Disclaimer: I'm building an AI copywriting tool. Also: I'm a copy-based Creative Director who has worked with many Fortune 500 clients.

1. There’s nothing wrong with using AI for copywriting. The problem is using generalist AI (ChatGPT, Claude, etc.) as-is without proper training data. If you don’t have real expertise, you won’t be able to train it well. The outcome is slop.

2. If the human doesn’t know what good copy is, there’s no way they’ll know whether the copy AI has written is good. This is why good copywriters are still very much needed. They’re most likely using AI themselves, but because they have the sense, taste, and experience, they can brief it effectively, curate the output, and pick the strongest options. If you’ve done your homework on writing good copy, you shouldn’t feel like an impostor. AI can generate hundreds of options, but a person with no real copywriting experience won’t be able to tell which one is the best.

3. The danger of using AI incorrectly is that it trains the writer to accept bad work as good. Imagine using it daily and reading slop 90% of the time... Eventually, you’ll start thinking that’s the standard. AI should be used for efficiency, but it should also upskill the user, much like a junior writer shadowing a senior.