the way we lived our lives. It changed how people wanted to interact with businesses and in turn, pushed businesses to change the way they serve customers.  That also means that it’s been nearly three years since we began discussing  Return on Empathy™.  ROE as we call it, states that brands who infuse empathy into their marketing efforts can realize both tangible and intangible benefits.  Empathetic brands experience increased brand loyalty for their efforts.

When we first introduced this metric, we predicted that demand for more empathy in marketing and communications was here to stay and that brands had to get on board if they wished to remain relevant in their markets. That has proven to be true.  While the pandemic seemed to precipitate consumers’ desire for brands to be empathetic,  many other societal topics and consumer concerns continue to drive the empathy movement in marketing.  This graph featured in MarketingCharts  highlights what societal topics are on marketer’s minds:

A 2020  IPSOS study conducted on behalf of PepsiCo Beverages reported that 94% of respondents stated that empathy is important to making society work, and 85% reported that they believe brands demonstrating real empathy is critical to creating customer loyalty. Fast forward to today and we still see marketers addressing empathy in marketing.  A 2022 Vericast Survey of 316 U.S. marketing decision-makers found that almost half (46%) of respondents find it challenging to express empathy in ads, and a similar share (44%)  are struggling to strike the right emotional tone given what is happening in the world.

And that’s not all. Empathy needs to be demonstrated not just in marketing efforts but at touchpoints throughout the customer journey – the total brand experience.  The March/April 2022 EcoConsultancy Future of Marketing Report found that 60% of respondents agreed that the ability to navigate changing consumer behaviors and expectations will be very significant to success, which leads to why “improving the customer experience and customer journey management” is a top-three priority for marketers over the next two years. 

The demand for empathy from brands is nothing new. In the mid-2010s, neuroscientist Antonio Damasio used data from around 20 years of research to determine that emotion is critical to the decision-making process. While it took a pandemic to create a flash point, consumers have shown how deeply they value empathy.   And so, Return on Empathy™ continues to become increasingly important to a brand’s success.

Now is the time to ask yourself if your brand has remained empathetic during these seismic shifts in the marketplace. We would love to discuss how we can infuse some empathy into your marketing and communication and share 5 actionable strategies to ensure your brand is relevant to your target audience. Get in touch with Tim Leon ([email protected])  and he will schedule a quick, 15-minute chat to talk about it.

2023 Marketing Trends: The Geile/Leon List

Terri Waters
Director of Public Relations

2023 Marketing Trends: The Geile/Leon List

After a couple of years of tumult and chaos in the business world and the world at large, wouldn’t it be nice to be able to settle in and rely on some predictable outcomes in 2023?

For instance, knowing that a targeted digital ad campaign is going to draw the right prospects to you? That a PR story will give prospects a better sense of your organization’s values and goals?  That a motion-graphics video will inspire confidence in your products?

Tried-and-true marketing tools like these examples will continue to be an important piece of the marketing pie in 2023. Phew.

But what are some of the bigger picture trends that we can expect to see?

We certainly hope this year is going to be a bit more stable, offering a calmer environment in which to conduct business and grow your organization. While we don’t have a crystal ball, we do see that organizations have become more nimble as a result of navigating the pandemic, supply chain issues, worker shortages and inflation. People are using creativity and hard work to make things happen for their stakeholders, whether they’re customers, students, donors, government or the public. Bottom line: the resiliency many organizations have built over the past several years will serve them well no matter what comes their way.

But challenges still dominate because people are still unsettled. We’re all still figuring out if the world is in a “new normal” or back to “the way things used to be.” Or someplace in between.

What does this have to do with marketing? Well, successful brands have evolved with the times, and are tweaking or reimagining their messaging, tone, and visuals in order to meet customers where they are, letting them know, “We hear you and understand you.”

These marketers are keeping their brands relevant by refreshing their messaging, look and feel. They’re aware that we’re operating in a very different marketplace than the one from a few years ago.


This focus on rebranding and refreshing to stay relevant is our top pick for trends to expect in 2023.

What else is new for 2023 in marketing?  Here are our predictions, based on our experiences with clients and watching major brands evolve in a post-pandemic world.


More Brand Building

Along with the need to rebrand, many organizations are pivoting to marketing tactics that focus on the overall brand rather than a specific product or offering. This strategy helps communicate values like trust, reliability and customer focus, all of which are important in retaining clients during times of upheaval.

Brand-focused messaging also helps lure new prospects who want to know what you stand for and what they can expect if they buy from you or hire you.


Authentic Videos

Not surprisingly, using high-performing videos as conversion ads will continue to trend in 2023. Short-form videos, particularly when they have an authentic rather than a produced vibe, will engage social media followers at a much higher level than other content.

TikTok, as well as Reel ads on Facebook or Instagram, are the place to be, allowing marketers to demonstrate how their products meet customer needs – whether it’s about making life easier, providing better results, or delivering great value.

Social media algorithms love video content, so keep it going!


Conversational Marketing

If you’ve ever been to a comedy club or had the good fortune of sitting in the audience for a late-night show, you’ll know that someone comes out first to “warm up” the audience with jokes and questions. Producers know that it’s better to send out the headliner when the audience is already receptive to having a good time.

We also know that good salespeople always establish rapport before launching into a pitch.

In a similar way, conversational marketing softens “the sell” by engaging with people on a personal level. In a live chat or phone call, for example, reps are trained to be personable and warm. Even chatbots have good manners.

Conversational marketing also includes live events on social media. Responding to queries and comments in real time allows you to deepen relationships with people interested in your brand. Direct messaging in response to complaints offers a chance to mend and strengthen ties with customers.

Be sure to review transcripts of two-way conversations with customers, including conversations via your chatbots. You’ll get great insights to help you understand your audience better and can even use their phrasing in your marketing outreach.


Competition for Google Search

Google should be worried as we launch into 2023. TikTok, Amazon, SnapChat and other platforms are becoming increasingly popular search tools, particularly among young people. Gen Z is now using TikTok more than Google as a search engine, not only to look for restaurants, stores and products, but also to figure out how to fix things and research the meanings of words and phrases.

Snap Maps on SnapChat direct people to find local businesses, and Instagram keeps followers up-to-date on trends. Both are increasingly being used as a search tool.

For marketers, this means more opportunities to provide content. It’s important to keep the focus on creating engaging content that is helpful and educational for consumers, without overselling.

Now that you’ve made it through our list, what’s your priority for 2023?

If you’re curious about a brand refresh, how to leverage video in your social presence, or anything else in the marketing toolbox, then give us a call or shoot us an email. Or message us on our social media channels. We’re listening!