Why AI can’t (and shouldn’t) replace copywriters to create content
Let’s be honest – how many of you have used AI to create content for your brand, whether it’s for social media, your website, or email marketing?
Don’t worry, you aren’t alone (and we aren’t here to judge). Marketers are taking advantage of the benefits of AI in terms of saving time and money – on average, AI saves employees 2.5 hours per day, with the reported top AI use among marketers being content creation (43.04%), according to the HubSpot State of Marketing Report 2025.
The downside? There is the risk of us becoming overly reliant on technology for writing content and losing the human impact that experienced copywriters can provide. In this blog, we discuss the value that writers bring to marketing teams and how to work in tandem with AI for the best results.
The rise in AI in marketing
AI is everywhere – you can’t go online these days without seeing an image, a video or a post generated by AI. This technology has also influenced the corporate world – 90% of global companies are either using or exploring the use of AI in their organisation, while 28% of business leaders have used AI to cut their company’s costs.
Whether it’s ChatGPT, Microsoft Copilot, or Gemini, AI has become a useful tool that many marketers are using on a daily basis. In 2025, 71.7% of content marketers used AI for outlining, 68% for content ideation, and 57.4% for drafting content, making these the top use cases for AI in content creation (Siege Media + Wynter, 2024).
The benefits of using AI for content creation
AI is a great starting point for creating content, saving time and brainpower to free up your mind for what’s important.
AI software can support with:
- Generating ideas, helping to boost creativity, and providing a range of starting points to work from.
- Creating an effective outline for content to expand on, such as generating templates for social media posts or press releases, leaving copywriters more time to focus on storytelling and brand voice.
- Quick and efficient research – streamlining data from lots of sources to find the right statistics and information to back up your points.
- Automating admin or repetitive processes to save valuable time, which can be used to be creative.
- Identifying your target audience – AI can analyse content from competitors and others in the industry to suggest personalised content or audience preferences.
The risks of replacing copywriters with AI
Although AI is an effective starting point for content, you shouldn’t rely on it entirely. There are a number of reasons why:
- While AI can assist with data and decision-making, it does not replace the judgment from a human perspective.
- AI does not have the emotional depth, empathy and human voice of a real person. If brands are over-reliant on AI, it can lead to generic content that is similar to other brands and does not have a unique voice or personality. This can make businesses seem less authentic, reducing trust and leading their audiences to not engage with them.
- You can tell when content is generated by AI and this can be off-putting to consumers. Too much AI-generated content may make a brand seem lazy and its claims less credible.
- AI can miss mistakes or errors, write inconsistencies, or share messages that aren’t in line with brand guidelines, therefore you would always need a human to proof content for these factors.
- There is the risk of plagiarism, sharing incorrect or misleading information, and even potential legal issues by not fact-checking AI-generated content.
- AI is presenting huge challenges for copywriters in the marketing industry, leading to job insecurity by taking opportunities away from talented writers and content creators. Overreliance on AI can bring into question the huge value that copywriters bring to marketing teams through creative input and the ability to connect emotionally with audiences. We further explore the benefits of the craft of copywriting in our blog here.
How to use AI appropriately
The key here is balance: there are many pros and cons, but using AI to assist with data, research, and idea generation while ensuring that a copywriter can provide the empathy, human voice, originality and proofreading means you can get the best of both worlds.
AI is most effective as a collaborative tool, making teams more efficient by saving on time, costs and admin. Businesses should strategically integrate AI into their content creation processes, while ensuring that it does not replace the value that copywriters bring. Marketing teams may underdevelop writing skills and original creative ideas if they rely on AI too much, whereas copywriters can ensure brand tone of voice, empathy, and ensure error-free and consistent content across platforms.
In conclusion
While AI is a useful platform, there are huge benefits to working with a professional copywriter who has the knowledge and experience to be able to produce impactful content quickly and efficiently. Working with a copywriter can ensure that your messaging is high-quality, fits your unique tone of voice, and allows you to authentically connect with your audience.
To find out more about our copywriting services, get in touch today: hello@spliceoflime.com.