I’ve been playing around with AI copywriting tools recently and I have some thoughts.

Before I go into detail, I want to say I’ve approached this with as open a mind as possible.

“A tool that could help me do my job better would be cool” was my general attitude.

I also want to pay my respects to the people developing this kind of software - you’re so clever! Honestly, AI blows my mind and I’m in awe of anyone smart enough to create something using tech like that.

With that being said, I’m still going to give my honest opinion.

Firstly - would I use them in my work?

At the moment - no.

I tried out a few different tools and the results I got were generic, recycled, and off-puttingly “salesy”.

Landing page copy, blog post ideas and content, product descriptions, microcopy, email subject lines - nothing yielded suggestions I could polish up into anything useful.

It was all a bit beige and I felt like my brain could always come up with something better.

Would I recommend them?

In their current form - no.

When it comes to creative work; mess, frustration + struggle are intrinsic parts of the process.

You can’t optimise your way around them.

You need to embrace the pain and work through it to produce good, worthwhile work.

Will they replace me?

No, I’m not worried. My clients demand far more than the generic results produced by the tools I tried.

What I am worried about is these tools fueling a further slide into creative mediocrity.

Where are the big, bold, new ideas? The creative risks? Without these, our industry becomes a snake eating its own tail.

What about in the future?

Tbh, I don't know enough about AI to say.

I'm skeptical whether it will ever truly be able to replace the brain and heart I put into my work.

If it could make it easier and better, I'm all for that. But I think we're a long way off yet.

Would love to hear what others think.

Have you given them a go? Got some good results? Is there a trick I'm missing?