Why, as a Human Writer, I DON'T Find AI Copywriting a Threat

Aug 4

By 2025, the AI market is expected to reach $60 billion and eliminate 85 million jobs.

“That’s crazy! How can you NOT be scared that AI will steal all your work, Giada?!”

This isn’t about me crazy, overly optimistic, brave, or anything like that (although I can totally see myself going all Sarah Connor when fighting Jarvis the-AI-writing-assistant).

I’m just being realistic.

First things first: what exactly is AI copywriting?

AI copywriting consists of tools that generate marketing copy automatically after being given some information and parameters to follow.

I’d say there are two main types of AI copywriting strategies:

Trusting these ‘robots’ alone (I guess we haven’t learned anything from The Matrix, have we?)
Hiring some so-called ‘AI writers’ to use one of these tools and then make the text more presentable by editing or adding to it

I was actually approached by a prospect asking me to do the latter (spoiler alert: I refused).

Still, more and more businesses are relying on one of these AI copywriting strategies.

And yet…

5 reasons why I’m not worried about AI copywriting tools StEaLiNg My JoB

And, just so you know, I wrote this entire article myself. No AI involved.

I practice what I preach, yaknow?

1. AI copywriting isn’t actually that good at the moment

In most cases, AI copywriting is grammatically correct. In fact, what these tools come up with doesn’t look any different from what some humans can write (and please note how I said ‘humans’, not ‘professional copywriters’).

Is it effective, though?

I’ll let you judge for yourself.

I’ve asked an AI copywriting tool to come up with three potential taglines for my own business (if you’re new around here, hi: I’m a copywriter for female entrepreneurs).

Here’s what it had in store for me. Ready?

Screenshot with an AI copywriting example

I mean, you’re more than welcome to steal them if you feel like telling your audience that you’re smarter than them.

Me? I’m pretty sure I’ll pass, thank you very much.

(Although the third one is pretty catchy, I’ve got to admit: I’m now repeating it in my head in the same tune as “You’ve got the peaches, I got the cream” from Pour Some Sugar on Me.)

2. It goes against Google’s guidelines

Now, I’m sure all the AI copywriting fanboys are going to argue that Google hasn’t got the ability to detect AI-generated content in the first place.

Good point.

But still: this doesn’t change the fact that AI-generated content does go against its guidelines.

As a human copywriter, I’ve reached Google’s first page countless times, both through my own web pages/blog posts and those I’ve written for my clients.

I’ll never recommend doing anything that goes against this search engine’s guidelines.

Just like buying backlinks or creating link farms, it can easily backfire.

3. Writing is actually the smallest part of my job as a copywriter

Let’s say you’ve decided to hire me to write some blog posts for your brand. Here are just some of the things I do before I type a single letter:

I ask you all the right questions in my project planner and carefully review your answers so that I can fully understand what your brand is about and what sets you apart
I analyse your target audience and figure out how your business can make their life better
I ask for your input as an expert in that field (most of my clients send me some bullet points I can then use in the actual article)
I then research the actual subject
I perform keyword research to find the right terms to help your blog post show up on Google and be found by your actual audience
I look at the top-ranking blog posts for that keyword and analyse them: how can I make your article the very best out of all of them? What gaps need to be filled?
I find the right call to action to turn some of those readers into leads: this must be relevant to their current stage of awareness and their position in the funnel

Only then do I start writing my first draft.

Without all the preparation and research behind it, though, it would only consist of ‘words’.

Sure, words that might read well. Words that might make sense grammatically.

But still… words written without a strategy! Without really taking your unique brand and audience into consideration. Without adding anything beyond what these tools can find on Google.

Basically, words that don’t translate into actual results.

4. Robots aren’t human but your audience is

Hey, if I’m wrong and you actually sell to a bunch of androids, ignore me and choose the first AI copywriting tool you find.

Marketing to humans?

Then you need a human copywriter.

Someone who can come up with creative ideas while still making your message crystal clear.

Someone who can understand your audience’s pain points, stir them, and present your offer as the solution.

Someone who can paint a picture of how much better their life or business will feel once they’ve invested in it.

And, to do all this, that someone needs to have a freakin’ brain and heartbeat.

5. The kind of businesses that rely on AI copywriting aren’t my dream clients, anyway

Don’t get me wrong: I do think some copywriters and, especially, content writers will lose their jobs to AI copywriting tools.

After all, as we’ve already seen, plenty of businesses are already relying on them.

But what type of clients are they?

Cynthia who tells me “I could write it myself, I just haven’t got time.”
Alex who pays £10 for a 1000-word blog post on Upwork
John who expects his writers to come up with five pages of website copy without even giving them a brief

And what do Cynthia, Alex, and John have in common?

👉 They don’t value the work and expertise of a professional copywriter.

Simple as that.

So, this isn’t a drill: anyone who works with Cynthia, Alex, or John SHOULD be worried about AI.

Writers working with badass clients who’re incredible at what they do but understand they need to trust a copywriter when it comes to words?

We can relax.

(Or stress over something else entirely, of course.)

So, will AI take over copywriting?

A robot with a laptop to represent AI copywriting

In my not-so-humble opinion, NO: AI won’t take over copywriting any time soon. Not for professional copywriters, at least.
It will, however, make things more difficult for writers who’re happy to be paid peanuts on Upwork and Fiverr.

If a client is only buying ‘words’ (and not ‘a strategy’, ‘my expertise’, or ‘the results I can bring them’), then they can already get them even cheaper through these AI copywriting tools.

I don’t sell ‘words’, though.

I offer: