AI isn’t killing copywriting … but it is dismantling the old
rules at speed.
We’re in the uncomfortable middle of a major shift. The
tools are powerful, accessible, and moving faster than most people can think
through their implications. As a result, confusion is everywhere. Copywriters
are experimenting, overusing, underusing, or misunderstanding AI. Clients are
doing the same … sometimes replacing judgment with automation, sometimes
expecting “AI magic” without strategy.
Mistakes are inevitable. Some copy will get cheaper. A lot
of it will get worse. And a smaller slice will get noticeably better … not
because AI wrote it, but because someone knew what to ask, what to edit, and
what to ignore.
This is how change always looks from the inside: messy,
uneven, and uncomfortable. Entire categories of work will be devalued. New ones
will emerge slowly and without clear labels. People who equate copywriting with
typing words will struggle. People who understand positioning, persuasion, and
context will still be needed. Maybe more than ever.
The future of copywriting isn’t clear yet. Anyone claiming
certainty is selling something. But one thing is clear: the road there will be
tough for many.
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