In Summary: Freelance Writing in the ChatGPT Era - An Episode Recap

I recently had the pleasure of interviewing Josselin Henno, a freelance copywriter to discuss AI and copywriting. If you're interested in the original, full-length episode in French, it's available on the AI Experience en français channel across all major podcast platforms.

Josselin's journey is interesting. Transitioning from a legal career in intellectual property law to content marketing in a B2B marketing agency, and then to freelance writing, Josselin embodies the spirit of adaptability and lifelong learning. His specialization in B2B and IT content places him at the intersection of technology and creativity, a space where the impact of AI, particularly tools like ChatGPT, is profoundly felt.

The emergence of ChatGPT towards the end of 2022 raised many eyebrows in the writing community, Josselin's included. Amidst his transition to freelancing, the buzz around AI writing tools could have been a deterrent, but Josselin chose to see it as an inevitable part of the evolving landscape. His approach wasn't one of fear but of curiosity and pragmatism. He recognized the need to understand AI's capabilities and limitations to adapt his workflow and offerings effectively.

In our discussion, Josselin shared how AI has become an invaluable tool in his arsenal, enhancing his productivity without compromising the quality and personal touch that sets his work apart. He highlighted the importance of using AI as an assistant in the conceptual phase of writing, where it helps flesh out ideas and structures more efficiently. This stage involves brainstorming ideas, structuring the content, and planning the narrative or argument flow. It's here that ChatGPT can be an invaluable tool for writers.

Josselin emphasized how ChatGPT has revolutionized this initial phase for him. Traditionally, conceptualizing a piece of content could be time-consuming, requiring extensive research, outlining, and sometimes hitting creative blocks. However, with ChatGPT, writers can expedite this process significantly. This not only speeds up the research phase but also offers a variety of angles and insights that might not have been immediately apparent.

However, Josselin pointed out that while ChatGPT is a powerful tool in the conception phase, it's essential to critically assess and refine the AI-generated content. The human touch is irreplaceable in infusing the narrative with creativity, nuance, and personal insight. The value of ChatGPT lies in its role as a catalyst for ideas.

While ChatGPT plays a significant role in the conception phase of his writing process, it's important to note that none of the content generated by ChatGPT is directly included in the final pieces he submits to his clients. This practice underscores a critical aspect of Josselin's work ethic and the value he places on human creativity and expertise in content creation.

Josselin's perspective on the future of freelance writing in the AI era is both realistic and optimistic. He believes that while AI will undoubtedly change certain aspects of writing, particularly in SEO-driven content, there remains a substantial need for human expertise, especially in specialized, high-quality content creation. For Josselin, the key to thriving in this new era is not just in mastering AI tools but in working on his soft skills that AI cannot replicate. For him, copywriting is not dead, specifically if you can find a niche that requires  technical skills and expertise. However, for everything else, like mainstream SEO content, the future will be challenging and maybe not in a good way.

To listen to the full episode in French, I invite you to find it on the AI Experience en français show. It's a 42-minute episode that is available at the same time as its summarized version in English.

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