AI copywriting tools are built for one thing: converting. Unlike general writing assistants, the best copywriting AI understands marketing frameworks, knows what makes a headline click-worthy, and can generate dozens of variations for A/B testing. They've become table stakes for digital marketing teams that need to produce high volumes of ad copy, emails, and landing pages.
Marketing framework knowledge
Does it know AIDA, PAS, and other proven frameworks? Can it write for different funnel stages? Generic AI generates generic copy - marketing-specific tools understand what different formats need to accomplish.
Tone and brand voice control
Can you train it on your brand's existing copy? Or at least set a tone? Copy that doesn't sound like your brand is copy you'll rewrite from scratch.
Variation generation
The real value of AI copywriting is generating multiple versions quickly for testing. How many variations can you produce in one pass? Can you compare them side by side?
Channel-specific formatting
A Facebook ad has a character limit. An email subject line needs to be scannable on mobile. Google ads have strict formatting rules. Check whether the tool knows the constraints of each channel.
Jasper has more mature team features, brand voice training, and integrations with SEO tools. Copy.ai is faster for individual use and has an excellent workflow builder for automating content pipelines. Enterprise teams typically prefer Jasper; smaller teams often find Copy.ai sufficient and more affordable.
AI can generate high volumes of copy variations quickly, which is valuable for systematic testing. The copy that converts highest usually contains a specific insight about the audience or product - something a human identified, not just generated. Use AI for volume, use data to find what works.
Current requirements vary by context. FTC guidelines in the US require disclosure of material connections, but there's no explicit mandate for AI disclosure in all advertising. Some platforms (Google Ads, Meta) have their own policies on AI-generated content. Check the specific platforms and jurisdictions you operate in.
