Is Using AI in Copywriting “Cheating”? Or the Secret to Doing Better Work Faster?

When it comes to the big AI debate, I’ve heard it all. Is it cheating? Is it a crutch? And what happens to authenticity if a machine can craft words too? My take: AI in copywriting isn’t some shortcut that “cheats” the process. Instead, it’s a tool—one that helps cut out mundane tasks and sparks more creativity. Just like in photo editing or film production, where automation and machine learning have enhanced creativity, AI gives copywriters the chance to focus on higher-level thinking. The result? Better work, produced faster, without sacrificing authenticity. Here’s how it works.

1. Efficiency Without Cutting Corners

Imagine having an assistant who, within seconds, organizes your research, summarizes key points, or even drafts a basic structure for a blog post. That’s AI at its best—it handles the mundane, the repetitive, and the time-consuming aspects of writing. The tasks that, while necessary, don’t directly move the creative needle.

Take, for instance, the photo-editing world. Photographers have used automation for years to auto-correct colors, adjust exposure, and sharpen details, letting them spend more time on the art of photography and less on the technicalities. The same goes for video editing, where automated tools handle transitions, light adjustments, and audio tweaks. None of this replaces the photographer or filmmaker; it just lets them focus on what really matters: their creative vision. In copywriting, AI can play a similar role, giving us more time to dig into a brand’s story, refine its voice, and write content that resonates.

2. Custom-Built AI, Not Cookie-Cutter Responses

Using AI effectively in copywriting doesn’t mean asking it for some quick answer and hoping it hits the mark. If it did, we’d end up with bland, generic content that sounds like it could’ve come from anywhere. Instead, the real value comes from building customized AI models that understand my client’s style, voice, and brand.

Think of it like training a barista to make your coffee exactly the way you like it. Sure, you could get an “off-the-shelf” coffee, but there’s nothing like a drink made just for you, right? The same principle applies to AI: I spend time “training” it, teaching it tone, brand voice, and even specifics about a client’s mission, values, and industry. This setup results in copy that feels personal and on-point, not canned or generic.

For instance, if I’m working with a fitness brand, I might program the AI with terms like “strength,” “empowerment,” and “motivation.” The AI then generates ideas and language that reflect those core values, while I still have full control over the final tone and message. It’s like working with an intern who already knows the stylebook by heart, making the process faster and more streamlined without cutting out the thoughtfulness that clients expect.

3. A Collaborative Process, Not a One-and-Done

If anyone’s ever told you that using AI for writing is a one-click solution, they’re missing the point. Crafting quality content with AI is an ongoing, collaborative process, and it often involves a good amount of back-and-forth to get the best results. I don’t just input a prompt and wait for a magic answer; I give it feedback, adjust my prompts, and fine-tune the language to make sure it’s capturing the right message.

Working with AI is a bit like sculpting clay. You start with a rough form, then shape, polish, and refine it until it’s exactly what you want. I’ll prompt the AI, review its response, and then ask it to rephrase, elaborate, or dial back until the words align with my vision. Some days, that might mean digging into specific word choices or tweaking sentence structure. On other days, it’s more about the overall tone. But every part of that process is intentional, ensuring the final product hits the mark. And yes, there’s a fair amount of creativity involved—just like any good collaboration.

4. Owning the Final Decision

Here’s a key point that often gets lost in the AI debate: I’m still the one making the final decisions. AI might provide suggestions, drafts, and ideas, but I decide what makes it to the final cut. If there’s a line that doesn’t feel right or a phrasing that could be stronger, I have no problem editing or reworking it myself. I’m the last filter between the client and the finished piece, and I take full responsibility for making sure the final product is clear, engaging, and true to the brand.

In many ways, this is no different from working with any other tool or collaborator. Just like a director makes the final call on every scene in a film, I make the call on every line in a piece. AI might add a new layer to the process, but it doesn’t replace the experience, creativity, and instinct that goes into quality copywriting.

A Practical Approach to AI in Copywriting

AI in copywriting is like adding a Swiss Army knife to your toolkit. It’s versatile and helpful, but you wouldn’t rely on it to do everything. The best results come when AI complements your work, streamlining tasks, enhancing creativity, and helping you get more done in less time. Rather than worrying about “cheating,” think of it as another tool that, like spell-check or grammar suggestions, helps you work smarter.

I see AI as a partner that helps me focus on what I do best: understanding my clients, tapping into what makes their brand unique, and crafting stories that connect with their audience. It’s a collaborative process that allows me to achieve quality results faster, without sacrificing the creativity or attention to detail that makes each piece unique.

Bottom Line: AI Enhances, It Doesn’t Replace

For anyone conflicted about using AI, remember: it’s here to enhance your work, not replace it. By building a customized model, collaborating thoughtfully, and retaining full control over the final outcome, you can use AI to tell your clients’ stories more effectively. This isn’t a shortcut, but an opportunity to bring more creativity, efficiency, and impact to your writing.