The rise of AI tools like ChatGPT has sparked panic that professional copywriting is dead, leaving many out of a job. But this isn't exactly true. Professional copywriters have something that ChatGPT and other AIs don't have – a human brain. When an AI is used to create content, what you're often left with is something that feels a bit soulless. The same words may be repeated time and again, the tone may fall a little flat, and it may sound a bit too 'corporate' with words like 'leverage' and 'aligned' being used way too often. Remember, an AI will only scour the internet and create its responses based on what it finds there. It has the potential to be biased, to exaggerate an argument, and to just get stuff completely and utterly wrong!
If you're looking for low-effort, repetitive content that ticks the keyword-stuffing box, settling for purely AI-generated content may be the way to go. Think 500-word blog posts stuffed with keywords or product descriptions that read like user manuals. Remember though that authentic content is what Google prefers, and what’s thriving (by contrast) is emotionally intelligent copy crafted for specific audiences that creates meaningful connections (and then conversions).
As an example, let's think about a fintech startup launching a new budgeting app. An AI can describe the features: “Track your spending. Set financial goals. Get reminders.” But a seasoned copywriter will frame the story around the user's life, and would probably write something like: “Reclaim your weekends from money stress”, crafting the message to resonate with people who may be struggling to manage their money well. That leap from functionality to persuasion is something only humans currently do well.
AI needs copywriters to sound human
In the copywriting sector, there's now more demand for freelance professional writers to make AI tools communicate in a more human and friendly way. This means that an actual human being has to write the words the AI produces. Teams are training AI on conversational nuance, cultural context and the rhythm of human speech. But that process isn’t self-sustaining – humans have to write the source material that teaches AI how to 'speak', creating rules for what is and isn't acceptable.
Voice and emotion are strategic tools, not data points
AI models are great at mimicking patterns, but they don’t feel. And that’s a major shortcoming when crafting content designed to resonate with human emotion. An AI tool may be useful for creating a first draft of a paper, but crafting the voice, refining tone and ensuring the message closely ties in with brand strategy still requires a human brain.
Picture a fundraising campaign for a children’s hospital. AI could generate sympathetic language, but it takes a human copywriter to know when to push on empathy, when to instil hope, and when to prompt action. One word can change the emotional register of a headline. That level of judgement is intuitive, shaped by years of experience of creating content for human readers.
Copywriters also work on content strategy
Professional copywriters understand audience psychology, brand positioning, and how content supports broader business goals. AI lacks that context and knowledge, and will only deliver based on how it's prompted.
For example, a SaaS company launching into a new market won’t just need landing page copy. They’ll need messaging that differentiates them from their competitors in that region and addresses user pain points. A professional copywriter will conduct interviews, liaise with UX designers, analyse customer behaviour, and develop messaging tailored for conversion. AI might help speed up the research, but it won’t make those decisions independently.
Quality over quantity
There’s a misconception that volume wins in content marketing. But Google’s helpful content updates now prioritise quality, depth, and user-focused writing over keyword-stuffed filler. That means brands relying on AI to pump out dozens of bland posts may suffer in rankings.
A good example is a skincare brand blog. An AI might generate generic advice like using sunscreen daily, or using a certain type of moisturiser for dry skin. But a human writer will interview dermatologists, gather customer testimonials, and craft narrative-driven posts about real people's skincare journeys. That content not only ranks better, but builds genuine brand loyalty. SEO isn’t just about visibility – it’s about staying visible through trust and value.
Without human writers, AI can't function
Here’s the paradox: AI is trained on human-created content. If we stop producing fresh human insights, examples and stories, the AI content pool stagnates. Over time, it becomes a loop of recycled phrasing without new meaning.
Academic studies on generative AI have pointed out this feedback loop. Once AI begins training on AI-generated content, the quality of outputs degrades. Think of it like a photocopy of a photocopy – the original detail fades. So even from a purely technological standpoint, the role of skilled copywriters is essential – not optional – for the future of useful, coherent AI content.
The takeaway
In our opinion, AI is a useful tool for many things, but it will never replace the complexity and nuance of a human brain. AI is transforming the copywriting landscape, and although some writers are panicking, we don't believe it will replace professional copywriters long term. Repetitive tasks like drafting social captions or structuring blog outlines can be automated, but work such as brand messaging, product storytelling and conversion copy still requires human insight. AI is still dependent on the vision, empathy and strategy that only humans bring. The future of copywriting belongs to those who can blend technological efficiency with creative depth.
