6 AI copywriting do’s and don’ts
Is it just me — or do you feel like more online content is starting to feel oddly familiar, stiff, and impersonal?
The more I stumble upon that kind of content, the easier it is to tell when AI is doing all the heavy lifting (er, writing).
The explosion of ChatGPT and AI writing tools have been great for productivity, innovation, and getting rid of busywork — but it’s also created an ocean of bland, robotic content (yuck).
This puts you in a tricky position:
If you don’t lean into the AI wave, you won’t be able to move as quickly as your competitors who use it…
…But if you do, you might end up with the same generic, wordy content that’s quickly getting old.
The good news? AI isn’t inherently bad — in fact, it can be a game changer for your content strategy and productivity. It just needs proper training.
In this article, you’ll learn the biggest AI copywriting do’s and don’ts to make AI work with you, not against you.
Start by knowing how to spot AI-generated content
Before we dive in, let’s look at the type of copy you want to avoid in your AI content:
Generic, lifeless headlines (e.g., “The Ultimate Guide to X”)
Perfectly structured, robotic-sounding subheadings (often in title case)
Lack of personal insights, opinions, or storytelling
Wordiness and repetitive phrasing (AI tends to over-explain)
Advice and tips that can be found anywhere (without the personal touch readers love)
If you pay attention, you’ll start noticing these red flags in content published all over the web. (And now you’ll never be able to unsee it. You’re welcome.)
You can tell this content is generated by AI by its generic headlines, title-case capitalization, and lack of personal insights or anecdotes.
Now let’s dig into the best (and worst) strategies I’ve used in my years of copywriting to help you stand out from the bland, robotic crowd.
3 don’ts of AI copywriting
DON’T: Expect stellar content from one prompt
The mistake:
Lots of people think they can type a vague prompt, hit “generate,” and publish AI’s first draft — then wonder why it isn’t getting the engagement and results they were hoping for.
What happens when you do this?
Your content sounds generic and lacks originality
AI doesn’t learn or develop a strong brand voice
You publish the same “AI writing patterns” that show up across different websites
How to fix it:
Train AI the right way before relying on it for polished content (we’ll get into more details on that below). This includes:
Establishing your tone and brand voice
Working in small steps — such as brainstorming, outlining, and drafting — instead of doing it all in one prompt
Providing plenty of context and feedback throughout the process to continue training your AI over time
DON’T: Settle for generic formatting
The mistake:
Without the right direction, AI-generated content usually follows a predictable structure:
A clickbait headline
Example: “The Ultimate Guide to AI Copywriting”
Overly formal subheaders
Example: “Understanding the Role of AI in Copywriting”
Unnecessary filler content with no strong perspective
Example: “If you've ever wondered why AI is so challenging, you're not alone. Many small and medium-sized businesses (SMBs) struggle to use it correctly — and as a result, they end up with lackluster content that leads to insufficient results.”
How to fix it:
Reformat headings for a conversational, engaging feel (and eventually train your AI to do the same)
Cut unnecessary fluff and make sure every word is actually useful
Make it your own with personal insights, real examples, and unique angles AI can’t create on its own
DON’T: Skip fact-checking and editing
The mistake:
AI has a tendency to “hallucinate” — meaning it makes up statistics, misinterprets data, or phrases things in misleading ways. If you aren’t on the lookout, you’re likely to miss some important mistakes. That can be a big problem for your credibility, trust, and ethical responsibilities.
How to fix it:
ALWAYS verify AI-generated facts before publishing
Edit for clarity so your content doesn’t sound verbose and redundant
Make sure AI doesn’t contradict itself in longer-form content
3 do’s of AI copywriting
DO: Train your AI before expecting good content
AI doesn’t come preloaded with your brand voice, strategy, or expertise; you have to teach it that stuff yourself.
Think of AI like a new intern: It’s eager to help, and it has some serious potential — but it needs detailed instructions and feedback to get there.
Here are some of my go-to AI training techniques:
Set the right expectations: Before you ask for any content, start by telling your AI system what you want from them.
Example: “Pretend you are a professional copywriter who specializes in [your industry]”
Look for learning opportunities: Give feedback after each brainstorm, outline, and draft.
Example: “This is too repetitive,” or “Use a lighter tone that feels like you’re chatting with a friend over coffee,” or “
Take it one step at a time: Break each assignment into small steps, rather than asking for the content you need up-front.
Example: Brainstorm topics → create an outline → refine based on feedback → write an initial draft → proofread
Key takeaway: The more specific your instructions, the better AI’s output will become over time.
DO: Treat AI as an assistant — not an expert
AI is great at brainstorming, outlining, and drafting — but it should never replace human creativity in areas like storytelling, tapping into emotion, or persuading.
Here are some of the best jobs for AI:
Brainstorming lists of topics for blog articles, social media posts, and other content
Drafting simple copy or outlines based on information you provide that you can edit manually
Repurposing content into different formats — for example, turning a blog article into a LinkedIn post
Key takeaway: AI should accelerate your work, not do it all for you.
DO: Customize AI’s default writing style
AI content tends to sound generic, formal, and overly-polished — and to get real engagement and results, you want to make it sound human and conversational.
Here’s how to help AI write in your brand voice:
Ask for casual, human language
What to add to your prompt: “Write this post like a conversation between two marketers chatting casually over a coffee.”
Adjust sentence structure and formatting
What to add to your prompt: “Break up this article into long paragraphs, add bolded key points, and keep sentences short and concise.”
Inject your personal voice and opinions (AI can mimic your style, but it won’t form strong opinions on its own)
What to add to your prompt: “Create an outline for a blog post and suggest opportunities for me to add stories and examples from my own experience.”
Key takeaway: The more you tweak your AI’s output, the less your content will sound like other AI-assisted articles online.
TL;DR: You + AI = The ideal copywriting team
AI can be a powerful tool for copywriting. But that’s the thing: It’s only a tool. If you treat it as a human writer with minimal oversight, most readers see right through it.
And that won’t lead to the clicks, sign-ups, and purchases you’re looking for.
By training AI over time, customizing its output, and keeping human creativity at the forefront, you can cut your content production time in half — without sacrificing your quality standards, your unique voice, and the credibility you’ve worked hard to build.
Try experimenting with these AI copywriting tips and share how it goes in the comments!
