Discover what makes powerful copywriting that engages audiences and drives conversations.
What defines good copywriting? Can these skills be replaced by software in 2025? While use of generative artificial intelligence (AI) tools is common, there are more conversations than ever about whether AI will soon dominate copywriting. The short answer is no. While generative AI has made significant strides in content creation, it cannot replace the unique skills of a talented copywriter. Harnessing the skills of an excellent human copywriter can help your content stand out in the age of AI.
AI is here to stay. Becoming better informed about the limits and potential uses of generative AI, while understanding the continued benefits of human expertise, is crucial. Below are some tips and examples that highlight what makes human copy undeniably more convincing.
What is generative AI?
The new generation of AI creates content. While AI was once used to organise and analyse data, it can now generate new content from information it is given. With the right prompts, generative AI sites such as ChatGPT and Perplexity.ai can write marketing content, academic essays and blog posts in seconds.
Using AI software may seem like it’s going to become the norm, due to the speed at which content can be produced – it’s just inhumanly fast. However, while some businesses may be drawn to the rate at which AI can generate content, good copywriting still needs human intelligence.
Pitfalls of generative AI
While AI can create text quickly, it often falls short in the areas that matter most for effective, trustworthy marketing. Some key risks include:
Statistics, not intelligence
AI-generated text often provides surface-level overviews without the critical analysis and depth that human writing can offer. The words may make sense for simple headlines, product pages or websites, but the writing lacks the depth and personality needed to sell.
Lack of originality
AI models are trained on existing data, which means they lack the human ability to craft truly original, imaginative ideas and tell unique stories. Potential customers respond better to content with more depth than AI can provide. This lack of originality creates an inability to connect on an emotional or human level. Content may fail to resonate with an intended audience.
False information
One of the many misconceptions about AI is that it has a form of human intelligence. In reality, this intelligence is statistical analysis. Content is only created based on the patterns of existing data. AI models may also rely on outdated information, leading to inaccuracies in the generated content. The technology retrieves information from many sources, and it cannot differentiate between reliable and unreliable sources. It may present inaccurate information as fact due to the inability to verify what is generated.
Risks around originality and attribution
The use of AI in copywriting raises questions about authorship, transparency and potential misuse. It generates content from a range of information that has already been created, thereby running the risk of plagiarism or misattribution.
How does AI function as a copywriter?
AI copywriting tools use large language models to process prompts, key points, tone and style to generate contextually relevant text. These tools can help with tasks such as generating headlines, creating first drafts and producing product descriptions.
However, AI is only as good as the information humans feed it. AI tools require extensive programming and training to produce content that sounds remotely human. A better copywriter does more than execute a great ad or rearrange existing words – their work crafts writing that is original, creative and resonant.
The benefits of a human copywriter
Human copywriters succeed because they can think, feel and adapt. They bring unique qualities that no software can replicate. Here are some of our favourite examples of how great copywriting is more than just convincing words.
Expertise, experience and trustworthiness
Human copywriters draw on deep knowledge and judgement to create persuasive, credible content that builds trust with audiences.
Capturing a distinct brand story
Every brand needs a unique voice to stand out. Human copywriters excel at capturing and maintaining a brand’s unique tone and personality across various pieces of content. They can fully grasp the buyer persona and the brand story of a business, cultivating excellent copywriting that flows naturally from initial idea to final outcome.
Understanding customer needs
Good copywriting is not just about writing; it is about understanding audiences and crafting messages that speak directly to their needs. Human copywriters interpret customer feedback, adapt to market changes and create content that truly engages target audiences.
Leveraging human services in the age of AI
Strategic thinking and brand alignment
Professional copywriters don’t just write; they strategise. They deeply understand your brand, values and objectives. This strategic alignment ensures that every aspect of any piece of content not only reads well but serves a specific purpose in your overall marketing strategy. AI can generate text, but it can’t replace the strategic thinking that professional copywriters undertake.
Emotional intelligence and audience connection
Successful copywriting excels at understanding and connecting with human emotions. In terms of social evidence, people trust other people’s experiences. Human copywriters can craft text that resonates on a personal level, creating a genuine connection between your brand and audience.
Adaptability to marketing and social media
The market is constantly changing, and professional copywriters can quickly adapt to new trends, current events and shifting consumer sentiments. They can provide real-time responsiveness that AI, which relies on historical data, simply cannot match.
Originality is better than clever copy
While AI can generate content based on existing data, professional copywriters can create truly original ideas that set your brand apart from competitors. Originality is crucial in a crowded marketplace where standing out is more important than ever.
Quality assurance and brand protection
Professional copywriting services offer a level of quality assurance that protects your brand’s reputation. They ensure that all content is not only well-written but also accurate, on-brand and free from the potential errors or inconsistencies that can occur with AI-generated content.
Holistic content strategy
Expert copywriters don’t just produce individual pieces of content; they can help develop and implement a cohesive content strategy that aligns with your overall goals. This form of project management is something that AI tools, focused on generating text, cannot provide.
SEO expertise with a human touch
While AI can help with basic search engine optimisation (SEO), professional copywriters understand the nuances of SEO and can create content that not only ranks well but also engages human readers. They strike the balance between SEO practices and a compelling, naturally written piece.
Ethical transparency
Professional copywriting services offer transparency and ethical content creation. With concerns about AI-generated content and its potential for spreading misinformation, having human-created content adds a layer of credibility and trustworthiness to your brand.
What makes great copywriting?
How do you spot great copywriting? What makes it stand out from AI-generated copy? In a crowded digital landscape, great copywriting stands out not by shouting louder, but by speaking more personally, intelligently and authentically. The following qualities in marketing copy help turn causal browsers into loyal customers.
Tone of voice that sparks emotion and connection
Great copywriting doesn’t just convey information – it makes the reader feel something. Techniques such as storytelling, vivid imagery and playful language can foster a deeper emotional bond with audiences. For example, Chubbies – a brand of shorts – uses humour and relatability to connect memorably with its target audience, especially its email copy.
Clarity and directness that speaks to real needs
Strong copy addresses the audience’s needs and desires directly. It avoids jargon and unnecessary complexity, focusing instead on crystal-clear, active language that resonates immediately.
Compelling value propositions with a creative edge
While AI can summarise a product’s features, excellent human copywriting presents benefits with originality and flair – turning even a simple offer into something aspirational and hard to forget.
Strategic storytelling
Human copywriters build narratives that guide readers through emotion, logic and action – something AI struggles to do. The best copy naturally leads the reader from curiosity to commitment.
Adaptability and nuance
Great copywriting adjusts its tone, style and structure depending on the audience, platform and moment. They can pivot quickly to respond to market trends, brand shifts or customer feedback in ways AI cannot.
Is AI the future?
Although the benefits of AI must be acknowledged, the most successful businesses will be those that remain steadfast in harnessing and prioritising the irreplaceable value of human expertise in copywriting. Professional copywriting services offer the assurance that your content is strategic, well managed, emotionally rich and uniquely tailored to your brand and audience.
By investing in professional copywriting services, you’re not just getting well-written content; you’re gaining strategic management that can elevate your brand’s voice, connect meaningfully with your audience and drive real business results in ways that AI alone simply cannot. While AI may churn out more articles, it would be at the expense of good marketing, stronger sales and advertising excellence. In the race for customer loyalty, human creativity still wins.
Need help creating clear, compelling copy that stands out in the age of AI? Consider elevating your content by harnessing the best of what human copywriters have to offer. Contact us at Tate & Clayburn for expert support. Our professional editing services bring clarity, accuracy and that essential human touch to your content.
