Copywriting vs content writing: which should you bet on in this AI era?

Many aspiring copywriters, content writers, and even existing ones are confused and scared about what the future of their career holds in this AI era. It's no secret that AI has grown and left many unemployed, while also advancing the careers of others. Many aspiring copywriters and content writers, and those already in the field, don't know which one to bet on. 

Before we delve into it, here is what B2B SaaS writer Hafsat Ahmed has to say to aspiring writers. “I believe that AI shouldn't be the deciding factor when choosing between copywriting and content writing. Both disciplines will be as relevant tomorrow as they were years ago, even before AI entered the conversation – I dare say, even more.”

In this article, you will learn how to take your copywriting or content writing career to the next level in this AI era. 

Copywriting and content writing: What is the difference? 

According to the American Writers and Artists Institution, copywriting is the process of writing persuasive marketing and promotional materials that motivate people to take a specific action, such as making a purchase, clicking on a link, donating to a cause, or scheduling a consultation.

HubSpot defines content writing as the process of writing, editing, and publishing content in a digital format to engage a specific audience and accomplish a marketing goal. 

That content can include blog posts, video or podcast scripts, ebooks or whitepapers, press releases, product category descriptions, landing page or social media copy, and more.

In short, copywriting closes sales while content writing informs potential customers about a product or service. 

The impact of AI in copywriting and content writing.

A fintech content marketer, Chidinma Ofoegbu, says, “Copywriting will become more in-demand because it taps deeply into human psychology, creativity, and critical thinking—areas where AI still falls short. Basic content writing, like generic how-to articles, can be easily handled by AI. 

However, Content writers can also stand out by focusing more on writing interviews, white papers, case studies, and research reports that still demand human input, because they rely on honest conversations, expert research, unique perspectives, and critical analysis.”

The Author's Guide made it clear that AI-generated works might look or sound like human-created works, but they lack the human intelligence and feeling that distinguish them. AI cannot feel, think, or empathise. It lacks the essential human faculties that move the arts forward.

While AI has impacted copywriting and content writing, it has yet to fully grasp the psychological aspects of content, which may take some time to comprehend or may never be fully understood. Because humans evolve and emotions change. Human creativity will always be indispensable.

Are copywriting and content writing hiring rates down or up?

I know this is the part that interests you the most. Well, here’s what the data suggests about copywriting and content writing hiring rates as of 2024-2025.

Journal Portfolio explains how freelance writing gigs overall dropped. Thousands of “basic content writing” jobs disappeared in less than a year after AI tools like ChatGPT and Perplexity became more widely known and used. However, high-level content roles, such as content strategy, are posted more frequently and paid more. Some months ago, OpenAI posted a content strategist role that pays $393,000 plus equity.

To put it another way, AI is only taking jobs away from mediocre writers. In copywriting, there are mixed signals. Some copywriters report losing clients to a $30 AI tool.

An example is  Craig Brett, who has been writing for 12 years, said his income dropped to half of what it was before AI became widespread. Another writer said specialised writers who adapt using AI tools and offer a strategy are reported to earn more.

So, you see, the number of “basic content” hires is declining, but quality and valuable writers are in demand. 

The future of copywriting and content writing In this AI era.

Coherent Market Insight estimated the copywriting services market to be valued at USD 29.28 Bn in 2025 and is expected to reach USD 48.89 Bn in 2032, exhibiting a compound annual growth rate (CAGR) of 7.6% from 2025 to 2032.

I like to look at it this way: When email first appeared, many people thought it would destroy traditional communication.

Postal workers feared for their jobs, and some even believed letter-writing would vanish altogether. It never did and will never do. Instead, it scaled it. It made sending messages faster, cheaper, and more global.

So, instead of waiting days for a letter to arrive, as was usually the case, people could reach each other immediately. Looking at this from the same lens, AI is doing the same thing today for content writing and copywriting.

It's changing how writers create and handle repetitive, time-consuming tasks — such as drafting outlines, generating quick ideas, or suggesting headlines. But it doesn’t remove the need for human writers. In fact, it makes work more valuable.

Writers can now focus on strategy, persuasion, creativity, and emotional connection, while AI handles the “delivery speed.” Just as email didn’t kill communication but transformed it, AI won’t kill writing — it will scale it to new heights.

Precious Origi, a conversion copywriter, said, “Copywriting safeguards you in this AI era. AI is still aspiring to get emotions into content.” While AI can now perform a significant amount of work that content writers do, it is yet to understand human emotions. 

Copywriting vs content writing: How to stand out in the AI era?

The chance to stand out as a writer in this AI era is significant. Here are key ways to stand out and not treat AI as a threat. 

1. Experiment

If you’re just starting, try doing both for a bit. Write blog posts, social media posts, threads, case studies and more. 

Also writing copy—ads, email, product pages. See which you enjoy more, which you learn faster, and focus on the human psychology area. 

2. Use AI tools 

Learn how to use AI tools instead of fearing them. These tools help you work faster, test, and ideate, while still adding your human value—emotion, clarity, originality. 

AI Tools are more accessible now than they were 3 years ago. And guess what? Those who avoid them may fall behind. I am sure you don't want to be among them.

3. Niche down fast

Whether content or copy, it doesn't matter. Find a niche (health, education, tech, fashion, etc.), or a type of writing (email marketing, direct response, brand voice). 

Specialists can charge more and survive in this AI era. So find a niche and dominate it. 

4. Build your strategy skill

And lastly, focus on strategy and results. Clients don’t pay just for words anymore. They pay for results (sales, leads, engagement). If you can show that your writing brings results, you become more valuable in this AI era. 

This article has helped you decide what skill to bet on in this AI era. If you follow these steps completely, you will be able to stand out among other writers.

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