Why human copywriters and AI need to work together
December 2025
For many copywriters, the arrival of AI came with the deathly toll of an ominous bell, a violent clap of thunder, and a macabre, metallic roar of laughter over a howling wind.
There it was. A silicon hive-mind with synapses spread across thousands of servers around the world. Able to produce reams of copy faster than copywriters could sit down in their office chairs, unzip their laptop cases, and cry into their morning coffee.
For so many of those who had built a career out of carefully planning, plotting, writing and editing punchy copy, it felt like the end was nigh.
But is it? Well, it certainly doesn’t have to be.
Don’t think ‘humans vs. AI’
AI can most definitely be the copywriters’ friend. From idea-generation through to fast results on previously time-consuming tasks, it’s there to help. Much in the same way that the internet became the fastest and most wide-scoping research assistant from the 90s onwards.
Although – with the internet as its playground – AI is making a neat job of quickly refining, organising, and better targeting those searches for copywriters already.
Audiences need copy they can trust
But here’s the thing. As fast and as eager as GPT-driven AI is, Google and AI-searches still work to the EEAT system. They specifically look for content that is written in such a way that it demonstrates Experience, Expertise, Authoritativeness, and Trustworthiness.
And these are qualities that are rooted in human insight. Qualities that human audiences demand and depend on. So when you’re looking for humans to respond and react, human-written or human-edited content has to be the way to go.
Collaboration is the way to success
AI is a powerful ally when it comes to sweeping up dull or repetitive tasks, freeing the human mind for more strategic and creative tasks. It can make good sense for high volume content to be machine written, specifically in the case of hundreds of pages of PLPs (product listing pages), meta descriptions, or alt text for images.
But this content will only be 100% trustworthy, useful, or fully connect with the human audience if checked and edited by human copywriters. The nuance matters.
The same goes with blog copy, advertising copy, articles, and insights. A clear, human eye and a beating human heart is needed at every stage of the copy generation process if the resulting content is to have measurable, successful impact and deliver genuine ROI.
Copywriters don’t need to panic. They need to adapt.
As it so often is in the creative industry, it’s time to flex, adapt and evolve. Working with AI is not about switching off human brains and leaving the thinking to our cyber-interns. It’s about seizing an opportunity to work in a newer, faster, and more exciting way. It’s about sharing ideas, or testing copy on cyber personas, to then edit and perfect before launching to the real thing.
It's a brave new world in which creatives need to be equally brave, driven as ever by what makes their copy both inspired and unique, and crafting it with heart and humanity. All the while taking advantage of the new powers that their AI counterparts can provide, and delivering purposeful copy that powerfully engages with the reader.
The potential for truly affecting and effective creative has never been more exciting.
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