I grew up in a world where targeting and personalisation were at their peak. In the 2010s, Facebook had thousands of targeting options. We had a level of precision targeting that let us reach exactly the people we wanted to reach. As a result, marketing copy didn’t always need to do the best in class – targeting could compensate for messaging that was good enough. Copywriting took a back seat.
The “Mad Men” world of broad-market messaging, where one could be applauded for a “It’s toasted” headline, had nothing to do with the industry I was in at the time.
Then Cambridge Analytica, third-party cookie blocking, GDPR, ATT, etc. marked the end of unique identifiers and hyper-targeted advertising. Privacy regulations are pushing us back toward a marketing world that looks more like mass marketing. And that’s where great copywriting is rising in importance again.
Copywriting returns as a competitive edge!
The message itself is becoming the targeting. Since we’re speaking to broader audiences, the strength and clarity of copy matter more than they have in years. At the same time, AI is rapidly changing content creation – which opens up new questions about who writes what, and what role copywriters will play in this ecosystem.
Can AI replace your copywriter?
Yes. In interviews, I ask candidates how they use AI tools like ChatGPT. In 100% of the cases “writing ad copy” is part of the answer. AI lets every marketer level up in copywriting. People who struggle with writing can become solid writers, non-native speakers can articulate ideas clearly, and skilled writers get more ideas and angles.
Is the job of the copywriter going away?
No. The role isn’t just about writing ads, landing pages, or blog posts. Copywriters need to move away from daily content execution and focus more on crafting guidelines, structures, and strategies that empower others – like media buyers using AI – to produce on-brand copy at scale.
Copywriters need to…
- to get comfortable with data and research, like understanding audiences, diving into customer insights, and shaping raw information into usable structures.
- become experts at identifying core customer problems and translating them into messaging frameworks.
- work hand-in-hand with AI tools. AI isn’t a threat, it’s a collaborator. By feeding AI with the above – precise guidelines, audience insights, brand voice standards – copywriters can use AI (and anyone using it!) to create content that aligns with the brand.
Copywriting doesn’t go back to being just about the words, but in a world where great messaging is again the primary means of targeting, copywriters who step into this expanded role will be a competitive edge for brands.