(qlmbusinessnews.com . Fri 4th Jul, 2025) London, UK —
The Hidden Cost of Using AI for Copywriting: A Comprehensive Report
AI Enhances Earnings for Copywriters Correcting its Mistakes, Reveals Sarah Skidd
Sarah Skidd, a British product marketing manager with a penchant for tech and start-up sector writing, has found an unexpected source of income – correcting AI-generated content. In May, a content agency enlisted her expertise to revise website copy initially drafted by generative AI for a client in the hospitality industry, a task that far from saving money, introduced numerous problems.
“The AI-produced copy was basic and lacking in appeal. It was meant to engage and sell but ended up being incredibly bland,” Skidd commented.
She dedicated approximately 20 hours to overhaul the content, commanding a rate of $100 (£74) per hour. The project required a complete rewrite rather than minor edits.
Residing in Arizona, Skidd remains optimistic about the shift towards AI technologies like ChatGPT for copywriting tasks. “Perhaps it's a bit naive, but I believe genuine talent will always be in demand,” she asserts.
Currently, she's noticing a trend where writers primarily rectify AI-generated content. “Another writer reached out to me, sharing that 90% of their current workload involves fixing AI errors. So, it's not just me who's profiting from these mistakes; there's a whole community of us,” Skidd reveals.
Skidd, however, is not against AI and acknowledges its potential advantages. “My husband and son, both dyslexic, find writing challenging. AI can be a game-changer for people like them,” she explained.
With generative AI's popularity soaring, firms are increasingly turning to solutions like OpenAI's ChatGPT and Google Gemini, aiming to streamline operations and reduce costs. According to the Federation of Small Businesses research, a significant number of small enterprises plan to escalate their AI usage within two years, particularly those eyeing rapid sales growth.
Yet, businesses often rush the integration of AI, leading to increased workload and expenses, as Skidd's experience illustrates.
Echoing Skidd's observations, Sophie Warner, co-owner of Create Designs, a UK-based digital marketing agency in Hampshire, reports a surge in clients seeking rescue from AI-induced issues over the past six to eight months.
“Initially, clients approached us for website issues or new features. Now, they attempt to use ChatGPT first,” Warner notes. This has led to clients implementing AI-suggested code that crashes their websites and exposes them to security breaches.
Warner recalled an instance where a client opted for ChatGPT's guidance for a task that traditionally took 15 minutes, resulting in a £360 loss and a three-day business interruption.
“The optimism around AI's capabilities is premature,” comments Prof Feng Li, associate dean for research and innovation at Bayes Business School. He warns that AI can “hallucinate,” generating irrelevant or inconsistent content, and emphasizes the necessity of human oversight to avert reputational damage and unforeseen liabilities.
In Gujarat, India, copywriter Kashish Barot shares her experience of humanizing AI-written content for U.S. clients. Despite the subpar quality, client expectations are skewed by AI's speed, overlooking the time quality writing requires.
Prof Li criticises companies for experimenting with AI without clear goals or understanding its limitations, while OpenAI suggests the outcome with ChatGPT varies based on the model, user experience, and prompt specificity.
Asked about AI's potential threat to the industry, Warner remains cautiously optimistic, highlighting AI's inability to replicate the nuanced understanding of brand identity and target demographics that human expertise provides.
“AI can support, but it cannot substitute the human touch in our field,” Warner concludes.
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