I don’t offer additional percentage-based discounts because you’re already receiving one.

My standard copywriting rate is £75 per hour. However, I charge £60 per hour for AI-related projects.

This represents an effective 20% reduction, thanks to efficiency gains from using AI text as a starting point instead of a conventional brief.

No. It lacks human intuition. AI text cannot grasp unspoken desires, cultural nuance, emotional triggers, and the mind games people play.

It doesn’t make people think ‘I want that,’ and sign on the dotted line. Only a human copywriter can create that kind of copy.

No. I'm against unrealistic hype that encourages people to think it can produce heavy-lifting marketing copy.

Conventional briefs: Written by marketing clients for copywriters. Explain the offer in detail, context, goals, audience, and tone - from which copywriters create a first draft.

AI text: Machine-generated interpretation of a first draft of copy, created from prompts (input) provided by marketing clients.

Definitely not. I typically rewrite 60–90% of AI text, including headlines, and restructure the piece for better clarity and flow. If you brief design before sharing my first draft and they move straight into production, you’ll be looking at a serious mismatch.

It’s how you craft and structure your AI input (prompts) to produce the most accurate, useful and reliable output.

While it’s far from being conversion-ready, AI text is closer to being a first draft than a conventional brief. I estimate it gives me a 20% efficiency lift.

AI machines devour every word and every syllable you tap in. Even the smallest slip can generate unintended output, and subsequently generate multiple drafts - each more baffling than the previous one.

Triple check the accuracy and meaning of your prompts before you send them. Be especially careful with nuance and innuendo. AI doesn’t handle them well.

1. Optimises for clicks, opens, or engagement, and quietly strips out the tension or provocation that actually drives buying decisions.
2. Targets potential customers by averaging them into polite, risk-free blobs. No real buyer recognises themselves.

Fakes brand voices: It mashes 1,000 brand voices together to construct yours – effectively robbing Peter to pay Paul. Fine for coupons. Useless for loyalty. Your voice is the prize. Not a voice juggling imposter.

Doesn’t get nuance: When I asked for a ‘brutal’ review of my landing page, that’s exactly what I got - including a character assasination. Wasn’t AI’s fault. Just code doing what code does - taking every word literally.

Fast but soulless: AI writes fast. It wrote my privacy policy in 7 seconds. Guts were there. Soul was missing. I write right. I make it feel. Took me 5 minutes, and it’s still legal.

Hurtful: Asked AI for a ‘brutal’ site review. Got one. It even attacked my character. Can’t help itself. Code following orders. Nature of the beast.

Of course I do. Be silly not to. In addition to helping me edit the text you send me faster, it’s like a thesaurus on steroids.

When the words and phrases I need are on the tip of my tongue but just won’t come out, AI helps me fathom the unfathomable.

Yes. Marketers use it to analyse vast amounts of data, automate customer segmentation processes, and improve campaign performance through predictive analytics and real-time personalisation.

I think it does. These machines were programmed by humans. It’s baked into their algorithms. Besides, everyone responds well to good manners. So don’t close your browser without saying thanks, like I just did to ChatGPT. Meant it, too.