Why Hire a Copywriter Who Uses AI?

If AI is such a handy tool, why hire a copywriter who uses it? Why not just roll up your sleeves and go for it yourself? 

Fair question! But if you think of AI in it's purest form, it's like a paintbrush without an artist. It can apply a few strokes to a canvas, but there's no colour, depth or personality to it.

A skilled copywriter knows how to paint with AI, bringing out the best in your brand. They don’t just let AI spit out a few lines and call it a day. Instead, they guide it, refine it, and add that human touch that makes content resonate. Without that expertise, AI’s content might look finished on the surface, but it risks feeling as uninspired and unorigitnal as a colour-by-numbers piece.

AI is a Tool, Not a Substitute for Expertise

When you think of AI as a set of high-quality paint brushes, you know they can be powerful in the right hands, but alone, they don’t paint masterpieces. AI can gather data, generate ideas, and even fill in a few broad strokes, but without the artist - the copywriter - it won’t hit the mark. The brush alone doesn’t know how to layer the colours, blend the tones, or bring a piece to life.

Copywriters know how to wield AI like a professional artist with their brush - refining, adding personality, and creating a message that captures attention. AI provides the tools, but it’s the copywriter who paints the picture.

What Copywriters Can Do with AI That DIY Can’t

When a copywriter uses AI, it’s not just about pressing a button and calling it a day. They’re using AI as a creative assistant - a way to speed up the research, explore new angles, and handle the repetitive tasks, so they can focus on what makes the content actually work. Here’s what a copywriter can do with AI that DIY just can’t match:

1. Tailoring Brand Voice and Tone: AI might provide the basic colours, but it’s the copywriter who mixes them to match your brand’s unique style. Without this, the content risks looking like a generic “paint-by-numbers” piece - a quick way to lose your audience’s interest.

   
   

2. Strategic Content Creation: Copywriters aren’t just wordsmiths; they’re strategic artists. They know where to focus, which areas need brightening, and how to bring out the core message. AI might handle the base layer, but planning the composition? That’s all in the copywriter’s hands.

   
   

3. Adding Emotional Connection: AI can slap on the paint, but it doesn’t get the art of storytelling. That spark of humour, warmth, or personality that makes you stop and feel something? That’s all copywriter. A good writer knows how to add those little “yep, this is totally for me” moments.

   
   

The Pitfalls of DIY AI Copy

Sure, it’s tempting to think AI can handle everything, but that’s where DIY can fall flat. Without an expert guiding it, AI-generated copy can end up looking like a half-finished painting. Here’s where DIY often misses the mark:

• Generic Tone: AI loves to stick with safe, predictable language. Without a copywriter’s eye for detail, your content will end up with a tone that’s as bland as a washed-out canvas. A copywriter customises it, adding vibrance and personality.

  
  

• Inconsistent Messaging: AI can handle the basics, but it doesn’t understand the “big picture” of your brand’s personality, values, or story. A copywriter ensures every piece is aligned, creating a coherent and impactful piece.

  
  

• Turning Scrollers into Stoppers: AI might be able to fill space, but it’s not exactly keeping anyone hooked. A copywriter doesn’t just fill a page - they’re out there grabbing attention, keeping people curious, and making readers actually care about what’s being written.

  
  

The Expert Advantage: Copywriter + AI

When you hire a copywriter who knows how to “paint with AI,” you’re getting the best of both worlds: efficiency and expertise. AI provides the base layers, but it’s the copywriter who turns it into something memorable. With a skilled artist, AI becomes a powerful tool that speeds up the process without compromising quality.

With AI and their own skills combined, copywriters can deliver content that feels vibrant, speaks to your audience, and actually captures your brand’s spirit. Think of it as hiring an artist who knows how to use the right brushes to create something special.

AI Can’t Replace the Human Touch

At the end of the day, AI is just one brush in the toolkit. It can get the basics down, but the magic? That’s all the copywriter. They’re not taking a shortcut; they’re using the best tools out there to make your content even sharper.

So, if you’re wondering why hire a copywriter who uses AI, the answer’s simple: because you want a finished piece that's original and memorable, not just a generic and forgettable outline.