Why agencies can no longer keep AI's role in copywriting behind the scenes

"A watermark can flag that AI touched a piece of text, but it struggles to tell you who decided that sentence was right."

Anthropic, the company behind Claude, has introduced an invisible watermark in text produced by supported Claude models. It applies whether you've fully generated the text or just run it through the chatbot for a simple grammar check.

So what does that mean for brand copywriters?

Our senior copywriter, Ross Lowe, says agencies can no longer keep AI's role in copywriting behind the scenes, and shouldn't want to. "The more visible AI becomes within the production process, the harder it will be to rely on the finished copy alone as evidence of the craft behind it."

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