My approach to using AI in copywriting

The use of LLMs in copywriting is a complex, often contentious topic that does not have a simple answer. After a lot of deep reflection on my own practice, I have decided to outline my current use of LLMs in an AI policy for my business. 

Copywriting has always been a multifaceted discipline. The words you ultimately read are just the final step in a process that involves understanding business objectives, researching target audiences, analysing competitors, developing positioning, and crafting strategy. This hasn't changed in decades. 

I do not believe copywriting is sacred writing nor creative wordsmithing, it's a methodical approach to creating content that has an ultimate goal of connecting and converting. As AI technology continues to evolve, I see its integration into creative workflows as inevitable, not just for me but across our industry.

When I partner with clients, their goals form the foundation of everything I create. Quality is non-negotiable, I'm committed to producing copy that genuinely works for your business. This commitment to excellence means I must continually evaluate and evolve my process. If incorporating AI at certain stages helps me deliver better results for you, I will use it thoughtfully. My allegiance is to the effectiveness of the final product, not to any rigid notion of how it should be created.

My relationship with AI is collaborative and purposeful. I never outsource the strategic thinking that defines great copywriting, but I do involve AI throughout my creative process. It helps me generate initial concepts, explore different approaches to messaging, and develop drafts that I then refine with my expertise and understanding of your brand. Sometimes AI assists with research and information gathering; other times, it helps me break through creative blocks or offers alternative perspectives on my work. The vision, strategy, and final decisions always remain firmly in my hands.

As a solo business owner, having an AI system to interact with during the writing process has been invaluable. It pushes me to articulate my thoughts more clearly and sometimes challenges my assumptions in useful ways. This interaction often leads to insights I might not have reached alone.

The environmental impact of AI is significant and concerning. Training large language models requires enormous computational resources and energy consumption. This reality shapes how I use these tools, sparingly, purposefully, and only when they genuinely enhance the quality of work I deliver. I constantly weigh the environmental cost against the benefit, recognising that the most sustainable approach would be to avoid AI entirely. However, I believe that thoughtful, minimal use represents a realistic middle ground in our current context.

I'm also troubled by questions about the data these models were trained on, often including copyrighted works, personal communications, and content created by people who never consented to its use this way. These ethical concerns inform my cautious approach to AI integration.

When I do use AI in my work, I've deliberately chosen Claude as my preferred model. This decision reflects my commitment to responsible AI use, as Claude was developed with an emphasis on helpfulness, harmlessness, and honesty. I appreciate Anthropic's transparent approach to data privacy, including their policy of not using conversations for future training without explicit consent. I'm careful about what client information I share with any AI system, and I value Claude's built-in safeguards that help maintain both creative quality and ethical boundaries. While no AI solution is perfect, I believe this choice aligns with my overall philosophy of thoughtful, responsible integration of technology into creative work.

The creative landscape is undeniably changing. My philosophy is to adapt mindfully, embracing helpful new tools while preserving the human insight, strategic thinking, and emotional intelligence that technology cannot replicate. 

My commitment to you is twofold: transparency about my process and unwavering focus on creating content that serves your business objectives. AI is neither the hero nor villain of this story, it's simply one tool among many that helps me deliver better work when used with intention and care.

Last Updated: April 2025.