Tagline Trials

For my initial experiment, I tasked ChatGPT with generating taglines for a French jewelry brand that embodies the essence of the French Riviera. This was a real project I had previously worked on, and I was curious if AI could outperform my creative efforts.

Here’s what it produced:

While I was impressed with its ability to generate any taglines, I wasn't particularly amazed by the quality. The options, such as “Elegance by the sea” and “Where the sea meets elegance,” are on theme but lack depth and sophistication. They come off as rather generic, failing to capture the allure of French chic or the Riviera vibe—a crucial element for appealing to an international audience.

Conversely, although some suggestions explicitly mention the ‘French Riviera,’ they tend to be overly literal. Such straightforwardness often falls flat, especially for luxury brands, where subtlety conveys elegance. A direct tagline like “Elevate your style with a touch of the French Riviera” feels overly simplistic and lacks the aspirational quality that luxury branding demands.

In essence, if I were to present these taglines in a creative review, I would expect them to be rejected outright. A discerning creative director would likely send me back to rework them entirely.

For reference, the tagline I ultimately secured approval for was “Live the joie de vivre.” While some may argue it lacks creativity, it resonates with a vibrancy that is more aligned with the essence of French culture than the AI-generated options.

While it's fair to critique ChatGPT's shortcomings in crafting taglines, one must recognize that creating compelling taglines is one of the more challenging feats in advertising. These succinct phrases must encapsulate a brand's identity and campaign essence using minimal words.

Manifesto Mishaps

Next, I wondered if ChatGPT could tackle something more substantial, like a manifesto—a piece of writing that articulates a campaign's core idea, often presented in a poetic style to captivate clients before revealing the campaign details.

Could ChatGPT write an engaging manifesto for a major diamond company?

The answer, unfortunately, is no. Despite my various prompts, I couldn't extract a manifesto in the desired style. The AI tended to interpret "manifesto" as a generic corporate mission statement rather than the poetic expression I sought.

For comparison, here’s the manifesto I crafted for a presentation:

'I do'

are not just beautiful words,

spoken one minute and forgotten the next.

'I do' are words of action.

Commitment.

Community.

A promise

to stand up for what’s right.

To take care of our world,

and everyone we share it with.

To nurture young minds

and empower every voice.

To build a future that can endure.

Forever.

In my manifesto, I connected the tagline ‘I do’ to the brand's social responsibility initiatives, ensuring the language was succinct to avoid overwhelming the client. Despite my attempts, ChatGPT couldn’t replicate this style.

While it’s possible that with the right prompts, one might eventually obtain satisfactory results, I suspect it would be a lengthy and frustrating process. If you know precisely what you want your manifesto to convey, isn’t it simpler to write it yourself?

So, the AI's attempt at a manifesto fell flat. That said, one might argue that if AI does replace creative roles, the need for manifestos could diminish. Clients relying on AI for advertising may not even recognize the need for this type of writing.

Nevertheless, I believe that even if manifestos lose relevance in creative presentations, they still serve as a litmus test for an AI's capacity to craft nuanced, empathetic copy. If AI can master manifestos, we may have a real concern. Until then, creatives don’t need to pack up their desks just yet.

Scriptwriting Challenges

Two years ago, I had a script for a ride-hailing service that was ultimately shelved. The script focused on how the brand could help cities revitalize post-pandemic, and I was interested to see how ChatGPT would handle a similar brief.

Interestingly, the AI's script began in a way reminiscent of my own, suggesting that the theme of empty city streets became somewhat clichéd during the early 2020s. However, the quality quickly declined, adopting a generic template that felt uninspired and formulaic.

Though the structure was adequate, the script lacked originality, coming across as a bland imitation of real advertising. My expectations were higher, but what I received felt like a mediocre attempt devoid of creativity.

I suppose my disappointment stems from the effort I invested in developing my original script, which explored the love-hate relationship people have with their cities. While listing their grievances, the visuals countered those complaints by showcasing the city’s charms—bakeries for the strong smells, farmer's markets for busy streets, and nightclubs for the 'crazy' people. The goal was to convey that despite their frustrations, people cherish their cities, and the ride-hailing service could help them rediscover that love.

It seems evident that AI still has a long way to go before it can generate scripts with this level of depth, but only time will tell if it can ever reach that benchmark.

Creative Concepts

Having established that AI struggles with writing, I turned my attention to whether it could generate creative concepts. After all, the role of a copywriter extends beyond mere writing; a significant portion of the job involves brainstorming innovative ideas. A solid concept is essential before a copywriter can collaborate with an art director to bring it to life.

With this in mind, I asked ChatGPT to generate ideas for an old brief I had previously worked on.

To my surprise, ChatGPT's suggestions exceeded my expectations. While none stood out as groundbreaking, they were practical and could serve as tactical activations with some adjustments. However, when it comes to larger, more ambitious ideas, the output felt derivative.

For instance, the proposed social media campaign, influencer partnerships, and “no workshops” all felt like initial, safe ideas rather than innovative concepts. I had a similar idea to the “no workshops” but executed it differently. My concept, titled The Non Diploma, was an online course designed to empower women to say no without discomfort. Upon completion, participants would receive a Non Diploma to display on LinkedIn, signaling their confidence in setting boundaries.

The resemblance of the AI's idea to my own made me question my creativity. If a computer can generate something akin to my concept so quickly, was my idea ever that original?

On the flip side, some suggestions like the pop-up “no” shops and guerrilla marketing stunts seemed impractical. While the notion of a shop where women could practice saying no sounds intriguing, it risks coming off as a gimmick. A physical space may lack the educational context necessary for such a campaign, reducing its effectiveness.

Similarly, the guerrilla marketing idea was fraught with problems. The slogan “Sip, reflect and say no” felt like a poor blend of sincerity and commercialism, bordering on parody. Furthermore, the guerrilla aspect would likely run afoul of legal restrictions, making it impractical.

If I were to present these ideas to a creative director, I suspect many would be swiftly dismissed. A discerning CD wouldn’t settle for mediocrity if they believed more creative and unexpected ideas could emerge from the same brief, especially when the execution would require significant effort.

The Conclusion

Based on my experiments, it's clear that while ChatGPT poses a potential threat to copywriters, the reality is less dire than anticipated. Its limitations manifest in a few key areas:

1. Lack of Originality: ChatGPT can produce feasible ideas quickly, but they often lack the innovation and boldness that creative professionals strive for. The AI appears more focused on generating safe, believable content rather than pushing boundaries—a crucial aspect of successful advertising.
2. Quality of Writing: Currently, ChatGPT struggles to produce high-caliber copy. While it can create text, the output often lacks the flair, originality, and emotional resonance that are vital in advertising.

Though I don’t foresee AI obliterating copywriting as a profession, I believe it will significantly influence the advertising landscape.

AI may take over simpler tasks such as retail copywriting and content marketing, especially if it can adapt to meet search engine requirements. However, I doubt that AI will replace the more complex creative work that requires a nuanced understanding of strategy and brand voice.

In my experiments, I provided ChatGPT with prompts based on my past briefs. However, the real question is whether AI can develop the strategies that those briefs rely on. Can it create an entire ad campaign from scratch without human input? I remain skeptical.

I anticipate that many clients will employ AI for routine copywriting tasks for budgetary reasons. However, they will still require someone to evaluate the AI's output, discerning what is effective and what is not.

Who better to perform this role than a copywriter? Copywriters possess the skill to identify quality writing, while AI lacks the ability to gauge emotional impact. Even if AI becomes commonplace, human oversight will remain essential to ensure quality.

In the realm of overarching campaign concepts and copy that aligns with a brand’s identity, I don’t foresee ad agencies disappearing anytime soon. If anything, they may amplify their focus on producing creative work that AI cannot replicate.

While I recognize that this is just the beginning for AI tools like ChatGPT and that they will undoubtedly evolve, my current conclusions may soon seem outdated. Until AI can generate original ideas, write with personality, display empathy, and understand aesthetic qualities, the more intricate facets of copywriting will remain beyond its grasp.

In summary, while AI presents a real challenge to copywriters, there’s no immediate cause for alarm. Instead, copywriters may need to pivot towards work that AI struggles to execute effectively.

Until the day arrives when computers can handle all aspects of creative advertising, there’s no need for excessive worry about the rise of AI in our industry.

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