Your clients are human, so shouldn’t the content they receive from your practice be composed by human minds and prepared by human hands?
Unfortunately, the rise of artificial intelligence (AI)-powered tools is tempting some time-crunched professionals to lean heavily on AI-generated writing for blog posts, articles, educational resources, and marketing materials. Although the Rumpus Writing and Editing team can appreciate AI as a helpful assistant during the idea phase of writing, we believe actual content creation should be left to living, breathing humans.
Conversational writing makes for easy reading—and remembering
AI tools constantly learn from user prompts and feedback, but AI-generated writing fails to achieve the conversational rhythms, nuances, and warmth of human speech. Instead, AI-generated copy is often technical, stiff, and overly formal, which can turn off readers and send them elsewhere for information. Additionally, AI-generated sentences may be choppy and stilted or have a repetitive structure that makes for monotonous reading.
Because writers tend to write the way they speak, human-generated content has a more organic feel that enhances readability. Conversational writing also may increase comprehension and information retention because an audience is more likely to read the entire piece and, if all goes well, follow a call to action (CTA).
You control your content’s accuracy and message
If you intend to publish AI-generated content as your own, you should review it carefully beforehand for grammatical errors, misspelled words, factual inaccuracies, and bias. To ensure the copy matches your goal or brand values, you’ll likely need to rewrite or add content. And perhaps most importantly, you’ll need to ensure your piece doesn’t violate any legal or ethical standards, such as those related to plagiarism.
By the time you’ve filtered your AI-generated content through each of these quality checkpoints, you may realize it’s faster to write—and thereby control—your own copy. Writing your practice’s content ensures you set the right intention and create a finished piece that aligns with your goals. Plus, your carefully crafted high-quality content will help your pages rank higher in search engine results.
Your unique voice separates your content from the competition
AI-powered content may save you time and money, but it may cost you your practice’s uniqueness and individuality. In a sea of blog and social media posts about pet obesity or heartworm prevention, your distinct voice and approach to the topic will separate your content from the rest and give you an edge over your competitors—especially those who rely on AI. Increase this advantage further by ensuring your voice and messaging incorporate or exemplify your practice values or mission statement.
Familiarity builds trust
Although you could feed sample writing to your AI tool and ask it to compose a piece in a similar style, writing your own content is the best way to ensure every piece of copy is infused with your brand or voice. Brand consistency builds recognition, helping audiences instantly affiliate a blog, article, email, or social media post with your practice. Over time, your authentic and reliable content creates loyalty, community, and a sense of connection and belonging. Let’s see AI do that!
Humans are better at writing emotional content
AI lacks emotional intelligence, which is essential for many veterinary topics, including the pet-human bond, humane euthanasia, pet loss and grief, and mental health in the veterinary profession. Failing to convey appropriate emotion or sensitivity can prevent AI-generated content from resonating with readers. This can decrease the likelihood your post or article will be shared. Worse, content that sounds distant or disconnected may be perceived as offensive or unfeeling.
In addition, AI lacks the ability to discern and effectively discuss such subjective issues as quality-of-life assessments and instead maintains a binary black-and-white view. Generally speaking, topics that require a delicate touch are best left to those with actual fingertips.
Original content keeps your practice out of murky legal waters
The use of AI to create copy is still hotly debated, and, instead of being resolved with time, the ethical and legal implications are likely to become more complex. Because AI tools troll the internet for similar content and use their findings, accurate or otherwise, to build new content, plagiarism and accuracy are serious concerns every user should be aware of.
AI tools are helpful for brainstorming ideas and organizing your key points, but relying on artificially created content to educate and engage your clientele can dilute your results and erode pet owner trust. Although you may be tempted by AI’s time and cost-saving benefits, the ultimate cost of outsourcing your practice’s copy to a non-living entity may be steeper than you imagine.
Are you looking for professional writers to craft your practice’s online or print materials? The Rumpus Writing and Editing team can ensure each word and every turn of phrase helps you tell the right story. Contact us to schedule a consultation.