Good grammar, perfect spelling, and beautifully constructed sentences were once hallmarks of a great copywriter. But as AI becomes increasingly capable of mastering these technical skills, the very things that once set us apart are simply not enough.
For many copywriters, the rise of generative AI has brought with it a fair amount of uncertainty, and understandably so. When technology can seemingly do in seconds what you’ve spent years learning to do, it’s only natural to question what that means for the future of your profession.
But while those concerns are valid, I think there’s another side to this conversation worth exploring. What if, instead of focusing solely on what AI might take away, we started considering what has now become possible?
Perhaps the real challenge isn’t just adapting to new technology but rethinking our value as creatives and what more we can bring to the table.
Before joining Brandtech+, I was a Senior Copywriter and Content Strategist at Mr D, where I first started experimenting with generative AI. As a copywriter, I’d always relied on someone else to bring my visual ideas to life. Suddenly, I had the tools to explore them myself, and just like that, I was capable of more.
I found myself tinkering with different apps and even bits of code to see what I could create. I’d spend hours completely immersed in it, not because I had to, but because I was genuinely fascinated by the possibilities.
And while much of the industry was worried that copywriters would be among AI’s first casualties, I saw an opportunity. So when I came across a vacancy for a GenAI Senior Copywriter at Brandtech+, the first role of its kind I’d encountered, I was immediately interested.
Joining an AI-first creative business was daunting at first. Finding my feet and understanding what my role looked like within a team of this nature was, and still is, a learning process. But I suppose that’s the point. We must be adaptable and willing to learn as we go because these language models are advancing rapidly; none of us can afford to stand still.
For me, using AI feels like working with the world’s smartest assistant. It gets me through the mundane parts of my job faster, leaving me with more time for the actual creative process.
I’ll be honest, when it comes to creative ideation, I don’t think AI can compare to the human mind. I genuinely can’t think of a single worthwhile creative idea AI has given me that I’ve taken and run with. Where it is incredibly valuable is in helping to execute my ideas better and faster, bringing them to life in ways that would previously have taken much more time and resources.
AI has also made me pay more attention to my craft and the final finessing of the copy. Because while it can produce technically polished copy, that doesn’t necessarily mean it can move people enough to feel or act. That’s the copywriter’s role.
I’ve also found that although these models can try to mimic humour, wit or a particular tone of voice, there’s often something slightly off about it. It understands the pattern of what’s funny or clever, but not always the instinct behind why something lands.
The fundamentals of good copywriting have not fallen away. Understanding language, storytelling, strategy, and, most importantly, people is what helps us recognise the difference between something that’s simply well-written and something that’s human.
So no, simply removing the em dash isn’t going to cut it. Good copywriters are more than the human in the loop; we’re the creatives at the helm.
To young South African creatives, I’d say this: the industry is changing rapidly, and the uncertainty surrounding what that means for our careers is very real. But I also believe that being willing to learn, experiment and adapt puts us in a much better position to navigate those changes.
In fact, I think AI is opening doors for people who may never have considered themselves creatives. I’ve never believed creativity to be some exclusive club reserved for people who’ve followed a particular career path. Technology can give you access to tools and possibilities you didn’t have before, and I think that’s exciting. But there’s a difference between having the tools and knowing what to do with them. Developing your own perspective, judgement and creative voice still takes time and talent.
And the opportunities extend beyond what we can create to where we can create it from. Working on global brands from right here in Mzansi has made me feel like anyone can do anything from anywhere. And not to be cliché, but I genuinely do feel like the world is at my fingertips.
That being said, you also cannot prompt your way into lived experiences. It’s important to see and be in the world and immerse yourself in different cultures. Ultimately, people want to feel seen, known and understood beyond the surface-level stuff, and I think lived experience helps you create from that deeper place. It’s when creative work captures those little nuances that make people who they are that it truly comes alive and resonates in a real way.
We live in interesting times. We have access to technology that can expand what we’re capable of, but it cannot replace the creative mind or the individual experiences that have shaped, and continue to shape, who we are and how we think. And ultimately, those are the unique qualities each copywriter brings to the table that cannot be replicated or replaced.
