Copywriting In The AI Age: Don't Fear Technology, Leverage It

When it comes to AI, it's like that one friend who always seems to know the answers to everything — they blurt out every Jeopardy question before you. Oh, wait… that's me. Sorry. AI is not out to steal your job, but it's here to help you out and make your life easier, like a superhero's sidekick. I've been writing ads for 40+ years, I've cranked out over 100,000 of them, and I'm telling you straight: the copywriters panicking about AI right now are the same ones who never learned to use a headline properly in the first place.

Take graphic design for example: just because we have Canva, it doesn't mean we no longer need graphic designers. Canva is like the Swiss Army knife of graphic design — it has a lot of useful features, but it can't replace the creativity and artistic skill of a human designer who understands brand, composition, and what actually makes someone stop scrolling. Same deal with AI tools for copywriting, like ChatGPT and Jasper. They aren't trying to kick us copywriters to the curb. They're more like a turbo booster in our car, helping us go faster without taking over the driver's seat. I've tested these tools against my own drafts on real client work, and here's the truth nobody selling AI courses wants to say out loud: they're decent at first-draft research and structure, and useless at the one thing that actually sells -- the headline. That's still 100% a human job.

AI is great at taking care of boring, repetitive, and tedious tasks. It makes our lives more efficient, like having a robo-butler that can do the dishes while you watch the game. (By the way, it's called a dishwasher and last I checked it has not replaced a single sponge or dish soap dispenser on my counter or my having to hand wash some things.) Customer service is another area where AI shines. I run Intercom in my own business, and its AI layer handles the bulk of basic customer questions -- pricing, order status, simple how-to's -- with fast, accurate answers, so my incredible head of customer service, Nick, isn't stuck answering the same five questions all day. That frees him up to work the accounts that actually need a human brain: the confused new client, the upset one, the one who needs to be talked off a ledge before a launch. That's the real trade AI makes -- I go deeper into exactly where this split works and where it doesn't in my breakdown of what AI actually does inside my agency.

AI Is Your Super-Brain, Not Your Replacement

But it's not just about saving time, AI can analyze large amounts of data and provide insights that can help businesses make better decisions. You know, like predicting what products customers might want to buy in the future or detecting fraudulent activity in banking. It's like having a super-brain with the ability to process and analyze large amounts of data that the human mind just can't handle. In my own workflow, I'll use AI to chew through customer reviews, past ad performance, and competitor copy so I'm not starting from a blank page -- but the second it's time to decide which angle actually sells, that decision stays with me. AI can hand you the raw material. It can't tell you which line is going to make a stranger stop and buy.

Now, I know some of you might be thinking, "But what about empathy? AI can't have empathy." And you're right, AI can't replace the human touch, but it's getting better at recognizing and responding to basic emotions like happiness, sadness, and anger. But, as I've said before, human understanding and empathy will always be irreplaceable and something unique to the human race.

The Job Loss Panic (And Why It's Overblown)

Did I mention all the concern about AI causing job loss due to automation? At the risk of repeating myself… while it's true that some jobs may become automated, you've got to remember that AI is not here to eliminate the need for human workers. Instead, it will augment and enhance our capabilities, allowing us to focus on more creative and meaningful work. This means how we work and the tasks we're expected to do will change, but it will open doors for new opportunities in developing, maintaining, and improving AI systems.

If you think robots are going to destroy the world and your ability to earn a living, I've got an aluminum foil hat with your name on it. In four decades in this business, I've watched typesetting die, print die, and half the ad agencies I used to compete against disappear -- and copywriters who could actually sell in words have never once been out of work. If you've been thinking about learning a new skill, like copywriting, or sharpening the one you've got, this is the best time ever.

Now's The Time To Level Up Your Skills

The demand for skilled humans who can understand and work alongside AI systems will only increase. Businesses are looking for people who use technology to improve their work, not people who let it write for them. Copywriting is a great example of a field that can benefit from the advancements in AI, with tools that can assist in researching, writing, and editing. But the fundamentals haven't moved an inch -- a weak headline still kills an ad dead no matter how slick the AI-assisted draft underneath it is. By developing your copywriting skills, you'll be in a great position to take advantage of these new opportunities, and like a pro player on a sports team, you'll be able to contribute to the success of the whole operation.

If the R.E.M. song is now dancing around your head, you're welcome. Tap below to watch the video and get it out of your system, K?

Closing Thought: The other day I was criticized for using analogies throughout my copy. You too may have noticed my love of analogies. My thoughts are… why use one word when a whole analogy will do? Plus, it's a powerful part of my writing style of relatable storytelling. AI can't be me, it won't be you… EVER!