"So, you use AI all the time, right?" The Creative's Real Answer
Say you're a copywriter and you'll hear it: "So, you use AI all the time, right?" The question is less about tools and more about process. What matters is how you use them without losing your taste, voice, and point of view.
Here's a clear framework to work with AI without sounding generic, getting lazy, or publishing bland content that no one remembers.
What AI Is Good For (And What It Isn't)
- Good for: research synthesis, outline options, headline variants, first drafts, fact checks, tone adjustments, and turning long notes into usable copy.
- Not good for: taste, judgment, original angles, lived experience, and the final 10% that makes people pay attention.
Use it to speed up the boring parts. Keep the thinking, angle, and editing in human hands.
The 70/30 Workflow For Creatives
- 30% AI: rough research, outline options, idea expansion, headline and hook testing.
- 70% You: pick the angle, tighten the logic, add stories or proof, cut filler, sharpen the close.
This keeps your voice intact and your output consistent. AI becomes a drafting assistant, not the writer.
Prompt Like a Producer, Not a Fan
- Set constraints: audience, outcome, tone, length, must-include facts, must-avoid claims.
- Ask for options: "Give me five distinct angles. One contrarian. One data-led."
- Iterate: "Condense to 120 words. Keep the hook. Remove clichés. Add one stat."
The goal isn't magic. It's controlled iteration that saves hours while raising the floor of your work.
Guardrails That Protect Your Voice
- Voice bank: a short doc with favorite phrases, banned words, tone sliders (direct, casual, witty), and examples of "this is us / this isn't."
- Proof stack: sources you trust and stories you can tell. Build once, reuse often.
- Claim filter: no claims without proof. If a tool fabricates, cut it or cite it.
Practical Uses You Can Steal
- Idea generation: generate 20 hooks from a single insight, then pick 2 worth polishing.
- Outlines: ask for three structures: problem-solution, story-led, and listicle. Choose one and refine.
- Repurposing: turn a long-form piece into a thread, carousel bullets, and a short script.
- Editing: "Remove filler. Keep punch. Target 8th-grade clarity."
Standards That Keep Quality High
- Clarity pass: every sentence earns its place. No filler. No jargon for the sake of it.
- Angle check: is there a single, strong idea? If not, cut until there is.
- Proof point: one stat, quote, or example per major claim.
- Voice check: does it sound like you, or like everyone?
Metrics That Actually Matter
- Time saved per deliverable vs. baseline.
- Conversion or response rates after edits-not just impressions.
- Unique angle rate: how often are you publishing takes competitors aren't?
AI can increase output, but creative advantage comes from publishing sharper ideas, not just more words. Research supports the productivity lift, especially for drafting and editing tasks. See MIT's findings on worker output with generative tools here.
Common Pitfalls (And Fixes)
- Same-sounding copy: feed your voice bank and favorite examples before drafting.
- Fabricated facts: verify every stat and name. If you can't cite it, cut it.
- Overreliance: write your own hook first, then test AI variants against it.
- Endless tweaking: limit to three iterations, then ship.
A Simple Weekly System
- Monday: research and outline with AI support.
- Tuesday-Wednesday: draft and edit-human first, AI for trims and options.
- Thursday: repurpose into short formats.
- Friday: review metrics, save winners to your swipe file and voice bank.
Tools And Training (If You Want To Go Deeper)
If you want vetted tools for writing workflows, see this curated list: AI Tools for Copywriting. For structured learning and prompt patterns by job role, browse Courses by Job.
The Short Answer To The Question
No-you don't need to use AI all the time. Use it where it saves time and raises your baseline, then rely on your taste and judgment to finish the work.
The combination wins: machines for speed, you for meaning. That's how creatives stay relevant-and memorable.
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