Jimmy Kim explains why AI works best for brainstorming email subject lines, not writing final copy. He argues that a brand's voice is a competitive advantage AI can't replicate, and publishing unedited AI text destroys that edge for minimal time savings.
You should use AI for brainstorming, not the final end-all be-all production. So go generate, let's say, 20 subject lines, and then you want to pick like the one direction that actually fits and feels good. Then go rewrite it in your actual tone and voice. So AI is like your sparring partner. It shouldn't be like your dedicated outsourced copywriter that handles the entirety of it, because the reality is like the moment that you start shipping pure AI output without any sort of human editing, the brand voice problem really becomes an issue here.
Yeah, and there's a lot to that thought process. And here's where it really hurts. Brand voice to me is like a moat, basically. It's one of the few things that AI can't really replicate very easily. It's not something that they've really nailed. And brands that erode their voice using AI are giving up a moat that just to save a couple minutes per email and like not use their brain ultimately and come up with something creative or hooky or something touchy, whatever. So that's a good one.
