12 Ways to Fix AI Copywriting (Before It Tanks Your Brand)

AI copywriting
Written By Amélie .

I could bet a tenner that your shiny new AI copywriting tool is churning out copy that sounds about as human as a microwave instruction manual.

Don't panic. I'm not here to tell you to bin your AI tools and go back to staring at blank pages for hours. 

But what I am going to tell you is this: 90% of content marketers plan to use AI to support content marketing efforts in 2025, and most of them are making the same costly mistakes that could be sabotaging their brand voice, alienating their audience, and tanking their conversion rates.

The good news? Every single one of these AI copywriting disasters is fixable. And once you know what to look for, you'll spot them faster than a spelling mistake in a wedding invitation.

Let's dive into the 12 ways to fix AI copywriting from a pro copywriter ⬇️

1. Stop treating AI like your ghostwriter

Thinking you can outsource the whole process of copywriting to AI is the fastest way to produce content that makes your brand sound like every other business using the same tired prompts.

AI isn't your replacement copywriter. It's your very keen research assistant who's had way too much coffee and needs constant supervision.

What to do instead:

  • Use AI to generate initial ideas, not final copy

  • Let it help with research and fact-gathering

  • Ask it to suggest different angles or approaches

  • Use it to overcome writer's block, not to write your entire piece

➡️ Take those AI-generated ideas and infuse them with your brand's personality, your customer insights, and your unique perspective. Because here's what AI can't do: it can't have that lightbulb moment about your customer's specific pain point, or craft that perfect metaphor that makes your audience go "Yes, that's exactly how I feel!"

2. Fix the robotic tone problem

If your AI-generated copy sounds like it was written by someone who's never had a conversation with another human being, you've got a tone problem. This robotic tone is a major killer of trust and engagement.

The fix:

  • Add specific tone instructions to your prompts: "Write in a casual, conversational tone like you're explaining this to a friend over coffee"

  • Use contractions (we'll, you're, don't) to sound more natural

  • Include personality markers and brand-specific phrases

  • Read everything aloud – if it sounds weird spoken, it'll sound weird in your reader's head

💡 Create a brand voice guide for your AI tool. Feed it examples of your best-performing content and ask it to emulate that style. But remember – always edit the output to ensure it truly matches your voice.

3. Combat the creativity crisis (when everything sounds the same)

AI-generated copy can sometimes feel generic and lack originality. That's because AI tools are trained on existing content, so they can't create truly "new" ideas by default.

How to inject creativity:

  • Ask AI to generate multiple versions of the same piece

  • Combine unexpected elements in your prompts

  • Use AI to brainstorm unusual angles or metaphors

  • Challenge the AI to avoid clichés and overused phrases

❌Instead of "Write an email about our new product," 

✅ try "Write an email that compares our new project management tool to conducting an orchestra, avoiding all typical tech jargon."

4. Tackle the accuracy problem

AI models pull from a fixed dataset, which means they may inadvertently produce outdated or incorrect information. This is particularly dangerous in rapidly evolving fields like technology, finance, and healthcare.

Your fact-checking strategy:

  • Never publish AI-generated stats without verification

  • Cross-reference all claims against credible sources

  • Be especially careful with dates, numbers, and recent developments

  • Use AI for structure and ideas, but verify all factual content yourself

👀 Your audience trusts you to provide accurate information. One factual error can damage your credibility faster than you can say "artificial intelligence."

5. Personalise beyond the basics

Personalised CTAs perform 202% better than generic ones, but most AI tools default to surface-level personalisation that feels hollow.

Advanced personalisation tactics:

  • Segment your audience and create different AI prompts for each group

  • Include specific pain points and aspirations for each segment

  • Reference customer journey stages in your prompts

  • Use language that reflects your audience's expertise level

❌ Instead of prompting "Write an email to customers," 

✅ try "Write an email to time-strapped small business owners who are struggling to manage their social media while running their business and dream of having a system that runs itself."

6. Fix the keyword stuffing syndrome (and write for humans, not robots)

AI often goes overboard with keywords, creating content that reads like it was written by someone who's never heard of natural language flow.

The natural keyword strategy:

  • Give AI a primary keyword and 3-5 related terms

  • Ask it to use keywords naturally within the content

  • Focus on answering user intent, not hitting keyword density targets

  • Edit ruthlessly to remove awkward keyword insertions

Google's stance: Google says that AI-generated content is only penalised when it is of low-quality, not simply because it is AI-generated. Quality trumps everything.

7. Eliminate the generic template trap

Most AI tools rely on the same tired copywriting frameworks (AIDA, PAS, etc.), resulting in content that follows predictable patterns.

Break the mould:

  • Create your own copywriting frameworks

  • Combine multiple frameworks in unexpected ways

  • Ask AI to avoid traditional formulas

  • Develop industry-specific templates based on your customer research

8. Add emotional intelligence

AI also can't connect with human beings in the ways that copywriters can. It doesn't understand emotional nuance or the subtle psychological triggers that drive human behaviour.

Emotion injection techniques:

  • Add emotional words and phrases during editing

  • Include personal anecdotes and stories

  • Use sensory language that helps readers visualise and feel

  • Address emotional barriers, not just logical ones

👀 Before publishing, ask yourself: "Would this content comfort someone who's struggling with this problem at 2 AM?" If not, add more emotional intelligence.

9. Create authentic social proof

AI-generated testimonials and case studies often sound suspiciously similar and lack the authentic messiness of real human feedback.

Authentic social proof strategies:

  • Use real customer quotes, even if they're not perfectly polished

  • Include specific details and numbers in case studies

  • Show the customer's journey, including struggles and setbacks

  • Let personality shine through in testimonials

➡️ Use AI to help structure and organise your real customer feedback, not to create fake testimonials that could destroy your credibility.

10. Fix the context blindness

One of the most common issues with AI-generated content is its lack of a nuanced understanding of context. AI might technically answer your prompt while completely missing the mark on what your audience actually needs.

Context enhancement methods:

  • Provide detailed background information in your prompts

  • Explain your audience's current situation and mindset

  • Include information about your brand positioning and competitors

  • Specify the desired outcome and how the content fits into your broader strategy

❌ Instead of "Write a blog post about email marketing," 

✅try "Write a blog post for overwhelmed small business owners who know they should be doing email marketing but feel intimidated by the technical aspects and don't know where to start. They've tried before but gave up. Position our tool as the simple solution that removes all the complexity."

11. Solve the consistency chaos

AI tools struggle to maintain consistent voice and tone throughout longer pieces, often shifting between different styles within the same document.

Consistency fixes:

  • Break longer pieces into smaller sections and review each one

  • Create a detailed style guide for your AI tool

  • Use consistent prompts and instructions across all content

  • Edit specifically for voice and tone consistency

💡 Read your content as if you're hearing it for the first time. Does it sound like one person wrote it, or like five different people with completely different personalities?

12. Master the human-AI collaboration

AI writing tools streamline steps in the writing process that don't require a ton of creativity, allowing copywriters additional time to dedicate to creativity and tailoring their words for their clients' needs.

The collaboration framework:

  • AI handles: Research, initial drafts, multiple variations, basic structure

  • Humans handle: Strategy, creativity, emotional intelligence, brand voice, final polish

  • Together you create: Content that's both efficient and effective

Your new workflow:

  1. Use AI for research and idea generation

  2. Create detailed, context-rich prompts

  3. Generate multiple AI variations

  4. Edit ruthlessly for voice, accuracy, and emotional impact

  5. Add human insights and personality

  6. Test and refine based on performance data

The bottom line

The goal isn't to avoid AI copywriting tools – it's to use them strategically while keeping the human elements that actually persuade, engage, and convert your audience.

Want help creating a copywriting and brand strategy that perfectly balances AI efficiency with human persuasion?

I specialise in helping brands develop their unique voice and messaging strategy that stands out in our increasingly AI-saturated world. Let's chat about how to make your words work harder for your business.

Sources:



Amélie .
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