AI Copywriting: 8 Tools That Are Worth The Hype
Most AI writing is absolutely dreadful.
You know it. I know it. Everyone trawling through the robotic drivel flooding LinkedIn knows it.
But here's the thing – and this might surprise you coming from someone who's made a career out of crafting words that actually connect with humans – some AI copywriting tools are genuinely brilliant. Not at writing, mind you. They're still rubbish at that. But at doing the groundwork that lets us human copywriters focus on what we do best.
Because 90% of content marketers plan to use AI to support content marketing efforts in 2025 – up from 83.2% in 2024. And those using AI report 36% higher conversion rates on landing pages compared to those who don't.
AI isn't replacing good copywriting – it's making good copywriters more effective. Read on to find out exactly which AI copywriting tools can help you do just that ⬇️
The uncomfortable truth about AI copywriting
As a professional copywriter who's spent years perfecting the art of persuasion, I was initially terrified of AI tools. After all, Gartner predicts that by 2025, 30% of all outbound marketing messages from large companies will be synthetically generated (up from under 2% in 2022).
But here's what I’ve actually found: AI is becoming brilliant at the tedious bits – the research, the initial structure, the endless variations that make your eyes bleed. Meanwhile, us humans get to focus on strategy, brand voice, and that indefinable magic that makes copy actually work.
The numbers support this: 56% of marketers using generative AI say the content it produces outperforms content written without AI. But – and this is crucial – that's content that's been enhanced by AI, not replaced by it.
Would you rather spend three hours researching competitor messaging and industry trends, or three hours writing the perfect hook that stops your audience mid-scroll? Because AI saves workers an average of 2-4 hours per week, with 20.5% reporting savings of four hours or more.
Why I've ended up embracing AI
A couple hears ago, I was firmly in the "AI will never replace human creativity" camp. I still am, actually. But I've also discovered the magic happens when you understand what AI genuinely excels at versus what it's hopeless at. Here's the breakdown that every copywriter needs to understand:
What AI does brilliantly:
Research and data gathering (saves 3-4 hours per week)
Initial structure and organisation
Generating variations for A/B testing
Handling repetitive tasks like product descriptions
Providing strategic frameworks and outlines
What AI fails spectacularly at:
Understanding audience psychology beyond surface level
Creating genuine emotional connection (emotion drives 95% of purchasing decisions)
Strategic positioning and differentiation
Brand voice that goes beyond mimicking word patterns
The indefinable spark that makes copy convert
AI copywriting tools improve ad click-through rates by 38% and reduce cost-per-click by 32% – but only when they're strategically deployed by humans who understand copywriting fundamentals.
So, why are the AI copywriting tools that are any good? Let’s find out ⬇️
The 8 AI copywriting tools that actually work
1. NotebookLM
Best for: Research-heavy projects, competitive analysis, strategic briefing
Time savings: 2-3 hours per project
Cost: Free (currently, with paid tiers at £15.99/month for premium features)
User base: Ranked #2 productivity app in App Store as of 2025
NotebookLM represents Google's most sophisticated approach to AI-powered research assistance. Built on Gemini 2.5 Pro, it functions as a RAG-based (Retrieval-Augmented Generation) AI assistant that can process up to 50 sources per notebook in its free tier, or 300 sources with premium.
🧠 Platform capabilities:
Document processing: PDFs, websites, YouTube videos, audio files, PowerPoints
Analysis depth: Creates timelines, generates study guides, identifies patterns across sources
Audio generation: Produces 5-20 minute podcast-style summaries with customizable length
Source integration: Maintains source citations and allows cross-referencing
Advanced use cases:
Client onboarding: Upload all client materials for instant strategic overview
Trend analysis: Process multiple industry reports to identify emerging opportunities
Competitive intelligence: Systematic analysis of competitor messaging and positioning
⚠️ Key limitations: Still requires human interpretation for strategic application. It's brilliant at synthesis, not strategy. Cannot access real-time data beyond uploaded sources, and the free tier has daily usage limits that can be restrictive for heavy research days.
2. Claude
Best for: Strategic analysis, complex brief breakdown, positioning work
Time savings: 1-2 hours per strategy session
Cost: £15/month for Pro, £30/month for Teams
Claude, built by Anthropic, represents the most sophisticated reasoning-focused AI available to copywriters. While ChatGPT dominates market share with 77.9% of content marketers' trust, Claude's analytical depth and natural language processing make it very nifty for strategic thinking.
🧠 Platform capabilities:
Constitutional AI: Built with safety and helpfulness principles, reducing harmful outputs
Advanced reasoning: Excels at multi-step analysis and logical problem-solving
Code generation: Real-time visualization through Artifacts feature
File processing: Handles PDFs, CSVs, images, and large documents seamlessly
Artifacts system: Interactive code and document generation with real-time preview
Citation quality: More accurate source attribution than competing models
Writing style: Consistently rated as more "human-like" in blind tests
Context retention: Maintains conversation context better across long strategic sessions
Advanced strategic use:
Message architecture: Develops hierarchical messaging frameworks
Audience psychology: Deep-dive analysis of buyer personas and decision triggers
Campaign logic: Tests strategic assumptions and identifies potential weaknesses
Brand positioning: Comprehensive competitive positioning analysis
Integration capabilities: Works seamlessly with Google Workspace, can process multiple file types simultaneously, and maintains conversation history for iterative strategy development.
⚠️ Key limitations: The output needs heavy human translation, but the strategic insights are genuinely valuable. Can be overly verbose and sometimes overthinks simple requests. Rate limits of 45 messages per 5 hours can be restrictive for intensive strategy sessions.
3. Jasper
Best for: Large-scale content production, team workflows, brand voice consistency
Time savings: 4-5 hours per week for high-volume content
Cost: From £39/month (Creator), £99/month (Teams), Custom Enterprise pricing
Jasper has established itself as the enterprise-grade solution for AI-powered content production. Originally called Jarvis (until Disney's legal team intervened), it's now the most comprehensive platform for scaling content creation whilst maintaining brand consistency.
🧠 Platform capabilities:
Brand Voice Engine: Uses advanced voice analysis to decode brand tone and style
Template Library: 50+ specialized templates for different content types and industries
Team Collaboration: Real-time editing, approval workflows, and project management
Multi-language Support: Content generation in 25+ languages with cultural nuance
Boss Mode: Long-form editor with commands like "Write a conclusion about..."
Brand Memory: Learns from your best-performing content to replicate success patterns
SEO Integration: Built-in optimization with SurferSEO partnership
Plagiarism Detection: Copyscape integration for originality verification
Chrome Extension: Content generation directly in Gmail, Google Docs, and social platforms
Enterprise capabilities:
Custom AI training: Upload your best content to train Jasper on your specific style
Workflow automation: Connect with Zapier for automated content distribution
Analytics dashboard: Track content performance and ROI metrics
Team management: User permissions, content approval processes, and usage analytics
Integration ecosystem: Native integrations with WordPress, Webflow, HubSpot, Salesforce, and 3,000+ apps via Zapier.
⚠️ Key limitations: Still requires significant human intervention, but it's excellent scaffolding for scaled production. Can become formulaic if not regularly updated with fresh brand examples. Higher price point makes it challenging for solo freelancers or small agencies.
4. Hypotenuse AI
Best for: Research-heavy industries, data-driven copy, e-commerce
Time savings: 2-3 hours per research-intensive piece
Cost: From £23/month
Hypotenuse's Content Detective tool researches and extracts talking points from live content, providing credible sources and citations. This is huge for copywriters working in industries where accuracy matters.
🧠 Platform capabilities:
Content Detective: Real-time web research that extracts current data and statistics
Source verification: Provides clickable citations for fact-checking and credibility
Live data integration: Access to current market data, trends, and industry statistics
Bulk generation: Create hundreds of product descriptions or articles simultaneously
Factual grounding: Every claim backed by verifiable sources
Industry-specific templates: Specialized workflows for finance, healthcare, technology, and legal content
Multi-format output: Blog posts, product descriptions, social media, email campaigns
SEO optimization: Built-in keyword research and content optimization tools
Product catalog processing: Upload CSV files to generate hundreds of descriptions
Variant management: Create different versions for different marketplaces (Amazon, Shopify, etc.)
Attribute extraction: Automatically identifies key product features and benefits
Conversion optimization: A/B testing capabilities for product copy performance
⚠️ Key limitation: The writing output can be robotic and lacks creative flair, but the research capabilities are genuinely valuable. Best used for information-heavy content rather than persuasive copy. Limited creative writing capabilities compared to ChatGPT or Claude.
5. Copy.ai
Best for: Process automation, template-based content, team collaboration
Time savings: 3-4 hours per week on repetitive tasks
Cost: From £30/month (Pro), £186/month (Team), Custom Enterprise
Copy.ai has evolved from a simple copywriting tool into a comprehensive automation platform for sales and marketing teams. Their workflow system allows complex, multi-step content creation processes that can run automatically.
🧠 Platform capabilities:
Custom workflows: Chain multiple AI prompts together for complex content creation
Data integration: Connect CRMs, LinkedIn, and databases for personalized content at scale
Conditional logic: If/then branching for personalized content paths
Bulk processing: Generate hundreds of personalized emails, posts, or descriptions simultaneously
Infobase: Upload company data, product information, and brand guidelines for consistent reference
Chat feature: Conversational AI similar to ChatGPT but optimized for marketing tasks
Brand voice training: Learn from your best-performing content across channels
Multi-language support: 25+ languages with cultural adaptation
Prospecting sequences: Automated research and personalized outreach generation
LinkedIn integration: Direct connection for social selling automation
Email campaigns: Multi-touch sequences with A/B testing capabilities
Lead scoring: AI-powered qualification and prioritization
Template library:
90+ templates: Specialized for different industries and content types
Performance optimization: Templates ranked by conversion performance
Custom template creation: Build organization-specific templates
Template sharing: Team libraries for consistent messaging
Integration capabilities:
Native integrations: HubSpot, Salesforce, Zapier, WordPress, Shopify
API access: Custom integrations for enterprise workflows
Chrome extension: Content generation directly in web applications
Mobile app: Content creation and workflow management on-the-go
⚠️ Key limitations: Output still needs significant human intervention, but the process efficiency gains are substantial. Workflow setup requires initial time investment. Can become overly automated if not properly managed, leading to generic content.
6. Writesonic
Best for: SEO-focused content, technical optimisation, search strategy
Time savings: 1-2 hours per SEO-optimised piece
Cost: From £12/month
Writesonic positions itself as the AI copywriting tool specifically designed for search engine optimization and content marketing. Built on GPT-4 and Claude 3 Opus, it combines content generation with sophisticated SEO analysis.
🧠 Platform capabilities:
SurferSEO integration: Real-time content optimization based on top-ranking pages
Keyword research: Built-in tools for discovering and analyzing search terms
SERP analysis: Automated analysis of competitor content and ranking factors
Content scoring: Real-time SEO scores with specific improvement recommendations
Chatsonic: ChatGPT alternative with web browsing and real-time information
Photosonic: AI image generation for visual content needs
Audiosonic: AI voice generation for multimedia content
Botsonic: Chatbot creation for customer engagement
Readability analysis: Flesch-Kincaid scores and improvement suggestions
Competitor gap analysis: Identifies content opportunities your competitors miss
Topic clustering: Groups related keywords for comprehensive content coverage
Meta optimization: Automatic title tags and meta descriptions optimized for CTR
Rank monitoring: Track keyword positions and content performance
Traffic analysis: Integration with Google Analytics for ROI measurement
Conversion tracking: Monitor how AI-generated content performs financially
A/B testing: Compare different content versions for optimization
Multi-language capabilities:
25+ languages: Native content generation with cultural adaptation
Local SEO: Region-specific optimization for international markets
Translation quality: Maintains SEO value across language versions
Cultural nuance: Adapts messaging for different market contexts
Workflow integration:
WordPress plugin: Direct publishing with SEO optimization
Google Docs add-on: Seamless integration with existing writing workflows
Zapier automation: Connect with 3,000+ apps for automated content distribution
API access: Custom integrations for enterprise content management
⚠️ Key limitations: The SEO focus can sometimes conflict with persuasive copywriting principles. Human oversight essential. Can be overly technical at the expense of emotional connection. Credit-based pricing can become expensive for high-volume users.
7. Grammarly (AI features)
Best for: Copy refinement, quality control, collaborative editing
Time savings: 30 minutes per piece on editing
Cost: From £10/month
Grammarly has evolved from a simple grammar checker into a comprehensive AI-powered writing assistant. Their recent AI features transform it from a proofreading tool into a strategic writing partner that enhances rather than replaces human creativity.
🧠 Platform capabilities:
Generative AI: Content creation assistance integrated with real-time editing
Tone detection: Identifies and suggests emotional tone adjustments
Clarity optimization: Rewrites complex sentences for better comprehension
Conciseness tools: Eliminates redundancy and improves impact
Full-sentence rewrites: AI-powered alternatives that maintain original meaning
Vocabulary enhancement: Context-appropriate word suggestions
Plagiarism detection: Comprehensive originality checking
Brand voice consistency: Custom style guides for teams
Team analytics: Writing performance metrics across organizations
Productivity insights: Time saved and writing quality improvements
Compliance monitoring: Ensures content meets brand standards
Security protocols: Enterprise-grade data protection
Brand-specific rules: Custom grammar and style preferences
Industry compliance: Healthcare, legal, financial sector requirements
Terminology management: Consistent use of branded terms and phrases
Approval workflows: Multi-step review processes for sensitive content
Personal analytics: Writing habits, strengths, and improvement areas
Goal tracking: Productivity and quality metrics over time
Skill development: Personalized recommendations for writing improvement
Comparative benchmarking: Performance against industry standards
Integration ecosystem:
Platform coverage: Gmail, Google Docs, Microsoft Word, Slack, LinkedIn
Browser extension: Works across 500,000+ websites and applications
Mobile apps: iOS and Android with voice-to-text capabilities
Desktop applications: Native apps for Windows and Mac
⚠️ Key limitations: Can be overly prescriptive. Sometimes "incorrect" grammar serves a strategic purpose in copywriting. Limited understanding of creative or unconventional writing styles. May flag intentional rule-breaking for effect.
8. ChatGPT
Best for: Ideation, strategic brainstorming, problem-solving
Time savings: 1-2 hours per creative challenge
Cost: £16/month for Plus
ChatGPT remains the most versatile and widely-adopted AI tool for copywriters. While not specifically designed for copywriting, its conversational approach and broad capabilities make it invaluable for creative problem-solving and strategic thinking.
🧠 Platform capabilities:
GPT-4o integration: Most advanced language model with multimodal capabilities
Real-time web browsing: Access to current information and trends
Image analysis: Visual content understanding and description
Code generation: Technical implementation for digital campaigns
Custom GPTs: Build specialized AI assistants for specific copywriting tasks
Memory function: Retains context across conversations for ongoing projects
Canvas mode: Collaborative writing environment with real-time editing
Voice interaction: Natural language conversations for brainstorming sessions
Integration capabilities:
Zapier automation: Connect with 3,000+ apps for workflow integration
API access: Custom implementations for enterprise applications
Plugin ecosystem: Extend functionality with specialized tools
Mobile accessibility: Full-featured apps for iOS and Android
⚠️ Key limitations: Output is distinctly AI-flavoured and requires significant human refinement for client use. Can generate confident-sounding but incorrect information. Lacks deep industry expertise. May produce generic ideas without specific prompting. Rate limits can be restrictive during intensive creative sessions.
The bottom line
We're entering an era where the best copywriters aren't the fastest writers – they're the ones who can leverage AI assistance most strategically whilst maintaining the human insight that drives results.
The trend data shows:
By 2030, AI models will have significantly advanced language comprehension and contextual understanding
But emotional intelligence and strategic thinking remain uniquely human capabilities
The most successful copywriters will be AI-fluent strategic partners
The question isn't whether you should use AI copywriting tools – it's how to use them strategically without compromising the human elements that make copy actually work.
Bottom line: AI handles the mechanical heavy lifting. Human copywriters handle everything that actually matters for conversion and connection.
Ready to develop a copywriting approach that leverages AI strategically whilst maintaining genuine human insight? I specialise in helping brands create copy that converts by combining technological efficiency with deep psychological understanding and strategic positioning.
Let's chat about developing a copywriting strategy that works in 2025 – AI assistance included, human expertise guaranteed, results measured and optimised.
