This is a chapter from #PRstack: AI tools for marketing, media, and public relations, the latest #FuturePRoof publication. You can buy a copy of the complete book from Amazon in Kindle and print formats. The Kindle version doesn’t include images due to format limitations.
Copy.ai by Erin Lovett | Practitioner
AI-generated content has been widely adopted by the public relations industry over the past year. In this guide, we explore Copy.ai, a platform boldly promising practitioners the ability to work faster and smarter.
Copy.ai was built to revolutionise the content production process. Leveraging multiple AI models for efficient content creation, the platform prides itself on its adaptability and versatility to draw on the right problem-solving partner for each task. Since launch in 2022 the platform has reportedly amassed more than 10,000,000 regular users, boasting HubSpot, Salesforce and Okta among its customers.
The benefits of AI-generated content are well documented, so I’ll spare the details here. For the record – of the platforms I’ve tried – I would say that Copy.ai boasts one of the simplest and cleanest interfaces, and the ability to browse tried and tested prompts removes the guesswork needed with other platforms. It’s a refreshing inclusion which amplifies the platform’s desire to improve the efficiency of the end user.
There are two new features which have already added tangible value to the day to day of my role.
Brand Voice
Launched in June, Brand Voice allows copy and content creators to effectively inject their brand's distinctive tone, style, and more to make sure the content generated always aligns with the brand personality, tone and style.
To begin, Copy.ai will ask for copy examples which best represent the brand’s unique voice. Once these are fed in, the platform will analyse the copy within minutes or even seconds, offering insight on the tone, how to harness it, and what key messages to land. An unlimited number of brand voices can then be saved, helping you to keep consistent writing across all tasks.
What’s unique, however, is the feature can be referenced easily to generate content specific to said brand. It’s not only quick, intuitive and accurate, but having a clearly defined tone of voice and style which can be utilised by multiple account team members at any time drives consistency. Couple the Brand Voice with the prompt library, and day-to-day jobs such as creating content calendars or brainstorming SEO keywords can be significantly streamlined.
Infobase
Infobase allows users to store information about their brand that can be referenced and used to improve the quality of content generation.
Whereas other generative AI software may output solid content, it often fails to reference key company information. This feature aims to eliminate that problem and can store everything from brand guidelines to value propositions.
As with Brand Voice, Infobase is protected by its SOC 2 Type II certification, giving peace of mind that Copy.ai provides a safe space for confidential brand information.
The verdict
All content creators know that flitting between different spokespeople and brands multiple times a day can result in muddied and mixed writing styles that lack the intended impact. Copy.ai has gone above and beyond to create genuine efficiencies which its rivalling platforms lack. Both Brand Voice and Infobase eliminate the need for repetitive prompting and are user-friendly innovations capable of becoming useful tools in any creator’s arsenal.
What’s more (as of October 2023) the full range of features are available free of charge, regardless of which pricing plan you’re on. While upgrading to a paid package does result in more seats, languages and output, the free version is generous in its offering.
Like its counterparts, Copy.ai does lack contextual understanding, meaning its output can sometimes be flawed – something which the creators themselves acknowledge. But even so, Copy.ai is a generative-AI tool well worth exploring, blurring the boundary between copywriter and strategic consultant.
Erin Lovett, senior account director, Missive
https://www.linkedin.com/in/erinlovett/
Erin Lovett is a senior account director at Missive, an award-winning integrated public relations communications specialised in technology. She currently leads the agency’s content marketing and creative arm and specialises in driving fintech growth across the business.