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Back in 2023, AI texts seemed like an experiment: “look, a machine wrote an article”. In 2024, they were already starting to push human copywriters in SEO and advertising. And in 2025, artificial intelligence became a full-fledged player in the content market – from memes to corporate strategies.
The market has changed radically: the speed of text production has increased significantly, budgets have been redistributed, and the requirements for human authors have become different. AI copywriting is no longer a “gimmick for tests” but a daily tool for marketers, agencies, and businesses.
At the same time, a new question has arisen: is it really important to be able to distinguish between human and machine-written text today? Does the user not care if the text is catchy and sells? And most importantly, aren’t we trying to solve a problem that has already lost its meaning?
Two years ago, we used to perceive AI as an “assistant toll” that writes routine texts. In 2025, everything turned around: artificial intelligence became a full-fledged member of the content team. Its arsenal is so wide that sometimes it’s easier to name what it doesn’t do.
AI no longer just “pours” keys into the text. He:
It used to take hours of research and A/B tests. Now it’s just a matter of a single prompt in GPT-5 or Claude.
Here, AI has become a true master of personalization. It pulls data from CRM, takes into account the purchase history and even the emotional state of the customer (yes, tone analysis is already a must-have). As a result, the user receives an email where the text “speaks their language” and offers something that is really interesting.
AI copywriting adapts to each platform:
As a result, the brand sounds natural in all channels without manual “translation”.
Today, AI can easily switch between polar styles:
And these are not just “blanks”. The algorithm learns from real brand communication patterns, reading its tone of voice, and reproduces it without a “plastic flavor.”
The text is no longer on its own. AI is integrated with design and video:
Content is transformed into a multi-format turnkey package that can be launched today.
In fact, AI has ceased to be an “assistant” and has become a content colleague. It is faster, more flexible, and almost always cheaper. The question now is not whether it can replace humans, but how to make AI and an editor friends to maximize efficiency.
Despite all the upgrades, AI has its own “signatures” that can still recognize its texts. They don’t always catch the eye of an ordinary reader, but for an experienced editor, they are like a watermark.
AI likes to repeat itself. It can explain the same thing three times in different words, especially if the topic is narrow. Another “signal” is an overly perfect structure: paragraphs of the same length, the same rhythm, a logical chain without “branches”. On the one hand, it’s beautiful, but on the other hand, it’s too much of a “school essay”.
The machine thinks in patterns. “In today’s world,” “it is impossible to overestimate the importance” or “innovative technologies are changing our lives” are classics that still slip through even in GPT-5. Human beings are more likely to add an unexpected metaphor or personal digression.
AI text sometimes sins with excessive logic – when everything is explained “on the shelves” to the point of losing drive. Sometimes, on the contrary, the system goes crazy: a completely random detail can appear in one paragraph, breaking the meaning (for example, “balance is important in marketing… like cooking borscht”).
Human text always has micro-emotions: reservations, irony, slang, a random joke, a “real life” example. They create the effect of authenticity. AI rarely “stumbles” in this way, and this can make the text sound sterile.
The difference is obvious: a machine explains, a person tells a story.
Let’s fantasize a bit and recall all the “trends” on this subject.
You’ll feel a real closeness to the product, just like a loved one. Marketing romance!
In the article about finance, GPT-5 gave serious advice: To save money, invest in inexpensive yachts. Question: how to get an installment plan in mono for a yacht?
Claude generated a paragraph in the text about healthy eating: Broccoli salad can change your life and give you a sense of cosmic freedom. Either the broccoli is really from a new variety, or Claude has become a poet.
In 2023-2024, it seemed that AI detectors would save the world: just upload the text and the system would show whether it was written by a human or a machine. In 2025, everything changed. Detection algorithms work at the level of 50/50, and often get confused in the results themselves. GPT-5 or Claude imitate “human patterns” so well that even the top detectors call their work “human”. And sometimes, on the contrary, they label real journalistic material as “AI.”
The market no longer thinks in terms of “AI vs. human”. The winner is the AI + editor format:
An experienced editor can still “catch” the machine style, but even they have to read it twice. For the average reader, there is almost no difference. People simply consume content: if the text captures, sells, or provides benefits, no one thinks about who wrote it.
Today, the question “can AI be distinguished from humans” sounds more and more rhetorical. The main thing is not authorship but efficiency: whether the text works for business and readers.
AI in 2025 is no longer a question of “whether to use” – it is a must-have. The question is different: how to integrate it correctly so as not to get a stream of “plastic” texts and at the same time not to lose the uniqueness of the brand.</span
AI cannot replace:
The main rule: AI generates speed, humans generate meaning.A successful 2025 text is a mix of both.