Why Human Curiosity, Not AI, Drives Effective Copywriting, According to Justin Oberman

In a recent LinkedIn post, Justin Oberman discusses the fundamental human element that he believes remains irreplaceable in copywriting, even in the age of artificial intelligence. Oberman, a copywriter with over 20 years of experience, argues that the core of effective copywriting lies not just in the ability to write words, but in a deep, insatiable curiosity about human psychology and emotion.

Oberman opens by stating his motivation for entering the field:

I didn’t become a copywriter because I like to write words. I became a copywriter because I’m insatiably curious about what makes people tick, or even better, click. Or even better, feel things.

This foundational curiosity, according to Oberman, provides a significant competitive advantage for leaders who already grasp this concept. He posits that those who are quick to dismiss human writers in favor of AI tools may eventually face a realization about the limitations of automated content generation.

The Limits of AI in Understanding Human Emotion

Oberman clarifies that his stance is not one of Luddism or an outright rejection of AI. Instead, he emphasizes that AI, while capable of processing information, fundamentally lacks the nuanced understanding of human emotion and motivation that a seasoned copywriter possesses. He draws an analogy to the relationship between a client and a therapist.

A good piece of copy is like a good therapist. Technically, anyone can ask you questions. But only one of them actually knows how to make you feel understood.

As Oberman points out, while AI can generate text and even mimic certain styles, it cannot replicate the empathetic connection and deep understanding that stems from genuine human curiosity and experience. This ability to connect on an emotional level is what truly drives engagement, prompting people not just to click, but to feel.

AI vs. The Art of Connection

The core of Oberman’s argument is that AI operates on data and algorithms, whereas effective copywriting requires an understanding of the unquantifiable aspects of human behavior. He suggests that smart individuals, though perhaps smart in different domains, may overlook this critical distinction when it comes to content creation.

“And that’s exactly the kind of thing a good copywriter helps you (or your brand) figure out,” Oberman writes. This suggests that copywriters act as translators, bridging the gap between a brand’s message and the audience’s emotional and psychological landscape.

Oberman concludes that this understanding is precisely why he is not apprehensive about the rise of AI in his profession. His confidence stems from the belief that the human capacity for empathy and deep curiosity will always hold a unique and valuable place in communication.

I’m not scared of AI for the same reason a therapist isn’t scared of a FAQ page.

In essence, Oberman’s post serves as a powerful reminder that while AI can automate tasks, it cannot replace the essential human qualities of curiosity, empathy, and genuine understanding that are vital for creating truly resonant and effective copy.