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When to Use AI for Copywriting
(when It's Actually Fine, And When to Hire a Human)
Balls-out honest opinion on AI from a professional copywriter:
AI isn't the enemy.
Bad copy is.
And honestly… Using AI for writing-related stuff is fine. Sometimes. What isn’t fine is using it to write everything. That’s when you end up with a brand that sounds like all the other brands that've done exactly the same. Hence the internet is currently drowning in a wishy-washy pool of beige.
This is the no BS take you’ll rarely hear from someone in my industry, because the go-to response from a copywriter is "AI bad, hire human." But that's because they’re worried AI will replace them. (It won’t if they get savvy.)
The truth about AI copy in 2026
Let's start with the reality.
AI isn't going away. It's getting better, not worse.
Most copywriters use it. The smart ones are just honest about it.
It's genuinely useful for parts of the writing process.
It's still bad at the bit that matters: sounding like an actual human or brand.
Google is actively penalising mass-produced AI content. The "just churn out 100 blogs with ChatGPT" tactic is dead.
The question isn't "AI or human?" It’s "where does each one belong?"
As a pro copywriter since 2008 with many an AI course under my belt, here's my opinion.
when to use AI for copywriting
Use it. Honestly. It'll save you hours. Just be smart about where.
1. Brainstorming and ideation
"Give me 20 angles for a blog post about [topic]." Brilliant prompt. Most ideas will be totally naff, but two or three might spark something worth developing. Saves you 30 minutes of staring at a blank screen.
2. Outlines and structure
"What sections should I include in a sales page?" "What is the most engaging way to structure a case study?" You’ll probably need to do some research to check what it suggests, but it’s a useful starting point.
3. Subject line and headline variations
"Give me 15 subject line options for an email about [thing]." They might be completely cringe and won’t be copywriter-standard, but one or two might trigger an idea.
4. Tidying up your own writing
Written a paragraph that's wordy AF? AI's good at "tighten this without losing meaning." Just check the result, because there’s a good chance it’ll remove something you wanted to keep (or add in some cheeeeese).
5. Internal docs and admin
Meeting summaries. Project briefs. Brain dumps. Internal training docs. Anything that’s functional and doesn't need an ounce of personality... Crack on.
6. Beating good ol’ writers block
A quick holiday closure notice. A formal email response. Letting people know you’ve moved offices. As long as it’s tomorrow’s fish and chip paper kinda content... Fine.
When you absolutely need a human
Now the bit where I earn my weight in gold...
1. Anything client-facing on your website
Your homepage. Your About page. Your service pages. Your sales pages. These are the words your ideal clients judge you on. If they’re dishwater-dull, they’ve checked out. If they’re keyword stuffed, they’ve nodded off. If every page is brimming with 'not just X, but Y' contrast frames, rhythmic rule-of-threes (IYKYK), and tacky transitions like ‘here's the kicker’, don’t expect anyone to stick around.
2. Brand voice work
A brand voice guide CAN’T be generated by a robot. It has to be extracted from you. From how you talk, what you care about, your personality, and what makes you different. A memorable one comes from a human that asks the right questions and turns the answers into something sticky.
If you've ever prompted ChattyG to "write in my voice," you'll have got back a tragic variation of meh. Because you can't shortcut brand voice.You’ve got to dig deep to find it.
3. Sales pages and email sequences that need to convert
Copy that moves people from "I like this" to "I’m having this" is a different beast. It’s a skill that takes years to hone (18, in my case). It’s a mix of psychology, persuasion, voice consistency, and a balls-deep understanding of the audience. AI might give you something that looks like a sales page, but I can bet you a tenner it won’t sell your stuff..
4. Long-form content that needs a POV
Thought leadership. Industry takes. Opinion pieces. Basically anything where the value is in the perspective. AI can summarise what's already out there. It can’t tell you what you think.
5. Anything that needs to sound like you
If the goal is to make the reader feel like they're hearing from a walking-talking human with an actual personality, AI is not the tool for you. Emotional connection is built on trust. Would you trust something that dishes out em dashes like sweets?
The bit-of-both approach
If you're a small business owner or freelancer trying to DO IT ALL, and want to know when to use AI for copywriting, this is the way to do it:
❶ Use AI for the warm-up.
Brainstorm angles. Get an outline. Generate a rough first draft if gets you past Blank Page Syndrome.
❷ Then go solo.
Rewrite in your own voice. Add the specifics, opinions, personality, and all the bits a bot couldn't possibly know about your business. People buy PEOPLE!
❸ Hire a human for the important stuff.
Your brand voice, website, sales pages, content… If you want to stand out in a sea of Samey Samesons, you’ve got to get these bits right. They decide whether people buy from you… or don’t.
People who use AI well use it to support their thinking, not replace it.
5 red flags you've relied on AI too much
Have a look at your recent copy.
It uses words you'd never say in person.
Everything comes in threes. (“Save time, reduce stress and grow your business.” is giving serious Chatty vibes)
It’s full of generic emotional language backed by… nothing. “Feel empowered.” “Unlock your potential.” “Take your business to the next level.” But what do you meeeeean?
Em dashes are absolutely everywhere. Have a word.
It states the blinkin’ obvious. AI often adds a sentence after points that already make the flippin’ point. “You can cancel at any time, giving you the freedom to leave whenever you choose.” (Message received. Loud and unnecessarily clear.)
If you spot any of these, you’re not using AI. AI is using you. Time to bring back some of you.
I’ll end my Ted Talk with this:
Use AI honestly and sparingly. Use it as a tool to make life easier, but don't let it suck the life out of the parts of your business that are supposed to sound like you. That’s what sets you apart.
If your copy needs some proper human help, let’s have a virtual brew.
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