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.

Definitely not. I typically remove/rewrite 60–90% of AI text, including headlines. I also reshape structure to improve clarity and increase conversions. Briefing design before you get my first draft will result in unnecessary and costly rework.

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

Don’t expect expect AI to catch on in the same way a human does. It’s notoriously slow on the uptake in that respect.

Sounds easy. But AI devours everything you plumb in. One inadvertent mistake, even a typo, a can play havoc with your output. Same with nuance. Machines just don’t get it!

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.

Conventional marketing brief: Written for humans. Explains context, goals, audience, tone, and leaves room for judgement, intuition, and interpretation.

AI brief / prompt: Written for machines. It must be precise, structured, explicit, and unambiguous. AI won’t infer nuance unless you spell it out.

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 a 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.

I reckon they do. They 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.

Hair Organics website: “Do you want fantastic hair? Silly question. Of course you do. When your hair’s right, everything’s right. You feel a million dollars.”

Brooks Brothers website (wedding photographers): “One class act deserves another. Your special day is as special to us as it is to you.”

Davo Marble email campaign: “You have to see marble, touch it and live with it. When you have, nothing less will do.”

Moto Hospitality (recruitment website): “If you think we’re a good fit for you, and if we feel the same way about you, hop on board.”

Aurora Niva website (luxury silk scarves and foulards): “You are not aloof. But you have no desire to be an open book. We know you like to wear black. However, something is missing. Colours + motifs that turn heads in admiration…”

LooBlade microsite (loo brush): “Plop goes the weasel. Dispatches all unpleasantness like magic. Fresh or mature, no left-behinds. Guaranteed!

Many. Two of note…

BT Group + Openreach (UK communications network and services): Product Micro Sites, DM, Video Scripts, Email Campaigns, F2F Presentations, Print, Internal Guidelines.

Pernod Ricard (Premium + Super Premium blended Scotch whiskies): Global Brand Guidelines + Aftershow materials for Royal Salute. Label Copy + DM for Chivas Regal 12, Chivas Regal 18 + Revolve.