With generative AI bursting into the zeitgeist, the role of copy and content writers is undergoing a dramatic transformation. The integration of AI tools into the creative process is reshaping how content is crafted, leading to the emergence of new roles: content engineers and prompt engineers. As AI technology continues to evolve, it brings with it a wave of change that demands writers adapt and innovate, leveraging these tools to enhance their creativity and productivity.
However, it’s important to note that what we call AI is actually very advanced machine learning. The large language models (LLMs) are more akin to exceptionally advanced predictive text than a truly self-aware intelligence. These tools analyse vast amounts of data to predict and generate content, but they lack true understanding or consciousness.
The question for me, and many other writers and editors is – how can we best use these advanced tools, rather than letting the tools overtake us?
AI has rapidly become an indispensable asset in content creation. Tools like GPT-4 are revolutionising the way writers approach their craft, offering capabilities that extend far beyond traditional word processors. These tools can generate content, suggest edits, and even mimic writing styles. However, in my view they cannot yet replace human writers but rather, they augment their abilities.
The term “content engineer” is becoming more prevalent as writers learn to harness the full potential of LLMs. Content engineers are not just writers; they are strategists who understand how to use LLM’s to optimise content for various platforms and audiences. They leverage the tools to analyse data, identify trends, and create content that is not only engaging but also highly effective in reaching its target audience.
Content engineers use AI to streamline the content creation process. They can quickly generate drafts, optimise SEO, and ensure consistency across multiple channels. This allows them to focus more on the creative aspects of writing, such as storytelling and brand voice, rather than getting bogged down by repetitive tasks.
Alongside content engineers, the role of prompt engineers is gaining traction. Prompt engineers specialise in crafting the precise inputs that guide LLM’s and AI Image tools to produce the desired output. This requires a deep understanding of both the capabilities and limitations of AI. Prompt engineers must be adept at framing questions and providing context to get the most relevant and high-quality responses from AI.
In essence, prompt engineers act as intermediaries between human creativity and machine intelligence. They ensure that the AI-generated content aligns with the intended message and tone, making it indistinguishable from human-written content. This role is crucial in maintaining the authenticity and integrity of the brand’s voice.
At the core of these evolving roles is the undeniable truth that the best content writers are creators at heart. LLM and AI tools, no matter how advanced, cannot replicate the human touch, creativity, and intuition that writers bring to their work. Writers have a unique ability to connect with audiences on an emotional level, tell compelling stories, they evoke responses that machines cannot.
As writers transition into content engineers and prompt engineers, their creative spirit remains their greatest asset. I believe they are learning to bend AI tools to their will, using them as extensions of their creativity rather than replacements. This synergy between human ingenuity and machine efficiency opens up new possibilities in content creation.
And finally – let’s talk about that blue and purple hair shall we?
The image on the left is the original photo, taken from a shoot about five years ago. I have since dyed my hair much darker, and yes, there is bright and dark blue and purple in it.
The image on the right is the product of the Canva AI. Whilst using Canva AI to change my hair colour was a much cheaper option than doing an updated branding shoot, I can assure you, it was not a five minute exercise. It took me many attempts across three sessions, multiple images that were completely unusable, over a cumulative four hours to get that final, acceptable, image. So for anyone who is afraid that AI will take their graphic design or writing jobs away, don’t be. But don’t be complacent either, get in there, and learn how to use the tools.
The future of content creation is bright for those willing to embrace change and adapt to new technologies. Writers and Editors who add content and prompt engineering to their skill set will find that themselves in high demand. They will continue to play a vital role in the digital landscape, shaping narratives and crafting content that resonates with audiences.
