Words have always mattered. But now, writing has become a superpower.
In a world where AI can produce passable paragraphs in seconds, it is no surprise that many writers feel threatened. I do not blame them. Every time a new design tool comes along claiming that anyone can now be a designer, a little part of me dies as well. But any experienced designer knows it takes far more than arranging elements on a screen to create something that works. There are users to consider, best practices to apply, styles to refine, and context to respect. An AI-generated design might look neat in isolation, but it rarely holds up in the real world.
The same truth applies to writing.
AI has opened up writing to everyone. Almost anyone can improve clarity, spelling, and tone with the right prompt. But keeping writing on brand and developing a distinctive, consistent voice still relies on the taste makers and the most cunning of linguists. This is where skill and experience make all the difference.
More than your website’s design, your content is the thing to focus on. Design and build are simply the structure. What you say and how you say it will shape how people experience your brand. It will also determine how your words are surfaced and used by new technologies. As AI-powered tools become the default way people search and interact, old content strategies will no longer be enough.
Some of the sharpest writers I know work in advertising, which has always felt like the Formula One of writing. They can craft that perfect combination of words to drive a message home, punchy and perfectly timed, often clever or funny. This kind of writing hits harder than anything else, but it is only one part of a brand’s voice.
There are many other opportunities emerging.
Content is no longer limited to campaigns, websites, or social media. It is becoming the backbone of how customers discover, query, and engage with businesses. When interfaces start to disappear and people rely on voice commands and AI answers, the words themselves will be the brand experience.
Every touchpoint should feel like your brand.
This includes your ads, your product copy, your customer support responses, your frequently asked questions, your packaging, your legal disclaimers, and every other place language shows up. Even the voice and tone of your AI assistants can and should be unique.
If you are going to invest in this, it makes sense to build a writing system as thoughtfully as you would create a design system. You will need guidelines, examples, and tools that help teams stay consistent without losing creativity.
Imagine your AI sounding recognisably yours, in the same way you hear a voice in a film and know exactly who it is. Think about how a single sound can stamp a brand into memory, like the PlayStation or a OS startup chime. Your language should work the same way.
This is the time to find your voice and write words that resonate with people no matter where they meet you. Because in the end, when all the screens and buttons fade into the background, it is the words that will remain.