The Irreplaceable Art of Copywriting: Infusing Brands with Human Personality

A meaningful rant about creativity and technology.

These days, it seems like AI is everywhere. It’s only going to enhance as the years go on, but by now, it’s well-steeped into our everyday lives— and our jobs. And as humans, it’s in our nature to be curious (or skeptical) about the abilities these technologies can produce.

I won’t say I’ve never used AI before (gotta see what the fuss is about). Although I can say it’s impressive (and certainly useful in some cases), it should not be the be-all-to-end-all. At the end of the day, you still need to have a human in the driver’s seat, crafting and weaving compelling messages and storytelling into content that will resonate with audiences — especially at work.

From writing to graphic design, creatives alike are shaking in their boots thinking “After years of building up a career, is this it, then? Am I now in an episode of Black Mirror where the robots are finally going to take over? Do I not have a purpose anymore?”

And I know what you’re thinking because this padded answer always follows that dreaded question.

“As long as you’re adapting to the technology, you won’t be replaced. Remember, AI won’t take over your job, but someone who knows how to use it, will.” Meaning, that creatives, like myself, are faced with this horrible and disrespectful ultimatum: either conform to working alongside AI (regardless of how you feel about it) or get left out in the dust.

And to be honest, that’s not fair.

That’s not fair to someone who enjoys putting in the work and utilizing their brain to come up with a clever design or compelling content. However, I would invite my fellow writers to think critically about how we can leverage AI to our advantage.

The pressure on creative professionals

At work, the push to use AI is escalating to a point where working professionals now have to make that unfair choice. And at the end of the day, they do it (to not die on the hill), or they are reprimanded for not using it — or not using it enough.

As a creative writer, it took a hot minute to really understand this notion and get comfortable with the idea that, yes, there are technologies out there that can do my job, and do it well. And, unfortunately, there are plenty of people who think that robotic copy is “good enough” for their web content and more. But honestly, where’s the integrity in that?

People can see through something that was smacked together by AI and edited to appear to match a brand’s tone and voice. As someone who’s spent a decade perfecting infusing personality and human emotion into my work, it’s a slap in the face. It’s insulting.

No longer thought leadership

When I see many C-suite professionals post on LinkedIn, I think to myself, “I don’t believe a word you’re posting because you probably had AI write that for you.” I have personally seen inconsistencies in some people’s personal brands, and it certainly weakens their positioning as thought leaders.

When you hire someone to become that brand’s resident storyteller, you’re supposed to mold and shape them to understand your brand voice. If that’s not done from the start, shame on you. That writer is going to hone in on their craft the way they know how (creative nuance and all) and it’s your fault when their work falls short of your expectations.

If a content writer is going to use AI as a base for their blog post (as it’s now a new expectation thrown at them) where’s the passion? Who honestly wants to be reduced to the same skill level of online software which, in the eyes of some employers, can create the same 1,000-word article in less than a minute?

In short, don’t conform to use utilizing AI as a “one-size-fits-most” tool. Instead, leverage AI to bring your writing to its highest potential. While AI is super efficient – it doesn’t provide the human touch needed to bring compelling content to the forefront.

Copywriting is an art — made by humans, for humans

While it’s easy to overlook the enduring value of human creativity and expression, one area that exemplifies this is copywriting, a craft that goes beyond mere words on a page. Don’t be fooled — copywriting is an art.

It’s the art of infusing brands with unique personalities, distinctive voices, and an overall tone that resonates with their audience. While AI tools can undoubtedly streamline the copywriting process, it’s the human touch that remains irreplaceable in creating meaningful connections between brands and consumers.

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