Storytelling: from AI to the human value of professionalism

Selling but connecting: this is the formula of winning copywriting, which not only succeeds in its intent to lead the user to perform a specific action but also builds a deep emotional bond with the brand, making the audience feel truly involved.

First, there is the study of the target audience, a crucial step that involves deeply understanding the public’s needs and desires, thereby making them feel valued and understood. 

Then—essential—the construction of the tone of voice: the objective is only achieved with a coherent and recognisable voice that embodies the brand’s essence, values, and mission—a sort of certificate of uniqueness. 

Underpinning this architecture is undoubtedly the power of storytelling. The copywriter can more easily catalyse the reader’s attention and add inspirational value to a simple shopping experience through memorable stories charged with emotion and meaning.

Today, the art of words faces a further challenge: adapting to the changing digital landscape. 

New technologies, artificial intelligence, machine learning tools, and changing preferences and consumer habits require language professionals to undergo a real skin change.

In this changing context, the copywriter can – or must – travel through change and adapt to new logical patterns by grasping their constructive profile. 

The opportunities for the copywriter and the client are many, but the compass is always the same in this journey: keep the focus on the uniqueness of the message and stand out for the human value of professionalism.

Embracing innovation does not mean scaling back the power of the creative act. Technology provides the tools, but the communication experience is elevated through culture, strategic approach, and authentic human sensitivity. Only the living, reasoned, and constructed word can give substance, form, and voice to our shared needs.