AI translation has come a long way. Tools like Google Translate, DeepL, and ChatGPT can now produce surprisingly readable text. So why do you still need a human expert for your sales copy?
The Difference Between Translation and Persuasion
AI is excellent at translation—converting words from one language to another. But sales copy isn't about translation; it's about persuasion. It's about understanding human psychology, overcoming objections, and triggering the desire to buy.
Where AI Falls Short in Sales
1. Emotional Resonance
AI doesn't feel emotion, so it struggles to create it. High-converting sales copy needs to connect with the reader's pain points and desires.
AI Output: "This vacuum cleaner has strong suction power." Sales Copy: "Never struggle with pet hair again. Experience the deep-cleaning power that restores your carpets to like-new condition."
2. Cultural Nuance & Humor
Humor and cultural references are powerful tools in sales, but they are notoriously difficult for AI. A joke that works in Chinese often falls flat or offends in English.
3. Strategic Structure
Great sales copy follows a psychological journey: Attention, Interest, Desire, Action (AIDA). AI tends to dump information without strategic flow.
4. Overcoming Objections
A human copywriter anticipates what might stop a customer from buying (price, trust, complexity) and addresses those concerns proactively. AI simply describes the product.
The Technical Documentation Challenge
On the other side of the spectrum, AI also struggles with the extreme precision required for technical documentation.
1. Safety Critical Errors
In a user manual, a mistranslation isn't just awkward—it can be dangerous. "Connect to ground" vs "Connect to earth" might seem similar to an AI, but in electrical engineering, the distinction matters.
2. Consistency
Technical manuals require 100% consistency in terminology. If you call a part a "flange" on page 1, you can't call it a "rim" on page 10. AI often varies vocabulary to "sound better," which is exactly what you don't want in technical writing.
The Bottom Line
For low-stakes content, AI is fine. But for the two things that matter most—making money (sales copy) and keeping customers safe (technical manuals)—you need human expertise.
Your sales copy needs to sell. Your manuals need to be precise. Don't leave your most critical business assets to an algorithm.