The most significant change in how top brands approach microcopy isn't about AI generating more content faster. It's about a fundamental shift in what we use AI for. As Andy Crestodina explained on the Up Arrow Podcast, the goal is no longer to find efficiencies, but to find deficiencies. This means using AI to analyze what's missing from your messaging by digging deep into the voice of your customer.
Previously, brands relied on their own assumptions, developing copy from an internal perspective. We'd write what we thought was important. Now, the best practice is to systematically mine your product reviews, support tickets, and social media comments to find the exact language, pain points, and desired outcomes of your actual buyers. The Shopify1Percent show highlighted a MECLABS study where this exact tactic led to a 47% conversion uplift. The goal is to turn your website into a