A year ago, I announced a blog post on the topic “How do I write with ChatGPT?” Back then, working with text using large language models (LLMs) was still more like a guessing game. A lot has changed since then: whether it’s researching, outlining, editing, or translating—just a year later, it’s hard to imagine everyday communication without ChatGPT, Claude, or Gemini.
But as this has become the norm, a new question has arisen: What would I be better off writing without AI?
After all, the temptation to trade creativity for short-term efficiency is more alluring than ever. Yet this is precisely where it will be decided whether storytelling will simply become faster—or truly better—in the future.
Quelle: Mashup Communications / KI-generated
I’ve been able to incorporate a few of the tips and tricks I had in mind a year ago—following my “Copywriting with ChatGPT” course at the School for Communication & Management—into my daily work. From research to polishing—what role should LLMs play in copywriting today, and which ones are best avoided?
How do I use AI for research?
ChatGPT, Claude, and Gemini provide an initial starting point and help you quickly get an overview of what has already been said on the topic and which arguments are most prevalent. But the research must go further from there. I verify sources, review the original studies, actively seek out opposing viewpoints, and incorporate additional perspectives. After all, an AI search query is no substitute for thorough, independent research.
When should I avoid using AI for writing?
When it comes to the actual idea, I deliberately avoid using AI. Because writing is thinking. The moment I refine a story or craft a teaser, the core of the story takes shape. That’s when it’s decided whether a topic is original or just generic drivel.
“Especially when interacting with journalists, originality is essential for sparking interest. After all, newsrooms now receive AI-generated story ideas on a daily basis. So if you want to stand out, you need a genuine human perspective.”
– says Alexandra Reinig, expert in PR and data storytelling.
Why should I use AI for text editing?
Working with LLMs has helped me overcome my fear of the blank page. AI is excellent at suggesting structures or phrasing. That’s because ChatGPT, Claude, or Gemini don’t “think”—they calculate which sentences are most likely to be understood.
However, for the results to be convincing, the target audience, communication objective, and text type must be clearly defined. That said, good prompting is no substitute for a critical review of what is said. Just because something sounds good doesn’t mean it has substance.
Can I use AI for thought leadership?
When it comes to opinions, I don’t use AI. The same goes for headlines, key messages, or quotes: meaningful statements take a risk. They can sometimes be uncomfortable and—unlike the output of chatbots—aren’t designed to please everyone.
However, thought leadership—whether in trade publications or on LinkedIn—only works when you take a genuine stance.
If you want to be seen as an expert, you have to take a stand. No machine can take on that responsibility.
How do I use AI for storytelling?
When it comes to actual storytelling, AI can be helpful if used thoughtfully. This is where prompting comes into play again. For example, I can ask the tool to put itself in the shoes of a scene or a specific problem situation. ChatGPT, Claude, or Gemini can take on a specific role when formulating text, such as that of Goethe (rather useless) or that of editor XY at the trade publication XY (very useful). Tone and perspective can also be specified—for instance, analytical, casual, or phrased in a way that even readers outside the field (“Write it so your grandma could understand”) can follow.
Source: Mashup Communications
However, this only works if I have a firm grasp of the craft myself. If you don’t understand narrative structure, shifts in perspective, or how to address your target audience, you won’t be able to craft a compelling story—even with the help of AI.
How do I use AI for proofreading?
My most common prompt is probably: “Improve.” AI is very useful for proofreading. It can quickly check grammar, clarity, and stylistic polish. However, it does not replace the classic dual-review process. A machine has limited ability to recognize strategic nuances, sensitive phrasing, or implied meanings.
How can I use AI for visual storytelling?
Have I ever used AI-generated images? Of course (for this post, for example). Does working with AI open up possibilities for surprising visual storytelling? Definitely, as long as the creative impulse comes from us. Does AI replace authentic imagery? No! Visual storytelling still requires real people and real-life situations that we can relate to. Those who rely exclusively on AI for the sake of efficiency or to circumvent copyright laws risk having their audience quickly grow tired of it and turn away.
Which AI tools are useful for text editing?
When it comes to translation, AI is a helpful tool, especially for initial drafts. Nevertheless, I carefully review the results. Cultural nuances, industry-specific terms, and sensitive contexts require a human touch.
It is also advisable not to rely solely on a single tool. Depending on the specific use case, specialized services such as DeepL can provide more accurate results when it comes to translation. A deliberate mix of tools improves text quality.
Looking back on the training I completed a year ago, what I’ve taken away from it is a sense of calm. Yes, AI is changing our profession. But it doesn’t replace what makes for good communication: good judgment, a feel for language, and curiosity.
The key question, then, is: Where is AI helpful —and where does it undermine my voice?
The new pace is tempting. But relevance doesn’t come from speed; it comes from taking a bold stance. Those who read widely, write frequently, and engage with different perspectives will also be able to evaluate machine-generated suggestions. It is helpful to specifically ask the AI for criticism or to have its responses evaluated according to journalistic standards. However, using the chatbot professionally also involves continuously examining the underlying training data and language patterns to better recognize the AI’s strengths, weaknesses, and limitations.
AI tools like ChatGPT, Claude, or Gemini speed up the writing process, but not the thinking process. Large language models (LLMs) analyze linguistic patterns—they do not develop their own perspectives or take risks. Yet that is precisely what is crucial for originality, thought leadership, and journalistic relevance.
The focus is therefore shifting: it is not writing itself that is becoming the core skill, but rather thinking, analyzing, and evaluating.
Those who use AI strategically,
In the end, it’s not the best prompt that determines the quality of a text. It’s the depth of the idea behind it.
What is the difference between AI-generated text and human storytelling?
AI models use training data to calculate which phrasings are statistically likely. Human storytelling, on the other hand, is based on experience, intuition, and an understanding of context. While AI reproduces patterns, humans consciously emphasize certain points and take responsibility for the statements they make.
When should you use AI for writing?
AI is particularly well-suited for:
However, it remains important to independently evaluate sources, arguments, and nuances.
When should you consciously write without using AI?
AI is not suited for:
Here, individual perspective determines what is relevant. AI tends to use consensus-oriented, risk-averse phrasing. However, taking a strong stance carries risks.
Can AI replace creative storytelling?
No. AI can offer dramatic suggestions or simulate different tones, but it cannot replace an understanding of target audiences, the build-up of tension, and narrative depth. Those who do not master the principles of storytelling will not be able to develop a compelling story, even with the help of AI.
How does effective prompting improve text quality?
The more clearly the target audience, communication goal, medium, and tone are defined, the more precisely an AI tool can assist. However, effective prompting does not replace responsibility for the content or critical review of the output.
What are the risks associated with AI-assisted writing?
That is why AI provides suggestions, not definitive answers.
Will AI replace the job of copywriters?
AI is significantly changing the day-to-day work environment, but it does not replace judgment, a feel for language, or strategic thinking. In the future, the focus will shift from who can write the fastest to who can contextualize and evaluate content and express their own point of view.
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