Me, myself and AI: Coping as a senior copywriter

It all sounds a little dramatic, doesn’t it? But, if you’re anything like me, as a writer you’ve probably been through the whole gamut of emotions on AI. For the last two years it's all anyone has talked about.

Well-meaning relatives (who always thought your degree was a bit ‘Mickey Mouse’ anyway) smugly suggesting you could lose your job to a machine. Clients saying you can stand down because Mrs Miggins has had a go at the blog post. LinkedIn announcing new deaths every week.

And breathe.

It’s easy to get swept along with the doomsayers. I’m here to put a positive spin on it all and be the light at the end of your funnel. If you're a senior writer and you're still getting all the gigs it's time to remind yourself why.

1.     Things change, roll with it

I don’t mind admitting I’m in my late forties. That means (as well as having more chin hair than I care to mention) I’ve worked through the advent of mobile phones, the internet, social media, streaming services, 3D printing, AR…All inventions marketers couldn’t afford to ignore to remain relevant. So, reinvent yourself. Be Madonna. Decent clients will always want and need good writers.

2.     It’s an opportunity, not a threat

Use AI as your superpower. It’s brilliant for quickly mapping out a structure, getting fast facts to form an argument (ALWAYS check them) and confirming you’re an epic writer. Ha. I personally love it when I have a great headline concept and ask ChatGPT to come up with something similar. It feels a bit cruel but the results are always worth a laugh. It inspires you to do better

3.     Comparison is the thief of joy

Ah, a favourite phrase of one of my oldest friends. So true, but it’s easy to wallow in self-doubt when you see another writer, content creator or influencer killing it. You’re not going to be the best at everything. And you can’t master every new technology overnight. Especially when AI capability changes in the blink of an eye. Pick a lane. Your lane. And stick with it. Don’t copy anyone else’s homework. You’re you. That’s the point.

4.     Skill up without selling out

It’s tempting to sign up to train the machine. I see loads of job opportunities for ‘AI writers’ but mostly the pay is peanuts. While I’d consider contributing to an LLM that was being built for the benefit of others, such as a health support tool, I’d rather learn more about using the tech myself and see how I can integrate it into my business. I’m also sceptical about AI marketing courses, especially if they’re over 2 years long. Surely the biggest concern right now is where we’ll be in two weeks.  

5.     Don’t rage against the machine

Nothing screams desperation like anger, bitterness and resentment. Your career as a writer isn’t over. It’s actually just beginning. This is a new era of experimentation. It’s going to open up creativity to so many more people. This won’t always be a good thing, but we should feel excited to be part of it (however hard that is).

Like all global shifts in marketing the fallout can be messy. It may even be brutal. But if you choose to be the life and soul of the party rather than waiting for an invite, it’s yours for the taking.  

Victoria Green is a senior conceptual copywriter based in the UK. With over 25 years of experience supporting big brands, marketing agencies and local independents, Vicks helps healthcare, B2C and B2B clients find their voice. If you want a writer who appreciates the capabilities of AI but still values human insight, get in touch: vicky@greencopyandco.com