AI-generated copy has reached a level where the structural elements — headline formulas, value prop framing, CTA language — are consistently sound. The architecture of conversion copy is well-documented enough that language models produce competent first drafts reliably. The question is no longer whether to use AI for copy. It's knowing which outputs to ship and which to refine.
Ship When: Structure Is the Bottleneck
If your team struggles to produce any landing page copy quickly — if pages sit in draft for weeks waiting for a copywriter's calendar — ship the AI output. A structurally correct page with generic voice outperforms no page. The Creative Protocol and Visual Generator exist for this exact scenario: rapid production of conversion-structured copy that can be refined later.
Edit When: Voice Is the Differentiator
If your brand has a distinctive voice that your audience recognizes and values, AI copy will feel flat. Not wrong — flat. The structure will be correct, but the personality will be absent. In these cases, use AI to generate the skeleton — headlines, value props, objection handling — and rewrite the surface language to match your brand's tone.
Always Edit: Industry-Specific Claims
AI models generate plausible-sounding statistics and claims that may not be accurate for your specific industry. Any copy that includes numbers, regulatory references, or competitive claims must be fact-checked before publication. The structure is trustworthy. The specifics are not.
The 80/20 Rule
In practice, about 80% of AI-generated conversion copy can ship with minor edits (fixing company-specific details, adjusting tone). About 20% needs meaningful rewriting — usually the sections that require deep product knowledge or industry nuance. Knowing which 20% to focus on is the skill that makes AI copy tools productive rather than dangerous.