Should You Hire a Copywriter or Use AI?

I think this is one of the biggest questions small businesses are grappling with right now. On one hand, AI is so beneficial — especially when you run a small business and are trying to perform multiple tasks with a lean team. On the other hand, businesses are wondering if AI will actually be more harmful than helpful in the end.

In the blog, I’m going to answer the question: "If I have ChatGPT, do I really need a copywriter?"

And while, yes, there are a lot of opinions out there, this is a perspective that most copywriters share.

AI has completely changed the way we work, and I don't think anyone can deny that. It can write blog posts, social media captions, emails, website copy…you name it. It can even do it in a matter of seconds.

And the truth is, I use AI almost every day.

It helps me brainstorm ideas, organize research, work through messy first drafts, and save time on tasks that used to take much longer. I genuinely think it's one of the best tools small businesses have access to today, especially if you're juggling a dozen responsibilities and trying to keep your marketing moving.

So if you're expecting me to tell you that AI is ruining copywriting or that you should avoid it altogether, you're going to be disappointed. I actually hope more businesses learn how to use it well.

What I don't hope is that businesses start believing AI can replace the thinking that good marketing requires. Because while AI can absolutely help you write, it doesn't know your business, your customers, or what makes you different. And that's where a copywriter brings the most value.

Writing is only one part of the job

When most people think about hiring a copywriter, they picture someone staring at a blank page and somehow turning it into a website or a blog post. That certainly happens, but it's rarely where the real work begins.

Before I write a single word, I'm trying to understand your business. I'm asking questions about your customers, your goals, the conversations you have every day, and the reasons people choose you over someone else. I'm looking for the things you've probably stopped noticing because you've been immersed in your business for so long.

Those conversations shape everything that comes afterward. They influence the way your website is organized, the stories you tell, the questions you answer, and even the tone you use across your marketing. By the time I start writing, I'm not just filling a page with words; I'm translating your business into language that your ideal customers understand and connect with.

AI doesn't know any of that unless someone teaches it. That's why I don't think the question is really, "Can AI replace a copywriter?" I think the better question is, "Can AI replace the strategy behind good copy?"

In my experience, the answer is no.

AI works best when it has something to build on

One of the reasons I love AI is because it makes good marketing more efficient.

If you already have clear messaging, a well-defined brand voice, and a strong understanding of your audience, AI can help you repurpose content, overcome writer's block, and create first drafts in a fraction of the time. It's like having an incredibly fast assistant who's always ready to help.

But every assistant still needs direction. Think of AI like a megaphone. If your messaging is already clear, AI helps you share it faster and more consistently. If your messaging is vague, inconsistent, or sounds like everyone else, AI doesn't solve that problem—it simply amplifies it.

That's why so many businesses end up with content that feels... fine. It's well-written. It's informative. It checks all the boxes. But it doesn't leave much of an impression.

The businesses that stand out aren't creating more content

One of the biggest changes I've noticed over the past few years is that creating content is no longer the difficult part.

Standing out is.

The internet isn't lacking blog posts, emails, or social media captions. Every day, businesses publish content that's polished, grammatically correct, and perfectly readable. The problem is that "pretty good" has become incredibly common.

When everyone has access to the same tools, your message becomes one of the few things your competitors can't easily replicate. The businesses that people remember aren't necessarily the ones publishing the most content. They're the ones communicating a clear point of view, speaking directly to their audience's needs, and consistently showing what makes them different.

That's not something AI invents on its own. It's something that's uncovered through strategy.

So... should you hire a copywriter or use AI?

My answer probably isn't what you'd expect.

I don't think every business needs to hire a copywriter for every single blog post or social media caption. If your budget is tight, AI can absolutely help you create content, stay consistent, and keep your marketing moving. I think that's a smart way to use it.

But if you're investing in a new website, launching a service, refining your brand, or wondering why your marketing isn't connecting with the right people, a copywriter becomes much more than someone who writes. A good copywriter helps you clarify your message. They help you understand your audience. They uncover what makes your business different and build a strategy that carries through everything you create.

Ironically, once that foundation is in place, AI becomes even more valuable because it finally has something meaningful to work from. That's why I don't see AI and copywriters competing with each other. I actually think they make a great team. One helps you work faster. The other helps make sure you're heading in the right direction. And if you ask me, that's what small businesses need most right now—not more content, but marketing with purpose.

So if you've been wondering whether you should hire a copywriter or use AI, my answer is simple:

Use AI. Learn it. Let it save you time. But don't underestimate the value of having someone help you discover what your business should be saying before you ask AI to say it. Because great marketing has never been about writing more. It's always been about saying the right thing. And that’s where a copywriter comes in.