By now, we’ve all come across AI-generated content in our feeds. What was your first reaction? What was your first impression? It’s amazing that we live in a time when you can type a few sentences into a chat field and have a robot generate a blog, social media calendar, visuals, branding strategy, media plan, even poetry… but is it actually effective?

The corporate world today runs on short-term thinking. You’re expected to show immediate results for recent decisions. Long-term impact? That’s the next person’s problem. By the time people realise a decision was a mistake, you’ll have moved on—making new mistakes somewhere else. This is why the age of corporations has been on a downward spiral, just like the age of empires: short-term thinking for short-term results.

So it shouldn’t surprise you that companies are handing content creation over to AI. Whether it’s effective or not doesn’t matter. Susan from marketing can get applause in a boardroom by showing she saved the corporation 13% by replacing humans with AI that can “basically do the same thing.” Susan will one day realise she has to top up the AI tokens and that the system’s glitching—but hopefully she’ll have interviews lined up before her company finds out how much she’s messed up and fires her.

AI absolutely has its place. Use it to automate repetitive tasks, simplify workflows, and make things more efficient. But please—hire an AI specialist who actually knows what they’re doing. Certain types of content can and should be created by AI, but deciding where and which ones requires real strategy.

The different types of content
What’s your communication and content strategy? Or do you just make content and hope for the best? For most companies, it’s the latter. There’s no vision, no structure. And even when there is a framework, most people don’t know what it means or how to apply it. So let’s break it down:

Type 1: Frontline content
This is the first step in your user’s journey—the first thing they see while scrolling, walking down the street, or trying to watch a YouTube video but can’t because your ad just popped up and can’t be skipped. This is your first touchpoint.

Your goal here is simple: get their attention. On a good day, with a great message, maybe 3% will move to the next step. That’s being optimistic. On average, 99% will skip or barely notice your content. It sounds ineffective, but the goal is awareness—making your brand stick in their mind. Nike, for example, is associated with winning and achievement.

If you think AI can create a message powerful enough to move that 3% or make the other 99% remember you, you need to put down the Kool-Aid. This is where you should never use AI. This is where you need storytellers, innovative thinkers, creative geniuses—all working toward the hope that a small percentage of your audience will be compelled enough to move forward.

Type 2: Momentum content
By some miracle, someone clicked your ad. Congratulations. Your chances of making a sale have now gone up to about 6%. It’s a brutal world. Around 94% will scroll straight to the bottom and close. The top of the page is prime real estate—you need to keep them engaged long enough to build momentum.

Ideally, that first touchpoint made someone connect to your brand and see it as a solution to a problem. They’ve clicked, landed on your page, and started to trust your brand. If you’re selling a lifestyle or identity, this is the moment to convince them that you’re it.

Do you really want to leave that job to AI? It can help here—but it shouldn’t lead. People connect through storytelling. And no, storytelling doesn’t always mean “Once upon a time…” or a German fairytale. It’s in the colours you choose, the shapes you use (or don’t), the tone, the layout, the details. If you don’t get it, AI certainly won’t. But storytellers know it’s what makes the difference between being remembered or forgotten.

Type 3: Functional (legally required) content
Nobody reads it, but your legal team will hate you if it’s missing. Some of it’s required by law; some is just information die-hard enthusiasts want. It’s often what clients insist you include—like “32 GB storage” or “recyclable packaging.” This is the foundation your other content builds on, but it doesn’t need to appear front and centre.

Take Apple’s iPod launch in 2001. At the time, every tech company was making MP3 players, with ads that looked like this:

Sure, the technical specs were listed somewhere—on a box, in a brochure, or some other BTL thing nobody read—but their first touchpoint said everything it needed to. The white earphones alone made it iconic in a sea of black ones.

The MP3 player ad is what your product manager wants to write for a first-touchpoint campaign. They might even throw in a math equation like “129.99 – 50 = 79.99.” Wow! And I don’t even have to pay the full 80 dollars. Take all my money now.

You might think we’ve evolved past this in 2025, but I still have to fight clients to approve the Apple-style ad instead of the MP3 one. Business owners—even some marketers—insist on including a laundry list of specs in awareness ads. They’ll even tell you to delete the benefits. Luckily, they’re now using AI to create their “ads” with half-arsed prompts that generate complete rubbish.

Creatives using AI vs clients using AI
Who do you think creates better AI content? Someone who writes a prompt like: “make me a visual of a sneakerhead taking a picture of a Nike shoe on a TV screen”…and ends up with this:

Okay, let's get this out of the way, because I know it's only a matter of time before someone asks: "Why are you writing a blog instead of making TikToks?" or something along those lines. First of all, nothing against TikTok. I spend a mentally ill amount of time on that app myself, and sometimes post on it. I've even gone viral a few times, which has given me an idea of what works and what doesn't. I just have the face (and the voice) for writing blogs. Writing will always be the form of communication I excel at most, and I believe that if you're gonna make content, you should either make good content or not make any at all. Seriously, the internet is beyond oversaturated at this point.

Isn't written content dead though?
Written content isn’t dead. In fact, plenty of writers (and brands) are making serious money on platforms like Substack with exclusive written content. Written content just isn’t for everyone, especially when it’s poorly done. It's just more brain-taxing than video or photo content, which is why it’s more niche. If I’m creating content for a brand, for example, I’d build an ecosystem with a mix of formats, depending on the audience and their level of engagement. Written content could be great for those niche segments with highly engaged people who already feel a level of belonging to the brand. If you're selling identity, written content is a must.

There will always be something that feels legit and credible about written content. Even great video content starts with writing scripts. The top creators on TikTok know this and actually pay professional copywriters to script their videos for them, adding hooks and making them sound trustworthy in their fields. They’ll never trust ChatGPT to do that job. If you’re trying to put your brand on the map without a copywriter, godspeed. Copywriting might be changing thanks to AI, but it will always be the backbone of content creation. Copywriters are where it all begins; they’re the ones who put meat on the bones of a content strategy. It's also good for SEO, but more on that later.

The future of copywriting
Not that I’m the Oracle or anything, but I see the writing on the wall, and here’s my prediction for the future of this great profession. Before AI went mainstream, a certain kind of copywriter started emerging, the “editor/filler” type. Companies were churning out overwhelming amounts of content, prioritising design and visuals, while hiring copywriters mainly to fill in the blanks: headlines, body copy, CTA. It wasn’t meant to be deep. Copywriting was basically an afterthought. That kind of copywriting is officially dead and replaced by AI. Thank god!

Gone are the days when I’d get a brief like: “We need a name for this product. It’s a lot like a pizza, but we don’t want to call it a pizza. It’s basically flatbread with cheese and toppings. Can you come up with a name the consumer would recognise that isn’t pizza but is just as well known?” And then, when you ask why it can’t just be called a pizza since that’s clearly what it is, you get some vague, wordy answer that means absolutely nothing. Those are the kind of briefs that made me want to run outside and scream until my life had meaning again. What copywriting will become is what it was meant to be in the first place: the story finders.

Copywriting originally came from journalism, before it became its own profession. A copywriter’s main skill is describing a business in a way that speaks to its audience, finding a way to make people give a shit about what you do and feel connected enough to buy from you. Trying to create content without defining and protecting that story is like trying to build a house by pouring concrete as your first step.

Another thing that’s no longer “copywriting” is being the person who checks if commas are in the right place. The truth is, good copywriting isn’t about perfect spelling or grammar. It’s about knowing what message your audience will relate to most. Sure, it’s important to write correctly, but it’s not the be-all and end-all of the craft. Thankfully, that's another side of copywriting that is dead.

The new side of copywriting: guidelines and prompts
One thing AI will change is that copywriters will now create guidelines for text generation instead of copywriting. You see, copy is about storytelling. Text is very functional, yet informative. Think a product's description page. There's a lot of necessary information on it about the materials and such. Certain guidelines help AI generate text that feels at home in your brand’s ecosystem, instead of something that suddenly reads too corporate. A lot of that text used to be mass-produced by offshore agencies. 

Since copywriters are skilled at shaping language, we’ll be the ones writing those prompts. It looks something like the example at the end of this blog, which is a simplified version of a prompt I created for a client that’s currently saving them over $2 million a year. The real prompt is split into two separate documents, each over a hundred pages long, filled with examples, rules, and precise instructions to keep the poor robot from getting it wrong, and to minimise the review work for product managers. 

Thank you for making it this far...
This post has gone on for too long, but to conclude: welcome to my blog. I’m excited to share the most useful tips and trends every advertising professional should know.

I’ll cover best practices, studies, and insights about AI, advertising, content creation, and marketing in general, everything you need to stay ahead in this industry. 

Example Prompt: Product Description Generator
Write a compelling and authentic product description for an [insert product name]. Determine if it’s a lifestyle or performance product, and tailor your approach accordingly.

If it’s a lifestyle product:
- Focus on the design story, heritage, and emotional connection.
- Place the product in familiar lifestyle moments the target consumer relates to.
- Use storytelling to evoke nostalgia, self-expression, or style identity.
- Close with 3–4 concise highlights that summarize benefits, materials, or standout features.

If it’s a performance product:
- Focus on functionality, innovation, and material benefits.
- Communicate how the technology or construction enhances performance — comfort, speed, durability, control, etc.
- Keep the tone energetic, confident, and empowering.
- End with 3–4 technical highlights emphasizing features and benefits.

Structure:
[PRODUCT NAME]
[TAGLINE / HOOK LINE IN CAPS]

[Opening paragraph – 2–3 sentences]
Introduce the product with a strong statement that captures its spirit or purpose. Include historical or emotional context for lifestyle products, or performance-driven impact for technical ones.

[Second paragraph – 2–3 sentences]
Describe the design details, materials, or innovations that make this product unique. Connect to the consumer’s lifestyle or performance goals.

[Third paragraph – optional – 1–2 sentences]
Add a cultural, emotional, or aspirational angle (if lifestyle) OR highlight a partnership, design innovation, or breakthrough (if performance).

[Highlights – 3–4 bullet points]
Each highlight starts with a short benefit-driven heading (2–4 words, all caps), followed by a short explanatory line.