Let’s be honest, AI copy is everywhere right now, on landing pages, product descriptions, emails… even testimonials are getting “optimized.”
And yet, supplement brands are noticing something unusual: conversion rates are declining.
Why? Because AI can write copy that’s correct, but not convincing.
It nails the grammar, it hits the keywords, but it misses the pulse.
I recently tested this with two versions of a product page for a nootropic brand:
Version A: Written entirely by AI. Clean, keyword-rich, technically flawless.
Version B: Written by a human, imperfect but empathetic, with personal anecdotes and raw tone.
Version B outperformed by 42% in conversion. Why? Because supplements are intimate. Because you’re not selling capsules. You’re selling clarity, sleep, energy, and hope.
AI can describe the benefits, but only humans can truly feel them.
That doesn’t mean AI’s useless, far from it. You can combine AI with human copywriting by:
Using AI for research and ideation
Letting humans write the story
Blending data with instinct
Refusing to automate empathy
So, in reality, AI isn’t replacing copywriters; it’s exposing which ones were never really writing for humans.
Want to know how to combine AI and human copy for optimal results? Call me, let’s talk.
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