Stacking Growth (The B2B Go-to-Market Podcast)
HOW TO: Be a Human Copywriter in the AI Era
Stacking Growth (The B2B Go-to-Market Podcast)
•December 9, 2025•28 min
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Stacking Growth (The B2B Go-to-Market Podcast)•Dec 9, 2025
Key Takeaways
- •AI boosts copywriting efficiency, not replaces human creativity.
- •ChatGPT serves as brainstorming partner and tone‑validation tool.
- •Pressure to adopt AI stems from deadlines and industry competition.
- •Creative scorecards help align copy with brand voice instantly.
- •Embracing AI alleviates overwhelm while preserving unique artistic judgment.
Pulse Analysis
In this Stacking Growth episode, copy manager Eric Senna shares how his creative journey—sparked by childhood doodles and a Mad Men epiphany—has intersected with the rapid rise of artificial intelligence. He explains that AI isn’t a threat to the copywriter’s imagination; rather, it acts as a catalyst that frees time for deeper brainstorming and strategic thinking. By framing AI as a productivity lever, Senna highlights why marketers must understand the technology’s impact on brand storytelling and campaign speed in today’s data‑driven landscape.
Senna’s toolkit centers on ChatGPT, which he treats as a collaborative brainstorming partner and a second‑line editor. The model helps generate concept variations, checks adherence to client briefs, and even runs a “creative scorecard” that rates copy against tone‑of‑voice guidelines in seconds. This efficiency addresses the dual pressures of tight deadlines and industry competition, allowing him to juggle six accounts while maintaining quality. He also mentions complementary tools like Grammarly for polishing, but emphasizes that the real value lies in AI’s ability to surface gaps in brand messaging before human review.
The broader conversation underscores a nuanced view of AI: it can feel overwhelming, yet it also offers a path to amplify human artistry rather than replace it. Senna advises creatives to adopt AI incrementally—using it for specific tasks such as tone validation or idea generation—while trusting their innate taste and craft. By embracing AI as a supportive instrument, marketers can preserve the unique, uncanny value of human copy while staying competitive in an evolving technological environment.
Episode Description
Erik Sena, Copy Manager at Refine Labs, shares his creative journey and how AI is reshaping the modern copywriter’s toolkit. This honest and insightful discussion explores the human side of marketing innovation and the future of creative work.Speakers and RolesErik Sena – Copy Manager at Refine Labs; leads brand voice efforts internally and across client accounts, overseeing multiple writers and creative outputSteph Crugnola– Host of Stacking Growth: Called to ActionEvan Hughes – Co-host; provides perspective on marketing leadership and AI pressuresTopics CoveredEric’s path into copywriting via creativity and pop culture inspirationEarly perceptions and hesitations around AI in creative rolesEvolving use of ChatGPT for creative brainstorming and brand alignmentInternal and external pressures driving AI adoption in marketingHuman vs AI: identifying what remains uniquely human in creative outputUsing tools like creative scorecards to evaluate tone and brand matchPredictions for a more human-centric creative futurePersonal growth and reflection in a rapidly changing industryQuestions This Video Helps AnswerHow can marketing creatives embrace AI without losing their voice?What are effective ways to use ChatGPT in a brand copywriting role?How do you balance human creativity with AI-enhanced workflows?What does it mean to stay human-first in a tech-heavy marketing world?What trends are shaping the future of creativity in marketing?Jobs, Roles, and Responsibilities MentionedCopywriter, Copy Manager, Creative Director, Designer, Art Director, Screenwriter, Marketing Leader, AI Prompt Engineer (implied use), Content Reviewer, Stakeholder (internal and client-side)Key TakeawaysAI is best used as a tool for efficiency and ideation, not replacementHuman creativity, emotion, and intuition remain irreplaceable in brand messagingPressure to adopt AI stems from both time constraints and industry evolutionCreative scorecards using AI can help align content with brand toneStaying proactive and adaptable is essential in modern marketing careersTimestamps[0:01:01] Eric shares his early love for storytelling and creativity[0:02:14] Inspiration from Mad Men leads to a career pivot into advertising[0:04:33] Eric’s first real encounter with AI during the MidJourney/DALL-E rise[0:06:25] Why pressure (internal and external) pushed him to embrace AI[0:07:29] Tools used: ChatGPT as a creative partner and editing assistant[0:11:30] Use case: Creative scorecard to measure brand tone alignment[0:14:28] Coping with imposter syndrome and AI fear as a creative[0:19:42] Reflections on being a “multi-hyphenate” creative[0:23:03] Prediction: A return to human-first creativity in the next era[0:25:17] Career advice for new marketers: be proactive, think 10 steps aheadFrameworks and Concepts MentionedCreative Scorecard (internal framework to assess brand tone fit)Human-first marketing (ethos vs automation-heavy workflows)Multi-hyphenate creatives (embracing multiple creative roles)"Iron sharpens iron" mindset in creative improvementAI as thought partner vs AI as creator
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