There’s a lot being written about AI at the moment. You know it’s serious when your sister-in-law has an smart home device installed in her 17th century farmhouse. Amazon Alexa, Amazon Echo, Google Home, Apple HomePod, you name it – everyone’s at it. By this time next year, we’ll all have a robot in the room – maybe even in several rooms.

After that, who knows?

Artificial Intelligence could be taking over our cooking, our diaries and our thought processes at a push – advertising messages could soon be beamed into our homes without the need of the internet, radio or TV to support them.


The question is, will robots be able to copywrite them too? For brands seeking to engage with customers, creating human connections is even more important in today’s fragmented media world. And strong, well thought out messaging is a crucial part of that.

If there’s one thing copywriters know, it’s that everyone – man or machine – thinks they’re a writer. But just because you can, doesn’t mean you should.

Copywriters needn’t worry too much just yet.

Meanwhile, if you’re off to put Alexa on the top of your shopping list, you won’t be the only one.

As Executive Creative Director, Paul Kitcatt, recently wrote in The Drum, “Just when you get wind of a new trend in technology, you find it’s already happened, and it’s changed your life forever.”