In a recent LinkedIn post, Mark Firth critically examines the current capabilities of Artificial Intelligence in copywriting, pushing back against claims that AI can fully replace human writers at this stage.
Firth opens by directly addressing the hype surrounding AI’s potential, stating:
Silly to say AI can replace humans for copy for now: Or we’d ALL be millionaires With offers that sell like lemonade on a sunny day
This assertion challenges the often-unrealistic promises made by AI developers and proponents, suggesting that widespread adoption would naturally lead to unparalleled success if the technology were as transformative as some claim.
The Bias of AI Advocates
A central theme in Firth’s analysis is the inherent bias present in information coming directly from AI companies and their founders. He argues that their perspectives are not objective, given their vested interests in promoting their products.
According to Firth:
It’s a failure of judgement to take what the founders or AI companies say as ther truth Because their information is biased
This highlights a crucial point for business leaders and marketers: exercising critical judgment is essential when evaluating the claims made about new technologies. Firth suggests that relying solely on these sources without independent verification can lead to misguided decisions.
Seeking External Validation
To bolster his argument, Mark Firth points to other public figures who have expressed similar skepticism regarding AI’s current effectiveness in practical applications like copywriting. He references insights shared by notable figures in the business and technology commentary space.
Firth notes the contributions of Cal Newport, a respected author and academic, who has reviewed the issues surrounding AI. Additionally, he mentions Stephen Bartlett, host of the popular podcast ‘The Diary of a CEO,’ who has reportedly shared that AI is not yielding the desired results.
These references serve to contextualize Firth’s critique, showing it aligns with broader discussions and observations from individuals who are closely monitoring the impact of AI across various industries. As Firth implies, these external viewpoints add weight to the idea that the current AI discourse may be overly optimistic.
The Missing Human Element: Soul and Judgement
Ultimately, Mark Firth identifies the core deficiencies of AI in the realm of copywriting as a lack of ‘soul and judgement.’ This points to the nuanced, intuitive, and emotionally intelligent aspects of human communication that AI currently struggles to replicate.
While AI can process vast amounts of data and generate text based on patterns, it lacks the lived experience, empathy, and critical thinking that enable humans to craft truly compelling and resonant copy. Firth’s analysis suggests that for copy that truly connects and persuades, the human touch remains indispensable.
In conclusion, Mark Firth’s LinkedIn post serves as a timely reminder to approach the advancements in AI copywriting with a healthy dose of skepticism, emphasizing the enduring value of human creativity, judgment, and the intangible qualities that define effective communication.
📝 About This Content
This article is based on insights shared by Mark Firth on LinkedIn.
📅 Originally posted on March 17, 2026 | View original post on LinkedIn →