Top AI Copywriting Tools (Strengths and Weaknesses)

Today, with the meteoric rise of large language models (LLMs), copywriting is advancing at an alarmingly rapid rate. Those who fail to keep up with the latest changes are driven out of the arena, as increasingly more powerful models continue to redefine the limits of what’s possible in contemporary writing and online publishing.

In this guide, we’re going to sidestep the more general-purpose AI tools (with some obvious exceptions) and focus our attention on the top-performing copywriting-oriented LLMs, including their pros, shortcomings, and best use cases.

What Is AI Copywriting?

Depending on your approach, AI copywriting can refer to three main things:

• AI-generated copywriting—The AI model generates the entire copy from scratch based on a user-provided prompt, which itself consists of a larger set of instructions entered in succession or workshopped over a longer prompting session.
• AI-assisted copywriting—Here, the copywriter uses the AI model to spell check, rephrase, rearrange, or otherwise improve their copy while preserving the author’s original writing style. The initial draft has been written by a human agent.
• Combined AI copywriting—A combination of AI-generated and AI-assisted copywriting, sometimes using more than a single LLM or AI tool.

The most common products of one or more of these AI copywriting approaches include long-form blogs, guest posts, product descriptions, video scripts, study summaries, online courses, social media ads, and landing page copy.

Here’s a breakdown of the most popular AI copywriting tools today.

Pricing: 

• Free for limited access to GPT‑4o mini, GPT‑o3‑mini, and GPT‑4o
• Up to $200/month for unlimited access to all reasoning models

What I Like About ChatGPT as a Copywriter: 

• Free access to its most powerful models (with certain limitations)
• Very cost-effective at scale
• Great at tightening up sloppy and unfocused writing
• Excellent at generating copy ideas for different blog types
• Top-notch at coming up with synonyms in a contextually relevant fashion

What I DON’T Like About ChatGPT as a Copywriter: 

• ChatGPT can sometimes be too repetitive for its own sake, generating the same copy albeit in a slightly different way
• Its base versions are too flowery and extensive, but this can be fixed with great prompting, self-training, or fine-tuning the model—if you know how to do that
• Asking for a historical copywriting fact while the Search toggle is inactive can sometimes lead to an erroneous output, as ChatGPT isn’t very good at fetching factually correct information

General Breakdown

ChatGPT, and especially the GPT‑4o version, is a quick, reliable, and cost-effective tool that augments your copywriting efforts and assists you in coming up with copy ideas if you find yourself fighting against a creative slump. Provided its servers are not overloaded due to intense user demand, it can generate hundreds of words in seconds, supercharging your brute thinking ability by at least a factor of ten.

It also features Search and Reason toggles, used for searching the web and thinking more deeply before answering a prompt respectively. ChatGPT’s search functionality is slower than Google’s, and it provides you with a single result from a limited number of sources, usually summarized in a few sentences.

It’s not clear if the model uses one or multiple sources to generate its own take on a certain subject, or if it just copies the information from a source. Either way, its search capabilities are limited.

For copywriting purposes, there isn’t that much of a difference in generating an answer while the Reason toggle is active. It just means that you’re getting an answer slower than usual.

Lastly, you can customize ChatGPT with traits, making it witty, encouraging, straightforward, or any other attribute you can think of (within the confines of its terms of service and its built-in biases). Despite all that, it’s still a good idea to have a ChatGPT account—even if you’re not actively using the tool.

2. Claude (Anthropic)

Pricing: 

• Free for limited access to Claude 3.7 Sonnet
• Up to $30 per person (billed monthly) for a minimum of five team members

What I Like About Claude as a Copywriter: 

• The base, unmodified version of Claude is both more creative and more extensive than GPT-4o in its generative output
• This makes the tool a superior choice for copywriters who don’t want to tweak its original settings but still want the creativity and power to produce tight copies that sell

What I DON’T Like About Claude as a Copywriter: 

• Unfortunately, Claude is also susceptible to the occasional hallucination (making up things and presenting them as facts), so you can’t 100% rely on it for fact-checking sources, searching original authors, or exploring notable historical events

General Breakdown

Claude 3.7 Sonnet, or its free version in particular, is an excellent starting point to generate ideas, create and store swipe files, and visually organize your work. Compared to GPT-4o, Claude’s latest model is notably more creative than its OpenAI counterpart, providing vastly different outputs during the same chat session (as opposed to GPT-4o, which is known to recycle the same output over the course of a single conversation).

Furthermore, you can choose between several different models, some of which are hidden behind a pro subscription paywall. In addition to the default Claude 3.7 Sonnet, the rest of the models include Claude 3.5 Haiku, Claude 3.5 Sonnet (2024), and Claude 3 Opus. Each of them has a specific use case, with Claude 3.7 Sonnet being Anthropic’s most intelligent model to date.

Similarly to ChatGPT, Claude offers a variety of styles (GPT’s traits) you can modify to suit your writing requirements, including normal, explanatory, and concise. Additionally, you can create new styles and edit existing styles for a more personalized approach to writing, ensuring that Claude gets the job done your way.

In summary, the free version of Claude 3.7 Sonnet is more than capable of generating quality copy after several prompts. However, it still requires some supervision and intermittent human intervention to get the most out of this powerful AI tool.

Pricing: 

• Free with very limited use for its proprietary Perplexity online model
• The rest is based on usage volume. A Perplexity Pro subscription will cost you $20 a month for unlimited free searches and up to 300 pro searches per day

What I Like About Perplexity.ai as a Copywriter: 

• You can use Perplexity’s unspecified base model for quick searches + prompts, even without an account
• Its default version provides you with real-time search data, which you can then cross-reference for factuality, correctness, and recency against other sources

What I DON’T Like About Perplexity.ai as a Copywriter: 

• Convoluted pricing structure
• Unclear messaging in regards to the specific model used during prompting (even Perplexity itself doesn’t know or doesn’t want to give out its secrets)
• Questionable model naming convention (for example, pplx-7b-online and pplx-70b-online are two different models)
• Disorganized landing page, its subscription page is buried in a wall of text and can only be accessed via specific hyperlinks on Perplexity’s FAQ page or by clicking the anchor text “desktop app” in the homepage footer
• Its actual CTA buttons need more work for users to differentiate them from the rest of the site’s visual design

General Breakdown

Depending on your chosen LLM, Perplexity’s conversational models run on a combination of in-house code plus GPT-3, GPT-4 Omni, Claude 3 Sonnet, Claude Haiku, or Sonar Large 32k which is based on the Llama 3.4 model. Unfortunately, Perplexity doesn’t specify the name of its default model (both for free and pro users), so you have no way of knowing which one is generating your chatbot output.

On the flip side, Perplexity’s search engine capabilities are where this tool really shines. It runs on a custom search engine built with Claude 3 and Amazon Bedrock, a cutting-edge technology used by AI behemoths such as Cohere, Meta, and Stability AI. Copywriters can leverage this formidable combo to generate text, track any relevant online sources through Perplexity search, and get two outputs (generative and search-based) for the price of one.

Perplexity’s use cases are only limited by its supporting AI model. For instance, you can use the tool to define classical copywriting frameworks such as the AIDA (Attention, Interest, Desire, Action) and PAS (Problem, Agitation, Solution) formulas, then double-check their latest iterations on the internet, and apply them in your copy.

In short, Perplexity AI is a competitive tool that merges the capabilities of generative and search AI into a single platform, but interested users might get discouraged because of the high level of friction it takes to find, access, and use any of Perplexity’s available models.

Pricing: 

• Free up to 2,000 words and 200 bonus credits per month
• Up to $36/month for unlimited words and 500 bonus credits

What I Like About Copy.ai as a Copywriter: 

• Extensive prompt library
• Features a handy tool that converts transcripts into content briefs
• Workspaces and Teamspaces functionalities make it easy for different users to collaborate on one or multiple projects
• Offers built-in integrations with popular productivity tools such as Slack, Google Docs, and HubSpot

What I DON’T Like About Copy.ai as a Copywriter: 

• The free version allows access to GPT-3.5 and Claude 3 Haiku only

General Breakdown

Copy.ai is a copywriting-oriented platform built on top of the ChatGPT/Claude reasoning models. It comes with an intuitive and visually pleasing UI/UX, a writer-specific toolkit, and the added functionality to collaborate in group settings. You can use it to generate article outlines, craft content briefs, and create head-turning social media posts faster and more reliably than any of the GPT/Claude base versions from their native platforms.

Copy.ai’s key selling point is its workflow capability. Upon opening a new workflow, you’ll be prompted to describe your ideal action sequence in the chat box or use a trigger to kickstart a specific action (such as triggering an existing workflow when a HubSpot contact gets updated). In some ways, it echoes low code or codeless programming but is aimed at copywriters instead of software engineers.

When you’re done creating a new workflow, you can use it repeatedly and under different circumstances, letting the Copy.ai backend take care of any background processes to ensure that everything works as intended. Essentially, Copy.ai transforms a simple prompt into a more detailed, step-by-step sequence and sends your query to the preferred LLM every time the same workflow gets booted up. You can also run workflow tests to check how your workflow performs in the wild.

5. Rytr (Copysmith Artificial Intelligence)

Pricing:

• Free for up to 10K generated characters per month
• $24.16/month for unlimited use

What I Like About Rytr as a Copywriter: 

• Intuitive and familiar UI
• Fast and responsive text generation
• Able to match your writing voice, or even create multiple writing voices if you’re working for more than one publication
• Unlike Perplexity AI, there’s minimal friction to creating a new account and zero barriers to starting a new project

What I DON’T Like About Rytr as a Copywriter: 

• The key branding (“Rytr”, “Ryte for me”) is a play on homophones (“Writer, “Write for me”), which may confuse some prospects and deter them from trying the product
• Non-English speaking users might not even discover Rytr, let alone have a chance to take it for a spin

General Breakdown

Rytr runs on an unspecified GPT-3 model enhanced by the company’s proprietary code and further fine-tuned with the AIDA, PAS, and FAB copywriting frameworks. In theory, this should make it a strong contender for the best copywriting tool out there, but it’s not that simple. Rytr is good at generating well-formatted text that looks pretty and sounds… okay enough for its value proposition. However, it often struggles to understand the context behind each prompt, which needlessly extends the conversation one sentence too many.

Despite all that, Rytr looks and feels great. In fact, first-time users will be surprised at how easy it is to sign up for an account and start using Rytr right out of the proverbial box.

On the left-hand side, you can choose your preferred language, writing voice, use case, primary keyword, the number of variants you want Rytr to generate for you, and the tool’s creativity level. The chatting button is not immediately obvious, but once you find it, you’ll never miss it again. To top it off, Rytr features a dark mode theme, which is easy on the eyes of people who thrive in working the graveyard shift.

On the right-hand side, you can find the familiar Word/Google Docs toolbar, providing you with all the tools you’ll ever need, and more. This is actually a step up from the native GPT and Claude web platforms, which require a full-blown textual prompt to format your copy (although, there might be a way to add a visual toolbar with plugins or custom code).

In the grand scheme of LLMs, Rytr can be a very helpful copywriting assistant for both upcoming and seasoned marketers.

Pricing:

• Free 7-day trial, but it requires entering your credit card number and later canceling the subscription plan
• Up to $69/month per user

What I Like About Jasper.ai as a Copywriter: 

• Ample starting parameters to pick from—you can literally never run out of ideas thanks to the tool’s combination, permutation, and text remix options
• It has a developed community with extensive guides, videos, and tutorials on how to use the platform to get the best results possible for your specific use case

What I DON’T Like About Jasper.ai as a Copywriter:  

• Its free trial option is a little shady, prompting you to enter your credit card information in order to start a 7-day free trial; once you’re in, there’s a lengthy process trying to deter you from canceling your account
• Additionally, Jasper.ai mentions it’s possible you won’t see the account cancellation button if you decide to cancel your plan without offering specific reasoning about how or why this might happen; this is very sketchy, especially because it’s coming from a leading generative AI platform

General Breakdown

Jasper.ai is the best AI copywriting tool for generating long-form content. It features an exhaustive list of categories such as content, social media, brand, and performance marketing. Each of these categories includes a double-digit number of apps (albeit, some apps overlap between different categories) you can leverage to generate a draft at the press of a button.

Additionally, you can also train Jasper using an existing body of text—like a published URL—to make it emulate that URL author’s distinctive voice. This can be achieved with the Sample Voice feature.

As an example, we fed it some half-baked copy from a contributor’s website (yours truly), and Jasper had the audacity to come up with a structured jest: “You’ve got them right where you want them—products in the cart, fingers hovering over the Buy Now button. And then… poof! They vanish like your Wi-Fi at a crucial Zoom meeting”. It’s the first time an LLM made our team smirk in playful contempt.

That aside, Jasper.ai is very speedy in its execution, but not flawless in its generation. A large chunk of our first draft was riddled with punctuation errors, unnecessary breaks, and questionable quips. However, that’s nothing a human editor won’t be able to fix.

In short, you shouldn’t think of Jasper as a replacement for your writing team. Rather, it’s more like a powerful tool (it runs on an undisclosed version of GPT-4 in conjunction with additional in-house tweaks) that sorts out the boring parts of copywriting, leaving you plenty of room to tighten your copy.

Pricing:

• The free plan provides you with a one-time supply of 25 credits; one AI-generated draft costs between 10 and 20 credits to create
• Up to $79/month billed annually for two seats

What I Like About Writesonic as a Copywriter: 

• One of the most comprehensive AI-generation tools on the market
• Its 10-step article creation workflow is more than capable of providing copywriters with a reliable first draft
• The tool allows you to enter a headline suggestion, and then choose an AI-generated headline before the model creates your draft
• It also doubles as an AI-powered SEO platform, offering features such as site audit, keyword research, and content gap analysis
• Lots of small optimizations between content ideation and draft completion offer full control over the creative process from beginning to end

What I DON’T Like Writesonic tool as a Copywriter:

• The free plan leaves a lot to be desired, effectively limiting users to a single AI-generated draft
• Some existing features (like content voice) require additional credits to activate
• Constant upselling during the content workflow somewhat sours the experience

General Breakdown

Writesonic is an all-encompassing content creation AI platform built on GPT-4o, Claude 3.5 Sonnet, as well as OpenAI o1 and o1 mini. Its dashboard is structured similarly to Jasper.ai, with additional SEO functionalities to round off your entire content marketing strategy from the ground up.

For instance, you can start with keyword research and topic cluster analysis, then proceed to generate an extensive draft via the 10-step article workflow, and, finally, you can optimize your existing content with the tool’s built-in SEO checker. On top of that, you can also toggle the Show facts button in the bottom left corner to check every passage that contains a statistic, assertion, or claim.

For what it’s worth, Writesonic is a great alternative to Jasper.ai or the base GPT and Claude reasoning models. However, it feels like its workflow is constantly being interrupted, trying to upsell premium features that should’ve been included in the free trial.

To illustrate, we’ve tried applying a specific writing voice and set it as a default voice for all future drafts. Clicking Save Changes, however, resulted in a message that prompted us to subscribe to an individual plan to execute the command.

If you can put these shortcomings aside (which should disappear once you subscribe to a paid plan), Writesonic can become a helpful partner in coming up with engaging, SEO-optimized, and factually rich drafts.

Choosing between a dedicated AI-content-generation tool (Jasper.ai, Rytr) and a basic reasoning model (GPT-4, Clade 3.5 Sonnet) ultimately comes down to your specific use case and your budget.

If you’re comfortable spending up to $80/month to get all the reasoning of OpenAI and Anthropic’s latest models, but with the added functionality of a dedicated copywriting platform, then go for it. Interestingly enough, the most expensive plan on this list is ChatGPT’s pro plan at $200/month, enabling access to a “research preview of GPT‑4.5”—OpenAI’s largest model to date.

If you’re on a tight budget, then the free plans of either leading AI company should do the trick, albeit not without some extra tinkering on your end to get the results you want. But, if you’re a serious copywriter, you should single out your favorite dedicated copywriting AI tool and subscribe to a plan with the best value proposition.

By definition and by intuition, great copywriting is about standing out and saying something that hasn’t been said before. Because of the predictive nature of how LLMs and AI tools work, that’s going to be a very difficult task. The dominant paradigm of large language models is to give the most likely answer, not an answer that breaks norms, stands out, and gets the attention that your marketing campaign deserves.

So, when an LLM generates content, it’s not by creating something from scratch. Instead, what it does is it gives you something very similar to every other copywriter that’s using the same tools, prompts, and generative AI models.

In other words, AI copywriting tools are adequate for a copy that just needs to be good enough, but not for creating groundbreaking copy.

Therefore, if you’re running a campaign or have a marketing asset that just needs to be good enough, go ahead and use one of these tools. On the other hand, if you have a marketing asset that’s essential for the current and future success of your business (your homepage, pricing page, checkout, sales page, or a critical sales funnel), we recommend doing that copy by hand. 

It’s simply too important to leave it to the bots.