Are copywriters still needed when AI can write texts?
AI is good at coming up with headlines, blog posts and product descriptions, and can do so faster than ever before. As a result, many companies have asked themselves whether they really need to keep their copywriters on, and many have decided to replace them with AI.
But is it really that simple? Can AI replace humans entirely?
For us at seodr.@, the answer is an obvious ‘no’, because good copywriting is about more than just producing text. It’s about understanding people, evoking emotions, building trust and making the reader actually want to take action.
AI can write – but does it have anything of its own to say?
AI is a fantastic tool for generating ideas, organising information and creating drafts. For me, as a copywriter, AI is an invaluable aid that makes my work both easier and faster, allowing me to spend more time on things that actually create value.
Because there’s a difference between producing text and having something unique to say. A skilled copywriter understands more than just words. They can immerse themselves in the company, understand its customers and highlight real experiences, knowledge and perspectives. It is these elements that give a piece of writing its own value, and that set it apart from the content published by everyone else.
What’s more, as more and more companies use AI to produce content, the human factor becomes even more important. If ten companies publish AI-generated articles on the same topic, your text needs to give the reader a reason to choose yours in particular.
Google and LLMs want content that helps people
As seodr.@ has written about previously Texts written entirely by AI tend to be filtered out. Google and LLMs (ChatGPT, Claude, Gemini, etc.) look for content that actually creates value for the user, and highlight, amongst other things, experience, expertise, originality and credibility as key elements of high-quality content. In other words: Google and LLMs favour texts that contain elements that only humans can contribute.
That doesn’t mean that AI is bad for SEO. On the contrary, AI can be an effective tool when it comes to creating and developing content. The challenge arises when AI is used to mass-produce content that adds nothing unique.
Good copywriting is about more than just producing text. It’s about understanding people, evoking emotions, building trust and making the reader actually want to take action.
That is why people are still important
As well as producing text, copywriting is about communication, strategy and people. This means that a good copywriter brings something to the table that is difficult to automate. This could be the company’s own experiences, a unique story, the right tone, or an understanding of what the target audience actually cares about. Unlike AI, copywriters can also source information that isn’t written down anywhere, for example through interviews with experts or company staff.
What’s more, copywriting is also about knowing what to not should write. A website doesn’t need thousands of words on every page. Sometimes the best text is the one that quickly identifies the visitor’s problem, shows why the company is the right solution, and guides the visitor onwards.
The copywriter of the future will work alongside AI
AI will transform the role of the copywriter, just as it will so many other things. But that does not necessarily mean that the copywriter will disappear. On the contrary, AI could become one of the copywriter’s most important tools.
In an ideal world, AI can assist with research, ideas, structure and drafts, whilst the copywriter then takes charge of strategy, understanding the target audience, fact-checking, tone and the company’s unique perspective.
The big question, therefore, is not about humans or AI, but about humans with AI.
As it becomes easier than ever to produce text, it also becomes more important than ever to have something to say. AI can write a text. A good copywriter ensures that there is something worth saying.
Do you need help with SEO and copywriting?
Would you like help with SEO and content that doesn’t just fill a website – but actually engages visitors, builds trust and encourages them to take action?
Get in touch with us at seodr.@ and we’ll tell you more about how our copywriters can help you!
