A Quick Prediction About AI Copy

Let me throw out a prediction: AI copy is going to get worse.

Not slower. Not clumsier. Not less impressive on the surface. Just… less effective.

Yes, AI is going to keep getting faster and smoother. It’ll crank out emails, ads, landing pages, and blog posts in seconds.

But speed has never been the thing that makes copy work. Persuasion isn’t about how quickly words show up on the page. It’s about whether those words actually mean something to the person reading them. And that’s where things start to break down.

AI Is About to Start Eating Its Own Cooking

AI learns by consuming existing content. And more and more of that content is … written by AI.

So now you’ve got AI trained on AI trained on AI. It’s a feedback loop.

The result isn’t garbage. It’s worse than that. It’s perfectly fine, perfectly readable, perfectly forgettable copy. Everything starts to sound the same. Same rhythms. Same claims. Same “helpful” tone. Same safe ideas. Language doesn’t explode ... it slowly flattens.

Smooth Copy That Doesn’t Move Anyone

You’ll see a lot of copy that sounds right. But doesn’t do anything. No tension. No edge. No moment where the reader thinks, “Wait… that’s me.”

Because AI doesn’t know what actually worked. It only knows what resembles what was acceptable in the past. And resemblance doesn’t create conviction.

What AI Will Never Have

Great copy almost always comes from running into reality.

• Talking to customers who don’t say what you expected
• Launching something you were sure would win … and watching it flop
• Hearing objections that mess up your nice, clean positioning
• Living so close to the problem that it annoys you

AI doesn’t have any of that. No embarrassment. No emotional investment. No skin in the game. It can remix language forever, but it can’t generate insight.

The Beige Future of Copy

What’s coming is a flood of “pretty good” copy. Nothing offensive. Nothing bold. Nothing memorable. Copy that checks all the boxes and still doesn’t convert. And the more of that we see, the more valuable actual thinking becomes.

Humans Still Matter

This is the part many miss: Experienced marketing writers don’t lose relevance as AI gets better. They become more important. Not as typing machines, as decision-makers.

AI can give you:

• 30 headlines
• 5 angles
• 10 email drafts

But it can’t tell you:

• Which one to test
• Which idea is too safe
• Which truth will make prospects uncomfortable enough to pay attention

That’s judgment. That’s taste. That’s understanding the market.

The Real Split That’s Coming

The real divide won’t be AI vs humans. It’ll be: People who let AI think for them vs People who bring thinking to the AI

If you outsource your thinking, you’ll sound like everyone else. If you use AI as a tool (not a brain ) you’ll stand out more than ever.

One Last Thought

AI is flooding the world with words. But words were never the scarce thing. Insight is. Clarity is. Belief is.

And as AI copy slowly collapses into sameness, the copy that actually feels human -- specific, opinionated, a little risky -- will become increasingly difficult to ignore.