AI Killed the Copy Star? Not Quite. Bad Briefs Did.
- oslezovic
- Jun 27
- 1 min read
It wasn’t AI that ruined copywriting. It was weak direction, rushed strategy, and briefs that said nothing.
In 2025, AI is everywhere, from headlines to product pages, but great copy still hinges on the same thing it always has: clarity, voice, and intent. The brands winning with AI-generated content aren’t just prompting. They’re thinking.
The problem? Too many marketers hand AI a half-baked idea and expect magic. But if your brief doesn’t say who you’re talking to, what you’re trying to say, or why it matters, the result will be forgettable at best.
The standout brands know better. They use AI to move faster, but not blindly. They define tone. They set goals. They review, rewrite, and infuse every line with real human insight. That’s how Duolingo turned language lessons into viral comedy. That’s how HubSpot keeps their blog posts relevant and readable.
AI didn’t kill the copy star. But it did expose who never learned the lyrics.
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