AI can crunch data, find patterns, and generate responses in milliseconds—but when it comes to meaningful communication?
That’s still a very human art.
Most AI-generated content is technically correct but let’s face, it’s emotionally off-key. Based on data, it lacks nuance, humour, empathy, and timing—all the secret ingredients that connect with people, build trust, and drive decisions.
AI copy comes from machine-learning models but translating that brilliance into messaging that regular humans understand (and care about)? That’s where things break down.
AI Can Write. As a copywriter, I Make It Speak.
AI can generate content at lightning speed—but speed doesn’t equal soul. If your brand voice feels flat, robotic, or just “off,” it’s not because AI failed. It’s because it needs a translator.
Here are seven ways a skilled copywriter can transform your AI-generated copy into something that sounds like it was written by a real human—one who understands your audience, your brand, and the emotional nuance that drives action:
1. Turning Tech Babble Into Talk People Actually Get
A good copywriter translates complex, technical concepts into clear, relatable language without dumbing it down. A copywriter makes those concepts stand out from competitors, builds authentic customer relationships and creates memorable brand experiences.
In today’s crowded digital space, brands with weak or AI-generated tone of voice easily become lost. A distinctive human-crafted voice is essential, making sure everyone’s on the same (non-jargony) page.
2. Giving Your Brand a Voice That Doesn’t Sound Like HAL 9000
Your AI may be smart, but your brand still needs personality. Every element of a marketing strategy, from social media to ads to the website, cannot work harmoniously without a strong and clear, brand voice, which – yes – you guessed it is ultimately the job of a copywriter, not an automated AI software.
Whether you want to sound bold, friendly, authoritative, or like a witty genius who drinks oat lattes—a copywriter builds a consistent tone of voice that sets you apart and builds trust.
3. Making Your Website Work Harder Than Your Servers
A copywriter doesn’t just fill space on your site—they write to convert, In order to do that, a copywriter first needs to understand the audience’s needs, desires, and pain points, and then position the offering as the solution. Conversion copywriting can increase engagement, boost conversion rates, and ultimately, grow revenue.
It’s a key player in customer acquisition, retention, and overall business growth. Whether it’s homepage messaging, product descriptions, or CTAs that actually get clicked, good copy turns browsers into believers (and believers into buyers).
4. Powering Up Your Thought Leadership
You’ve got brilliant insights. You just don’t have time to write them all down—or make them readable. A copywriter can ghostwrite LinkedIn posts, blog articles, op-eds, and whitepapers that position your team as leaders in the space (without sounding like you’re trying too hard). Thought leadership aims at appealing to a B2B audience with market insights and personal views on work life.
For marketing purposes, the best way to do that is to give voice to your internal experts and leaders in your company. And LinkedIn is the perfect platform for that purpose, as it is easy to enhance your personal brand.
5. Humanizing Your AI—Without Overhyping It
Overselling using AI can backfire. A copywriter helps you walk the fine line between excitement and realism and can help tell stories about how your business actually improves lives or solves problems, without falling into the trap of sci-fi overpromises created by relying on AI.
Since open AI copy comes from words that already exist, what the program spits out won’t sound like the business owner — surprise, surprise. The copy needs a pair of human eyes to infuse the right tone, voice, values, and more throughout it.
6. Crafting Pitch Decks That Don’t Induce Naps
Investors don’t just want data—they want a story. A copywriter can take numbers and vision and turn them into a narrative that grabs attention, builds belief, and (hopefully) opens wallets. Numbers may seem cold and impersonal, but with the power of data storytelling, they can be transformed into compelling narratives that ignite curiosity and drive action.
In this digital age where information overload is the norm, it’s crucial to present data in a way that grabs attention and leaves a lasting impact.
7. Building Content That Feeds Your Marketing Machine
Blogs, emails, landing pages, case studies, social posts— start-ups and in fact most companies need a lot of content. A skilled copywriter becomes a secret weapon for creating engaging, strategic content that builds your audience and generates leads without taking up too much time. Skipping content strategy is like opening a restaurant without a menu or launching a new delivery app and just hoping people will stumble upon it.
It’s not enough to simply exist. A copywriter creates excitement, builds hype, and makes people hungry for what you’re offering. And content is the perfect vehicle to do just that. AI driven content may be state-of-the-art, but if the messaging doesn’t connect, customers won’t care.
Copywriters help a business owner speak like a human, sell like a pro, and stand out in a space where everyone’s claiming to be “the future of everything
AI is a tool. I’m the translator. I’m Leon Gettler—copywriter, author, podcaster, and former business journalist. I specialize in turning AI-generated content into sharp, engaging copy that speaks your audience’s language.
Let’s make your message matter. 📞 0411 745 193 | 📧 leon@leongettler.com
