When AI Creates Work Instead of Saving It: The Copywriter’s Silver Lining

A vintage-styled robot writes amidst books, blending technology and creativity in a rustic setting.

Generative AI was meant to cut costs and boost productivity—but for many copywriters, it's actually bringing in more business.

More and more, Copywriters are being hired by content agencies to overhaul website copy for clients across every sector. The original content, generated by AI, is hoped to be persuasive. Instead, it’s bland and ineffective.

Many writers are finding that cleaning up AI-generated copy is now a major part of their workflow. One UK- Based copywriter told me recently this now makes up 90% of their workload.

The Cost of Cutting Corners with AI

Clearly, clients are relying more on AI—and paying the price. Code suggested by ChatGPT has crashed websites, opened security gaps, and caused massive financial damage.

One client used ChatGPT instead of manually updating an event page—what could've been a 15-minute job led to three days of downtime and a £360 loss.

“Clients don’t want to admit their mistakes, “my colleague says, “and fixing them often takes longer than doing it right from the start.”

Her team increasingly charges investigation fees just to trace the problems caused by misguided AI use.

The Limits of Machines and the Need for Human Oversight

According to Prof Feng Li from Bayes Business School, businesses are overestimating what AI can deliver. He warns of “hallucinations”—content that’s made up or irrelevant—and stresses the risk of reputational damage if AI tools aren’t properly managed.

In India, copywriter Kashish Barot is frequently hired to "humanise" AI content for U.S. clients. While AI delivers speed, she says it creates unrealistic expectations:

“Writing well takes thought. AI doesn’t understand nuance—it curates, not creates.”

Strategy Over Hype

As generative AI tools improve, their use is growing—35% of small businesses plan to expand AI adoption in two years, according to the Federation of Small Businesses. But that comes with a stark warning against rushing in:

“AI outputs often ignore brand identity and strategy. That can damage credibility.”

While AI can be powerful, it’s only part of the solution. Skilled writers remain crucial—not just for the words themselves, but for the meaning behind them.

Would you like it edited further for tone?

Would you like it punchier, more philosophical, or geared for a specific audience like startup founders or content strategists?

Would you like it to reflect you, your values and those of your business?

If the answer to any of those questions is yes, then maybe AI is not the best option for you and your content.