Content Creators vs AI: Can copywriters and Artificial Intelligence coexist?

How Ai is changing the digital marketing scenario and how Creatives see it as a threat

These days, it feels almost impossible to escape the buzz around AI. Whether you're scrolling through social media or attending a team meeting, Artificial Intelligence is everywhere. The big question is: Will it replace content creators? And more specifically—is copywriting at risk?

This new tool promises to solve so many current issues that it kind of feels hard to believe, like something that’s too good to be true. But what exactly is AI and what is the debate about it? How is it changing the scenario for digital marketers and content creators?

The subject can be quite controversial as it sparks strong feelings in many different people. Some even claim AI can be seen as a threat to creative roles as it automates functions that are usually done by human beings. But let’s understand it first and dive into the controversy of it all.

What is Artificial Intelligence or AI?

To understand AI, think of it as a form of data bank. Everything that has been put out on the internet to this date, can be a source for AI to create its own content. That means it basically can reproduce tasks that are mainly associated with humans, such as reasoning and problem-solving.

The most popular functionalities amongst online users are the AI chats and AI images. One can respond to enquires with detailed, well-researched information as if you were chatting with a real person, while the other can create images with just a short prompt given by the user. Overall, they’re easy to use, fast and can deliver effective results.

Both features have gone viral on social media and many people have been using them ever since their release. Some people claim they are just testing it out to participate in online trends, while others have incorporated their usage in other environments, such as academic and professional settings.

Will it replace content creators? 

How is AI changing the digital scenario?

When writing a blog article only takes you 5 seconds - because all you need to do is type a prompt into an AI chatbot – that’s when you realise how powerful that tool can be. And for copywriters and content creators, that’s when Artificial Intelligence feels like a threat. After all, a robot that can create content after accessing all the information available online, can feel a little intimidating, don’t you think?

One of the biggest debates happening online is whether AI will eventually take over and replace job roles, especially in the marketing and creative fields. In fact, some employers are already advertising positions as AI trainers: people responsible for crafting prompts and evaluating answers to help refine AI tools.

Meanwhile, some online content creators, such as writers and visual artists, have come together against AI and actively advocated for “human intelligence” on their social media platforms. Their main claims are that AI is not only detrimental to people’s jobs, but it is also damaging to the environment.

Take ChatGPT, for example, - one of the most widely used AI chatbots. It relies massively on fossil fuel to keep its data centres working, not to mention the concerns over their high water and electricity consumption.

Can content creation and AI coexist peacefully?

While there’s plenty of controversy regarding AI tools, many people believe they can actually complement roles like graphic designers and content writers. Some believe AI tools can be used to enhance people’s experiences and optimize their creative workflows, rather than replacing human creativity altogether.

The idea is that, when AI is used sensibly and with moderation, for example, it can foster collaboration rather than competition. If you use AI tools to help you enhance and amplify your abilities - rather than asking for it to do the work entirely - you can develop new skills and unlock new possibilities.