AI and copywriting automation won’t take your job tomorrow.
But it will have an impact on the copywriting job market.
Time will tell whether that impact is massive — or whether it hits a low ceiling and lets writers keep their paychecks for the rest of the century.
If you, like me, would rather be prepared than be sorry, why not start preparing now?
One of the most obvious ways is upskilling.
Here are some of my thoughts on selling points and strategies to help copywriters prepare for AI copywriting automation:
1. Humans Can’t Connect with Machines
Brands love chatbots because they save money.
However, humans really cannot connect with them emotionally — but we can connect with human beings.
You should use your humanity as a selling point for the client’s customers.
Not: “Hire me because I’m human.”
But: “Customers feel alienated from companies that talk through machines.”
2. Artificial Intelligences Are Soulless Aliens
AI can’t be people.
They have no personalities and cannot take on a human “voice.”
At best, they can emulate and personalize for a specific group.
But they will never be able to create an actual human personality or interact with an audience on a personal level.
Use this as a selling point when getting clients.
3. Leverage Technology
Use whatever tools you can to improve your copy and your results.
Tomorrow, tech-savvy copywriters will have an edge over those that don’t get digital.
4. Focus on Results, Not “Craft” or “Creativity”
Copywriting is about results, period.
It’s not creative writing and it’s not art.
As a salesperson, your main selling point is your ability to generate ROI.
There are cases where copywriting blends with technical writing, such as in white papers.
Even then, persuasion is the name of the game.
5. Become an Authority and a Thought Leader
AI isn’t intelligent and it can’t think.
Its “ideas” and “strategies” are limited to the rules of whatever game it’s programmed to play.
Business mastermind Jay Abraham has worked in many, many fields.
During his career he noticed that tactics widespread in one field may be unknown in another. Applying those tactics usually gives businesses a novel approach and a competitive advantage.
While humans can use cross-disciplinary knowledge to its advantage, General Artificial Intelligence still doesn’t exist.
As Seth Czerepak said, develop original ideas, then use those to build a platform and a following — it will help you stand out against the tide of automation.
6. Don’t Overspecialize
Specialized task automation is what AI does best.
Yes — specializing is a way of differentiating yourself and making more money.
But it also narrows your skill set and makes you less adaptable.
Imagine two copywriters, Anne and Bob.
Anne specializes in writing case studies for banks. She’s built her career around it.
Bob is a generalist, who writes direct response, B2B, SEO copy, and more. He also does some marketing design work.
The next thing you know, a “Banking Case Study AI App” comes along. It’s an AI copywriting automation solution specifically specifically for financial institutions that have lots of money to invest in copywriting.
This app allows banking clients to paste in testimonials, project results, and a few ideas … then generates several testable case studies in under 60 seconds.
Which copywriter do you think will be hit hardest?
An arbitrary example, but it’s worth considering.
7. AI Cannot Think Critically, Some Humans Can
Let’s look at an instance of mechanical thinking versus critical thinking.
There’s this business discipline called change management — it manages organizational shifts, such as the adoption of new cultures, workflows, business processes, and structural changes.
For around 20 years, people in this industry have claimed that “70% of change management efforts fail.”
Many people have made the same claim, including industry leaders, Harvard professors, research firms like McKinsey, blogs like FastCompany, Forbes.
But the stat is wrong.
Groupthink, Chinese whispers, and self-interest have allowed this claim to flourish.
However, a few critical thinkers have actually done some basic investigative research and revealed that this claim is blatantly false — no two ways about it.
What do you think would happen if we told an AI to use web information to write a piece about change management?
It would almost certainly agree with the dominant opinion being promulgated by names like McKinsey, Harvard, et al., perpetuating the feedback loop.
For businesses, over-reliance on AI could further dampen critical thinking. This could mean missed information, ideas, and opportunities.
Conclusion: One More Tip
Well, it’s not really a tip.
It’s just an unavoidable fact.
If a machine comes for your job, just do copywriting that AI can’t automate.
Copywriters know that results rule … and if AI copywriting automation can beat humans, organizations will choose robots every time.
It’s just business.