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Copywriting is near extinction with AI getting closer to scale. Unpopular thing to say out loud maybe, but if there’s one human shrinking need right/wrong good/bad, it’s CW.
And lawyers. Let’s hope AI will shrink their bloated remuneration down to minimum wage. Useless parasites. Demeanors of logic. Language assassins.
I’ve only seen burned out writers become strategists.
@MM: I’m a copywriter of over 15 years. I don’t think the discipline is disappearing but it IS merging—with strategy.
Copywriters that do nothing but churn out copy in response to briefs are finding it hard to find work these days. AI can do your job, sure, but also, so can another CW supplemented by AI. They’re doing their job *and* your job. And probably another person’s job.
Even without AI, CW is becoming less valued as a discipline by the people who sign the paychecks. As much as AI is changing the game, there’s also an element of using it as an excuse to cut headcount, when all they really want to do is cut headcount. And CWs are on the chopping block.
That said, what they *are not* cutting are people who can see the bigger picture *and* help bring it to life. AI or not, clients need someone to make sure their campaign works, that their content is good, that it’s hitting the right messaging and targeting the right groups. They need someone who can look at the data and tell them what to do next.
I’m doing that so much more these days than I ever have. I think the two disciplines will merge into one over the next 5-10 years. My advice: stay a strategist and just start writing more. You’ll meet the industry in the middle.
I’m still getting a lot of conceptual briefs that require my training as a CW. (And I’m over 50, apropos of nothing.)
Yeah, I had that thought in grad school until I saw my creative peers get their conceptual teeth get kicked in over and over again until their egos were reduced to the size of peas.
I moved from a creative role to strategy, and while I’m still creative in my personal projects, I don’t want to share my creative brain with a corporation 😁
I think every strategist wants to
Well, from your POV they require that…
Buggy whip makers come to mind
I’ve seen strategists make this shift successfully, and the strongest ones don’t really leave strategy—they express it through creative output. Great copywriting still requires sharp audience insight, cultural context, and clarity of intent.
If you’re craving more tangible, visible work, that’s valid. A good way to test it is to start owning headlines, scripts, or briefs alongside your strategy work. You’ll quickly learn whether it’s the craft of writing you love or the satisfaction of seeing ideas in the world.
That curiosity usually isn’t a sign you’re on the wrong path—it’s a sign you want your thinking to land more directly.