Guide: AI in business › AI in marketing, advertising and content
AI copywriting works when artificial intelligence speeds up the work on a text rather than replacing the knowledge the text is meant to convey. A model is good at organising and shortening, and it suggests variants too. But it does not know your customers, results or experience — and that is exactly what readers and search engines look for, as do AI models when choosing a source to cite. Below you will find a process that lets you write faster without losing quality, and an answer to whether ‘humanising’ AI text makes any sense at all.
In 60 seconds AI copywriting in a nutshell
- What it is: writing marketing copy with the help of AI models (drafts, headline variants, channel versions), always edited and signed off by a human.
- Who will find it useful: teams that have expert knowledge but lack the time to write it down. It helps least those companies that want AI instead of knowledge.
- Where the money goes: the subscription is a trifle. The biggest costs are the expert’s time and editing with fact-checking.
- First move: gather material nobody else has (data, customer questions, an expert’s comments) and write down your brand’s tone of voice.
- Red flag: made-up figures, mass production without value (Google treats it as spam) and ‘rewriters’ promising that text will pass any detector.
What is AI copywriting?
AI copywriting means writing marketing copy with the help of language models such as ChatGPT, Gemini, Copilot or Claude, and it covers articles and offer descriptions as well as emails, posts and ads. The model will prepare a draft, suggest several headlines, shorten a text or adapt it for another channel. The knowledge comes from a human, who also makes the decisions and is responsible for the result.
Content marketing AI to pojęcie szersze i nie zastąpi planu, o którym piszemy w tekście o tym, jaka strategia content marketingowa jest skuteczna. Obejmuje planowanie tematów, dobór fraz, on-site content personalisation (different visitors see different versions of the text), plus distribution and measurement. A standalone ‘AI copywriter’ does not exist. What exists is a copywriter who works with AI, and it is their name under the text. If you are only just getting to grips with the whole subject, start with our guide to AI in business, because here we deal exclusively with copy.
The scale is already considerable. The Content Marketing Institute asked 1,015 B2B marketers (survey of 8 October 2025): 95% of companies use AI applications, and 89% of them use AI to write or improve marketing copy.
W źródłach anglojęzycznych ten sam temat występuje pod hasłami AI copywriting i AI content marketing, a narzędzia nazywa się zwykle AI content generator. Nazwy się różnią. Zasada zostaje ta sama. „AI copywriter” to w praktyce program, który podsuwa wersje tekstu, a nie autor, który odpowiada za jego treść.
Who does AI writing really help?
The biggest winners are companies that have knowledge but no time to write it down — often it is enough for an engineer to talk about a project for 20 minutes and for AI to turn the notes into a draft article. The second group is marketing departments that produce the same formats every week (newsletter, monthly round-up, posts) and need versions for several channels. Similar logic applies to foreign-language versions; we described the differences in our piece on AI translation in business.
The company that gains least is one that wants AI instead of knowledge. The prompt ‘write an article about…’ without source material will produce a copy of what is already circulating online, and the same CMI survey shows the other side of the coin well: 58% of marketers see an improvement in content quality thanks to AI, but 12% see a decline. The difference is made by the process, not the tool.
A simple test before buying a subscription: list three things about your market that only you know. Can’t do it? Then AI will not help much.
Content marketing with AI in six steps
This is how we work on expert and sales copy. The same approach works for an article, a service description and a press release.
W tym schemacie najczęściej zaniedbany jest ostatni krok, czyli pomiar. W kokpicie Commwork®AI każdy tekst ma swój wskaźnik: ile zapytań od klientów przyszło przez stronę z tym tekstem i czy treść pojawia się w odpowiedziach silników AI. Bez tego trudno powiedzieć, które formaty w ogóle przyspieszać.
- STEP 01Knowledge before text
Gather what your competitors don’t have: project data, customer questions, an expert’s comments, photos from completed work. Without it, you will end up with yet another version of what is already online.
- STEP 02A plan from a human
Write down the thesis and the audience, decide what the reader should do after reading, and add the questions the text must answer — before anyone opens a chat. A quarter of an hour spent on the plan saves hours of corrections.
- STEP 03A first draft with AI
The model gets the knowledge and the plan, plus the brand’s tone-of-voice rules — not just ‘write an article about…’. We show how to write such prompts, with examples, in our guide on prompts for marketing.
- STEP 04Editing and brand tone
Cut the generalities, add examples and read the text aloud. Does it sound like your company? This is where most of the value is created — and exactly where companies most often cut time.
- STEP 05Facts and sign-off
Every figure has a source and a date, and every quote is approved by its author, because a model can make things up with complete conviction (we explain why in our piece on AI hallucinations). The text is signed by the person who is responsible for it.
- STEP 06Measurement
Check whether the text brings in customers, not just traffic. Count enquiries and sign-ups — ideally sales conversations — and compare them with a baseline period, otherwise it is easy to mistake an ordinary seasonal pattern for the effect of the text.
What does AI do well in copywriting, and what can’t it do?
Most disappointments stem from the belief that the model ‘knows’. It predicts the most likely next sentences, which is why it is excellent at transforming text you already have and poor at supplying knowledge that the text lacks.
| AI does well | What AI does poorly |
|---|---|
| variants of titles, headings and calls to action | knowledge from your projects and your clients |
| shortening and simplifying text | recognising what is new to the reader |
| organising notes into a structure | real figures and sources — it can make them up |
| versions for different channels | brand voice without clear rules and examples |
| first-pass translation | responsibility for the content |
Jak Commwork®AI sprawdza, czy treści z AI przynoszą klientów
Więcej tekstów nie znaczy więcej zapytań, a bez pomiaru tego nie widać. Commwork®AI łączy stronę, analitykę i system klientów, żeby przy każdym tekście było widać zapytania, i sprawdza, czy treści są cytowane w odpowiedziach AI. Zespół Commplace® planuje i redaguje, a decyzję o publikacji podejmuje człowiek.
- Rozmowa z ekspertem i materiał 30%
- Editing and brand tone 28%
- Fact-checking 20%
- Szkic i warianty z AI 12%
- Publikacja i pomiar 10%
- 2.08.2026Art. 50 AI Act: principles of disclosing content from AI
- Week 2Spisany ton marki z przykładami tekstów
- Week 4Pierwsze teksty z rozmów z ekspertami
- Week 8Przegląd: które formaty przyspieszać
- Week 12Porównanie zapytań z okresem bazowym
- 01Rozmowa z ekspertem
- 02Ton marki i plan
- 03Szkic z AI i redakcja
- 04Publikacja z podpisem
- 05Pomiar zapytań
- Łączy stronę, analitykę i system klientów w jeden rachunek, więc przy każdym tekście widać, czy przyniósł zapytanie, a nie tylko odsłony.
- Sprawdza, czy Twoje treści pojawiają się w odpowiedziach ośmiu silników AI, i wskazuje luki, które warto zamknąć kolejnym tekstem. Jak wygląda taki pomiar, opisujemy przy AI visibility audits.
- Ustalenia z rozmowy z ekspertem zamienia w zadania z właścicielem i terminem, a żaden tekst nie trafia do publikacji bez podpisu człowieka.
The view reproduced is modeled after the dashboards provided to customers. The names, numbers, and terms are examples and show the way the system works, not the results of a specific company.
Does ‘humanising’ text with an AI rewriter make sense?
More people type phrases such as ‘AI rewriter’, ‘rewrite AI’ or ‘AI to human rewriter’ into search engines than ‘AI copywriting’, and they mean tools that rewrite AI text so that it doesn’t look machine-made and gets past detectors. That is the answer to the wrong question.
First, detectors are unreliable. OpenAI withdrew its own classifier on 20 July 2023 ‘due to its low rate of accuracy’: it identified 26% of AI-written texts and flagged 9% of human-written texts as machine-generated. Second, Google does not penalise the mere use of AI; the problem is text without value, and rewording it adds no value.
An AI content rewriter makes sense for other tasks. It will simplify a paragraph for a layperson or shorten a description for an ad. It will also change the tone from official to conversational. In those cases, an AI paragraph rewriter is simply an assistant editor, and that is how you should treat it.
Z tego samego powodu nie ukrywaj, że korzystasz z AI, tylko pilnuj, żeby AI generated content zawsze przechodził przez ręce człowieka, który zna temat. Podpis pod tekstem ma znaczyć, że ktoś go sprawdził.
Does AI-written content hurt you in Google?
Using AI in itself is not the problem. In its guidance on AI-generated content (updated 10 December 2025), Google states plainly that it allows such content if it gives the user real value. What it prohibits is something else, namely scaled content abuse, i.e. mass-generating many pages with no value for the reader, regardless of whether a human or a program does it.
Google also advises taking care over the accuracy and quality of titles and descriptions, as well as image alt text, and considering disclosing how the content was created. So what does harm is quantity without quality, not AI. We write more broadly about how search engine optimisation itself is changing in our article on AI SEO, and we break down what makes a chatbot cite your page in particular in our piece on ranking in ChatGPT.
How much does content marketing with AI cost and what drives the budget?
The most common mistake in the calculation is counting only the subscription. An AI content generator is the cheapest item on the whole bill, and the budget depends mainly on how much human work a text that is meant to matter requires. Before you compare tool prices, count the expert’s and editor’s hours on a single text.
Próg decyzji ustal przed startem, bo po kwartale każdy wynik da się ładnie opisać. Przykład: proces z AI zostaje, jeśli czas od notatek do publikacji wyraźnie się skraca, a liczba zapytań z treści nie spada w porównaniu z okresem bazowym. Krótszy czas przy spadku zapytań oznacza, że przyspieszyłeś produkcję tekstów, których nikt nie potrzebuje.
Gdy zlecasz treści na zewnątrz, zapytaj wykonawcę o kilka rzeczy, zanim zapytasz o cenę za tekst.
Jeśli wolisz od razu ustawić cały proces razem z pomiarem zapytań, zobacz, jak wygląda nasza usługa marketing AI dla firm.
- Skąd bierzesz wiedzę do tekstu: z rozmowy z naszym ekspertem czy z sieci?
- Kto sprawdza liczby i źródła, zanim tekst do nas trafi?
- Jak zapisujesz ton naszej marki i na jakich przykładach?
- Których narzędzi AI używasz i co dzieje się z naszymi materiałami?
- Jak zmierzymy, czy teksty przynoszą zapytania, a nie tylko ruch?
| Item | What it depends on | What AI changes |
|---|---|---|
| AI tools | team size, data confidentiality requirements | a new, fixed subscription cost |
| Expert time | topic complexity, number of interviews and amount of data | almost nothing, as this is the source of the text’s value |
| Draft and variants | length and number of versions | cuts time the most |
| Editing and brand tone | quality of brand guidelines, number of revisions | less than it seems; a human still does the work here |
| Fact-checking | amount of data, sector (health, finance, law) | increases, because the model can make things up |
| Measurement | goals, analytics, comparison with a baseline period | AI helps compile the data; a human does the assessment |
Which AI tools should you choose for content marketing?
Lists such as ‘top AI tools for content marketing’ change every quarter. Names date quickly, so it is better to know the four types of tools and what each is suited to. We have collected specific products in our overview of the best AI tools for business, and if you are torn between ChatGPT, Gemini and Copilot, take a look at our separate comparison of plans and prices.
| Type of tool | What for | Limitation |
|---|---|---|
| General chat (ChatGPT for writing, Gemini, Claude) | drafts, variants, editing, summaries | requires good prompts and source material |
| Copywriting tool with templates | repetitive formats: product descriptions, ads | templates make different companies’ copy sound the same |
| Rewriter / paraphraser | simplifying, shortening, changing tone | adds no knowledge; does not solve the quality problem |
| AI in an email marketing system or on a website | message versions, AI content personalisation on a website | requires audience data and consent to use it |
AI copywriting in social media and corporate communications
In social media, an AI content creator saves the most time, because formats are short and repetitive. This is also where slip-ups happen most easily. Publishing takes a second, but a screenshot stays around for years. Short paid formats follow yet other rules, which we described in our article on advertising created with AI.
- AI prepares several versions of a post for different channels, and a human chooses and corrects them,
- schedules and repetitive formats (e.g. a weekly round-up, newsletter) lend themselves well to automation,
- replies to comments and messages: drafts yes, publishing without checking no,
- in a crisis, AI writes nothing public without the approval of the person responsible for communications.
Typowa firma w 90 dni, czyli proces treści z AI w praktyce
Poniżej przykład poglądowy, nie opis konkretnego klienta. Załóżmy firmę usługową B2B z jedną osobą od marketingu, dwoma ekspertami, którzy nie mają czasu pisać, i planem czterech tekstów miesięcznie.
Miesiąc pierwszy. Marketing spisuje ton marki na przykładach: trzy teksty, które się podobają, dwa, które nie, i dlaczego. Z handlowcami zbiera pytania, które klienci zadają przed zakupem; opis personas in marketing pomaga nie pisać do wszystkich naraz. Równolegle trzeba sprawdzić, czy treści firmy pojawiają się w odpowiedziach silników AI, żeby mieć punkt wyjścia.
Miesiąc drugi. Każdy tekst zaczyna się od dwudziestominutowej rozmowy z ekspertem, nagranej za zgodą. AI robi z transkrypcji szkic, marketing redaguje, ekspert sprawdza fakty i podpisuje. Jedna prawdziwa historia z projektu, opowiedziana po ludzku, robi więcej niż trzy akapity ogólników; jak ją zbudować, pokazuje tekst o storytellingu.
Miesiąc trzeci. Z każdego tekstu powstają wersje na newsletter i LinkedIn. Na koniec kwartału zespół porównuje zapytania ofertowe z tym samym okresem sprzed zmian i sprawdza, które formaty dały rozmowy handlowe. Te formaty przyspiesza. Resztę po prostu tnie.
W tym scenariuszu największym kosztem nie są narzędzia, tylko godziny eksperta i redaktora, dokładnie tak jak w tabeli kosztów wyżej. Jeśli ta sama firma wdraża AI także w innych obszarach marketingu, kolejność kroków opisuje nasz plan wdrożenia AI w marketingu i PR na 90 dni.
- Czy mam spisany ton marki z przykładami, a nie tylko listą przymiotników?
- Czy każdy tekst ma materiał od eksperta albo z danych firmy?
- Czy wiem, kto sprawdza liczby i kto podpisuje tekst?
- Czy moje polecenia dla AI mówią, do kogo piszę i po co, oraz zawierają materiał źródłowy?
- Czy mierzę zapytania z treści, a nie tylko odsłony?
- Czy wiem, które teksty cytują odpowiedzi AI?
When does writing with AI pay off, and when is it better to skip it?
Writing with AI pays off when you have source material and a documented brand tone, and the model is only meant to speed up the journey from notes to finished text. It also performs well with repetitive formats, language versions and channel adaptations, and at the start of a new content cycle it will reveal gaps in your topic plan within minutes.
Odpuść, gdy tekst dotyczy prawa, zdrowia, finansów albo kryzysu, a nie masz czasu na rzetelne sprawdzenie faktów. Odpuść też wtedy, gdy celem jest „więcej tekstów”, a nie „więcej klientów”. Cztery teksty z danymi zrobią więcej niż czterdzieści ogólnych. Firmowy blog zarabia na siebie wtedy, gdy odpowiada na pytania klientów, o czym więcej w artykule o tym, jakie korzyści daje blog firmowy.
The obligation to label AI texts is narrower than it seems. Under the AI Act (Article 50, from 2 August 2026), disclosure is required for AI-generated text published to inform the public on matters of public interest, unless it has undergone editorial review by a human who takes responsibility for it. We described the details and examples in our guide on labelling AI content.
Want to set up your AI content creation process so that quality grows, not just the number of texts? That is what we do as part of our service AI Marketing.
Where AI-written copy most often loses quality
The result is a text similar to hundreds of others. It attracts neither readers nor citations, and you still have to spend time editing it.
One made-up figure or a non-existent source undermines the credibility of the whole company, and a correction costs more than an hour of verification before publication.
Google treats hundreds of similar texts without value as spam, and the result can be a loss of visibility for the entire website, not just the weak subpages.
Rewriting to fool detectors ruins the text. And it does not solve the real problem anyway, namely the lack of knowledge that nobody else has.
Everyone in the team uses AI their own way and the company starts speaking with several voices, until eventually customers no longer recognise the brand by the way it communicates.
What teams starting to write with AI ask
Does text written with AI need to be labelled?
Under the AI Act (Article 50, from 2 August 2026), disclosure is required for AI-generated text published to inform the public on matters of public interest, unless it has undergone editorial review by a human who takes responsibility for it. Marketing copy checked and signed by its author usually does not require it. Even so, set a clear company rule on who labels content and in what situations, so that nobody has to decide this in a rush just before publication.
Does Google penalise AI content?
Not for the mere use of AI. Google prohibits mass-generating pages without value for the user, regardless of who creates them, so all that counts is whether the text is accurate and helpful, and trustworthy as well.
Will an AI rewriter help hide the fact that AI wrote a text?
Sometimes it will fool a detector. But detectors are unreliable anyway: OpenAI withdrew its own in 2023 due to low accuracy. A rewritten text usually reads worse, so it is better to add your own data and examples to it.
Which AI should a company choose for writing copy?
To start with, a general chat such as ChatGPT, Gemini, Copilot or Claude, in a business version with data protection, is enough. Source material, brand tone rules and editing matter more than the tool, and template tools only become useful with a large volume of repetitive texts.
How many texts a month can you write with AI?
As many as the team can thoroughly check and enrich with its own knowledge — and measure the effect by the number of customer enquiries, not the number of publications, because only that shows whether the texts are working for sales.
How do you keep the brand voice in texts written with AI?
Write down tone rules with ‘do’ and ‘don’t’ examples, add a list of banned and preferred words, and then give them to the model with every task, together with two or three model texts from the brand. A human always has the final say on tone.
Will an AI copywriter replace a copywriter?
It will replace part of the mechanical work, i.e. variants, abridgements and channel versions. It will not replace conversations with the client and the expert. Nor will it replace choosing the thesis and taking responsibility for the text. A copywriter who works well with AI writes faster, but it is still they who decide what is worth publishing.
Sources
- SOURCEGoogle Search Central: guidance on AI-generated content · updated 10 December 2025
- SOURCEGoogle Search Central: spam policies · accessed 24 September 2026
- SOURCE
- SOURCE
- SOURCE
- SOURCEEuropean Commission: transparency obligations under Article 50 of the AI Act · accessed 24 September 2026
Read next
Ustawiamy proces treści z AI: od rozmowy z Twoim ekspertem, przez redakcję w tonie marki, po pomiar zapytań od klientów. Na pierwszej, bezpłatnej rozmowie wskażemy formaty, które warto przyspieszyć najpierw.
Sebastian Kopiej, President of Commplace®. In public relations since 1996. Text prepared with the help of AI tools and fact-checked by the author. Data current as of September 29, 2026.
See also: Podstawy content marketingu wyjaśniamy w artykule content marketing – what it is, how it works and where to start.