Did ChatGPT Ruin Copy? Or Are We Just Being Lazy?

21 May

When ChatGPT exploded into the mainstream last year, I had what can only be described as a full-blown identity crisis.
Existential. Meltdown. Question-everything kind of vibes.

I didn’t say a word about AI publicly until two weeks ago. Because honestly? It shook me. This felt like the biggest shake-up in my industry… ever.

All the copywriters I knew were choosing sides—some were dunking on it, others were diving in headfirst. Meanwhile, I sat quietly on the sidelines thinking:

“If everyone can just type ‘act like a conversion copywriter’ into a bot and get something passable… what happens to people like me?”

Do people still need writers?

Do I just... hang up my keyboard and call it a day?

But here’s what I’ve realized: maybe business owners don’t need to do the physical act of writing anymore.
But what they do need is better thinking. Better direction. Sharper messaging.
And that? That can’t be outsourced to a robot.

That’s your brain. Your judgment. Your voice.

The State of Content Right Now

Let’s zoom out and look at what’s really going on.

Because whether we’re talking about AI tools like ChatGPT or Claude, the core problem isn’t that they exist. The problem is the content.

Be honest—when was the last time you saw a post, a sales page, or even a caption that made you pause?

Held your attention?

Made you feel something?

...Exactly.

We’re all stuck in a copy-and-paste loop. And I get it—there’s so much pressure.

You’re supposed to be everywhere.
Posting every day. Writing multiple emails a week. Keeping up with trends. Batching Reels. Optimizing for SEO.
And somehow still sounding like a real human with an actual opinion.

It’s exhausting.

The Moment It Hit Me

Last week, I saw a post go up from a very big name in the industry. We’re talking multi-seven-figure business owner. Verified everywhere. Probably being pitched for Forbes 30 Under 30—even though she’s 37.

And her post?

Zero flavor. Zero voice. Zero anything.

It read like she (or her VA, or her cousin’s boyfriend’s chatbot) had typed something like:

“Write a motivational Instagram caption for entrepreneurs about taking action.”

And then just... posted it.

No editing. No opinion. Just the same twelve phrases you’ve seen a hundred times already this week.

And the wild part is? She’s smart. She knows how to market. But when you’re stretched thin and let the tools do the creative thinking for you?

You’re still publishing content—but it’s content no one remembers.

And I don’t say that to shame her. She’s busy. She’s running a team. Probably writing a book, hosting retreats, launching five things at once. I get it.

But this is the conversation we need to have.

AI Didn’t Ruin Copy. Lazy Copy Did.

ChatGPT isn’t the problem.

It’s not evil. It’s not cheating.
It’s just a tool.

We’re not writing Pulitzer-winning novels here—we’re writing marketing. Copy that’s designed to capture attention just long enough to sell.

So if you’re getting help to make that easier? Amazing.

But when we start using AI to bypass the thinking part—that’s when it becomes a problem.

Instead of asking:

“What do I really want to say?”
“What does my audience actually need to hear from me right now?”

People are turning to AI as a shortcut.

Like:

“I don’t have time to write today. Let me just ask ChatGPT to do it.”

And that sounds fine… until you copy and paste what it gives you and call it a day.

If you’re not filtering it through your voice, your brain, your perspective, your goals?

You’re not marketing.

You’re mimicking.

And if that’s the standard—no wonder it’s not converting.

Let’s Compare: Lazy Copy vs. Bankable Copy

Here’s what ChatGPT might give you:

“Are you ready to uplevel your business and reach your next income milestone?”

Okay. Technically fine. But also? Snoozefest.

Now here’s what it sounds like when you put yourself back into it:

“You’re stuck between two browser tabs—Stripe and Squarespace—wondering how the hell to turn this offer into something people will actually buy.”

Feel the difference?

That second one makes you feel something.
It paints a picture.
It hits.

Thinking Is The Work

AI can generate copy.

But it can’t know your people.
It can’t understand your nuance.
It doesn’t know the buying process. Your sales cycle. Your positioning. Your tone.

It has no brain.

And if you’re outsourcing your thinking to a tool that doesn’t have one?

You’re not creating content with purpose.
You’re just filling space.

The Science-y Bit: Why Familiar = Ignored

Since caveman days, our brains have been trained to respond to novelty.

The reptilian brain—the part responsible for fight, flight, freeze, and fawn—doesn’t waste energy on things it’s seen before. If it’s familiar? It’s safe. If it’s safe? It can be ignored.

That’s what happens with your copy when it sounds like everything else out there.

When ChatGPT spits out the same sentence for you and your competitor?
You’re both equally ignorable.

So what breaks the pattern?

A specific detail.
A left-turn analogy.
An opinion.
Something that makes the brain go: “Wait. That’s new.”

Brains love surprise—not shock. Just something unexpected enough to feel fresh.

That’s the job of good copy.

Let’s Make This Practical

If you’ve gotten a little too comfy with AI-generated drafts, here’s a quick check-in:

Red Flags Your Copy Might Be on Autopilot:

You haven’t edited your last 5 emails beyond fixing typos.
You don’t remember writing your sales page.
You’re showing up more than ever—but not selling more.

Sound familiar?

Don’t panic.

But maybe… don’t hit publish just yet either.

Final Word

Lazy copy doesn’t convert.
But smart, strategic, surprising copy?
That’s how you make it bankable.

If you’ve been nodding along and thinking, “Oof, this is me”… this is exactly what we work on inside The Writing Room.

It’s my 6-month group coaching program to help you write sharper, sell smarter, and finally get paid like the expert you are.

We work on sales pages, launch content, email sequences, and more—with real feedback and a community of wildly smart business owners who care about standing out.

So if your copy’s been sounding fine-but-forgettable?

Let’s change that.

Check out The Writing Room here