"I have made myself superfluous" - when copywriters and AI work together
Zurich-based copywriter Simon Kümin has done something that many creative professionals fear: he has partially automated his own work. In the podcast, he talks about the upheaval in the communications industry—and why he sees it not as a threat, but as an opportunity.
Simon Kümin, who has been working as a freelance copywriter for over ten years, has developed his own AI solution together with the Swiss provider Campfire. It is trained to his style and can write texts in his tone of voice - including press releases, which he publishes unchanged. "I wanted to show that AI can write good texts - and that you can use it productively instead of fearing it," says Kümin in a video podcast interview with Christoph Soltmannowski
From craftsmanship to hybrid creativity
During the conversation, it becomes clear how much the industry is changing. Many agencies are under pressure, budgets are shrinking and clients are using AI tools themselves. At the same time, the role of copywriters is changing: Away from pure implementation, towards strategy, consulting and conceptual work. "AI can take on routine tasks, but it doesn't understand business models, nuances or emotions," emphasizes Kümin.
He is therefore pursuing a hybrid model with his solution: customers can work independently with the AI and call in Kümin in the chat if necessary. This creates a new form of collaboration between humans and machines - efficient, flexible and scalable.
Mediocrity or masterpiece?
The podcast also discusses the danger of mediocre texts. "AI levels out quality - there are fewer bad texts, but also fewer brilliant ones," says Kümin. His answer to this: quality as a distinguishing feature. Those who work with clean craftsmanship, develop creative ideas and really understand the customer's perspective will remain in demand even in the age of AI.
Kümin takes up the image of the shoemaker in conversation: "Tailor-made shoes have become rare - but they last longer and fit better." Kümin nods: "It would be nice if more customers wanted handmade texts again."
Conclusion: The future is hybrid
The episode impressively shows how the copywriting profession is changing - and why adaptability is becoming the most important skill. Artificial intelligence does not replace creativity, it enhances it. If you use it correctly, you can give up routine work and spend more time on what people are better at: Thinking, feeling, creating.
The video podcast "AI and Society - Paths into the New World" is produced by the Text Academy Foundation. Two episodes are published monthly, on Spotify, Youtube and other podcast platforms.
