Guilty until proven human
Clients are using AI to second-guess the copy they hired me to write — then sending back AI-generated rewrites as feedback. Here’s what that actually does to a creative relationship.
Every great brand has a story worth telling.
Screenwriting teaches you something most copywriters never learn: the most important thing in any scene is almost never what's being said. The same is true for great copy.
Access Is Not Expertise.
When did everyone become a copywriter? Around the time AI produced something that looked impressive on first read. Access is not expertise. It never was.
The Fastest Way to Be Forgotten - Why Great Brands Give Creativity Time
You can force a deadline. You can force a deliverable. You cannot force the moment when an idea becomes something worth remembering. That moment requires space, and most brands have stopped giving it.
The Quiet Power of Empaths in a World That Rewards Narcissists
In a world optimised for narcissism, empathy is the rarest and most valuable resource available. The empaths are not behind. They are carrying something the world is about to need very badly.
AI Can Write Your Copy. It Can't Write Your Character.
AI produces technically correct content. But character, the thing that makes a brand irreducibly itself, is something it cannot generate.