Fresh Tech, Fresh Takes: Copywriting Tools We’re Eyeing Post-CopyCon

The copy conference highlighted the balancing act copywriters now face, juggling creativity with AI efficiency, data-driven decisions and a need for deeper human connection. But how do we all stay ahead without losing that creative spark?

Data is your ‘frenemy’

Data is the bones of effective copywriting. It adds structure to chaos and guides our efforts with hard facts. But data needs a spin, it doesn’t sing on its own.

Used well, data can help shape stronger creative decisions, giving us a clearer picture of who we’re speaking to and what matters to them.

Our job as copywriters is to take that knowledge and turn it into something that actually resonates with readers, because writing with empathy isn’t just a nice thought, it’s the expectation.

Every metric we measure brings a little more insight into what people want, but our mission is to still surprise them in ways they don’t see coming. That’s where using insights to make smarter strategic decisions becomes valuable without allowing the numbers to dictate every creative choice.

As we like to say, let the numbers do the talking, but don’t let them write the story.

AI: Our new junior

AI: Our new junior

Thanks to recent leaps in machine learning, AI language models can produce content faster than we can say “when’s that blog due again?” But before we hand over the keys entirely, let’s remember that ChatGPT just isn’t ready to be your next senior copywriter.

It’s amazing for groundwork, brainstorming, fast drafting, even pinpointing trends. In that sense, AI can be a valuable creative assistant, helping copywriters speed up parts of the process without taking over the creative thinking.

But AI doesn’t feel the brand; it doesn’t get nuance. So, the current copy magic trick is being able to harness the incredible gains AI gives us in efficiency, while making sure the voice sounds human.

Use AI to get you halfway there and then add style, wit and nuance. Treat it like the junior copywriter you trust to do the grunt work (apologies to you juniors, but we all did it!), and maybe leave the writing that matches brand values and lands with heart to the humans.

And speaking of being human…

The human touch: Inauthenticity reeks

With algorithms forever at our backs, copywriters still need to layer in storytelling techniques to create real connections through their work. And the truth is, the digital world is so oversaturated that connection isn’t just a goal anymore, it’s a survival skill.

That’s where human-driven copy comes into play. It’s one thing to know what the target audience likes, but another entirely to say something that resonates deeply enough to stick.

As AI-generated content becomes increasingly common, the question of how much the human behind the work matters is becoming harder for brands and creatives to ignore.

That’s what AI can’t do. It simply cannot be that slightly eccentric writer who breaks a rule for the sake of a killer line or bends the tone for unexpected impact.

That human element also plays a role in building a more authentic brand. Audiences are quick to recognise copy that feels generic, forced or disconnected from the people behind the business.

Martech to heart-tech (sorry, we had to)

Martech to heart-tech (sorry, we had to)

At CopyCon, there remained one big question humming underneath the surface: are the new tools in our ‘stack’ leading to innovation or to a soulless content grind?

Well, we think it all depends on how we use them. Yes, AI and data make us faster and therefore ‘better,’ but it’s up to us to stay curious, nuanced and a bit rebellious. We’re not here to write content that simply checks the algorithm box, we’re here to craft stories that sneak into the reader’s mind and linger.

Because that’s true brand identity, and anything other than true authenticity just falls flat (and costs you lovely marketers your budget). Maintaining that identity also means having a clear brand strategy behind the words, so the voice remains recognisable even as the tools used to create content change.

New tools mean we’re both free and bound. Free from some mind-numbing tasks and bound to wield this tech wisely. But in the end, the challenge is keeping a human soul in all this tech.

There’s no shortage of new technology to experiment with either. From AI platforms to editing and research tools, the range of copywriting tools available to creatives keeps growing.

As long as we don’t lose sight of the human behind the words, we can embrace these tools and keep the dance between tech and humanity going strong.

If you’re looking for the right balance of technology, creativity and human thinking in your marketing, get in touch with Studio East.