How to create an AI copywriting assistant with custom GPT 

Date
3 June 2024

Is AI the big monster some make it out to be? The one waiting in line to take over our job of content marketeer? One thing’s for sure: artificial intelligence is no hype. It’s here to stay, and it’s up to us to deal with it. At iO, we’re always looking at new ways to create value. AI turns out not to be a solution, but rather a means to an end. In this blog post, we explain how we use an AI copy assistant to write large volumes of copy in a cost-effective way. 

AI copywriting assistant

Rubens did it 

Do you need a single blog post or a landing page that blows your audience away? A seasoned copywriter is the most efficient solution. That is, if you expect quality. And we sure hope you do. On the other side of the spectrum, there are the large assignments that take weeks to complete.

Did you know the famous painter Rubens often worked with students and assistants to produce big-batch paintings in his workshop? Although it's a metaphor we only came up with after the fact, it would have been a neat reason to engage AI. Let’s find out why.

AI copywriting assistant

If a single painting requires you to train and introduce your assistants to the client's world, then it may not pay off. On the other hand, if you have an order for 500 altarpieces, it is simply a smart investment to teach the assistants the ropes and paint a sample they can copy. 

After all, a few hundred pages come with a price tag. While quality content always adds value, we understand that some companies are looking for a budget-friendly solution. With an AI copy assistant, we can cut production time in half. 

The AI copy assistant as an artificial junior copywriter

Every so often, clients ask us for a big batch of copy. Today, we introduce them to AI copy assistants. That is a customised ChatGPT that we train on a brand's content and writing style. By feeding it numerous examples and exhaustive prompts, the GPT can lay decent groundwork in mere minutes. Think of it as a junior copywriter on steroids who knows your brand inside out.

All AI experiments we’ve seen so far show that the human factor remains essential. Just as Rubens used to take the work of his assistants up a few levels, our experienced copywriters rewrite the artificial basis. The client still receives a high-quality result.

How do we do it?

On openai.com, you can build your own GPT or assistant. Unlike the free version of ChatGPT, you build your own assistant that remembers who he is and how to behave with each task.

The power is in the prompt

First of all, you have to give the GPT an identity. A personality and its corresponding traits. In an in-depth conversation with our client, we gather all the essential information and add it to what we already know.

We define the brand values and mission, their target audience, and the team our brand-new virtual copywriter just joined. The more details we have, the more accurately the assistant will follow our instructions.

"You are a copywriter with over 20 years of experience and specializing in SEO. You are part of the marketing and communication team at Company X, an international B2B company moving professionals from and to Europe."

And of course, there is the tone of voice. Large language models often mimic writing styles quite well, but then again, sometimes they overdo it. The trick is to feed our assistant with a whole lot of sample copy and content-based input. Rubens's pupils had also seen hundreds of works before they started getting it right. (An assumption to support our story, absolutely)

Our model is ready. What’s next?

Your assistant is now trained and ready for a career in artificial copy. Let’s look at an example to illustrate the principle.

Our client moves people and organisations around the globe. To drive their organic traffic, they wanted to create local landing pages for dozens of locations in different countries. These dedicated pages help to attract a target audience that is looking to move to a specific location. On top of that, they help increase the relevance and effectiveness of your paid ads.

Dozens of locations in as many countries; meaning hundreds of pages. As much as our client has enjoyed working with us for many years, this involves a lot of work. And therefore, a lot of working hours. We proposed an AI copy assistant to cater to our customers’ needs.

Once we created the assistant, we wrote one very detailed prompt. A blueprint serving as the basis for all location pages. The only difference: the destination and some location-specific elements.

blogpost-gpt

For every new page, we only had to replace the location. And add the right keywords, of course, since that’s still important if you want to use SEO to boost your organic traffic.

With this slightly altered prompt our creative assistant produced a new page in mere minutes. The adjustable ‘temperature’ allows you to decide how creatively or strictly the system should follow your prompt. All of this gives you everything you need to achieve an original, solid result. A text that is not too similar to the previous one (Google sometimes excludes pages from its search results because they look too much like another page on the same or another website) and which provides your copywriters with a solid starting point.

Build up a strong prompt using this cheat sheet:

advanced_prompt_cheat_sheet

More time for creativity

The time we save using a creative assistant allows us to improve the quality of big batches of copy. By automating the first draft, we create more time to rewrite with a flair for detail, tailored to client and target audience. It highlights the fact that integrating AI in this specific copy process doesn’t curb our creativity, but rather amplifies it.

AI copywriting assistant

The copywriter remains essential

Rubens had to retouch and sometimes rework half a painting. In the very same way, it’s the copywriter's moral duty to kneed it into high-quality content. Large Language Models (LLM) like ChatGPT make mistakes. After all, they are trained on the internet, where well-written texts are rather an exception. Also, LLM’s are not made to write copy. Instead, they exist to predict the most likely next word.

The basis may often be sound, proofreading and pimping makes the difference between the mediocrity of the competition and standing out with fresh content.

A smart step forward

The integration of AI within copywriting opens new doors to efficiency and cost-effectiveness, without compromising content quality. After all, humans remain a crucial factor. To avoid mistakes and to continue adding value. AI is not a solution, but a way to strengthen the skills of our own experts.

At iO, we see AI as a piece of the puzzle in offering new innovative solutions that go beyond our clients' needs. When used right, they add to the evolution of the digital landscape.

AI, let's go 

Do you have an idea in which a creative assistant could prove to be of value? Feel free to reach out. Our content team would love to have a look at the potential.

Robot at Brussels Airport
Pieter Moons

Pieter Moons

Copywriter & concept creator

Pieter doesn’t need to work himself. His words and concepts do it on his behalf. Backed by 10 years of copywriting and hundreds of punchy lines he gives organisations a voice.

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