Humans Versus AI Copywriting Tools: A Brief Analysis

Digital painting in the style of James McNeill Whistler, showcasing two heads in profile against a muted background. On the left is a human head, detailed with realistic facial features and expressions. On the right is a robotic head with a polished, metallic surface and intricate mechanical details, resembling a classic sci-fi robot. The heads are facing each other, symbolising a juxtaposition between humanity and technology.

With the arrival of AI, 2023 saw a revolution in the tech options SMEs have available to them.  ChatGPT led the way and was the big name on everyone's lips, but literally thousands of others followed. The landscape is now vast (and potentially overwhelming).

Although AI copywriting tools were around long before 2023, the attention that AI got last year has boosted their profile and sparked renewed interest. Now, at the start of 2024, it seems like a good moment to look at the pros and cons from personal experience:

Efficiency and Speed

(TL:DR AI Copywriting tools are fast!)

AI copywriting tools, using natural language processing and machine learning, can generate draft copy almost instantly, significantly reducing the time spent on initial content creation. This increased efficiency can potentially double the content output for SMEs, as AI can quickly produce drafts for blog posts, social media posts, email campaigns, and more​​.

Quality and Consistency:

AI tools, thanks to their access to large data sets, can ensure that the copy is factually accurate and consistent in terms of style, tone, and messaging. This can improve the quality of content SMEs produce, contributing to better engagement and brand consistency​​​​. 

The keyword here, however, is "can".  Good advice is to check for accuracy before you press "send", "save", or "publish".

Scale of Production:

One of the significant benefits of AI copywriting is its ability to produce content at scale. With AI, businesses can generate hundreds of articles, product descriptions, and social media posts in minutes, which is especially beneficial for e-commerce and companies requiring a high volume of content​​.

Empathy and Human Touch:

(TL:DR AI Copywriting tools can't "understand")

While AI significantly aids in content production, it cannot infuse empathy and the human touch, which are critical in effective copywriting. This suggests that while AI can enhance content production, people remain indispensable for creating content that resonates with the audience on a deeper, emotional level​​.

The optimal answer: combine AI and human creativity

The most effective approach is a hybrid one, where AI handles the volume and efficiency aspect of content creation. At the same time, human copywriters focus on sanity checks and adding creative, strategic, and empathetic elements to the content. This collaborative approach can lead to a significant increase in content production without compromising on quality​​.

While AI copywriting tools can dramatically increase the quantity of content produced by SMEs, the quality and effectiveness of this content are maximised when combined with the strategic and creative inputs of human copywriters.


The image presents a professional and engaging design, focusing on the themes of copywriting where it overlaps with AI. It features a human-like robot writing with a pen, creating marketing materials, social media and web content.

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