"Human-generated content will always have the potential to be more compelling and captivating than that created by an algorithm."
Tell better stories.
Don't tell me you these storied didn't find your heart!!
"Human-generated content will always have the potential to be more compelling and captivating than that created by an algorithm."
Content creating by generative ai is here to stay. Seeing it as a threat or a tool is up to us.
Start with a story.
“Story is what brain does … a product of biological evolution …Story emerges from the human brain as naturally as breath emerges from between human lips” Will Storr. https://youtu.be/P2CVIGuRg4E
Our stories and the stories of others are part of what shapes and defines us.
The stories which we live out daily connect on a deeply emotional level. We can all see ourselves in them and the authenticity of something which actually happened is indisputable. seemingly small every day occurances which are unique, full of emotional intelligence, authentic create strong connections. Very often we find ourselves repeating them to others. This is how our cultures are formed. We form a way of living through our shared humanity.
“Storytelling is our obligation to the next generation. If all we are doing is marketing, we are doing a disservice, and not only to our profession, but to our children, and their children. Give something of meaning to your audience by inspiring, engaging, and educating them with story. Stop marketing. Start storytelling.”
--Laura Holloway, Founder & Chief of The Storyteller Agency
“The purpose of a storyteller is not to tell you how to think, but to give you questions to think upon.”
--Brandon Sanderson, fantasy and science fiction writer
“Stories constitute the single most powerful weapon in a leader’s arsenal.”
--Dr. Howard Gardner, professor Harvard University
“And do you know what is the most-often missing ingredient in a sales message? It’s the sales message that doesn’t tell an interesting story. Storytelling . . . good storytelling . . . is a vital component of a marketing campaign.”
--Gary Halbert, author, marketing practitioner, copywriter
You’re never going to kill storytelling because it’s built into the human plan. We come with it.”
--Margaret Atwood, poet, novelist, literary critic, essayist, and environmental activist.
“Marketing is no longer about the stuff that you make, but about the stories you tell.”
– Seth Godin, author, entrepreneur, marketer, and public speaker
“Sometimes reality is too complex. Stories give it form.”
– Jean Luc Godard, film director, screen writer, film critic
Emotional intelligence plays a huge part in choices we make, how we develop relationships and connect with others written or in person. If all data used by an algorithm is originated by a human, it is down to the emotional intelligence of the originator as to whether the data contains any at all. Can an algorithm empathise? Again we are imposing a human emotion on to an inanimate object. If the human element is left out of our original written work, so will the authenticity and emotional connection. It now seems that emotional intelligent as a requisite to success is at last taking centre stage.
“Emotions are considered as the higher order intelligence. Emotional intelligence deals with the ability of an individual to understand, be aware of and differentiate the feelings of his own and others surrounding him, and guide his/her activity in order to solve problems and meet challenges in day-to-day life.
Emotional intelligence is considered to be an intangible asset in determining the difference between individual performance and his performance as a team player (Ajay Goyal, 2007)
Preethi Balamohan
Balamohan, Preethi & Tech, M. & Dr.S, Gomathi. (2015). Emotional Intelligence – Its Importance and Relationship with Individual Peformance, Team-Effectiveness, Leadership and Marketing Effectiveness. Mediterranean Journal of Social Sciences. 6. 10.5901/mjss.2015.v6n1p120.
It seems obvious that currently LLM is not able to replace the unique capabilities of an individual to write prose which touches the heart. Human inspired copy writing using knowledge of how LLM is able to assist, will always be more compelling and creative than the coldness of a lone algorithms response.
In view of the torrent of fake news and ai generated written work, authenticity with emotional intelligence increasingly has a higher value and is avidly sought after. This is how our written work can ride the wave and be noticed above the increasing amount of banal ai generated dross. To solely rely on the data collected by LLM is to take the risk that the originator may not have emotional intelligence and it may actually be false data. Setting you up to fail. As a copy writer/content creator is that a risk your career or the success of your client can take?
As I have followed the ai debate in the media and read the views of qualified scientists, commentators, designers and copywriters there seems to be a clear conclusion. If rational thinking and action are put in to place backed up with seeing the big questions and finding the courage to look for answers, we have the ability to create an incredibly effective creative tool.
'What sort of future do you want?' The choice is ours. Learning how to write with LLM will enhance a powerful, human tool. Used well and with understanding of how LLMs work could deepen our appreciation of our own skills as writers while allowing us a greater breadth of ideas which could inspire greater creativity in developing our own written work.
While institutional education is deliberating their response, the creative industries and other entrepreneurs have already launched LLM training programmes. Immediately I started to look in to LLM’s, the algorithms presented me with a collection of options.
Here are two of them;
Ok Write and Copy School are just two private companies already providing training for content writing using LLM’s. In the void of any other suggestions, educators could use their ideas to develop modules which could be integrated with graphic design education programmes.
CopySchool highlights how you can work with LLM’s;
It’s not the fear that the machine will “take over.” It’s the fear that we become so reliant on the machine that, when it fails, we don’t have the skills to take back control.
Which, for you and me, means we should only outsource the non-thinking parts of our work.
So:
👉AI copywriting should replace the clickity-clack of knocking out that first draft of copy.
👉It should replace the glug glug gluuug brain-drain of staring at the screen with your fingertips just hovering over the keyboard.
👉It should replace those moments when the words should be coming but they’re just not coming…
YOU still need to figure out 🧠 what the copy is going to be about.
YOU still need the strategy, the plan, the message map. 🧠
YOU still need informed inputs. 🧠
YOU still need to think. 🧠
All of this can be adapted to create a copywriting module.
All of this can be adapted to increase effective copywriting in practice
Instead of being paralysed with fear how about we work with what we have at the moment to be better.
“we don’t want to be something for everybody, we want to be everything for some people”
Carlos Ghosn.
"Humans can more easily pick up on trends and topics likely to resonate with their audience. AI can’t replicate this kind of understanding and connection, as it relies on data sets that are limited in scope and experience. "
However, the choices we make now in the quality of data we contribute, will effect what future generations use. How we use LLM’s now will enable others to create healthier results from a healthier bank of data in order for all to have the choice to be better.
We are writing stories that will shape future generations. Our words have consequences now and when we’re gone. An algorithm will pick up our words in a hundred years from now and form another story. What will that story be? How will it end? You decide.
Ai as a content creating tool is here to stay. Seeing it as a threat or a possibility is up to us. Again I go back to the question 'what sort of future do you want?' The choice is ours. Learning how to write with ai and for ai will enable access to a powerful tool. Used well and with understanding of how large language models work could deepen our appreciation of our own skills as writers while allowing us a breadth of ideas and tangents from LLM's which could inspire greater creativity in developing our own written work.
To all readers and writers it seems obvious that currently LLM is not able to replace the unique capabilities of an individuals ability to write prose which touches the heart. Human inspired copy writing using knowledge of how LLM is able to assist, will always be more compelling and creative than the coldness of an algorithms response. For the moment, let the technology work for you. Constantly be prepared to learn with it. Fighting it or responding out of fear seems like a weak defeatest response.
The obvious ideal is that large language models can be used by humans to create superior content quicker. If the human element is left out of our written work, so will the authenticity and emotional connection. In view of the torrent of fake news and ai generated written work, authenticity increasingly has a higher value and is avidly sought after. This is how our written work can ride the wave and be noticed above the increasing amount of banal dross.
"Humans can more easily pick up on trends and topics likely to resonate with their audience. AI can’t replicate this kind of understanding and connection, as it relies on data sets that are limited in scope and experience. "
This all leads back to the 'how?' and the importance of asking questions and refining our curiosity. How do we ask the right question of large language models in order to create the best possible results to then enhance and add to? Yes - we can still control the creativity when using LLM. But there is also creativity in asking the right questions.
What is the place for ai within the education of GD, and how do we adapt?
Do educators have to change the way learning is assessed?
How is the original idea recognised?
What that looks like in the approach to written content within the ai chatbot culture and education of graphic design. Use the Wood Vinegar project as an example (?).
INTRODUCE THE DESIGN PROPOSAL.
Write and design a copy writing resources and modules aimed at level 3-6/7 .
What will this look like?
Web site
App
A game
Downloadable pdf's
Book
A series of projects/modules which can be adapted to suit the level.
Ideas;
create a brand writing the content for a range of audience3s.
Promote a brand in a tweet. The chllenge is to include given words which only work for a certain audience/context.
Provide an image of the target audience. Write for that person.
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