The advertising and marketing world is endlessly debating AI copywriting versus copywriters. Everywhere you look, there’s another tool promising to revolutionize how we create content, craft copy, and connect with customers.
And honestly? Some of these tools are very impressive.
But before we get carried away with visions of robot copywriters taking over the world, let’s pause and look at what’s really happening.
Because the truth about AI and copywriting isn’t as simple as “humans vs. machines”—it’s way more interesting than that.
Let’s give credit where it’s due. Modern AI tools have come a long way in writing, and the lengthy, highly detailed prompts are no longer as necessary.
These LLMs can churn out email sequences, social media posts, and product descriptions in mere seconds because they have the power to analyze millions of successful campaigns, pick up on patterns in consumer behaviour, and generate copy that’s grammatically correct.
The analytical side is impressive, too. AI can crunch A/B testing data and suggest optimizations based on complex numbers rather than gut feelings.
It’s like having a data scientist and copywriter rolled into one—at least for specific tasks.
Now, before you fire your copywriter, let’s talk about where AI hits some pretty significant walls.
Great copywriting isn’t just about stringing words together correctly. Nor is it solely about following a formula (PAS, AIDA, BAB, etc, etc.). Instead, conversion copywriting is where emotion and logic meet to cause action (the sale).
Good copywriting acts as your salesperson, and when done right, uses reflective listening in the form of messaging rooted in your customer’s own words.
Emotional intelligence, and more importantly, empathy, is where AI still struggles.
So what makes human copywriters irreplaceable? A few things that AI hasn’t quite figured out yet.
After working with established brands and start-ups, I can assure you that studying the Voice of Customer (the words, phrases, expressions, etc.) that your customers use is your most valuable asset–and competitive advantage– in your copy.
AI tools can mine online reviews and forums, but they can’t do interviews, and that’s where the magic lies.
I’ve been arguing it’s the key to effective copy for years -> Read more about customer-centric copy here.
Yes, you can prompt AI with formulas and directives to write “non-salesy” copy, but it often sounds too salesy, off-target or just plain boring.
The LLMs can spit out reams of headlines, hooks, subject lines, and calls to action, but are terrible at discerning what is compelling, creative and good enough to break through to the right customer.
As a copywriter, I’ve logged hundreds of hours using AI programs over the last four to five years (shout out to one of the OG AI trainers, Sam Woods). Yet, I’ve never once used an AI output as the final draft of copy. Not once.
AI as a junior copywriter? Sure, but you’re looking for senior-level quality.
Understanding how language, humour, and references land with specific audiences requires IRL experience.
A campaign targeting millennials in Brooklyn needs different cultural references than one aimed at Gen Z in Nashville. AI might identify demographic preferences from data, but humans understand the cultural codes that make messaging feel authentic.
Experienced copywriters draw on diverse experiences and creative techniques to overcome challenging positioning and messaging obstacles.
They can reframe problems, find unexpected angles, and develop strategies that surprise audiences in good ways.
Skilled and experienced copywriters serve as strategic partners, helping clients define their value propositions, identify their target audiences, and develop effective communication strategies.
Ideally, they bring agency and corporate experience, having handled different POVs and stakeholders. Conversion copywriting (words that sell) is a skill that requires emotional intelligence, reflective listening, and the ability to translate business goals into compelling stories.
Sometimes the best marketing strategy is to do the opposite of what everyone else is doing. Knowing when to zig while others zag requires market intuition and strategic thinking that goes beyond data analysis.
AI has developed what you could call “AI voice” – a recognizable pattern that makes content sound robotic and impersonal. Once you’ve used AI to generate copy for a while, you’ll soon start to see it has a particular writing style, and repeatedly uses the same phrases and formatting across all the content it produces.
Sales copy needs to appeal to people’s emotions, and AI struggles here. It can identify that “happiness” or “fear” might be relevant, but it can’t capture the subtle emotional states that drive purchasing decisions.
For example, AI might write about “reducing stress,” but a human copywriter understands the difference between the stress of a busy mom juggling work and kids versus the stress of a CEO worried about quarterly results. Those require completely different emotional approaches.
As stated above, AI can’t read the room culturally. It doesn’t understand current events, viral moments, or cultural undercurrents that compelling sales copy often taps into. It can’t tell when a reference will land or when it might backfire spectacularly.
A human copywriter might reference a trending meme or cultural moment that perfectly resonates with the target audience (See Gwyneth and Anthropic). AI is stuck with generic references that can feel dated or tone-deaf.
AIs haven’t yet developed the ability to craft brilliant, creative, and original copy that is both clear and relatable. That’s because AIs only contain only what they have gathered or been allowed to gather by their developers.
AI can’t think strategically about positioning. It doesn’t understand when to challenge industry conventions, when to be contrarian, or how to differentiate a brand in a crowded market. It simply regurgitates what’s worked before, often resulting in copy that sounds identical to everyone else’s.
While AI can technically personalize copy based on data points, it often feels creepy rather than relevant. It might know someone bought running shoes, but it can’t understand whether they’re a serious marathoner or someone who prefers to wear athleisure while walking to Starbucks.
Copywriters understand the context behind the data and can craft messages that feel genuinely relevant rather than obviously algorithmic.
Effective sales copy understands the psychology of decision-making – when to create urgency, how to handle objections, and what social proof works for different audiences. AI might include these elements because they appear in successful copy, but it doesn’t understand the strategic reasoning behind when and how to use them.
One of the biggest challenges of using AI copywriting tools is the potential for errors in generated content. When AI algorithms are generating text, they can make mistakes or add incorrect pieces of information.
AI can confidently state incorrect facts, make unsubstantiated claims, or create copy that could get a business in legal trouble. It doesn’t understand compliance issues or industry regulations.
Perhaps most importantly, AI can’t capture authentic brand voice because it doesn’t understand what makes a brand unique. It can mimic existing content, but it can’t create the kind of distinctive voice that makes customers feel connected to a brand.
Ever prompt AI to mimic the tone, voice and style of existing approved copy? Good luck.
The result is copy that might be technically correct but lacks the personality and authenticity that builds genuine customer relationships. And in sales, relationships are everything.
The bottom line? AI is great for first drafts and brainstorming, but sales copy that actually converts still needs the human touch for strategy, emotion, and authenticity.
Here’s where things get really exciting. Instead of seeing AI as competition, clever copywriters are treating it like a really efficient research assistant and brainstorming partner (like I did for this post!)
Non-programmed AI handles the heavy lifting—initial research, generating variations, cranking out routine content. This frees up copywriters to focus on the strategic stuff: creative direction, brand development, and complex problem-solving.
If you’re trying to figure out how AI can fit into your copywriting process, the decision isn’t “AI or human.” It’s about understanding how to work with the LLMs to produce the strongest copy.
The copywriting game is evolving, and the professionals who’ll thrive are those developing skills that complement AI rather than compete with it.
Strategic thinking becomes more valuable when AI handles routine execution. Understanding consumer psychology and cultural trends becomes increasingly important as AI takes over basic content production.
Technical fluency with AI tools is becoming table stakes. Copywriters who know how to effectively prompt AI systems and integrate these tools into their workflows have a significant advantage.
Cross-disciplinary knowledge also increases in value. Copywriters who understand data analysis, consumer research, and digital marketing strategy can provide more comprehensive value than those focused solely on writing.
AI will continue to improve at content generation and copy, no doubt. Future systems will probably have improved cultural understanding, better strategic reasoning, and more sophisticated creative outputs.
But the fundamental need for human connection, strategic thinking, and cultural intelligence isn’t going anywhere. If anything, as AI handles more routine tasks, the bar for creative contribution gets higher—and more valuable.
The businesses that win will be those that effectively balance AI efficiency with human creativity and strategy. Rather than replacing copywriters, AI is more likely to elevate the profession while raising expectations for strategic value.
So what’s the truth about AI and copywriting? It’s not the simple story of replacement that some headlines suggest.
AI has genuinely transformed content creation, offering incredible efficiency and analytical capabilities. But the most effective marketing communication still requires human insight, experienced copywriters, strategic thinking, and cultural intelligence that current AI can’t replicate.
The future belongs to those who understand both worlds—leveraging AI for speed and efficiency while maintaining focus on the uniquely human aspects of compelling communication.
So, the question isn’t whether AI will change copywriting—it already has. The real question is how you’ll adapt to make the most of both artificial and human intelligence in creating marketing that truly connects with audiences and drives results.
And honestly? That’s a pretty exciting challenge to tackle.
In The Margins: Where human craft meets AI's draft
In the Margins explores how to make the best work by marrying machine output and human expertise. Subscribe for sharp, cultural takes on copy, creativity, and what technology can’t replace.
By entering your email, you consent to receive excellent weekly emails from us. Unsubscribe at any time with one click. No spam.
Have questions about how we can help you? Let's talk it through - no obligation to move forward.
Thank you!
Your message has been sent. We'll contact you shortly
