AI Copywriting Tips for Marketing Teams + Entrepreneurs

What to know and how to succeed with AI writing tools

“Do we even need copywriters now that we have AI tools like Claude and ChatGPT?”

That’s a valid question — after all, even a few so-so-prompts entered into ChatGPT can give you a decent first draft.

But does that mean that copywriters are so 2019, and you can hire a junior writer to create prompts and make light edits?

Here’s the truth: AI doesn’t replace talented writers. But it can enhance their capabilities, automate mundane tasks, and open new creative possibilities.

Let me show you how…

Will AI replace copywriters?

It may seem like we’re all whipping out our favorite AI writing tool to create content, but that doesn’t mean AI can or will replace copywriters.

AI is cool, powerful, and can do amazing things, but writing final draft content is not one of them. I know people do it – and it’s true that I can make Claude replicate my style. But it’s not as spot-on as I’d like.

Here are other things AI can’t do – and copywriters can:

AI tools can’t understand the subtle emotional journey your readers experience.
It can’t pick up on cultural undercurrents or read between the lines of market research.
It can’t connect with and interview SMEs, encouraging them to go deeper and share more.
It can’t (by itself) write authoritative content showcasing experience – only YOU can do that as the SME.
It can’t feel the energy during the recorded Zoom call when the prospect went from “Nah” to “Hell yeah.”

AI is great at finding patterns and crunching data. Some people find it fantastic at first drafts (although I learned it was a controversial topic after mentioning it in a LinkedIn post.)

I love what I can do with it.

However cool GenAI can be, your writers are the content magicians who transform ChatGPTs’ ideas and make your content sing—and the cash registers chime.

How is AI used in copywriting?

For me, working with AI is like working with a junior copywriter.

I’ve often provided notes to junior writers and asked them to write a rough draft.

We’d go back and forth, polishing the sales page or blog post until it was shiny, compelling, and share-worthy.

I like to think of AI tools the same way.

AI writing tools build the foundational structure.

The copywriter knows how to tell the story, make the emotional connection, and help the reader feel seen.

ChatGPT can build a content house, but a copywriter transforms it into a cozy, well-loved home.

Can AI writing tools (ethically) boost productivity?

Salesforce’s 2024 State of Marketing Report reveals that 71 percent of marketing teams believe generative AI will help them eliminate busy work – letting them focus on more strategic work.

That can save hours every week – per person.

According to the B2B Content Marketing Benchmarks, Budgets, and Trends: Outlook for 2025, half of B2B marketers (51 percent) who use generative AI are noticing fewer tedious tasks as a result.

Forty-five percent see more efficient workflows, 42 percent experience improved content optimization, and 38 percent see improved creativity.

That’s huge!

For instance, AI can help companies and subject matter experts:

Save hours on first drafts and outlines.
Generate multiple content structures in seconds, helping you find the most compelling way to present your information.
Turn headline creation into a brainstorming session on steroids.

I’ve said before that I hated AI, but now I love seeing how it can save me (and other companies) time.

For instance…

Without creative inspiration, I tend to write boring headlines that get the point across — but aren’t super sexy.

I’ll eventually generate something cool, but “viral headline” is not the first place my brain goes.

Now, I can generate 50 variations in seconds, mix and match the best ones, and help me get to the good stuff faster. I never use the first drafts from ChatGPT or Claude, but they always spark ideas.

Sure, I’ve done this without AI for more than two decades and done okay. But, after spending endless hours playing and prompting and being simultaneously entertained and impressed by the results, I’ve found these tools help me work faster and think outside the box.

AI is everywhere. But you need to know how to read the data and what to do with it.

But wait. Doesn’t Google penalize AI content?

Well, no.

Not unless you publish thousands of articles intending to cheat Google’s algorithm.

At first, Google didn’t dig AI-produced content. Now, it says it doesn’t care as long as it’s good for the reader.

But will AI content position? Well, that may be a different story.

According to Google, “…however content is produced, those seeking success in Google Search should be looking to produce original, high-quality, people-first content demonstrating qualities E-E-A-T.”

(That’s experience, expertise, authority, and trust.)

AI content may not position depending on the search term and its intent. For instance, creating a listicle about “10 best things to do with kids in Orlando” would take seconds with ChatGPT.

BUT developing a listicle providing insider tips, expert guidance, and “only the locals know” expertise?

ChatGPT may give us a starting point, but the rest will take an experienced writer.

What are the disadvantages of AI writing?

There are so many.

It may seem like I’m alllllll into AI, but I’ve seen it come up with some crap-ass content.

You’ve seen it too. Common signs are lots of emojis, a weird, stilted style, and using strange words like “delve”… all the time.

AI content without human intervention can seem…not quite ready for prime time.

The Content Marketing Institute’s B2B Content Marketing Benchmarks, Budgets, and Trends: Outlook for 2025 reported that 44 percent of respondents thought the output was good, and 35% said it was fair.

And as Google likes to grind into our souls like an abusive parent, “good” content isn’t good enough. AI content without human intervention may provide data, but it doesn’t add personal expertise, experience, and snarky stories.

Fact accuracy is another concern. The Salesforce study cited “inaccurate data” as a primary concern.

Additionally, the CMI report found that 67 percent of B2B marketers had a “medium” level of trust around AI outputs, and 28 percent had “low trust.”

We may like using ChatGPT. But we don’t trust it.

ChatGPT insists Rolls-Royce is one of my clients. While I appreciate the vote of confidence, it’s not true.

And then, there’s always the worry that the persuasive turn of phrase Claude suggested is lifted straight from another site.

I see this all the time.

When I used ChatGPT to help name a product line, I also searched Google to see if competing products used the names ChatGPT suggested.

Yup. Anywhere from 35-65 percent of the time.

Plus, content that’s 100 percent generated by AI can’t hold a copyright. You don’t “own” something you didn’t write.

THIS IS WHY WE STILL NEED COPYWRITERS.

And yes, I’m shouting.

Tools are cool – but just as you would lovingly double-check a junior writer’s work, you’ll want to check any AI-generated output.

How can you train your writers to use AI writing tools (or learn to use them yourself?

I’m so glad you asked.

Learning to improve your workflow with AI doesn’t have to be overwhelming or make your writers worry about their jobs.

Plus, your team craves training. According to the Salesforce study, “Over half (54 percent) of marketers believe generative AI training programs are important for them to successfully use generative AI in their role, but 70 percent say their employer does not yet provide generative AI training.”

Ready to help your team members leverage generative AI? Here are some tips to start:

Ask your writers, “Where are you feeling stuck?” You don’t need to use AI for everything. For instance, creating meta descriptions at scale or helping your writers “check” their writing against a reader persona may be more helpful than using them for writing and brainstorming. Start slow, and see how you can use AI to streamline just one or two tasks at first. That makes it easier to analyze your existing content performance, see what’s working, and make adjustments.
Get trained by an experienced writer who can help you maintain your brand voice and connect with your reader. It’s not just about learning AI tools – it’s about understanding how to create content that connects and converts. Someone working in tech may do a fantastic job explaining AI. But, they may not know how to mesh Google’s E-E-A-T requirements and storytelling with AI capabilities.
Start with one AI tool. I’m guilty of “shiny thing syndrome” and often abandon one tool for something new. The downside? I never learned all I could about tool #1 and scattered my efforts. Organizations trying to implement multiple AI tools simultaneously often struggle. Select one tool that addresses your biggest content challenge: research, first drafts, or SEO optimization. Once you’ve mastered it, THEN try other tools.
Create clear AI guidelines. Don’t want people using AI to write final drafts? Document it. Can writers use AI for brainstorming but not writing? Put it in the guidelines and review them every 3-6 months. I’ve worked with some companies that disallowed creating content drafts with ChatGPT – but brainstorming and writing code was okay.
Have fun with it. Learning prompting takes time (just like learning how to search back in the day.) Your first results may not be so great. The more you put AI into the “play” category, the easier it will be to find how it can help you faster – without feeling frustrated or overwhelmed.

Are copywriters still necessary, even with our robot overlords? Yes. Successful AI implementation isn’t about replacing your writers – it’s about giving them (and your company) superpowers.

AI technology is moving pretty fast. If you don’t stop and look around every once in a while, you could miss it.

Are you ready?

Ready to transform your content creation process? I’m having so much fun with AI – and I’d love to show how it can help you, too. Let’s talk about a training for your company.