Social media brims with ads extolling the writing prowess of artificial intelligence (AI). While AI has made remarkable strides in language and writing, can it genuinely produce an engaging, meaningful piece rivalling human writers?

Morton Waters investigates by testing a B2B content marketing brief using the two most popular copybots.

The brief: “How responsive lighting can save clients energy usage.”

First up to the plate, Jasper

Jasper, a prominent copybot, was founded in 2019 by entrepreneurs seeking to streamline copy acquisition. Their take on responsive lighting’s impact:

“Responsive lighting refers to a lighting system that can automatically adjust its brightness and colour temperature based on factors such as time of day, occupancy, and ambient light levels.

The goal of responsive lighting is to provide optimal lighting conditions for a given space while minimising energy consumption and maximising efficiency. This type of lighting system is often integrated with sensors and smart controls, which allow it to respond dynamically to changing conditions.

Responsive lighting is becoming increasingly popular as a way to reduce energy usage, improve comfort and productivity, and lower a building’s carbon footprint.”

Informative, but generic.

ChatGPT is next.

OpenAI, founded in 2015 by a group including Elon Musk, aims to “develop friendly AI that benefits humanity.” How does their AI app perceive responsive lighting’s benefits?

“Responsive lighting can help save the planet by reducing energy consumption and greenhouse gas emissions. The following are some ways in which responsive lighting can help:

Energy efficiency: responsive lighting systems can adjust the light levels based on the presence of people in a room, reducing energy waste and conserving energy when the room is not in use.

Reduced carbon footprint: By reducing energy consumption, responsive lighting systems can lower the carbon footprint of a building or facility, reducing the amount of greenhouse gases released into the atmosphere.

Improved air quality: Energy-efficient lighting systems can help reduce air pollution as they produce less heat and use less energy compared to traditional lighting systems.

Reduced maintenance costs: responsive lighting systems can be designed to last longer and be more durable, reducing the need for frequent maintenance and replacement and further reducing the environmental impact of lighting.

Smart control: responsive lighting systems can be integrated into smart building management systems, allowing for the optimization of energy use and reducing the overall energy consumption of a building or facility.

Overall, responsive lighting is a key component of sustainable building design and can help reduce the environmental impact of lighting while improving the energy efficiency and comfort of indoor spaces.”

Impressive information gathering and composition, but still generic.

AI software generates general responses based on patterns from vast text data, resulting in broad or nonspecific writing.

Now, Morton Waters’ take on the same subject ‘How responsive lighting can save clients energy usage’:

“The Sentry Estate, a new 14-story development, has earned both SmartScore and Platinum Wirescore certifications, and benefits from a smart, responsive lighting system that delivers outstanding user experience and significant energy reduction.

Previously known as the Britannia Building, the estate has transitioned from conventional lighting to an advanced responsive system designed by Schneider Lighting. The set-up features smart, reactive LED lighting with remote control integration, which automatically adjusts brightness and turns off lights when rooms are unoccupied, conserving energy.

The Sentry Estate’s adoption of energy-efficient technologies, such as this responsive lighting system, showcases the value of innovative lighting in the built environment. These efforts in energy reduction contribute to sustainability whilst enhancing the residential experience.”

You can see how this could lead into the rest of a case study that satisfies the reader, the business objectives and the SEO benefits of content.

Is AI the solution to content marketing?

Marketing at its best is very specific to the company being supported. AI excels in general writing but it simply cannot:

  • Translate specific technical knowledge and convey this in a compelling way, highlighting the benefits to your customers.
  • Interview a new member of your team for a “Meet the new employee” blog and show how they’ll support your company values with their attentive service and specific environment experience.
  • Explain to customers why Peter and Aamir from the accounts department are running the London Marathon to raise money for a cause that’s supporting your wider company ethos.
  • Tell customers specifically what work you’ve done at the Liverpool Royal Infirmary building project and how your experience of similar projects contributed to ensuring the project stayed on budget and schedule.
  • Create a case study that puts the project into a historical context and shows how you support health and safety expectations.

In other words, indeed in our words, these robots can’t give you anything that makes you stand out from your competitors.

That AI written content will flood company websites is a given. It is for that very reason that you need bespoke content more than ever.

When your content sticks out, when it sounds like you and not like the regurgitated generalities of your competitors, that’s when the reader sits up. You cannot win sales with general sales copy because anyone will have it written by a bot.

Broad, sweeping statements will be the common currency of companies who don’t have a tailored marketing plan.

Elevate your brand with a tailored marketing plan that captivates, not bores; persuades, not fabricates. Contact Morton Waters for content that charms and leaves a lasting impression on your audience.