‘AI will replace copywriters, soon.’
I have heard this frequently. Yet, as business owners and founders, we know that all-or-nothing approaches are unsustainable and can limit our capacity for growth.
There is no need to take a binary approach. Your stage of development, marketing goals and wider business vision will define when (not if) you need a copywriter in addition to the AI tools you already use.
Timing
Once, a start-up business nervously admitted to me that they used ChatGPT for their social media content. Understandable – budget was tight, time was precious, and their team was small.
Five months later, the same start-up enquired about website copywriting. They had reached steadier ground and were keen to ‘get the message right’ on such a powerful touchpoint as their website.
There are many business milestones (such as rebranding, launching, scaling, or franchising) that require a real person to get close to your business. In that moment, a copywriter becomes an extension of your team; someone you can trust to understand your goals, reflect your values and deliver consistently high-quality messaging.
More Than Words
What is behind excellent messaging? A deep understanding of people.
Yes, there are time-saving AI resources that can analyse client reviews and feedback.
However, to fully understand a client’s identity, struggles and aspirations, you need more than facts. You need a human who can identify the emotional drivers behind them.
AI tools cannot spend time observing, interviewing teams and clients and engaging with your day-to-day business and community.
Human-to-human research results in a highly personalised strategy for your content writing or website that works with your brand rather than forcing it into a generic AI mould.
Google Says, ‘No’
There’s no doubt that AI platforms can generate written content more quickly and in larger volumes than a human writer.
Although using LLMs (Large Language Models) may feel like a time-saver, they can harm your digital discoverability and ranking on search engines.
Google’s E-E-A-T Guidelines state that their ranking systems prioritise helpful, reliable content that is designed for people. First-hand knowledge is cited as a demonstration of quality content that ranks highly.
Therefore, if you use AI to generate content, a clear, comprehensive set of prompts is vital. You also need to edit and personalise the content to reflect your brand’s voice, values and your own valuable experience, ensuring it increases the visibility of your website, rather than diminishing it.
Copywriters write to tone, voice and values from the start, without rigid technical programming. They are also skilled editors, saving business owners time and energy.
Final Thoughts
AI may feel like a competitor for copywriters, but it is not a threat.
In fact, 69% of us (ProCopywriters Survey 2025) have already embraced AI on our terms to supplement a creative process that results in excellent messaging for clients.
Co-existing with AI has its challenges. However, the enduring human need for emotional connection with brands establishes copywriters as the leaders in this partnership, not the ones being replaced.
