Why Does AI-Written Copy Sound So Generic? (The brutal truth about AI copywriting)

I owe you an apology if I ever use farrrrrrr too many caps when I'm talking about AI-generated copy.

Book me, officer. I’m guilty of internet shouting.

Yes, I may become the equivalent of an old man yelling at clouds.

However.

As a pro copywriter who’s written for many-a New York Times bestselling authors... has helped my clients donate millions to charity.... and who knows her way around a well-placed adverb…

Now that AI's running the copy show for so many businesses, I am seeing SO much copy with dead, dead eyes.

Sorry / Not Sorry. This happens disproportionately on LinkedIn, but it’s literally everywhere. Bad AI copy is an invasive species that needs to sit in the corner and think long and hard about what it’s done.

The brutal truth?

Unless you understand what makes someone’s heart go Lady Gaga over your offer—relying on Claude or ChatGPT to write your copy WILL hurt your brand.

And not just because AI has an unhealthy penchant for the phrase “This is your best idea ever.”

The bigger problem is this:

AI doesn’t automatically know what your reader is privately freaking out about.

What they desperately want to know.

What would make them read one sentence and think, OH THANK GOD. Somebody finally EFFEN gets it!!!

You have to know that.

THEN.... you can use AI if you want—because now you know what good copy actually looks like—and why.

So here’s a lil’ copy makeover so you can see some of this anti-dead-eyed copy in action, and what to do instead….

BEFORE — Dead-Eyed Robot Copy: Car Mechanic Edition:

"When your car needs repairs, you need a team you can trust. Our experienced technicians provide reliable, high-quality service to get you back on the road safely and quickly."

Technically English. Emotionally: damp handshake.

AFTER — Written By Someone Who Has Actually Met a Person With a Check Engine Light:

"Your check engine light came on. You have no idea what it means. And you’re already wondering whether this is going to cost you $200 or your entire paycheck."

We’ll tell you what’s wrong, what actually needs fixing now, what can wait—and exactly what it’ll cost before we touch your car.

See the difference??

The second version understands that nobody with a check engine light is sitting there thinking, Gee, I hope I can find some experienced technicians committed to high-quality service.

They’re thinking:

WHAT THE FREAK IS WRONG WITH MY CAR AND HOW POOR AM I ABOUT TO BE?

That’s copywriting. It’s not about 50-cent words. It’s not clever Jedi mind tricks.

It’s about understanding your audience and speaking to the **exact** thing already happening in their head.

In a world where anyone’s bot can spit out a dozen “technically fine” emails before your French Press is ready, that skill is becoming more valuable, not less.

Use AI. Don’t use AI. I’m not your grandpa.

Just don’t forget that while AI can give you 1,000 versions... knowing which one will make someone stop, feel, and buy? That’s the money skill.

And while I know you want LOTS of things, like to help a TON of people, do meaningful work you love (dare I say your life's purpose??), and live as big and as gorgeous as humanly possible to make your ancestors grin with pride....

Part of success equals money. And I will never back down on that or stop doing everything I can to make that possible for you.

Until next time,

Gio