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.
Stop posting AI banners. It's not a flex. It's a red flag.
When a business posts an AI-generated banner, customers don't think "efficient." They think "they didn't care enough to try." Here's why that choice costs you more than you think.
Why Your Click-Through Rate Collapsed in 2026
Your clicks didn't disappear. AI search took them, a global recession changed your buyer, and most agencies are still looking at the wrong dashboard. Here's what's actually happening in 2026 — and what it actually requires.
Keywords Are Dead. Structure Is Everything.
Keywords aren't dead. Keyword density is. There's a difference. And most brands are optimising for the wrong one.
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.
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.