The 10 best AI copywriting tools (free and paid!) in 2024
If it seems like AI copywriting is everywhere these days, that’s because it is: AI is generating content left and right, from blog idea generators and Instagram caption makers to e-commerce chatbots that can issue a refund for your latest order. Like it or not, using AI to create content can save you a ton of time and money. Two things we all love, right?
If you’re worried that AI copywriting tools are coming for your gig, let us put your mind at ease: These tools are only as powerful as the person using them. Besides knowing how to leverage AI to write content, you need to know when to use AI copywriting to maximize its usefulness and when your smart and creative brain is the better tool for the job.
Keep reading to learn the right time to use AI copywriting tools in your work and to discover 10 AI tools for copywriters that will save time and supercharge your marketing efforts (without making you redundant).
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What are AI copywriting tools?
AI copywriting tools are artificial intelligence tools that can automatically generate content for blog posts, social media, emails, scripts, and much more.
These tools use natural language processing software and machine learning capabilities to create content that is meant to sound human-written.
Working with these tools is actually pretty simple. Just enter a writing topic or ask a question (also known as a prompt). The tool will use the data it knows to put together a string of words that it believes provides the best answer.
But don’t take it from me – let’s ask the expert:
Source: ChatGPT
As you can probably tell, AI copywriting tools aren’t “smart” in the way that humans are. They’re limited by their understanding of language and ability to pick up on context clues.
That said, an AI copywriting tool is a great thing for any marketer to have in their arsenal — and their ability to generate decent content in real time can be a game-changer.
11 ways to use AI copywriting tools
Wondering how you can benefit from using AI copywriting tools in your work? Here are just a few ways to use these tools:
Defeat writer’s block by generating writing prompts for your next post
Brainstorm ideas for your next project or marketing campaign
Quickly summarize long content and generate a call-to-action
Automate time-consuming SEO tasks, like generating title tags and meta descriptions
Make copy longer or shorter to meet a word count
Integrate primary and secondary keywords into your copy
A/B test your content by generating ad variants, test email subject lines, and high-performing CTA copy
Create snappy titles for your blog posts or articles
Change the tone of your content (formal, friendly etc.)
Review your work for plagiarism
Translate content into another language
10 best AI copywriting tools in 2024
1. OwlyWriter AI
Did you know that Hootsuite comes with OwlyWriter AI, a built-in creative AI writing tool that saves social media pros hours of work? And sure, we’re biased, but we think it’s one of the best copywriting tools around.
You can use OwlyWriter to:
Write a new social media caption in a specific tone, based on a prompt
Write a post based on a link (e.g. a blog post or a landing page)
Generate post ideas based on a keyword or topic (and then write posts expanding on the idea you like best)
Identify and repurpose your top-performing posts
Create relevant captions for upcoming holidays
Spice up your ad copy or create multiple ad variations
To get started with OwlyWriter, sign in to your Hootsuite account and click the Create button. Then, choose Content with AI to open OwlyWriter.
If you’re not sure what to post, click on Get inspired. Then, type in the general, high-level topic you want to address and click Get ideas.
OwlyWriter will generate a list of post ideas related to the topic:
Click on the one you like best to move to the next step — captions and hashtags.
Pick the caption you like and click Create post. The caption will open in Hootsuite Composer, where you can make edits, add media files and links, check the copy against your compliance guidelines — and schedule your post to go live later.
And that’s it! OwlyWriter never runs out of ideas, so you can repeat this process until your social media calendar is full — and sit back to watch your engagement grow.
Pricing
OwlyWriter is included in all Hootsuite plans, starting at $99/month.
Who is OwlyWriter for?
OwlyWriter is perfect for busy social media marketers, content creators, and business owners. If your job involves writing for social media in any capacity — this tool is for you!
2. ChatGPT
ChatGPT by OpenAI launched in November 2022 and has quickly become one of the most well-known free AI copywriting tools on the scene.
ChatGPT’s familiar, chat-style interface is easy for anyone to start using right away, even if you’ve never heard of generative AI software before.
Source: ChatGPT
The sophistication of ChatGPT’s interactions has earned it a lot of attention since it launched. Not only can it understand what you’re asking it — known as “natural language processing” — but it also remembers the history of your conversation and adjusts its responses accordingly, instead of being a “one-hit wonder” where each new question you ask is like your first interaction.
Pricing
ChatGPT offers a free tier and ChatGPT Plus for $20 USD/month.
The free copywriting tool offers limited access to certain features, while Plus members enjoy unlimited access to all facets of ChatGPT as well as the DALL•E image generation tool.
Who is ChatGPT for?
ChatGPT is highly versatile, but is especially well-suited to content marketers wanting to scale up production of articles, reports, or other ongoing publishing needs. OpenAI says GPT-4 “exhibits human-level performance” in many scenarios, including passing the bar exam.
Psst: we’ve also got a free ChatGPT cheatsheet! Check it out below:
Bonus: Download this free cheat sheet with 250 professionally engineered ChatGPT prompts that will help you be more productive at work and in your daily life. We’ve included specific prompts for over 25 industries and professions!
3. HubSpot Content Writer
HubSpot’s AI-powered writing assistant can handle all sorts of written text — from social media, email, and web copy to long-form content. The AI can help you generate copy from scratch, refine existing content, or repurpose it for other channels.
To get started, type “/” in one of HubSpot’s marketing, sales, and content features, and the AI assistant will appear. From there, you can select one of the presented options and write a prompt describing what you wish to generate. HubSpot handles the rest.
Source: HubSpot
Pricing
You can use HubSpot’s AI writer for free, with access to more advanced functionalities in paid plans for the platform’s Content Hub and Marketing Hub. Pricing starts at $20/month/seat for both products.
Who is HubSpot for?
HubSpot is ideal for busy marketers looking to streamline their content production and campaign efforts. It also offers other free AI tools, like a website generator and automatic conversation summaries, that can be used across various sales and marketing departments.
4. Grammarly AI
Grammarly launched in 2009 as a tool to review spelling, grammar, punctuation, and clarity in texts. In 2023, they integrated a generative AI function that allows users to write, rewrite, ideate, and reply to emails quickly. The goal is to help anyone write clearly and succinctly in English.
Source: Grammarly
Pricing
Grammarly offers a free plan that includes up to 100 generative text prompts per month. Subscribing to the Premium plan for $12 USD/month unlocks multiple features, including up to 1,000 AI prompts per month.
Who is Grammarly for?
Grammarly helps individuals and teams improve the correctness, clarity, engagement, and delivery of their writing. Marketers can use it to quickly generate ideas and refine the tone of their writing to align with their campaign goals.
5. Jasper
Jasper prides itself on generating human-like written content built with team collaboration in mind. It’s like the Google Workspace of AI copywriters. Jasper’s template library and cloud storage make it a great choice for businesses of all sizes to seamlessly draft, edit, and approve copy projects.
Jasper uses a document-style interface. You supply a brief for the types of content you want, including options for tone, SEO keywords, and more. You can upload your brand’s style guide and apply it to each new project.
Source: Jasper
Pricing
Jasper offers a 7-day free trial so you can test out the interface to see if it suits your needs. Creator plans start at $39 per month/seat and Pro plans start at $59 per month/seat.
Who is Jasper for?
Jasper is perfect for keeping marketing and content creation teams in sync and on brand. The Jasper for Business plan includes a brand tone of voice analyzer to match its content to the tone of your existing content.
6. Copy.ai
Copy.ai generates almost-ready-to-publish drafts requiring only minimal human editing. The process is similar to hiring a human writer — give it a topic, a bit of creative direction, approve the outline it generates, and done — but all of it takes only a few minutes. Just add the desired workflow to your workspace, and Copy.ai will create articles, social posts, sales emails, and more.
The step-by-step brief format makes it easy to get started, as do the built-in templates, and I was able to generate this short blog post in a few minutes, complete with title suggestions and the meta description:
Source: Copy.ai
Pricing
Get up to 2,000 words per month for free, or subscribe for $49 USD/month for unlimited words, automatic workflows, translation tools, and more.
Who is Copy.ai for?
AI-generated copy is never going to pass as thought leadership, but if you have a blog with simple content needs, it’s definitely one of the most powerful AI copywriting tools for solo marketers or teams to boost your production.
7. Rytr
Rytr is an AI writing and content generation tool. The platform includes a Facebook and Instagram caption generator loaded with 20+ preset tones and an option to tailor it to your brand’s unique voice. Rytr can also generate call to action ideas or blog posts based on your prompts.
Source: Rytr
Pricing
Rytr’s free plan includes up to 10,000 AI-written characters per month. The unlimited plan costs $7.50USD/month and comes with an unlimited character count, the ability to match tone, and access to the plagiarism checker.
Who is Rytr for?
Rytr is great for marketers who have ideas but find themselves short on time. It allows users to produce quality content quickly and easily. The Chrome browser extension works in a multitude of apps, including Google Suite, so it’s always at your fingertips.
8. Notion AI
You may be familiar with Notion as a productivity app – in 2022, they ran a large-scale ad campaign that promised to reduce your workload and create more space and time for fun. Around the same time, the company launched their writing assistant, Notion AI. Notion AI allows users to brainstorm, generate rough drafts, summarize content, and more. Because the AI tool is integrated directly into the workflow, there’s no need to switch back and forth between two separate apps to complete one task.
Source: Notion AI
Pricing
Notion’s free plan includes basic access to their platform. The Plus plan includes unlimited file uploads to store all your data in one place for $8 USD/month. Notion AI is available as an add-on to any Notion plan for an additional $8 USD per seat/month.
Who is Notion for?
Notion is good for users who want to store and organize all of their work within the same ecosystem. The interface is customizable and lends itself well to creative work.
9. QuillBot
QuillBot is a paraphrasing tool that allows users to rephrase existing content. This is useful if you’re sharing the same content across multiple platforms and want to customize the copy to reflect the delivery method. QuillBot can also simplify content for brevity and clarity, or expand it to add useful details. It also features unique extensions, such as a web research AI search tool, citation generator, and “co-writing” sentence completer.
Source: QuillBot
Pricing
QuillBot’s free plan includes 125 words in the Paraphraser tool and 1,200 words in the Summarizer tool. Upgrading to the Premium plan starts at $9 USD/month when billed annually and includes access to multiple features, including the Plagiarism Checker tool.
Who is Quillbot for?
QuillBot is designed for those who find writing painful. The tool is a great way for not-so-strong writers to generate outlines, strengthen their writing, check for grammar and plagiarism, and create citations quickly.
10. DeepL
DeepL has two modes: Translator, which launched in 2017, and Write, which became available in early 2023. The Write function allows users to paste their text and generate suggestions on phrasing, tone, style, and word choice.
Source: DeepL
Pricing
DeepL Write is available for free with limited text improvements. Write Pro starts at $10.99 USD/month and comes with unlimited text improvements, use of alternative words, and use of writing styles (simple, business, enthusiastic, confident, and more).
Who is DeepL for?
DeepL Write is designed for people who want to quickly refine their writing without worrying about all the other AI bells and whistles, such as prompt generation. This tool is only available in English (American or British) and German, so users are limited in what they can use as source text.
Best practices for AI copywriting
Fact-check everything
A 2023 study used ChatGPT to write abstracts for scientific papers and found that expert reviewers — actual scientists who review research for a living — could only identify 68% of the fake ChatGPT-generated abstracts. The takeaway? AI chatbots can be pretty convincing!
If you’re using an AI tool to write content, the onus is on you to ensure that your facts are accurate. AI marketing copy may not carry the same weight as a scientific paper, but letting false information slip by could do irreparable damage to your reputation and credibility, so it’s important to have a proper fact-checking process in place.
Be aware of AI’s limitations
The term “artificial intelligence” can be misleading, since AI tools don’t actually think to generate new ideas about the world, as we humans can. AI synthesizes the information it’s given (or has previously received) and finds patterns in data to solve your question (or “prompt”).
TL;DR: an AI is only as “intelligent” as the algorithm it’s based on. Artificial intelligence copywriting tools can save you tons of time in idea generation or getting a rough draft started, but they can’t “see the forest for the trees,” as the old saying goes. AI can absolutely help you, but leave the big picture thinking to humans.
Edit AI copy
Google and other major search engines are perpetually refining their policies and systems to weed out what they call “low-quality content.” Google is combing through pages to determine if they contain unedited AI content and/or feel like they were created for search engines instead of people. This is moving low-quality AI-generated content to the bottom of the search results pile.
It’s worth repeating: Using AI-generated content as-is could jeopardize your reputation and cause significant legal issues for your business. Plus, let’s face it, it’s lazy. Even spending a few minutes editing your copy can eliminate glaring falsehoods, plagiarism, brand voice concerns, and other issues.
Do the creative work yourself
Using AI copywriting tools to inspire and inform your work, but don’t rely on them to create your entire content calendar. That’s a task for an all-star social media manager such as yourself.
Relying too heavily on AI to generate your content prompts can end up sounding generic or even robotic. Soon enough, your audience may start to feel like your content isn’t quite what they’re looking for anymore. Even the world’s most powerful AI can’t replace your own relationship-building power with your target audience.
AI copywriting FAQs
Can I use AI for copywriting?
Yes, you can use AI to help with your copywriting. AI copywriting tools can generate prompts, write posts and captions, check your work for spelling and grammar errors and more.
Is AI copywriting legal?
Yes, AI copywriting is legal, but you should never copy or reproduce someone’s work without giving them proper credit. Use a plagiarism tool to double-check the results of your AI content generation and avoid infringing on someone else’s rights.
Is AI going to replace copywriters?
No, AI copywriters aren’t replacing real human content writers. Smart marketers use AI copywriting software to take care of smaller tasks, including idea generation and researching, so they can focus on what really matters: Writing engaging content. Any copy generated by AI still needs a human to edit it for style, substance, and factual accuracy.
Is AI copywriting worth it?
Yes, using AI copywriting tools is a great way to streamline your content creation process.
AI copywriting isn’t the only way to maximize your productivity. Manage all your social media scheduling, publishing, engagement, analytics, and more — across all your accounts — with Hootsuite. Try it free today.
With files from Michelle Martin.
Save time and grow faster with OwlyWriter AI, the tool that instantly generates social media captions and content ideas.
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Ready or not, they’re here. AI copywriting tools can be your new best friend — if you know how to use them.
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