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Nominis podcast – episode 070: Copy is (not) dead!

Episode 070 of Nominis explores the impact of ChatGPT on online retail copywriting, featuring insights from Croatian experts Nenad and Nebojša. The discussion centers on the balance between AI tools and human creativity in crafting effective web content, and the evolving role of copywriters in the digital landscape.

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In the new episode of Nominis podcast which we are producing in partnership with the Association of eCommerce Croatia, the focus was on ChatGPT’s impact on the habits of web traders in writing online content. Nenad and Nebojša, renowned for running Croatia’s best copywriting course, shared their insights. They emphasized the role of extensive research, audience targeting, and problem-solving in effective copywriting. Differentiating sales from marketing, Nebojša highlighted that copywriting is like sales in written form. He warned against the pitfalls of low-cost, outsourced copywriting services and stressed the importance of copy that is sales-oriented, informative, and engaging.

The conversation then shifted to the impact of AI on copywriting, particularly whether tools like ChatGPT could replace human copywriters. Nenad cited a study by Neil Patel, showing a significant traffic drop in online stores using AI-generated copy. He stressed that while AI is generative, it lacks the creativity essential for impactful copywriting. Both experts agreed that AI tools are useful for research and summarization but cannot replace the human touch in creating compelling and unique content. They drew parallels between the evolution of copywriting with AI and how translators adapted to tools like Google Translate, suggesting a similar future for AI-assisted copywriting.

Nenad and Nebojša concluded that authentic, creative content generated by humans would always be in demand, despite the rise of AI. They advised copywriters to focus on human-centric, solution-oriented messaging, using examples like transforming technical product descriptions into relatable benefits for consumers. They foresee a future where the blend of human creativity and AI tools will continue to evolve, but the essence of effective copywriting will remain rooted in human insight and creativity, underscoring that copywriting is far from being obsolete.

You can check the video recording of Nominis 070 on the official YouTube channel of eCommerce Croatia.

Bruno Zagorščak
Bruno Zagorščak Neuralab Co-founder and Chief Content Officer

A Boletus aficionado who loves to get lost in the woods. He's still holding dearly to his OG Canon 5DmII while claiming that the play button is the apex call-to-action button on the web.

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