25 Nov Is copywriting still a thing in an AI world?

Copywriting has always been about the power, impact and the influence of words. But in 2025, with generative AI tools now commonplace, it’s worth asking: ‘What does copywriting mean,’ and more importantly, what value can it still bring in a world where a machine is able to write your first draft in seconds?

AI copywriting is real, useful, and it’s at our disposal to make the job far easier today.

The latest definition of ‘AI copywriting’ is essentially the use of generative-AI, chatbots or large-language models, to produce human-like marketing copy, ranging from social-media posts, blog drafts and ad copy, through to product descriptions and emails.

For many businesses, this seems like a dream: Faster content production, lower costs, and huge output volumes. AI can take away the drudgery, whether it’s drafting multiple versions of ad copy, generating ideas for campaigns, or producing quick social posts when you most need to keep your content machine ticking over.

Businesses still need human writers

But here’s the rub: Copywriting is more than just algorithmic word generation. It involves understanding people, their hopes, fears, cultural background, and psychology. It’s also about telling stories that feel real, that possess emotional weight and persuade, not just by logic, but by empathy and humanity.

AI can’t fully do this, at least not yet, although I’ve learned never to say never in this business. AI-produced copy often feels generic, ‘blue-printy,’ or somehow just lacking in soul. Without a human touch, you risk bland copy that might say all of the right things, but still doesn’t connect.

Even as AI continues to get smarter in its tone, style, and personalisation, adjusting voice for different audiences, and tailoring messages for ads or websites, there’s still an undeniable limit.

The best forms of editorial copy don’t just replicate patterns. They draw on real experience and human insight. Narratives are developed around authentic stories: Success and failure, challenge and triumph, meaningful values where empathy and human perspective matter.

And frankly, unless you’re selling baked beans, real audiences notice when real humans aren’t writing. People respond to authenticity, human imperfection, stories, and voices with genuine personality. That’s why, for many communications needs, human-led copywriting remains essential.

Where professional copywriting adds clear value

Businesses still need copywriting for:

• Their websites, to better define brand voice, explain value propositions, and position themselves in the market.
• In marketing literature: Brochures, white papers and case studies.
• Ads and campaigns, where tone, emotion, and persuasion count for more than just repetition.
• Stakeholder communications and exec interviews, where nuance, credibility, personality, and authenticity are vital.
• Social media, email newsletters, blogs — content that builds trust, fosters relationships, and reflects organisational values over time.

This is why using a professional copywriter, especially one who understands how to use AI wisely and sparingly, remains a value-add.

Yes, AI speeds up the first draft, handles volume, and supports research – it’s a brilliant tool for this purpose. But humans bring strategy, nuance, creativity, and humanity. They know when to rely on AI, and when to resist it. Creativity is now just as much about knowing when not to use AI.

At More Fire PR, we believe this balance matters. We offer copywriting services which combine the efficiency of modern tools with the insight, care and authenticity that only human experience can deliver.

Five top tips for framing a copywriting brief

If you’re thinking about commissioning copy from us, or anyone else, here follow five pointers to help you start strong:

1. Define your target audience clearly. Who are you talking to? What do they care about? These, and other, demographics help, but what matters most is understanding your audiences’ mindset, challenges and needs.
2. Clarify core messaging. What are you trying to say? What’s your unique value or viewpoint? What differentiates you from competitors?
3. Think about newsworthiness and relevance. Is there a timely angle? What’s the story behind your brand or offering that matters right now? Identify something that resonates with current market challenges or trends.
4. Identify your desired reaction. What do you want the reader to think, feel, or do with the information provided? Sign up, enquire, visit a website, share details, trust you, feel inspired? Having clear objectives guides tone, structure and calls-to-action.
5. Are you not entertained? The best copy does more than just inform, it engages, surprises, moves and entertains. This is where real stories of human challenge and truimph come into play.

So, we can agree generative AI has truly shifted the copywriting landscape. It can take a lot of weight off copywriting, helping us scale and speeding things up. But it’s not a substitute for human insight, heart and craft.

If you want copy that speaks to people, not just other chatbots, seek out human storytellers. And if you want to combine the best of both worlds, reaching the hearts of your audiences with the efficiency of AI, you need someone who knows how to do both.

Curious to explore how we might help your brand find its voice in this new AI age? Drop us a line now.

By Mark Ferguson, Director – More Fire PR Ltd