We’ve all heard a lot about AI. We’ve tried it. We’re scared of it. We’re excited about it. Either way, AI is here to stay.
As a freelance copywriter, I’m hearing a lot of noise from both sides of the table. Clients are scared that freelancers are going to use AI to complete their work, making their traffic suffer when Google flags their website for AI-written text. Writers are concerned clients are going to bypass them all together in favor of AI copywriting tools.
This brings up the question of integrity and AI. Both writers and clients want to use these tools ethically in their businesses and protect themselves from unethical use of AI against them.
The conversation around ethics and AI is in its infancy. This isn’t even taking into account that AI programs are allegedly harvesting from publications they don’t have the rights to, but that’s for another discussion…
Copywriters, content writers, and the clients hiring them want to know: how can we maintain integrity in the age of AI copywriting?
Although there’s hardly anybody that can call themselves an expert at this point (in this stage of AI, we’re probably all in Kindergarten to be honest) here’s one writer’s take on AI, copywriting, and integrity.
What Are the Main Concerns Around AI Writing Tools?
In the past couple months, I’ve had a number of conversations with clients about AI writing tools in the work we do together. There’s a variety of responses, ranging from “heck yeah, let’s milk AI for all it’s worth” to “get that devil program away from our website.”
I don’t fault my clients for any of their responses. Their research and insight has helped me form my own view about using AI in my work, and it’s made me sympathetic to their concerns.
As a content writer, it’s my job to support my clients in creating their stance on AI around their content. Neither of us have all the pieces yet, so I believe it’s vital we listen to each other.
Here’s why most clients are concerned:
- Google will penalize them for AI-written content: This is true, but only if Google can tell your content is written by AI. Google said they will be treating obviously AI-written content the same way they treat spam. In their official stance, Google stated that they will be “Rewarding high-quality content, however it is produced.” If your content reads like it’s written by AI, you’ll likely be penalized.
- Writers may pass AI-written content off as their own: Clients are willing to pay good money for original content, but does AI content count as original work? Clients don’t want to find out they’ve been duped out of original content months later when a competitor uses the same AI prompt to write their own content.
- Overpaying for mediocre content: AI writing isn’t as good as hiring a top-shelf content writer. Clients don’t want to pay top dollar for mediocre content they could have easily generated themselves from an AI program.
All in all, I’m seeing a deep distrust from clients when it comes to AI-written content. They’re proceeding with caution and are hiring writers cautiously.
What Concerns Do Writers Have with AI Writing Tools?
Ahh, the writers. If you’re in any freelance writing Facebook group, you’ve seen the anxiety up close and personal.
Writers are claiming that work is slowing down, it’s harder to get on calls with new leads, and consistent clients are letting them go to use AI writing tools for their content.
I have a lot of my own thoughts about this, but in essence, here are the concerns writers have about AI:
- AI writing programs will take their jobs: Some writers are concerned that they will be completely replaced with AI-generated content. It’s true, some clients are willing to risk the wrath of Google in favor of fast, cheap content generated by AI.
- Writers may be asked to edit AI content instead of write: To cut costs, some clients have opted to hire writers to edit the AI content they generate. They are saved the cost of original human-written content by simply retaining editors.
- AI writing detectors are not accurate: Run a piece of content through three different AI writing detectors, and you’ll likely have three different reads on your content. Even when writers don’t use AI at all, their client’s chosen AI writing detector may still flag some of their content as AI written.
- Clients are using AI detectors to get out of paying writers: I didn’t even think to add this concern until it happened to me with a job on Upwork. Since a client’s arbitrary AI writing detector could flag my purely human-written content as AI, it becomes a lovely excuse for them to not pay their writers.
How Can You Maintain Integrity in the Age of AI as a Client Who Hires Writers?
I want to be fair to both parties as we navigate this new Artificial Intelligence landscape. Integrity is best accomplished when both sides hold it as a personal value.
That said, if you’re someone who hires copywriters or content writers for your business, here are some of the best tips I can give you to navigate this new AI world with integrity:
- Hire more expensive writers: AI can replace cheap writers, but not the most skilled writers. If you want to make sure your content isn’t being sullied by AI and eventually hurting your traffic, up your budget for the content writers you hire. These writers will be able to explain what place (if any) AI has in their writing process with clear detail.
- Have a candid conversation about AI with your freelancers: Leave room for your freelancer’s input on how AI should be used with your content. Be honest with your concerns and ask them what solutions they can think of to mitigate your concerns. Getting them invested in the solution is one way to foster integrity in your working relationship.
- Prioritize writing for humans: I think the paranoia around Google flagging AI-written content for SEO will die down because, as they stated, they don’t care how high-quality content is written. Before you condemn a blog post for being written by AI, check to see if it has E-E-A-T: expertise, experience, authoritativeness, and trustworthiness. That’s the priority of search engines.
- Ask your writer to explain how they use AI: AI can be a great tool for creating outlines, researching keywords, solving writer’s block, or researching your ideal client profile. Ask your writer to explain what place AI has in their process. Their use of AI could actually elevate your content, not harm it.
- Don’t rely on AI checkers: If you’ve spent a fair amount of time using AI writing software, you should be able to tell what is AI-written content and what isn’t. If you don’t have this expertise yet, proceed with caution when using AI-writing detection software to vet content. You could be editing a perfectly usable piece within an inch of its life if you treat AI writing software as the kingpin in your strategy.
- DO NOT ask writers to edit your AI-generated content: But if you do, expect to pay more than you would for their original writing services. Coming from someone who’s done it, editing poorly written AI content into something original, educational, and entertaining is a significant amount of work. If you absolutely insist on using AI to write your content, have your writers prompt the programs themselves. They still have key insight on creating quality content, with or without an AI content generator.
How Can Copywriters Maintain Integrity with the Rise of AI Writing Tools?
In these early days of AI, I firmly believe that copywriters should lead the conversations with our clients about AI writing tools.
Whether you love or hate AI, you should be able to clearly explain your stance to potential clients.
Here are some of the best practices I’m using with my clients and recommend that other writers adopt:
- Listen to their concerns: Whatever you do, don’t just dismiss your client’s concerns about AI usage and their content. Listen to their concerns, be honest if you don’t have a solution at this time, and reaffirm your commitment to making this partnership work. Fully expect this to be an ongoing conversation too. As AI grows and develops, we’re likely going to have an “AI and integrity” conversation plenty of times. As a contractor, set the tone for a growth mindset around these tools.
- Be honest about if and how you use AI tools: Obviously, don’t lie if you use AI! For myself, I use AI to help generate ideas, keywords, and some outlines. That’s pretty much it for now, but I’m always on the lookout for how I can use them to save time. Forward your client new articles or information you find out about AI to show you’re engaged in learning more.
- Show your client you understand the benefits of AI: If you can blow your client’s minds about the benefits of using AI in their copy, then demonstrate that! I’m taking a course on using AI to create client profiles and avatars. That’s useful! This can help show the value of working with you as a freelancer.
- Communicate that you write for a human-first experience: AI is simply a tool to make human life easier. When you write for a human-first experience, your work should speak for itself.
AI isn’t going anywhere, and copywriters can benefit the most from new AI writing programs. So long as you are conducting your business with integrity, and seeking clients who value the same, you won’t have to worry about AI scooping up your work.
And if you’re someone who hires writers, I hope this gives you an insight into how some freelancers are conducting themselves with these new AI developments. If you look for writers who value the same things you do, you shouldn’t have to worry about your copy and content suffering in search engines.
In fact, hiring a writer who is eager to utilize AI to its full potential could help you get an edge in otherwise competitive landscapes.
It’s me. Hi. I’m the eager one. Feel free to reach out about your copy and content needs if you also want to work with someone who values integrity and opportunity.