Times change, and when it comes to AI, that’s an understatement.
2022, the year before ChatGPT swept in and took over, feels like ancient history. So much has happened since then, but somehow, us copywriters are hanging in there.
There’s no denying the game has changed. But if you play it differently, you can still win.
I’ve been copywriting for more than ten years. Here’s why AI makes me jump for joy, and how to make sure you’re using it to pump up your income.
Before I start… I mostly reference ChatGPT in this article because it’s the tool I use every day, but you can use Grok, Claude, Gemini, CoPilot, Perplexity, or whatever works for you.
And before you keep reading… find courses, books, templates and free resources for copywriters here.
Why AI is the best thing that ever happened to copywriters
Reason#1: AI exposes what copywriting really is
Before AI, many people believed copywriting was mostly about putting words on a page.
AI is very good at putting words on a page. What it is not good at is thinking, deciding or caring whether those words actually have the desired impact.
When everyone has access to words, the differentiator becomes knowing which words matter and why.
Like bad copy, AI-generated slop that hasn’t been proofread or refined can be spotted a mile off. It kills brand credibility dead… and that’s a good thing for us hand-typers.
Reason #2: AI kills the blank page problem
Every writer will tell you that starting is the hardest part. That blank page, with its cursor blinking but giving you nothing, is truly terrifying.
Start, delete. Start, delete. It is excruciating.
AI solves that problem. As my mother used to say to me, “If you don’t feel like you can do a good job, start by doing a bad one.” This applies to the creative process, and AI can do the bad job for you in a matter of seconds, so you can get on with making it fantastic.
When I write, I get the first draft from AI and change every single word (including for this article, which originally started with the most boring introduction I have ever read), but somehow the process is so much easier this way. So thank you robots, for alleviating the crushing weight of writer’s block.
Reason #3: It speeds up the boring bits (and a lot of the hard parts)
Not every part of copywriting is creative or satisfying. Brainstorming, summarising notes, reworking similar content, wracking your brain for synonyms, checking which words you have used repeatedly (I’m loving the word ‘especially’ at the moment and shoving it in all over the place without realising) and pulling together research are all time-consuming.
Asking AI to ‘tell me which words I have used too many times’ or checking ‘is this article optimised to show up in ChatGPT search results and how can I improve it’ is your shortcut to a good night’s sleep, especially if you’re on a deadline*.
Reason #4: AI raises the baseline, but not the ceiling
So now *everyone* can write a 1000-word blog using AI.
Good for everyone. They can all go ahead and publish the exact same stuff.
But Google is watching. It knows boringly average AI-generated content when it sees it. And it is learning to ignore it. Does it look for em dashes??? Idk but they are dead giveaways to my eyes.
So average content is easier to produce than ever. All the more reason to create good copy that isn’t same/same.
Reason #5: It forces better thinking
Vague prompts lead to vague output. The better your thinking and your grip on prompt engineering and content input, the better the results you get.
I rarely ask AI to ‘Write a blog…’ and leave it at that. In fact, my prompts are so long I may as well just write the darn article from scratch myself. Because it still takes strategy, thought, planning and *gasp* original ideas to produce something that will rank in search and actually be read by real peeps with real peepers.
Reason #6: CopywritingPLUS
Suck it up… you can’t really just be a copywriter anymore. But that’s exciting. The survivors of our industry and the ones making a true mark are now strategists, branding experts, marketers and content creators. The need to flex our creative muscles has expanded, which is super exciting.
Ten ways to use AI to your advantage as a copywriter
I can’t imagine life without AI anymore. I have used it to increase my output without adding hours to my working day, which is the win we all dream of.
Here’s why I’m a convert and how I use AI as a copywriter to get sh*t done in less time:
1. Create those crappy first drafts in seconds
Insert your prompt, press enter and go check Insta. You’ll come back to a sloppy first draft that you can reshape, fact-check and improve on. Hey presto! Your work is cut down by around a third, which means more money in your pocket and more time to focus on other things.
2. Brainstorm and explore angles
Trying to come up with a tagline? Chuck in your ideas and see what AI comes back with. It will probably trigger the stroke of genius you have been trying to get your brain to produce.
Ask AI to suggest multiple angles, hooks or structures for the same piece of content. You will often reject most of them, but one might spark an idea you would not have come up with.
AI acts as a collaborator and a springboard… and two ‘heads’ are always better than one.
3. Turn interviews into content
Record an interview, grab the transcript, give AI the outline you want and the right combination of prompts and the job is 50% done. If you record your interviews, you can also ask AI “What did they say about…?” or “How many xxx did they say…?”. And using direct quotes is easier because you have them ready to go (just go back and confirm the words that were actually used).
4. Turn one piece of content into 12
Turning a longer blog into social posts, an article into an email or a webinar into a magazine-style article is time-consuming. AI can create a starting point for these adaptations, which you then refine.
Some prompts:
- Turn this article into 4 x 100-word social media posts
- Suggest captions for an infographic
- Turn this article into a 60-second video script (use Lumen 5 to create the video)
- Turn this presentation into a storyboard for a reel
5. Use AI to challenge your thinking and overcome your unconscious bias
Ask AI to critique your draft, point out weaknesses or suggest improvements. You do not have to accept its feedback, but it can surface blind spots, identify a lack of diversity or inclusive language, highlight potential inaccuracies or legal sticking points and cut down your proofreading time.
6. Generate variations
Subject lines, headlines and calls to action benefit from testing. AI can quickly generate multiple variations that you can edit and choose from. I love a quick “Give me ten email subject lines” prompt. I don’t often use them, but it fires up the thinking parts of my brain.
7. Fast-track your proposals and client agreements
Proposals, outlines, internal notes and process documents are part of running a copywriting business. AI can help draft these so you spend less time on admin. Have a template then enter it into ChatGPT or similar with the specifics of the job. Brush it up and send it over.
PS – Need a template to get started? Visit www.copywriterfreelance.com/templates-for-copywriters
8. Ask for references
AI will churn out 2000 words in the time it takes you to visit the bathroom, but if you tell it to cite sources you’ll know where the information is coming from. Just be careful to check the links; firstly they can sometimes be dead or lead to 404s, and they can have /chatgpt at the end, which isn’t the best look.
9. Go custom
Create a tone of voice document for your client, then gather existing information and create a custom GPT that will remember the information provided and write in the style you want. Keep adding to your GPT as you go and every job will be easier.
10. Create images, videos etc
Beyond writing, using AI allows you to create images, videos and even tunes and songs to boost your content. Play around with Sora, Nano Banana, Canva and other platforms to see what AI will come up with.
Give yourself the advantage: Best tools for copywriters
The real risk is not AI, it’s laziness
The danger for copywriters is not that AI exists. It is that some will stop thinking and start turning in whatever it produces. That leads to repetitive, inaccurate and generic content, and the outcome of this is copy that falls flat and clients who don’t come back.
But! If you set yourself standards, maintain them, apply your expert judgement and keep communicating your value to your clients, you’ll never find yourself replaced by artificial intelligence.
You can’t beat AI, so use it to be even better
There’s no point complaining about AI. The ship has sailed… if you’re standing on the shore your phone won’t be ringing. So get on board. Learn, experiment, be the one who is teaching others as well as producing great work, and your copywriting career will have the wind behind it.
Need help to grow your copywriting career? Start with these free downloads for copywriters.
ABOUT THE AUTHOR
Clea Jones is an award-winning freelance copywriter who has created content for hundreds of brands for the last 15 years. Her greatest success is having the flexibility to be home for her kids while also enjoying a 6-figure+ income.