Episode Summary

Podcast: Do This, NOT That: Marketing Tips with Jay Schwedelson
Episode: Is AI Taking Copywriting Jobs? W/ Copy Posse Founder! Alex Cattoni 👩‍💻 | Ep. 466
Date: February 26, 2026
Guests: Jay Schwedelson (Host), Alex Cattoni (Copy Posse Founder)

1. Overview

This episode of "Do This, NOT That!" dives into the hot topic of AI and copywriting, with world-renowned copywriter and Copy Posse founder Alex Cattoni as the guest. The conversation centers on whether AI tools like ChatGPT are replacing human copywriters, how the definition of copywriting is evolving, and what it means to “de doucheify the Internet”. Jay and Alex offer practical advice for marketers, insights on AI’s actual impact, and empowering data for anyone worried about the future of creative work.

2. Key Discussion Points & Insights

a. Who is Alex Cattoni and Her Mission

• Alex Cattoni introduces herself and her mission to “de doucheify the Internet one real word at a time” using a blend of direct response marketing and empathetic storytelling.
• Alex’s focus: teaching people how to create their dream lives and businesses via powerful messaging.

  "I really believe that the future of marketing is a combination of direct response marketing principles that we know work and empathetic storytelling." (B, 01:35)

b. AI Has Lowered the Barrier of Entry (But At What Cost?)

• Alex welcomes AI's contribution to making copywriting more widely understood.
• She is not anti-AI—uses it extensively for operations—but draws the line at using it for the actual writing of copy.
• AI creates widely accessible tools, but that widespread availability reduces the perceived value of copywriting.
• The danger: reliance on AI leads to generic messaging, a “race to the bottom”, and the loss of critical thinking skills.

  "When something is so widespread and the barrier to entry is now so low, everyone on the planet has access to the exact same information that you have [...] that's a race to the bottom." (B, 02:42)

c. How Marketers Should Interact with AI

• Use AI for a rough draft or productivity, but never outsource creativity or decision-making.
• The creative, “messy process” of copywriting is valuable and irreplaceable.
• Critical thinking and personal touch are crucial.
• Analogy: Using AI as GPS—you still need to know the destination and drive the car.

  "It's your job as the human with critical thinking skills, to sit down, look at it, and ask yourself, is this what I'm trying to say? And does it communicate it in the clearest, most direct way possible?" (B, 07:22)

d. AI’s Impact on the Copywriting Industry

• There was an initial overreaction in the industry—firings of copywriters, overreliance on AI.
• The result? Many businesses saw weaker creative output and have rehired human copywriters.
• Forrester study: “55% of companies who laid off workers thinking that they could use AI instead have now said they regret that decision.” (B, 09:41)
• Alex encourages copywriters to master both the art of persuasion and the tools of AI—being the “editor” is the winning move.

  "I've had people come back to me saying, oh, my God, I regret firing my copywriter. I've hired them back." (B, 08:23)

e. Is Copywriting Still a Good Career?

• Demand for copywriting is rising, not falling.
• Writing is the third fastest-growing freelance service in the world—grew 25% last year.
• The market for copywriting estimated to grow from $25B in 2025 to $40B in 2030.
• Even AI companies are investing heavily in creative professionals.
• The definition of the job is shifting—expertise in strategy, storytelling, and critical thinking are key differentiators.

  "Now that everybody has the ability to pump out words, what they desperately need are creative storytellers and critical thinkers." (B, 10:35)
  "If you want to future proof your income, future proof your life, your business, learning to think critically as a marketer and then being able to communicate that clearly and persuasively [...] when is that never going to be a skill that we need to possess as humans?" (B, 12:49)

f. The Philosophy of “De Doucheifying” the Internet

• Alex coined “dedoucheify the Internet” to fight unethical, manipulative marketing with empathetic storytelling and ethical strategies.
• The marketing world’s “bro marketers” and scammy tactics inspired her to empower genuine business owners who actually want to help.
• Her YouTube channel began as a passion project to fill the gap between good products that couldn’t sell and slick sellers with questionable ethics.

  "There has got to be a better way. So when I started my channel, initially, it was really to put the promotional power of direct response marketing and brand storytelling into the hands of the business owners that I really felt were doing good work in the world." (B, 16:04)

g. Consistency and Building Authority

• Alex credits her success to consistency: posting on YouTube weekly for six months before hitting 1,000 subscribers.
• The differentiator: doing what matters, saying what matters, and, most importantly, believing in it when things get hard.

  "It took me six months of posting a video on YouTube every single week before I hit a thousand subscribers." (B, 17:36) "What you believe, that's what keeps you going when shit gets hard. Because it will." (B, 17:58)

3. Notable Quotes & Memorable Moments

• On AI & Value
  "The more widely available something becomes, the less valuable it is. That is pure economics." (B, 03:03)

• On Creativity vs. Speed
  “The biggest travesty of AI is that it has completely robbed us humans of the creative messy process.” (B, 05:45)

• On Copywriting as a Future-Proof Skill
  “Copywriting is actually being an expert marketer and then also having the ability to write.” (B, 10:58)

• On Ethics in Marketing
  "I have been in rooms with marketers that have admitted that they keep doing scammier and scammier stuff to try to get ahead [...] I just remember sitting there thinking... there has got to be a better way." (B, 15:13)

• On Consistency and Motivation
  "If I didn't really care what I was, what I was talking about. And so I think that's the lesson is, you know, I often talk about the difference between, you know, what you. What you do, what you say and what you believe." (B, 17:45)

4. Timestamps for Important Segments

• [01:35] Alex’s 60-second background and marketing mission
• [02:42] AI’s impact on copywriting and the risk of generic content
• [05:24] The importance of editing and critical thinking with AI output
• [08:23] Industry regrets after replacing writers with AI
• [10:03] The career outlook for copywriters in the AI era
• [12:49] Future-proofing your skills: become a strategic thinker and communicator
• [14:18] The “dedoucheify” philosophy and why Alex started the Copy Posse
• [17:36] Lessons about consistency, patience, and building a personal brand

5. How to Connect with Alex Cattoni

• Website: copyposse.com
• Instagram: @alexcattoni
• YouTube: Alex Cattoni

Final Takeaway

AI is reshaping, not erasing, the world of copywriting. The future belongs to marketers who combine critical thinking, strategic storytelling, and ethical practices—using AI as a tool, not a crutch. Consistency, creativity, and authenticity remain irreplaceable. As Alex encourages: let’s #dedoucheify marketing, together.