PROOF That Human Copy Drives 22% More Revenue Than AI
And guess what? human-AI hybrid copy Doubles that…
Here’s the thing.
It took me, a human copywriter who knows how to ‘drive’ AI, a couple of hours to research this article.
I drilled down, wondering what my future client might be interested in. Conversational prompting is a great tool, so I asked questions and devised a report.
Then, I checked sources, had a little ponder, and scanned for hypotheses, statistics, and evidence. Once the numbers started to make sense, and the ideas became clear in my human mind, I organised and reorganised a few subheads for structure and flow.
I considered pain points, solutions, and useful information. I used my own curiosity plus the point of view of you, the reader, to order the ideas I found.
After that, I put into practice 25 years of creative writing and copywriting skills to write the actual words.
Because I know that all of the many AI tools, one thing is true. Non of them can write for toffee.
What I do, is the future of copywriting.
Human-hybrid copywriting.
It’s fun, it works, and it goes to show that humans want to communicate with other humans instead of disappearing into a constant robotic informational hellhole.
Because now the AI wave has crashed, something interesting has emerged from the surf.
Everyone who thought they could just copy and paste AI word salad onto a page and it would work has been proved wrong.
Writing with AI is a skill.
Because raw, unedited, and badly researched AI copy doesn’t work.
Just because it’s super-fast doesn’t make it good.
Here’s a basic process for writing with AI:
Prewriting - use AI as a research assistant & use conversational prompting.
First draft - ask AI to outline a first draft.
Rewriting - cut, refine, edit.
A Guide to Human-AI Writing
The Writing with AI Guide
Start with Prewriting — Not Prompts
Before you open AI, search online for your own answers to these questions:
What are your customer’s core needs when it comes to the product or service you offer?
In relations to your business, what kind of problems or challenges must they overcome?
What are they saying in great reviews of similar products or services?
Why: This raw material gives you the originality AI can’t supply.
2. Know What AI Is (and Isn’t)
It’s not a writer. It doesn’t know what matters, it predicts the average. It copies. Parrots others and is trained to go for the predictable results.
With suitable prompting, use it as:
A Researcher: for quick facts, lists, examples.
An Organiser: for turning chaos into outlines.
A Sparring partner: for arguing, contradicting, testing out different types of phrasing, flipping your angles.
Your job: is about directing the whole thing. You choose, based on your human understanding, brand voice, and perspective.
3. Use Conversational Prompting
Instead of “Write me a blog,” break it into steps:
Start broad: “List 6 reasons customers don’t trust a new business.”
Push deeper: “Take #2. When is it valid, when is it just an excuse?”
Flip it: “Turn that into a headline stating the opposite.”
Test options: “Give me 3 hooks that highlight the tension.”
Each step forces you to slow down, ask better questions, and get something insightful and useful for your reader.
4. Flip Assumptions for Originality
AI tends to reinforce consensus. You cut through by flipping:
Assumption: “Short copy sells best.”
Flip: “Long copy sells to thinkers and cautious buyers who actually read.”
Assumption: “AI will replace writers.”
Flip: “AI makes everyone sound the same — unless you use it like a tool rather than a replacement.”
5. Rewrite in Your Voice
Never publish AI’s draft raw.
Use AI for scaffolding and then work in:
Your metaphors.
Your examples.
Your judgment about what matters.
Think of AI’s words as a blob of clay you shape, not a finished sculpture. You’ll throw a lot of that clay away because it’ll turn out to be word vomit,
6. Quick Rules for Beginners
Don’t accept the first answer. Keep digging. And then dig some more.
Don’t forget to make your own connections.
Do slow down and question.
Do use AI to speed up research and outlining.
Always rewrite until it sounds like you.
Remember - AI isn’t your writer. It’s your stupid robot assistant with access to lots of data.
It’s only useful if you keep prodding it — by questioning, flipping, and reshaping until the copy feels right.
And then you can start to use your writing to do more.
If you’re a small business, for example, and you want your website to make more sales, you need a sales funnel. The written word is most powerful if you know how to use it well.
So, if you’re not sure how to write a successful sales funnel for your website, check out this to get started.
