AI’s Impact on Copywriting: Justin Oberman on the Resurgence of Strategy and Editing

In a recent LinkedIn post, Justin Oberman discusses the profound, often overlooked, benefits that the rise of AI content generation has brought to the field of copywriting and ghostwriting. Oberman, a copywriter and ghostwriter himself, argues that while AI has dramatically reduced the time and cost associated with producing a basic draft, it has simultaneously elevated the value of strategic thinking, editing, and unique human insight.

He begins by acknowledging the shift in the industry: “I’m a copywriter and ghostwriter who used to get paid for writing stuff. But now that a decent draft takes nine seconds to produce, the cost of writing stuff has dropped to zero.” This observation sets the stage for his central thesis: that the commoditization of basic writing tasks by AI has, paradoxically, made the more nuanced and strategic aspects of the job more valuable than ever.

The Shift from Production to Strategy

Oberman highlights that his own experience with AI tools led him back to the core reasons he entered the profession. “I love thinking about what to write. And I love thinking about the best way to communicate that thinking,” he states, contrasting this with the mere physical act of writing, which he finds less critical.

According to Oberman, the widespread adoption of AI has inadvertently filtered the market, revealing copywriters and ghostwriters who possess genuine strategic talent and editing prowess. He points out that the core issue with AI-generated copy is not its origin, but its quality. “The problem with AI copy is not that it is AI copy. The problem with AI copy is that it’s bad copy. At scale,” Oberman argues. This exposes a fundamental truth: while AI can generate text rapidly, it often lacks the strategic depth, cultural awareness, and persuasive power that experienced human writers bring.

Re-evaluating Value and Billing

The post serves as a call to action for industry professionals facing declining demand for basic writing services. Justin Oberman urges them to pivot their focus and their billing models. “Stop competing on who produces copy fastest. Stop billing by the hour for the part that a machine can now do for free,” he advises.

Instead, Oberman advocates for charging based on the unique value propositions that human writers offer. This includes elements like:

• Taste and aesthetic judgment
• Strategic thinking and planning
• Subject matter expertise
• Cultural relevance and understanding
• Unique sense of humor
• Ability to simplify complex topics
• Exceptional editing and wordsmithing skills
• Persuasion and influence

As Oberman puts it, “Start charging for what people really want.” He suggests that by focusing on these higher-value contributions, writers can command higher fees than before the AI revolution. This shift, in his view, allows professionals to leverage their distinct human capabilities in a market increasingly saturated with automated content.

Oberman concludes by mentioning a free webinar he is co-hosting on September 15th, aimed at guiding copywriters and ghostwriters through this strategic re-evaluation and monetization of their skills. The event promises to offer a different approach compared to previous offerings, reinforcing his commitment to helping professionals adapt and thrive in the evolving landscape.