'Amplified Intelligence' Accelerates: 'Copy,' Too

We have watched businesses accelerate their digital transformation efforts by nearly five years in response to the pandemic, and seen new digital-engagement approaches evolve in the span of months. 

This rapid digital transformation will continue into post-pandemic recovery efforts and has created a huge demand for advanced analytics, predictive modeling, and machine learning. It has also brought about a new realization that artificial intelligence (AI) will play a critical role in helping develop optimal customer journeys and engagement strategies.

Brands and agencies appear to be on the same page about “Amplified Intelligence,” as search intent data shows an upward trajectory since mid-September. 

By augmenting our abilities, 'amplified intelligence' enables increased operational efficiencies and more effective decision-making, offering businesses a competitive advantage. Getting the most out of it requires a shift in mindset from responsive to more predictive and proactive solutions. Golden opportunities arise when companies expand information-based decisions by giving managers, sales teams, and other front-line employees the tools to harness exceptionally complex logic and enhanced intelligence.



The proliferation of online content means that the demand for qualified writers has reached an all-time high – resulting in a significant uptick in searches related to “copywriting” among agencies in late October, as measured by Bombora. The digital ecosystem most brands are creating has forever changed the way customers discover and digest information, with most prospective buyers seeking instant answers from a range of formal – and informal - information sources. 

The diverse nature of many of these channels makes controlling the quality and cadence of the message a real challenge. With a growing number of demanding millennial decision makers gaining influence and demanding well-curated and highly targeted content, copywriters today will be required to quickly adapt their writing style to satisfy time-constrained customers  and connect with decision makers.

On the brand side, “ad copy” has taken off in recent weeks indicating a desire for more relatable messaging rooted in human experience. Brands need to think carefully about what they say, how they say it, and where they say it. At a time when brand personalization and relevancy is becoming increasingly important, brands need to look at the common drivers that connect customers, and cultivate a sense of humanity in their marketing efforts.

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