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The Impact of AI on Creatives: How Does AI Write Content?

Julia McCoy
Monday, 8th May 2023
Julia McCoy
5 min read · Jan 11 2022
How does AI write content?

The impact of artificial intelligence is becoming increasingly evident. This is particularly true in the field of content creation where AI writing tools are changing the way we write essays, emails, blog posts, sales copy, children’s books, and even poetry.

Just how much has AI influenced our written communication in the last two years?

  • Content at Scale is now generating 50 million words per month for its app subscribers and Done-for-You clients. 
  • ChatGPT topped 100 million users and 1 billion page visits in March 2023.
  • now has over 5,000 paying customers in over 50 countries, with 380,000 people using the tool to create marketing copy for their businesses.

These smart apps are helping writers all over the world overcome writer’s block to create original content in different formats, languages, and tones. Their sheer speed makes them ideal for scaling content strategies, while their language mastery helps non-native speakers communicate more effectively.

So how does AI write content?

In this blog post, we will explore how AI writes stories, scripts, and other media, and whether these creations can be copyrighted and sold legally.

Lastly, we’ll look at the threat that AI poses to human content creators and what the job market will look like if, and when, automation takes over the creative industry.

Table of Contents:

How Does AI-Generated Writing Work?

AI writing tools use advanced algorithms, machine learning, and natural language processing to understand context, analyze data, and produce coherent text that resembles human-written content.

Natural Language Processing

Natural Language Processing (NLP) is a subfield of linguistics, computer science, and artificial intelligence concerned with enabling computers to interpret and generate human languages effectively. 

NLP plays a crucial role in AI-generated writing as it helps machines understand the structure of sentences, grammar rules, and semantics behind words or phrases used in different contexts.

Machine Learning Algorithms

Machine Learning (ML) involves training algorithms on vast datasets containing text from various sources such as books or articles. These algorithms learn patterns within the data which allows them to predict what comes next based on previously seen sequences. This enables an AI system like GPT-3 to create original pieces of content that sound human-written.

Data Analysis and Contextual Understanding

In addition to NLP techniques and ML algorithms, AI systems also rely on their ability to analyze data and understand context. This is done by evaluating the input, extracting relevant information, and making connections between different pieces of content. 

For instance, an AI-powered news summarization tool would need to identify key points from multiple articles about a specific topic before generating an accurate summary.

What AI Can Do

GPT-3, developed by OpenAI, is one example of an advanced language model that can generate coherent and contextually relevant text based on given prompts. This technology has shown promise in creating social media posts, email templates, letters, recipes, and poems with minimal human input.

  • AI can generate engaging headlines for articles or ad campaigns.
  • AI can generate content based on specific keywords or topics.
  • AI can adapt its tone and style based on a specific prompt.

What AI Cannot Do

Despite these impressive capabilities, AI-generated writing still has limitations. 

One major drawback is its lack of creativity and emotional intelligence that only human writers possess. While algorithms like GPT-3 may be able to mimic certain styles or tones effectively, they struggle with understanding complex emotions or crafting narratives that resonate deeply with readers’ experiences. 

AI-generated content lacks the nuance and empathy required to connect with audiences on a personal level, which is crucial for effective copywriting.

Is AI Taking Over Copywriting?

As it stands now, AI-generated writing tools can be incredibly useful as supplementary resources for human copywriters.

  1. AI tools save time by generating content ideas, outlines, and rough drafts.
  2. Human writers can then refine, personalize, and optimize these drafts so they appeal to both readers and search engines.
  3. AI technologies enable writers to focus more on creativity and storytelling while automating the most time-consuming tasks.

Although AI has made significant strides in generating well-written content, it’s unlikely to replace human copywriters anytime soon. The unique blend of creativity, emotional intelligence, and nuanced understanding of audience preferences will continue to set human writers apart from their machine counterparts. 

Instead of worrying about when AI is taking over copywriting, human writers should embrace these AI writing assistants as supportive tools in improving their craft and making their workflow more efficient.

One way to do that is to use AI writing tools as first draft writers, then use an editing framework to personalize and humanize the content — like our C.R.A.F.T. framework:

aio craft

Want to learn every step involved in our C.R.A.F.T. framework? You’re in the right place. To learn more about AIO and C.R.A.F.T, read our individual guides:

Additionally, subscribe to our blog, watch our C.R.A.F.T. and AIO tutorials on our YouTube channel, and read this blog to understand the AIO model.

How AI is Used in Media Content

From content creation to audience targeting, AI plays a crucial role in various aspects of media production and distribution. How is AI used in media content?

Automated News Writing

The use of AI-powered algorithms for news writing has become increasingly popular among major publications. These algorithms can quickly generate articles based on structured data like financial reports or sports scores, freeing up human journalists to focus on more complex stories that require deeper analysis and investigation.

Social Media Content Curation

Social media platforms use machine learning and natural language processing to curate personalized feeds for their users. By analyzing user behavior patterns and preferences, these algorithms can predict what content will be most engaging to a particular user, ensuring a better overall experience while maximizing advertising revenue for the platform.

Data-Driven Journalism

Journalists are leveraging AI tools to analyze large datasets quickly, uncovering hidden trends and insights that would have been difficult or impossible to find manually.

Fake News Detection 

AI algorithms can be trained to detect fake news and misinformation, helping media platforms combat the spread of false information.

Video Content Analysis

AI-powered video analytics tools enable media companies to automatically analyze large volumes of video footage, identifying key moments or trends that can be used for promotional purposes or audience engagement.

AI is revolutionizing the media content landscape, allowing for new and innovative ways of engaging with audiences. As technology continues to advance, we can expect even more innovative uses for AI in this industry – ultimately leading to a richer experience for consumers.

Storytelling with AI

AI has become a valuable tool in generating more captivating narratives with greater speed than ever before. With AI’s increasing capabilities, it can now be used to write stories with a level of complexity that rivals human writers.

How Does AI Write Stories?

ChatGPT is one of the best AI tools for writing a story because of its speed, ease of use, and human-like output.

To begin writing your story with ChatGPT:

  1. Log into ChatGPT.
  2. Write a prompt in the message field. This is where you tell the AI what topic you want to write about, how many words you need, and the tone of voice you prefer. Be as detailed as possible when writing prompts.
  3. Hit send.

Here are a few tips on how to write prompts for ChatGPT:

Here’s an example of how I used ChatGPT to write a story. 

You can copy the article to a text editor like Word or Docs and further refine it to your preference. If you are not satisfied with the initial response, you can continue your ChatGPT conversation until you get a reply that meets your needs.

How Does an AI Write Scripts?

Do you want to write a script for a TV commercial? YouTube video? A novel? Or even a full-length movie? AI can help you do that.

Just follow the same steps for writing a story with ChatGPT.

Here’s an example of a script I asked ChatGPT to write:

Can AI Content be Copyrighted?

Copyright laws are designed to protect original works like literature, music, art, and other intellectual creations. However, these laws were established with human authors in mind so they do not explicitly address AI-generated content.

The Role of Human Authorship

A crucial aspect when considering copyright protection for AI content is determining who qualifies as the “author.” In most jurisdictions worldwide, including the United States under Title 17 U.S.C., only human beings can hold copyrights on their creative works. 

Since AI algorithms lack legal personhood or creative intent, it becomes challenging to grant them similar rights.

Factors Affecting Copyright Eligibility

  • Originality: The work must show some degree of creativity by its creator.
  • Tangible form: The work must exist in a physical format capable of being perceived directly or indirectly through reproduction methods.
  • Human authorship: The work should be created by a human being without significant input from automated processes or machines.

Future Implications and Possible Solutions

As AI-generated content becomes more sophisticated, it’s essential for lawmakers and stakeholders to address these legal ambiguities. Some possible solutions include:

  1. Amending existing copyright laws to accommodate AI-generated works.
  2. Creating new intellectual property rights specifically designed for AI-created content.
  3. Holding human developers or operators of AI systems responsible for their creations’ copyrights.

While current copyright laws do not explicitly grant protection to AI-generated content, this may change as technology continues to advance and challenge traditional notions of authorship. For now, it remains crucial for content creators to stay informed about any potential changes in legislation and adapt accordingly.

Will AI Replace Content Creators?

AI-powered tools like ChatGPT can be extremely helpful when you’re running out of ideas, going through writer’s block, or simply don’t have enough time to handle a difficult workload.

But for many writers, artists, and designers, the arrival of AI poses a real threat to their livelihood.

AI-powered tools like GPT-3, DeepArt, and Wibbitz are already capable of generating written articles, visual designs, and video scripts with minimal human intervention. These tools use machine learning algorithms to analyze vast amounts of data and create coherent pieces that resemble human-made work.

  • GPT-3: Developed by OpenAI, GPT-3 is an advanced language model that can answer questions and generate text with impressive accuracy based on a given prompt.
  • DeepArt: This tool uses deep learning algorithms to turn photos into artistic images resembling famous painting styles such as Van Gogh’s or Picasso’s.
  • Wibbitz: An automated video creation platform that generates engaging videos using text-to-video technology for publishers and marketers.

While these technologies show promise in automating the creative aspects of content production, they still lack the essential qualities needed for truly original creations. For instance:

  • AI-generated content lacks the human touch, including emotions and empathy that make stories relatable and engaging.
  • AI tools can struggle with understanding context or cultural nuances, which may lead to inappropriate or offensive content.
  • Creative problem-solving and critical thinking are still beyond the capabilities of current AI models.

AI writing tools have truly come a long way since the early days of those useless article spinners, but they still have limitations. Human writers are unlikely to be replaced by AI anytime soon — unless machines miraculously develop feelings and perception — but what about artists? Is AI art going to replace them?

Is AI Art Going to Replace Artists?

Just like their writing counterparts, AI art generators have made significant strides in bringing ideas to life — creating stunning images, paintings, and other visual materials within seconds.

DALL-E comes from the same company that brought us ChatGPT so it also works by generating digital images based on prompts. Other popular AI art generators are Bing Image Creator, Dream by WOMBO, Craiyon, and Midjourney. 

Artificial intelligence can create impressive artwork using algorithms and machine learning techniques. These programs analyze vast amounts of data from existing artworks and learn patterns, styles, and techniques. Once trained on these artistic elements, AI can generate new pieces by combining what it has learned into unique compositions.

Here’s an example of how Bing creates images based on prompts:

One key aspect missing from AI-generated art is emotional depth. Human artists often draw upon their personal experiences and emotions when creating their work – something machines cannot replicate.

Understanding cultural nuances also plays a crucial role in artistic creation. Machines may struggle to grasp subtle references or symbolism tied to specific cultures or historical events without extensive programming.

While AI can mimic established styles effectively, its ability to innovate beyond those parameters remains limited compared to human ingenuity.

Despite its limitations, AI art is a hot trend right now. Auction houses have even sold AI-generated art, with some pieces fetching substantial sums. Which brings us to the question: can you legally sell AI art?

This AI-generated portrait sold for $432,500 at Christie’s in New York

Can I Legally Use AI-Generated Art?

The answer to this question is not as straightforward since factors like ownership and copyright laws come into play. Generally speaking, if an individual or company creates an original piece of artwork with the help of an AI tool, then they own the copyright to that work.

However, things get a bit murkier when it comes to using pre-existing works as a base for generating new ones. For example, let’s say you feed a famous painting into an AI algorithm and generate a new image based on that input. In this case, you may be infringing on someone else’s copyright if you try to sell or distribute the resulting image without permission from the original artist or their estate.

To avoid potential legal issues when using AI-generated art in your projects or marketing campaigns:

  • Create your own original pieces instead of relying on existing works.
  • Credit all sources used in creating your artwork.
  • Consult with a lawyer who specializes in intellectual property law before selling or distributing AI art.

Can I Sell AI-Generated Art on Etsy?

Etsy is a popular online marketplace for handmade items, vintage goods, and craft supplies. While most sellers offer products made by human hands, there are also some who sell digital downloads or prints of their original artwork.

If you’re an artist interested in selling your AI-generated art on Etsy, it’s important to note that there are certain guidelines you need to follow.

  • Your listings must accurately represent your work.
  • You cannot resell someone else’s work without permission.
  • You cannot use copyrighted material in your designs unless you have obtained permission from the owner.

The use of artificial intelligence in creating art is still relatively new but it holds immense potential for artists looking for innovative ways to express themselves. As more artists experiment with this technology, we can expect to see even more stunning creations emerge over time.

What Jobs AI Will Replace

You’ve seen how artificial intelligence can disrupt the creative industry by generating text and art at incredible speed and accuracy. With automation taking over many tasks and job roles, the prospect of human workers being displaced is very real. 

Which jobs are at risk the most?

Data Entry Clerks

Data entry clerks who input information into computer systems manually are particularly vulnerable to displacement. Machine learning algorithms can process data more quickly and accurately than humans, reducing errors while increasing overall efficiency.

Customer Service Representatives

Chatbots and virtual assistants, powered by natural language processing (NLP) algorithms, are increasingly being used to handle customer inquiries and complaints. AI tools are able to provide round-the-clock support without requiring any human input.


The rise of self-checkout machines is already impacting cashier positions in retail stores worldwide. As Amazon Go’s cashier-less stores demonstrate, advancements in computer vision technology enable customers to shop without interacting with a human employee at checkout.

Manufacturing Workers

AI-powered robots and automation systems have already replaced many manufacturing jobs, particularly those involving repetitive tasks. McKinsey’s research indicates that, as AI technologies become more advanced, this trend of automation in manufacturing jobs is likely to persist.


Autonomous vehicles such as self-driving cars and trucks powered by AI systems like Tesla’s Autopilot or Waymo’s driverless taxis have the potential to replace taxi drivers and truckers entirely within a few decades.

Some of these technologies may take a while to have a profound impact on the job market. In the meantime, individuals working in these fields should develop new skills or learn to adapt to technology so they can continue to thrive in the AI era.

What Jobs AI Cannot Replace

No matter how advanced and sophisticated AI gets, there are still certain jobs that robots cannot replace. These professions typically require physical touch or involve complex decision-making processes that go beyond the capabilities of current AI technology.

Which jobs are safe from automation?

Creative Professions

Although AI can create art and music, and even write scripts to some extent, it is unlikely to replace writers, artists, and musicians entirely.

The creative process involves emotions, personal experiences, and unique perspectives that machines cannot fully replicate. While AI-generated content may serve as a tool for creators by providing inspiration or streamlining tasks, the essence of creativity remains inherently human.

Mental Health Professionals

The field of mental health relies heavily on empathy and understanding – qualities difficult for machines to genuinely emulate. Although AI-powered chatbots have been developed to assist with therapy sessions or provide support during crises, they lack the emotional intelligence required for nuanced interactions with patients experiencing complex psychological issues.

Negotiators and Diplomats

Diplomacy requires exceptional interpersonal skills and cultural sensitivity – traits not easily replicated by AI systems. 

Negotiations often involve reading between the lines. Subtle cues like body language play a crucial role in determining outcomes. 

As a result, human negotiators and diplomats are better equipped to navigate these situations than their AI counterparts.

Emergency Responders

Emergency responders like firefighters, paramedics, and police officers face unpredictable situations that demand quick thinking and adaptability. While AI can assist in some aspects of emergency response – such as predictive analytics for disaster management – it cannot replace the courage, intuition, and on-the-spot decision-making skills these professionals possess.


AI has made strides in education but replacing teachers entirely is a different story. Educators must be able to discern each student’s learning habits, provide comfort when required, and cultivate a sense of togetherness in their classrooms. These qualities go beyond what current AI systems can achieve.

While artificial intelligence continues to advance rapidly across various industries, there remain certain jobs that necessitate human expertise or empathy. Individuals entering the workforce or considering a career change should look into professions that rely on unique human traits — making them less susceptible to automation takeover.


As technology continues to advance and natural language processing improves, we can expect to see even more sophisticated AI writing models emerge. However, it’s unlikely that these models will completely take over the job of content creators. Instead, they will likely be used as assistants in the content creation process alongside human writers.

Written by Julia McCoy

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