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Before the internet grabs its pitchforks, let me clear something up.

I use ChatGPT.

In fact, I use AI every single day. I think it's one of the most important business tools to come along in decades. It saves time, sparks ideas, accelerates projects, and helps businesses accomplish things that would have required entire teams just a few years ago.

I've got a confession to make.

I don't think most businesses should be using AI.

There. I said it.

Now before you accuse me of losing my mind—or worse, of secretly working for a typewriter company—hear me out.

Every few decades, a new technology comes along that changes the way businesses operate. The personal computer transformed the modern office. The internet changed the way companies communicate with customers. Smartphones allowed business to happen from virtually anywhere, and cloud computing gave organizations access to information whenever they needed it. Each innovation brought excitement, skepticism, and more than a few predictions about how everything was about to change forever.

By now, it's probably obvious that I'm a fan of artificial intelligence. At eLaunchers, we use it every day. We've built our own AI tools, we've integrated AI into many of our workflows, and we're constantly looking for new ways to use it more effectively.

Every day seems to bring another platform, another chatbot, another AI assistant, or another company promising to revolutionize the way you do business. It's easy to begin thinking the key to success is finding the "right" AI tool.

That's not the right question.

One of the most interesting things happening with artificial intelligence isn't the technology itself. It's the way it's changing the value of expertise.

A lot of people assumed AI would level the playing field. Since everyone has access to tools like ChatGPT, the thinking went, everyone would have the same opportunity to create great marketing, build better businesses, and compete with larger organizations.

By now, most business owners have experimented with artificial intelligence in one way or another. Maybe you've asked ChatGPT to draft an email, summarize a report, write a blog article, or brainstorm ideas for your next marketing campaign. In many cases, the results have probably been impressive. AI can save an incredible amount of time, and it's becoming more capable almost every week.

So where are business owners going wrong?

One of the biggest misconceptions about artificial intelligence is that writing is simply a matter of putting words on a page. After all, if ChatGPT can produce a blog article, an email, or even an entire website in a matter of seconds, why would any business owner ever need a professional copywriter again?

It's a fair question, and the answer lies in understanding what professional copywriters actually do.

By now, you've probably played with ChatGPT or one of the many other AI tools that seem to appear every week. Maybe you've asked it to write an email, create a social media post, draft a proposal, or even develop a marketing plan. Chances are you were impressed by how quickly it produced an answer.

You also may have noticed something else. The answer sounded pretty good, but it didn't sound like you.

If you're a business owner, you've probably heard every prediction imaginable about artificial intelligence. Some people insist it will replace employees. Others believe it will completely transform the way companies operate. Then there are those who warn that if you're not already using AI, you're falling behind your competitors. With so much noise surrounding the topic, it's becoming increasingly difficult to separate reality from hype.