In the latest episode of Flow State's AI mini-series, copywriting expert Brooke from The Contented Copywriter shares her practical insights on AI's real-world impact on the writing industry. Rather than joining the panic chorus about automation replacing human writers, Brooke offers a measured perspective based on actual experience using these tools in her agency. Her assessment cuts through the hype to reveal where AI truly helps—and where it still falls dramatically short.
Key takeaways
• AI operates at junior-to-mid level quality – Current AI writing tools produce work comparable to junior writers, creating potential challenges for developing the next generation of professional writers who need practice and mentorship to advance their skills.
• Human experience remains irreplaceable – AI cannot replicate lived experiences, cultural nuances, or authentic human stories. It struggles with tone, spontaneity, and the deep emotional connections that distinguish quality content from generic output.
• Strategic integration over replacement – Smart agencies are using AI for specific tasks like content ideation, headline inspiration, research assistance, and overcoming writer's block, while maintaining human oversight for quality, accuracy, and brand voice.
• Brand distinctiveness becomes more valuable – As AI enables higher content velocity, the risk of dilution increases, making clear brand positioning, authentic stories, and human perspective more crucial for standing out from generic AI-generated content.
• Focus on proven channels over shiny objects – Rather than chasing every new platform, businesses should concentrate on what delivers ROI, with email marketing often providing better returns than spreading efforts across multiple social channels.
Notable quotes
"It's like a 1990 Mitsubishi Mirage... it's fine for a certain use case, but you're not going to drive around saying, basically, you're not going to want to be telling your friends about it."
"The reality is that that's kind of how the bots can write at the moment—that junior to mid-weight level. So there is something to be said for that I think we need to be really mindful of how we train and nourish the next generation of writers."
"You can't replace human connection. Things like real human stories, real perspectives by real people—that's something that can't be automated. That has to be something that's lived and then shared and teased out by the right writer."
"How could it really ever understand what it's like to stand in the Australian outback and feel that experience of the hot dust and the scorching heat? Those are the things that you can really only get by talking to people and by a really clever wordsmith crafting those words."
Summary
Brooke's conversation reveals a pragmatic approach to AI in the creative industries. While acknowledging AI's usefulness for specific tasks like research and initial drafts, she emphasizes that quality writing still requires human insight, cultural understanding, and lived experience. The real opportunity lies not in replacement but in strategic integration—using AI to handle routine tasks while humans focus on the creative, strategic, and emotionally resonant work that builds genuine connections with audiences.
The discussion also highlights a broader marketing truth: in an age of increasing content velocity and AI-generated material, authentic human stories and focused brand positioning become more valuable, not less. Companies that understand this distinction will find opportunities to stand out while others chase technological novelty.
Listen to the full episode above to explore more insights on AI's practical applications in copywriting and content creation.