Why You Shouldn’t Use ChatGPT to Write All Your Copy (and How to Tell When AI Has Been Used)
AI tools like ChatGPT can be helpful for brainstorming, drafting, and speeding up content creation. But relying entirely on AI for your business copy? That’s a risky move. Here’s why.
1. AI Lacks Brand Personality
Your brand voice is what makes you you. Whether you’re fun and playful, bold and direct, or polished and professional, your personality needs to shine through in your copy.
AI-generated content while yes, can manipulate you to a certain degree [note, certain degree], it’s still NOT you.
2. AI Can’t Fully Understand Your Audience
Great copy is built on psychology. It speaks to emotions, pain points, and deep desires. While AI can generate content based on prompts, it doesn’t truly understand human behavior like a skilled copywriter does.
A strong brand message requires:
Market research
Understanding buyer psychology
Tailoring language to resonate with real people
AI can help structure content, but it won’t replace human insight.
3. AI Can Get Facts (Very) Wrong
ChatGPT doesn’t “know” things—it predicts text based on patterns. This means it can generate misleading or completely false information. If you’re writing about industry trends, legal policies, or anything factual, AI-generated content needs to be double-checked.
4. AI Can Be Easily Detected (And It’s Not a Good Look)
People are getting better at spotting AI-generated content. Signs that copy was written by ChatGPT include:
Overuse of filler phrases (“In today’s digital world…”)
Overly structured writing (Intro, bullet points, conclusion—all too predictable)
Lack of personal anecdotes or unique insights
Repeating the same phrase multiple times
Readers can tell when something feels off—and if they suspect your content is AI-generated, it can weaken trust in your brand.
5. AI Content Still Needs Heavy Editing
Using AI as a starting point is fine, but most AI-generated content still needs significant tweaking to sound natural. If you’re spending just as much time editing as you would writing from scratch, what’s the point?
How to Use AI Without Losing Your Brand Voice
Use AI for brainstorming, not final drafts. Get ideas, but rewrite them in your own voice.
Inject personal stories and opinions. AI can’t replicate your experiences—this is what makes your content stand out.
Keep your unique tone intact. If AI sounds too formal, rewrite it to match your brand’s personality.
AI is a tool, not a replacement for real human creativity. If you want content that connects, converts, and actually sounds like you, human touch is non-negotiable.