The Human Touch

Lately, I can’t scroll through a feed, open an email, or browse a website without spotting the unmistakable fingerprints of AI-generated copy. The patterns are everywhere: the overuse of fluff adjectives, an obsession with dashes, prepositional phrases kicking off every paragraph (“At KR Squared, we believe…”), and a sea of subheadings breaking up even the simplest thoughts. Once I see them, I disengage. Why? Because it feels disingenuous, like something written for humans, but not by them. (And the cheesy CTA at the end doesn’t help…) 

But if everyone is using AI, are copywriters obsolete? I certainly don’t think so. Like farming during the Industrial Revolution, the job is just evolving. AI is an incredible tool, but it still lacks the nuance of a human voice, the ability to break a sentence just so, or land a punchline in a way that actually makes you feel something. The best copywriters don’t fear AI; they use it. A skilled writer knows how to prompt effectively, refine output, and infuse authenticity into content that would otherwise read like a corporate brochure from the uncanny valley.

The future of copywriting is about mastering AI, not fearing it. The day may come when AI can churn out flawless copy (we’ll see), but there will always be a talented human behind the curtain, making the magic happen. Or, at least, that will always be the case here. We love our humans too much to let them go.