AI: Death of the Copywriter?

AI is everywhere now. You’ve seen the headlines that shout about robots who are apparently taking over and know grammar.

As a copywriter, I’ve had that internal gulp moment (more than once). Maybe you’ve had it too, if you’re in any kind of creative or content-based job. So, let’s talk about it.

Is AI really the end of the road for us humble, pun-loving wordsmiths? Or is this just another shake-up in the creative world that we’ll ride out like we always do?

🤖 The “AI Will Replace Us” Argument

Credit where it's due — AI is seriously impressive these days. It can:

• Write blog posts, emails, captions, and product descriptions in seconds

• Generate ideas on demand

• Optimize for SEO

• Churn out more content in a day than most of us can with three coffees and a deadline looming

And it’s cheap (or free), fast, and available 24/7. From a business perspective, it’s an incredibly shiny and tempting tool — especially when budgets are tight or content demands are sky-high. Therefore, I completely understand why people are saying AI might replace copywriters. It’s already doing a decent job with straightforward, informational content. There’s definitely a shift happening.

✍️ The “Copywriters Still Matter” Argument

But here’s the thing: writing well isn’t just about putting words together. It’s about understanding people.

It’s about nuance. Emotion. Brand voice. Humour. Timing. Strategy.

It’s about reading between the lines of a brief and spotting what the client didn’t say — but totally meant.

It’s about crafting messages that not only inform, but resonate, connect, and convert.

AI can approximate tone and it can write a strong paragraph. However, it doesn’t actually care. It doesn’t know what it’s like to be a small business owner with big dreams, or a charity trying to say something meaningful without sounding corporate. It can’t feel. And copy, at its best, makes you feel something. That’s still very human territory.

🤝 Copywriters vs. AI? Or Copywriters + AI?

AI isn’t the death of the copywriter. It’s just a new tool in the kit.

Will it change how we work? It already has! Will it replace some types of writing? Probably, yes. Will it replace thoughtful, creative, strategic, human-centred copy? Not any time soon.

Smart copywriters are already using AI to help with brainstorming, research, and even first drafts — freeing up more time for the real magic: making the message matter.

So no, I don’t think AI is killing off copywriters. But it's definitely challenging us to level up, get clearer on what we offer, and lean into the stuff only humans can do.

If you haven't tried out tools like ChatGBT, Google Gemini or Microsoft Copilot and need some copy in a hurry, they may help. They're fast, efficient, and good at certain types of writing. But bear in mind they lack empathy, intuition, and real-world experience — which great copywriting needs. So, consider your use carefully and approach with caution.

Want help writing something with a human touch? You know where to find me. 👋