Why AI Is Transforming Copywriting: Embrace the Power of the Rewrite

At the forefront of this year’s INBOUND conference, Beth Dunn captivated the audience with her insightful perspective on the intersection of AI and copywriting. Far from a harbinger of doom for creative professionals, she proposed that artificial intelligence is here to complement our artistry, liberating us from mundane tasks and inviting us to explore grander ideas. For those who missed her thought-provoking lecture, a detailed recap is available for you to absorb the wisdom.

The dialogue around AI often gets mired in apprehension—questions like, “Will AI take my job?” spring to mind. However, as Dunn eloquently highlighted, AI lacks the essential human qualities that drive creativity: empathy, insight, storytelling, and vision. Instead, it serves as an invaluable tool, enabling us to bypass the daunting blank page, iterate more concepts, and invest our energies into strategic, imaginative pursuits.

So, rather than pondering whether copywriting is “dead,” let’s explore how copywriters, marketers, and creatives can harness AI to elevate their work, amplifying their unique human voice.

The Role of AI: Partner, Not Replacement

When AI is treated merely as an automatic content generator, the outcome tends to be uninspired. Much like a bland dish in need of seasoning, the content produced can be adequate but often lacks the zest that captures attention.

Conversely, when we leverage AI as a creative ally—be it a brainstorming assistant, a structure-provider, or a draft generator—the dynamics shift. Instead of relying on AI to be the wordsmith, we harness its capabilities to streamline the routine tasks, allowing us to devote more energy to the aspects that truly matter: strategy, innovative ideas, and the creativity that fosters trust.

This is where AI shines in the creative landscape—not as a replacement, but as a tool for amplification.

Practical Ways for Copywriters to Cozy Up With AI

Use AI to Get Unstuck, Not to Do All the Writing
Every writer is familiar with the frustrating blank page. Instead of straining for inspiration, consider letting AI generate foundational elements like outlines, headline variations, or even a rough draft. The real magic happens when you take that foundational material and infuse it with your unique expertise and voice.

Teach AI Your Tone
Beth Dunn emphasizes the importance of “finding your voice” as a writer. But how can AI understand this without guidance? Provide it with examples of your most compelling content and articulate the style you want it to emulate. When AI learns to resonate with your tone rather than regurgitate generic phrases, it becomes much more effective.

Save Your Energy for the Big Ideas
Reflect on the marketing chores that consume your time but don’t spark creativity—tasks like writing alternative text for images, creating multiple subject line options, or condensing lengthy testimonials. These are ideal assignments for AI. By offloading these tasks, you can reserve your creative energy for larger endeavors like campaign narratives, brand storytelling, and thought leadership pieces.

Copywriting Still Matters

While AI can churn out suggestions, it lacks an understanding of the nuanced moment—why a particular campaign resonates deeply, why an audience might be skeptical, or why certain metaphors strike a chord. This is the vital human layer in copywriting.

Effective copywriting goes beyond text production; it revolves around forging connections that build trust and inspire action. This level of engagement requires the nuances of human judgment, empathy, and experiential insight—elements no algorithm can replicate.

Copywriting, Evolved

Beth Dunn’s insights at INBOUND resonate powerfully: AI’s purpose is to assist creatives, not to diminish their significance. For copywriters and marketers, this entails a shift in viewpoint. AI isn’t a threat; it’s an additional tool designed to tackle repetitive tasks, allowing you to focus on the creative strides that machines simply can’t achieve.

Copywriting isn’t defunct; rather, it’s undergoing a transformation. The marketing professionals who will flourish are not those who resist AI or rely on it mindlessly. They will be the innovators who embrace AI as a collaborative partner—utilizing it for drafting, structuring, and rapid iteration while keeping their human voice at the forefront of their messaging.

Elevate your craft, embrace the synergy between creativity and technology, and watch your copywriting evolve into something truly extraordinary!