How AI is changing copywriting - Chris Sidow on the future of the profession

AI - a curse or a blessing? "More of a blessing," is Chris Sidow's answer to the central question. The tasks of copywriters have not changed, but the way they work has changed significantly. "AI tools are indispensable today. Working without them is like going up against a computer with a typewriter". This development is particularly evident in copywriting training: when developing headlines or claims today, students use AI tools as a matter of course. This technology is simply part of it - negative attitudes towards AI tools are no longer relevant.

The danger of the average

The expert sees the greatest risk in mediocrity: "What comes out of the machine is usually average". Large language models often produce interchangeable texts based on probability calculations. Companies that do without professional copywriters risk differentiating their brand. If companies are satisfied with average texts simply because they are error-free and reasonably clear, the entire communications landscape could suffer. Advertising is supposed to differentiate brands from their competitors. But this differentiation is at risk.

Critical thinking is the new key skill

Sidow describes the change in the professional role in fundamental terms: critical thinking is becoming a key skill, because large language models want to please and formulate even the most nonsensical ideas very convincingly. Human experience is required here in order to be able to judge what is good and what is just average. Prompt engineering is developing in parallel with the new core skill - how you communicate with the machine determines the quality of the results.

Frankenstein texts: The creative symbiosis

Sidow calls one of his working methods "Frankenstein texts". He says: "I have the machine make several suggestions and then take out individual formulations. A best-of, so to speak." This is how individual texts are created from various AI outputs. It is a creative mixture of machine support and human design. The AI output serves as the raw material for further creative work.

Promoting young talent remains essential

Sidow warns against short-sighted frugality in the midst of the AI euphoria. "It is crucial to train junior copywriters," he emphasizes. "This is the only way we will have professionals in the future who can professionally assess AI output and continue to work with it." Otherwise, our industry could lose expertise. In turbulent times, agencies tend to forgo the promotion of young talent and blindly rely on AI. But this approach is a short-term solution at best. In the long term, without trained talent, the ability to assess quality will be lacking. Looking ahead remains crucial.

The text industry is experiencing a paradigm shift. AI is increasing efficiency, but human creativity remains the key to success. Copywriters who use AI as a tool rather than a threat will be successful. The ability to critically evaluate AI output and add creative nuance to develop unique brand languages will secure the future of the profession.

Chris Sidow is a copywriter and concept developer in Zurich. He works at the Therefore agency and is an expert in text, brand strategy and artificial intelligence. He also teaches at the Swiss Text Academy and the Prompt Engineering Academy. He is an ADC member and is an expert in the combination of creative copywriting and new technologies.

The video podcast "AI and Society - Paths into the New World" is produced by the Swiss Text Academy, which also offers courses on artificial intelligence in its Prompt Engineering program. Two episodes are published monthly, on Spotify, Youtube  and other podcast platforms.