ChatGPT vs. Humans: What Is the Future?

ChatGPT has taken the Internet by storm since it launched late last year. This AI technology, which is currently free to use, is pretty impressive: give it a prompt and it can answer questions, write essays and emails, and even generate code. Given the enthusiastic reviews it’s gotten, no wonder some content providers are worried about becoming obsolete.

It won’t happen, trust us. Here’s why ChatGPT and other AI services like it will never replace human copywriters.

How Does ChatGPT Work?

Although the inner workings of ChatGPT have not been published, recent research reveals its operating principles. This newest language model from OpenAI is a significant upgrade from its predecessor, GPT-3. ChatGPT can generate text in a variety of styles and for different purposes, but with greater clarity, detail, and precision, especially where interactive conversations are concerned.

While AI like ChatGPT will replace some forms of human writing, it won’t make copywriting obsolete. It may help shape the future of content, but we’re still in the driver’s seat.

To Write Is to Think

ChatGPT relies on input to deliver results. It only knows what’s already out there. While the lowest common denominator (e.g. fluff content) is likely to be left in the dust, copy that shows critical thought is still the sole domain of human beings.

Imagine an attorney going on book tours to promote the bestseller that AI wrote for him or her? We can’t either. If you’re a wordsmith and not simply a word spinner, you’ll likely be just fine.

It Can’t Truly Develop Content

Lower-skill, cheaper copywriting is likely to suffer from AI’s ability to do the same job more quickly and more effectively. But what ChatGPT can’t do are the things related to quality writing, such as:

  • Interviewing subject matter experts
  • Retaining a unique voice/tone/style
  • Fact-checking
  • Editing

ChatGPT can save time by doing the grunt work, such as basic online research, but humans will still need to add the personal touch that gives a piece of content meaning and authority. If marketers start outsourcing THIS type of content to AI, then we’ll have bigger issues on our hands than programs that know how to write morose poetry.

Humans Will Stay One Step Ahead

Do you want to be a copywriter or a glorified editor for ChatGPT drafts? While lower-level providers may choose the latter, the best copywriters will add even more color and personality into their work to make it stand out. AI just might inspire good writers to become great ones.


We know by now that AI is here to stay. In fact, technological evolution is a necessity, and it’s only going to get more sophisticated and impressive. While ChatGPT may replace SOME forms of human writing, the experiences that our writing captures are completely alien to these programs. Emphasizing those experiences can make better writers—ones who continue to control the future of content.

The following two tabs change content below.

Spotlight Branding

Spotlight Branding is a content marketing and branding firm for lawyers and other professionals. Our goal is to help you create an online presence that positions you as a credible expert in your field, keeps you connected with your network in order to stay top of mind and increase referrals, and to become more visible online so prospects can find you!