Do copywriters use AI? Here’s my ‘hot take’

TLDR: Do copywriters use AI? Some do, some don’t. However, they’re probably not using it in the way you think they are.

Can you guess the question people ask me more than anything nowadays?

No, it’s not ‘where did you get your hair done?’. (Is that surprising?)
It’s ‘How is AI affecting your job?’, or a variation on that theme.

And no wonder. AI is suddenly EVERYWHERE. Well, it has been for a while, but since November 2022, when ChatGPT was born, LLMs (the type of AI that comes to mind when you think of writing) have changed the creative world somewhat.

Fight? Flight?

Lots of writers are scared. Or angry. I’ve had to unfollow a few because all they talk about on social media is the robots coming for their jobs. Although, that’s probably because they’re bleating online instead of working…

Yet there is a grain of truth behind the scaremongering. I’ve certainly seen a shift in the kind of enquiries I get and client expectations.

Here are some of the things I’ve heard out there and what I make of it:

Writers are losing work because of AI.

To an extent. If a team can update some copy using AI instead of using a professional writer, then why wouldn’t they? After all, if I wanted to translate an email from Flemish into English, I wouldn’t pay a translator. I’d use Google. Same thing.

However, if I wanted to rewrite a website from Flemish into English, would I still use Google? Debateable. A similar situation plays out with AI. People are using AI to do the odds and sods, not the big stuff. Seems sensible.

Business owners and marketing teams can now create all their content using AI.

To an extent. I won’t bang on about this, but it comes down to objectives. If you want content that’s about having ‘something’ to share on social media, AI is probably OK.
If you want content that sets you up as a thought leader, that positions you as different to your competitors or that is genuinely useful to your audience, you’ll need an experienced professional on your side, not a robot.

It also comes down to time. Using AI well (and yes, it’s a thing), takes time, training and a decent understanding of what ‘good’ looks like. Often, businesses don’t have this resource in-house. Therefore, it’s better for them to outsource to a pro who knows what they’re doing (like moi!).

I don’t want a writer who uses AI

There’s a ‘purity’ message going on around work created using AI. As if work that was written with nothing but ink, a quill and parchment is head and shoulders above the rest. The artisan writer is definitely becoming ‘A Thing’.

But here’s my hot take. AI is a tool that helps the process, a bit like a microwave. I’m not going to bake a cake or cook a lasagne in a microwave*. I will get more rewarding results if I do it the old-fashioned way with a hob and an oven. But will I use a microwave to melt my butter? Yes, I will. I will also use it to warm up the leftovers for lunch the next day. A microwave is helpful, but not the all-round-solution some folk claim it is.

It’s a similar story with writing and AI. I like it. I’m good at it. I (and my clients) prefer the output of my own brain to that of an LLM. But do I use LLMs to help? I certainly do. Here’s how I use them in client work to melt my metaphorical butter.

I use AI to:

• Take notes in client calls and summarise key details for future reference
• Help me brainstorm structures for a new piece of content
• Flesh out sickly value propositions helping my clients stand out more strongly
• Support my project research and set-up
• Review my work and give me feedback on how to make it stronger
• Break down complex information and concepts and help me develop a thorough understanding of new subjects
• Help me proof my work (my Grammarly Pro blog shares more about this)
• Spark new ideas when I’m stuck.

In short, AI makes me a better, more efficient writer. Not a lazier, worse one.

How does AI affect the work I do for my clients?

If you choose to work with me to create your websites, case studies, white papers, presentations and reports, you’ll find the same great quality of work as before. I might even be a little better thanks to the little robot coach challenging me to look at things in a slightly different way. You can be reassured however, that the writing you receive will have been generated by my very low-tech, very human brain.

If you want to hop onto one of my workshops or book some in-house training you’ll be pleased to know AI training is now included in all my sessions. I’ll teach you the techniques I use to write more effectively – and those techniques include old-school copywriting lessons as well as how to use new-fangled AI tools. I’m nice like that 🤗.

And if you want to book a 121 Inspiration Session, you’ll get whatever you want. An AI-focused session? I can do that. A tailored training call to help you write case studies? I’m all yours.

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*Although, yes, I know you can cook a full meal in a microwave. But will it be good? Probably not.