The spark: why AI-generated copy will never be a match for human writers

Can ChatGPT really replace human writers? And if not, why not? We break down all the reasons why AI-powered writing tools are still no match for skilled copywriters.  

  • 18th January

AI-powered writing tools such as ChatGPT grab headlines for their ability to generate coherent articles, blogs and other content with just a few prompts. However, relying purely on automation to take over the creative process presents concerning downsides for those seeking quality writing that deeply connects with audiences over the long-term. Savvy brands understand the need for skilful, sentient writers when it comes to creating copy content that truly connects with their audienceand here’s why. 


Since AI systems including ChatGPT produce content by analysing millions of online articles, their output tends to lack truly fresh perspectives. Remixed content always seems familiar rather than thought-provoking. AI also can’t contextualise concepts into culturally relevant views the way skilled writers immersed in societal undercurrents can, and this makes the difference between engaging a reader and losing them. 

Brand voice

Every brand seeks a unique tone and style that stands apart from competitors in crowded markets. Template-based AI, however, simply cannot capture distinctive personalities. From humour to empathy and everything in between, brand voice demands nuance that can only be achieved through human creativity. Content should be fresh, engaging, and memorable, yet the majority of AI-produced content is serviceably bland. 


Being dependent on scanning general textual data, AI copy generators still struggle to accurately write about niche industries or technical domains which would otherwise require years of expertise and first-hand experience. Sectors such as financial services, healthcare, science and technology demand precision best delivered by sector-specialised copywriters rather than generalist smart content generators. 

Ethical usage

Reliance on AI copy also engenders concerns relating to plagiarism, political bias and gaming algorithms through clever prompts that are unavoidable. Remember: brand crises emerge fast in today’s socialmedia-driven environments. Without human judgment and accountability, blind AI adoption seems risky despite the allure of automation and cost savings. Self-regulation rarely suffices in any other context – so why would you wholly trust an algorithm with your content?

Lack of optimisation

Unlike human copywriters who can iteratively improve content through real-time performance data on metrics such as readership, click rates and conversions, AI-generated content struggles with contextual, analytics-fuelled refinement. Writing is, after all, a craft – and the creative process demands analytical, personalised fine-tuning. 

In essence, machine-produced writing has progressed massively but still performs inconsistently outside of basic applications. For enduring brand building across mediums, cultivating or commissioning talented writing teams to thoughtfully expand engagement remains imperative, complemented cautiously by AI where applicable.  

There are simply no shortcuts to originality at scale, so savvy marketers must balance automation with invaluable human creativity. Here at Asgard, our team of specialist writers are called upon to support with everything from emails and social posts to eBooks and animation scripts. Get in touch to find out how our very human copy outclasses any AI substitute, guaranteed.  

Fran Caruana is our in-house copywriter. From blogs to eBooks, she's written it all!

Fran Caruana, Copywriter, Asgard Marketing

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