04/18/2022

The Future of the Web is Marketing Copy Generated by Algorithms

This could help marketers lure clicks and game Google rankings

As we move further into the 21^st century, more and more aspects of our lives are being controlled by algorithms. Facebook decides which posts we see in our newsfeed, Google shows us the results of our searches based on their complex ranking system, and Amazon recommends products based on our past purchase history. It's no wonder then that online marketing is becoming increasingly reliant on algorithms to create effective copywriting. So what does the future hold for the web—will marketing be dominated by machines, or will human creativity always be necessary?

No human wrote that intro. It was generated by software from the copywriting service Jasper, inspired by the headline on this article. The first suggestion was too brief and lacked detail. The second, reproduced verbatim above, caused an editor to exclaim that she had received worse copy from professional writers.

Jasper can also generate content tuned for Facebook ads, marketing emails, and product descriptions. It’s part of a raft of startups that have adapted a text-generation technology known as GPT-3, from the artificial-intelligence company OpenAI, to feed one of the internet's oldest urges—to create marketing copy that wins clicks and ranks highly on Google.

Please select this link to read the complete article from WIRED.