Here’s the test that matters: If your website isn’t converting, your newsletter isn’t getting opened, and your LinkedIn posts aren’t landing when you use AI — the results have already given you the answer.
This is the problem people have when they use AI for their website, blogs, LinkedIn posts and articles.
Yes. AI can be is an excellent tool for many tasks, though it’s not a replacement for real expertise.
Sure, AI can organize information and mimic tone, but it can’t replace the judgment, experience, or product knowledge that comes from real-world knowledge. In the aftermarket, where credibility is earned post by post, human insight makes all the difference. You need a human being for that.
A copywriter will do it better in 5 ways:
1. AI Sounds Like Everyone Else
AI models are trained on the same data and default to the same patterns: the three-sentence hook, the “here’s the thing” transition, the tidy list of three takeaways all taken from the web. Millions of people are prompting the same tools the same way, so millions of posts come out sounding like siblings. The result: everyone sounds the same. Why is this? Because AI writes from the middle. A tool like ChatGPT has read an enormous amount of text, and when you ask it to write something, it reaches for the most likely, most average, most agreeable way of saying it by trawling the Internet. That’s what it’s built to do. It’s not trying to sound like you, it’s trying to sound like everyone, all at once…because that’s how it was trained (stealing content from everywhere).
A copywriter can deal with this by putting it in your voice.
2. AI Has No Point of View
AI is built to be broadly agreeable and safely generic — it hedges, it balances, it avoids saying anything too sharp or specific. But content that gets results usually does the opposite: it takes a position, says something a reader either agrees with hard or pushes back on, and gives people a reason to respond. And it comes from your point of view, nor from AI which offers prediction without introspection. Sure, AI is precise but AI provides accuracy without it understanding.anything.
3. AI Doesn’t Know What Actually Happened
The posts and case studies that perform best on LinkedIn are built from specific, real detail that you provide from your experience. AI doesn’t have access to any of that unless you feed it to the model in detail — and most people don’t, because typing out the whole story defeats the point of using AI to save time. Traditional AI tools start with a blank text box. You have to tell the AI what to say, how to say it, and what you sound like, which is impossible to do well enough in a prompt. So AI guesses. And the guess sounds like everyone else on the internet. Why is that. Because it’s pulling stuff from everyone else on the web. Liker daahh! A copywriter will do good LinkedIn posts by talking you.
4. AI Can’t Read the Room
Good copy adjusts for context: who’s reading, what they already believe, what they’re skeptical of, what stage of trust they’re at with you. That judgment call — what to lead with, what to leave out, how hard to push — is exactly what AI is weakest at, because it’s optimizing for a plausible-sounding answer to your prompt, not for how a specific reader will react. A copywriter makes that judgment call on every sentence, because reading the room is the actual job. AI doesn’t know the room exists. Reading the room — feeling the vibe, adjusting your energy, knowing when to crack a joke or zip it and how to SCAN quickly and adapt in the moment — is a superpower. A human leadership and life skill. One that’s uniquely human.
A massive 2026 data study by Semrush analyzed 42,000 top-ranking pages and found that 80.5% of content sitting in the #1 spot on Google is human-created. Only 10% of #1 spots are held by pure AI content. In fact, human-written pages are 8 times more likely to claim that top spot.
5. Editing AI Output Still Requires the Skill You Don’t Have
The common workaround is “I’ll use AI to draft it, then edit it myself.” But editing well requires the same skill as writing well — knowing what’s weak, what’s generic, what’s missing, what to cut. If you could reliably spot and fix those problems, your own writing probably wouldn’t be underperforming in the first place. So the AI draft doesn’t remove the skill gap. True, some AI has got better. However, underlying issues, such as generic phrasing and a lack of specificity, still remain. That makes bad editing.
A copywriter doesn’t need AI to edit.
The Bottom Line
Results are the only scoreboard that counts. If AI hasn’t fixed your website, newsletter, or LinkedIn presence, more prompting isn’t going to either — the gap was never about typing speed, it was about judgment, voice, and knowing what actually gets a reader to act. If you can’t get results doing it yourself, whether by hand or through a prompt, forget doing it yourself. Hand it to someone whose job is getting results — a copywriter — and spend your time on the work only you can do.
AI isn’t getting you the results you need? Stop prompting and start converting.
If your website isn’t generating enquiries, your newsletter isn’t being opened, or your LinkedIn posts aren’t getting noticed, it’s time to put the copy in human hands.
I’m Leon Gettler. I’m a copywriter who brings decades of experience as a business, finance and economics journalist to your content. I don’t just make words sound good. I write content designed to get people to read, engage and act.
Call me on 0411 745 193 or email leon@leongettler.com and let’s turn your content into results.
