How have you seen the role of the copywriter evolve in recent years?

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Digitalization and social media have reshaped interactions between brands and consumers.

Thirty years ago, the job of a "copywriter" was more or less limited to posters, magazines, and TV or radio spots. Today, brands are expected to express their personality through direct interactions with their communities, respond to current events, and contribute to society. The tone of advertising messages has clearly changed in 30 years. It has shifted from "You want" to "We believe." The taiyuan mobile number database of companies on social media reinforces this phenomenon, as brands now express themselves daily on the same platforms as consumers.

At the same time, SEO best practices have pushed advertising copywriting in the opposite direction: sentences are shorter, important words are repeated... Not exactly the syntactic sophistication one might expect from these new interactions. One might therefore think that today's copywriter isn't so different from yesterday's copywriter, but the entire market has changed with digitalization and globalization. Consumers can compare thousands of offers and interact directly with brands. In such a market, companies differentiate themselves from one another through their commitments. However, when each company is committed, the consumer becomes a shareholder. They no longer spend their money; they invest it in companies that share their values. In this system, copywriters have a unique role to play.

That said, not all businesses are at the same level of digitalization. Even today, a quarter of businesses have no online presence. It would therefore be wrong to assume that copywriters are limited to digital marketing.

Some companies have been seduced by AI's prowess in content generation. Do you think AI is a threat to the copywriting profession?

The emergence of AI in everyday life worries many people. I choose my words carefully, because it's the place AI is taking in society that's worrying, and not AI itself, which rather arouses public admiration. Copywriters in particular may marvel at ChatGPT's prowess and at the same time fear that this tool will replace them in the job market. However, as things stand, I am convinced that ChatGPT is not a threat to us, because despite its technical prowess, this software is simply not designed to fill the copywriter's place in business. On the contrary, it's an opportunity for copywriters to showcase their expertise to businesses.

That said, companies that need generic content would be wrong not to use generative AI. The result is neither perfect nor original (you can get similar results by entering the same instructions), but it does the job for many people. On the other hand, for companies that really need a copywriter—that is, a human being sensitive to the context in which they operate, capable of reasoning like the people they want to reach, and rich in unique personality, character, and experience—then the question doesn't even arise. As a copywriter, I don't consider myself a content generator. So I don't have to worry about ChatGPT replacing me with the companies that have hired me or are likely to hire me.

AI is constantly evolving and seems to be improving every day. How can copywriters keep up with increasingly powerful AI?

It's indeed conceivable that ChatGPT will progress to the point where it can produce content of equal or even superior quality to human productions. Even if it's not for this decade, copywriters will eventually have to rethink their role in business and position themselves as textual analysis professionals rather than formulation professionals. Businesses also have a poor understanding of the role of copywriters, who are often perceived as "formulators" rather than marketing experts. While ChatGPT will make an excellent formulator in the future, it will never be able to replace a marketing expert capable of anchoring their productions in a context as vast and variable as that of human consumers.