“Great copywriting has a cadence and a rhythm. It sings.” – Colleen Edwards, NextGen Healthcare
This blog is written 100% by humans.
How crazy is it that articles preface that? Welcome to 2025.
Agencies and individual organizations are turning to large language AI models such as ChatGPT and Claude to support day-to-day functions. From brainstorming and ideation to tightening up marketing copy, AI has proven useful to businesses looking to save time and money on tasks that typically take hours to execute.
As we browse social media and the digital landscape at large, it is apparent which writing is AI-generated vs human. Sometimes, we spot a mixture of both. But what we notice is that certain AI-generated writing lacks a brand strategy behind it. AI helps eliminate errors, improve flow, and, importantly, cut down on research time. However, without a strategy that is authentically on-brand, copy may not resonate with the intended audience.
The word “authenticity” has been thrown around a lot in 2024 and 2025, but the essence of it is truly what people are craving right now. Perhaps we could also call it raw, real, genuine, legitimate, emotionally engaging, or original.
In 2025 and beyond, how do we navigate the balancing act of using AI in our writing while implementing our own personal touch? We have some tips for you ahead. But first, why is this important? Genuine, strategic copy helps brands connect with their audiences. And now more than ever, customers are choosier when it comes to supporting brands.
Who’s doing it right: Bombas
Customers are choosing to place their money with strong, meaningful brands. Let’s take Bombas, for example. In addition to having great products and a great mission, they utilize messaging that sounds real and fits in with their strategy of coming across as approachable and humanitarian. For instance:
“150+ million donations. That’s real change, powered by you. And we can’t thank you enough.”
“The Bombas Customer Happiness Team is your go-to when you need a recommendation, a return, or just a reason to smile. Seriously, reach out. Even just to say hi.”
Not too stale, not over the top. This is the key when crafting copy for brands today: polished, yet infused with personality. Whether Bombas uses AI, a human, or a mixture of both, we can emulate the writing style even with the help of AI. How can we accomplish this?
Using human-generated copy with the help of AI models:
To achieve this balance, you can prompt AI chatbots to review your writing using very specific prompts, yielding your desired outcome. Adjust based on your goals, but here is an example:
Review the copy I have attached. The goal is to ___. I am aiming for a ___ voice and tone. The intended audience is ___. Please maintain the integrity of my sentence cadence and word choice, but provide recommendations for how I can improve grammar and clarity.
Remember, AI is only as good as you prompt it to be. And if it doesn’t get it right the first time, prompt it to be better!
For more tips on how to turn a brand brief into actionable business content using AI, refer to this blog.
Or, write 100% human.
There is a definitive place for this, too. And many people, particularly Millennial and Gen Z audiences, prefer reading this style of writing. Sometimes even the smallest typo reminds our audience that we are, in fact, human. And in the era of AI, we find beauty in it.
But let’s just be real, writing good copy is hard.
Even with the help of AI, it’s hard to craft copy that resonates with your audience. All copy is not created equally, making it important to have a strategy behind it. Whether it’s a post on LinkedIn, a social media graphic, your website, a marketing campaign, or a pitch deck, a proper strategy is needed to ensure that your audience understands the message. Words are powerful, and we’re happy to help you craft yours.
