Why Human Copywriters Will Always Outshine AI

We'll admit that AI has its place. It's great for cutting through boring admin, creating summaries and doing lightweight research jobs. It can write product descriptions, generate basic blog posts, and it's even trying its hand at poetry (albeit the kind that sounds like it was written by a 10 year old taking early GCSEs).

But if you want writing that truly connects with people—makes them laugh, feel something, or, you know, actually remember your brand—you need a human.

Because let’s face it: AI might be able to generate 10,000 words in a blink, but will they be any good? Probably not.

The Power of Creativity & Emotion

AI follows patterns. It scans data and predicts the next most logical word. But creativity? That’s messy, unpredictable, and gloriously human. The best copywriting tells stories, captures emotions and makes the reader feel like you're speaking directly to them.

A study by Persado found that emotionally driven marketing messages can increase engagement rates by 50% compared to neutral ones. That’s because humans don’t just buy products. They buy stories, feelings, and a sense of connection.

Think about the last time an ad made you tear up (we’re looking at you, John Lewis Christmas commercials) or a brand’s social post made you laugh out loud. That’s the magic of human storytelling, and no AI-generated text has ever made someone cry into their mince pies.

The Stats Speak for Themselves

If, like us, you love a good stat, here are some gems:

• 90% of consumers say authenticity is important when choosing which brands to support (Stackla).

• AI-generated content is 60% more likely to be flagged as generic or soulless (Harvard Business Review).

• Brands using human-driven storytelling see conversion rates improve by 22% (Headstream).

In short: People can tell when something is robotic—and they don’t like it. Customers want to feel like they’re interacting with real humans, not an algorithm pretending to understand emotions.

Connection Beats Automation

Sure, AI can help you write faster, but faster doesn’t mean better. It can summarise a Wikipedia page, but can it write with warmth, humor, or a little sass? Nope.

Imagine letting an AI write a love letter:"You are 98.7% compatible with me. Your eyes are blue. That is statistically attractive. Let us proceed with courtship."

Romantic? Not so much. The same applies to marketing—people don’t connect with cold, calculated words. They connect with personality, humour, and messages that speak to their own unique needs.

So, while AI has its uses, when it comes to creating copy that sparks emotion, builds trust, and converts, humans will always have the upper hand.

Because at the end of the day, no one ever read a piece of AI-generated content and thought, “Wow, that really spoke to my soul.”

We can spot AI generated content a mile off. Chances are, some of your customers can too. And they won't like it. With the likes of Google and LinkedIn penalising accounts that churn their content through Chat GPT, it's time for a change. As Elon Musk might put it, the humans are revolting. Just not quite in the way he means.

It's time to bring the human touch back. Contact us today for a quote.