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Brands that leverage AI for copywriting: case studies

8 mins

Jude Foster

Published by: Jude Foster

22 December 2023, 10:18AM GMT+00:00

Kelly Grace

Updated by: Kelly Grace

11 April 2024, 12:00AM GMT+00:00

In Brief

Airbnb: How AI is used for listing descriptions, with examples and impact on conversion rates and user engagement.

HubSpot: AI integration in email marketing enhances metrics and customer engagement through personalized AI.

Chatbots in Customer Support: Brands like Zendesk utilize AI effectively, with stats showing faster responses and higher satisfaction.

The Washington Post: AI-driven news reporting, AI-generated articles, and AI's role in fast, efficient breaking news.



Brands that leverage AI for copywriting: case studies

In today’s fast-paced digital world, new tools are transforming traditional tasks across various business sectors, particularly in copywriting. Let’s delve into some real-life examples that show this transformation in action.

Why focus on case studies?

Looking at case studies helps us see the practical benefits of these new tools in copywriting. They give us a glimpse into how companies are applying these innovations to solve everyday challenges, offering valuable insights and inspiring new ideas.

The benefits of new tools in copywriting

Picture having a super-efficient assistant that not only speeds up your tasks but also enhances the quality of your work. This is exactly what the latest software does. It ensures every piece of content is polished, engaging, and tailored to meet audience needs. By analyzing data and patterns, this software can produce content that hits the right mark every time.

What This Means for Your Team

With these advanced tools handling the routine aspects of content creation, your team can dedicate more time to strategy, design, and other critical business areas. This not only boosts productivity but also allows for greater creativity and innovation. By leveraging these tools, your team can focus on exploring new ideas and pushing creative boundaries, keeping your business at the cutting edge.

Case Study 1: Airbnb Revolutionizes Listing Descriptions with AI

You may have wondered about Airbnb's attractive and catchy property descriptions. It's not manual labour; it's AI at work!

Airbnb uses AI to turn raw data about property listings into appealing descriptions. This feature is an essential aspect of their success. The AI-powered descriptions not only highlight the features of a property but also tailor the language based on the visitor's preferences and search history.

How has this impacted Airbnb? With AI-generated descriptions, Airbnb has seen a significant boost in conversion rates and user engagement. AI-generated property descriptions increased conversion rates by 10%.  It's a textbook example of AI's transformative role in modern copywriting.

Case Study 2: HubSpot's AI-Powered Email Campaigns

Email marketing is vital for most businesses, and HubSpot has taken this to the next level by integrating advanced technology to enhance their campaigns.

HubSpot uses technology to analyze customer behavior, predict their interests, and tailor email content to fit these insights. This smart approach to content delivery has led to noticeable improvements: email campaigns powered by this technology have seen a 20% increase in open rates. More personalized emails resonate more with customers, improving their experience and engagement.

So, if you're looking to boost engagement and see better campaign metrics, considering a technology-driven approach might be the solution you need.

Case Study 3: Chatbots in Customer Support: AI to the Rescue

The world of customer support has been transformed by the rise of artificial intelligence, streamlining interactions and significantly improving customer experiences.

One of the most effective tools in this AI-driven revolution is chatbots. These sophisticated systems can handle multiple customer requests at once, offer immediate assistance, and sometimes even anticipate customer needs based on the conversation. Thanks to these chatbots, response times have been cut by 50%, and customer satisfaction has risen by 30%.

For a closer look at how this technology works in practice, consider Zendesk, a leader in customer service software. They've integrated an AI chatbot called Answer Bot into their operations. This bot uses Natural Language Processing (NLP) to understand and engage in customer interactions more humanly. It's not just about understanding words but grasping complex issues, providing relevant solutions, and slashing response times.

Available 24/7, the Answer Bot has not only enhanced customer support efficiency but also lightened the load on human teams, allowing them to concentrate on more complex, nuanced issues that require a personal touch. This is innovation where it truly counts, making every customer interaction smoother and more effective.

The effects of the implementation of AI chatbots in customer support are far-reaching and impressive. A survey by Zendesk reported a 29% reduction in support ticket volume, underlining the practicality of chatbot adoption. Moreover, customer satisfaction levels have also taken a leap upwards. A testament to the efficacy of AI chatbots!

Case Study 4: The Washington Post's AI-Powered News Reporting

We may think of journalism as a craft solely belonging to humans, but The Washington Post would beg to differ. In another example of AI integration, TWP has been utilizing AI for automated news reporting, an aspect of journalism that can massively benefit from this tech innovation. AI-generated news articles allowed for breaking news to be published 30% faster

Heliograf, the AI technology by The Washington Post, launched in 2016. Heliograf has been instrumental in the newspaper's coverage of a wide range of news topics. The AI system can generate short reports on subjects like sports scores or election results with incredible speed and accuracy, freeing up human reporters to focus on in-depth coverage.

Heliograf is creating a new model for hyperlocal coverage. In the past, we could never have produced a volume of local coverage that can compete with the output of automated insights.

Jeremy Gilbert, director of strategic initiatives at The Washington Post

But how does it work? Heliograf uses data mining techniques to collect and analyze data from a variety of sources. It then uses algorithms to organize this data into a readable format, crafting it into concise news stories that offer key insights to their readers.

Let's say there's a local football match happening. Heliograf can quickly gather data like the match's score, the key players, and notable events, then put together a brief report that's ready for publication in a matter of minutes.

During the 2016 Olympics, Heliograf produced around 300 short reports and alerts. These AI-generated pieces made it possible for The Washington Post to cover every single competitive event, something unachievable by human resources alone.




Example: "USA scored a convincing 96-66 win over Serbia to claim another gold in men's basketball. Kevin Durant led the way with 30 points."




In the 2016 elections, Heliograf kept track of voting results for over 500 races. It churned out hundreds of news briefs that would have taken a team of human reporters a hefty amount of time to produce.




Example: "Democratic nominee Phil Murphy won the New Jersey governor race, defeating Republican Kim Guadango."




While technology like Heliograf is a useful tool, it's also crucial to recognize its limitations. No matter how advanced, AI does not have human intuition or the ability to think critically. Bias in data or errors in the source can still occur, meaning human oversight remains an essential part of the process. Each AI-generated article still undergoes human review before publication to ensure content integrity, maintaining the journalistic standards The Washington Post is known for.

Ethical Considerations in AI Copywriting

When making use of AI for copywriting, it's vital to anticipate the potential challenges and ethical implications that accompany such technology. You must understand that while AI can generate data-driven copy, there still remain certain limitations. Artificial Intelligence, no matter how advanced, cannot replace human intuition and critique.

The issue of bias introduces a significant challenge. If your AI system is trained on biased data, the copy it produces will reflect that bias. Also, the concern over content originality is considerable. Although AI can crunch numbers and observe patterns far beyond human capabilities, crafting a unique, creative voice in copy still rests within the realm of human creativity. AI shines in automation and efficiency but struggles with truly original content creation.

Ethically, there is heated debate around AI in journalism and copywriting industries. Some people fear that reliance on AI could lead to job losses for human writers, while others argue that AI simply takes over tedious tasks, freeing up human writers to focus on more in-depth, crucial tasks. In fact, some suggest AI could even make writing accessible to more people, democratizing content creation.

What remains clear is that human oversight is still necessary. AI is a way to augment not replace human intelligence and creativity in the world of copywriting. When applied correctly and ethically, it can be a powerful tool to enhance efficiency and create more engaging content.




In conclusion, the integration of AI in copywriting holds immense potential, as proven by brands like Airbnb, HubSpot, and The Washington Post. It catapults user engagement and conversion rates to new heights, personalizes communication, and amplifies customer support efficiency. However, striking a balance between AI capabilities and human creativity is crucial for original, impactful content.

Exploring AI solutions for your content needs, while mindful of its ethical application, can help tap into unprecedented benefits such as time-saving and improved content quality. The success stories explored in this article underline the power of leveraging AI, and encourage businesses to harness this transformative technology for their content strategies.

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