Everybody’s been talking about copywriting being dead and copywriters being replaced by AI over the last year. And yeah, AI has completely changed the landscape for copywriters, and it’s decimated a lot, if not the majority, of the industry. But what it’s really done is gotten rid of mediocre and even some good copywriters because the fact of the matter is that AI can generate good copy. It can. But good isn’t sufficient anymore. Good just isn’t good enough anymore because everything looks good nowadays.
You can build a good website in like 45 seconds now. You can get good copy instantly. But there’s a huge problem right now. Over the last 10 or 20 years, so many entrepreneurs have been promised the dream of becoming solopreneurs, entrepreneurs, influencers, creators, whatever synonym you want to use. And because of all the platforms out there that need customers, and all the gurus making big promises, so many people bought into this dream, yet so few people ever actually got results.
And it’s no different than anything else out there. It’s no different than the treadmill industry. They sell tons of treadmills and they sit in the garage, so they don’t work. The treadmill only works if someone actually uses it consistently and puts in the effort. The same thing happened online. Millions of people bought into the idea of becoming creators or entrepreneurs, but very few people actually developed the skills necessary to stand out and connect with people.
Now we’re entering this place where everybody can make things look polished. Everybody can generate decent copy. Everybody can build websites and funnels and content faster than ever before. But because of that, there’s now this sea of sameness online where everything starts blending together. A lot of content looks good on the surface, but very little of it actually feels real.
And I think that’s where the opportunity is right now for great copywriters. Not mediocre copywriters. Not people just relying on formulas and templates. I’m talking about people who genuinely know how to communicate with human beings. People who can tell the truth, communicate emotion, share real experiences, and actually make someone feel understood when they read something.
Because AI can generate words, but it still struggles with genuine perspective, lived experience, personality, humor, empathy, and authenticity. And I think people are craving that now more than ever because the internet is becoming flooded with synthetic content that all sounds polished but lacks any real soul behind it.
So while everybody else is panicking about AI replacing copywriters, I actually think this is one of the ripest opportunities great copywriters have ever had. Because when everybody suddenly has access to “good,” the people who can create something truly human are the ones who are going to separate themselves from everybody else.