The path to copywriting
I have been working as a copywriter for seven years. When I first joined Mater, I started as a community manager. It turned out I had a way with words, so the team decided to guide me toward becoming a copywriter. It was not an instant success. I was not born for this job, nor did I immediately feel at home. It took time to understand the craft, to calm the nerves before every deadline, and to learn how to shape ideas into simple, effective messages.
Working with different clients opened new doors for me. Each project came with its own challenges and helped me discover industries I would never have imagined exploring. From tech to retail, from finance to hospitality, every client brought lessons that made me grow as a copywriter.
And now I feel great in this role. I know I can contribute to every project and give some bigger value to every task.
When AI entered the scene
In the meantime, AI stepped on the scene. From the start, I saw it as a tool rather than a threat. It can throw in ideas, spark directions I might not have thought of, or help me speed up the process when I am stuck. But so far, I have not received a single output that felt complete or ready to use as it was. Human input is always necessary.
Working with AI can also be frustrating. Sometimes I need to repeat the same instruction several times before it understands what I mean. For example, when I write an ad that needs to fit into 90 characters, I do not always count as I go. Later I trim and polish the text myself. But when I give the same task to ChatGPT, I expect it to get the character count right on the first try. I do not expect a brilliant line, but I do expect the length to be correct. And sadly, that’s not the case. These little things remind me that it still has limits.
What also bothers me is how many social media profiles look and sound the same. It is easy to notice when someone leans entirely on AI without any editing. The text often misses details from real life, the little observations that come from experience and that make writing feel alive. Sometimes it even gets facts wrong, which can be risky for brands that rely on trust. And let’s be honest, everyone already knows that ChatGPT has a habit of using dashes in writing, which makes it very easy to spot.
Tomorrow’s challenge
At this moment, AI is still just a tool. But he (or it?) is a fast learner. With every new prompt and every new dataset, it gets better. Maybe one day it will replace humans in some parts of the creative process. I do not think that moment is close, but I also do not underestimate its potential. For now, though, the real value still comes from the human side of the screen.
AI is a good thing, and I still feel safe for now. But I would be lying if I said I do not sometimes think about what comes next. Copywriting has been my career for years, yet who knows where this path will lead. I hear ceramic tilers are well paid these days, so maybe I should keep that as a backup plan.
So, can a machine write like me? I dare to say: not yet. It can suggest, it can inspire, and it can speed things up. But the heart, the experience, and the small imperfections that make writing real still belong to humans.
