⟶The Real Impact of AI on Copywriting
I’ve been watching the AI-and-copywriting conversation unfold in real time—online, in client meetings, in my own workflow. And here’s my perspective: AI isn’t replacing writers. But it is reshaping how we work and what makes our work valuable.
AI is changing copywriting—not by replacing humans, but by shifting where our energy goes. It handles the mechanical tasks—drafts, outlines, repetition—so we can focus on what machines still can’t do: strategy, creativity, and genuine emotional resonance. That’s the sweet spot now. That’s where we matter most.
Brand Voice Still Belongs to the Humans
I don’t care how many brand guidelines you feed an AI—it can’t create a brand voice. Not really. That still lives with us.
A true brand voice isn’t just a tone setting. It’s a personality. A soul. It has tension, contradictions, rhythm. It reflects culture, values, nuance. It’s the difference between “confident” and “cocky,” “warm” and “weird.” And those distinctions are feelable. You don’t code them.
This is the work I love most—shaping voice into something living and recognizable. It’s not template-able. It’s intuitive. It’s emotional. And it’s still deeply human.
Why AI Copy Still Feels… Off
Even when AI gets the structure right, it often misses the mark emotionally. It might sound correct, even polished—but it doesn’t feel like anything. There's a flatness to it. No edge. No sense of who’s behind the words.
It doesn’t understand how it feels to suffer, to long for a solution, or to be moved by an idea. It mimics the outcome but doesn’t live the experience. And that’s where it shows.
Human Insight Makes the Difference
What good writers bring to the table— is embodied intuition. We know when something’s off, not because we read it in a rulebook, but because we feel the disconnect. We understand the emotional temperature of a moment. We know when to soften a sentence, when to push, when to pull back.
That kind of emotional intelligence is not in the dataset. It’s within us.
What Won’t Change
No matter how fast the tech moves, this remains true: The best copy will always come from people who understand people.
Strategy. Voice. Emotional connection. Cultural nuance. These aren’t features—they’re human capabilities. And they’re becoming more valuable, not less.
So yes, AI is changing the game. But it’s not the end. It’s a shift. A reorientation. And for those of us who know what words can really do—this might just be the beginning of something better.