Pre-Magneto, our background was as copywriters—people who are paid to write well on behalf of others. In our case, that was mostly large enterprise clients, like the ones we now train. Much of our training style is based on this ‘copywriting psychology’ we’ve honed across the past 25+ years.
The copywriting industry had a big shake-up with the introduction of AI. The volume of lower-level writing work has dropped, and entry-level jobs have become harder to find. But for copywriters who can think strategically, guide communication, and collaborate with AI, the value of their work and the volume of their work just skyrocketed. These are the elite, skilled writers who’ve honed their skills across time.
There’s a clear message in that for anyone in large enterprise who needs to capture their thinking in writing from the board level down to a standard budget approval.
With AI now firmly in the arena, this thinking and ‘copywriting psychology’ just got even more valuable. It’s the human thinking piece that you bring to the table. It’s the habits around logic, sequence, engagement and strategy.
Those are the things that only you can do.
We love AI. It’s a powerful tool. But it relies on human direction, prompting and smarts for it to augment your own capability.
And that’s our core belief on the AI conversation: Always keep a human in the loop but learn to amplify your humanness with it.
Here are some ideas on how you can do that as a senior leader in a large enterprise environment. These ideas are to encourage you to layer your communication with a combination of things that only you can do with the efficiency and research support that AI can bring.
Remember: AI can draft, polish, research, and speed things up—but it’s human communication that inspires, influences and aligns.
1. Drive strategy and clarity
AI can generate words, but only you can align those words with strategy. Great communicators distil complex thinking into simple, actionable insights—and ensure messages support business goals.
2. Inspire and influence
People follow people, not machines. People follow you—your energy, passion, engagement, thought leadership. Your genuine connections with your team and stakeholders is what builds credibility, earns trust, and drives action—especially in times of change or uncertainty.
3. Build trust and handle nuance
AI lacks emotional intelligence. Your capacity for empathy, context and the judgement needed in sensitive situations like feedback, cultural alignment, and DEI conversations is needed more than ever. Enterprises are full of ambiguity which is why clear thinking and communication can cut through the noise so elegantly.
4. Shape culture and values
Culture is lived and spoken—not just documented. AI can echo values, but only you can bring them to life through stories, behaviours, and meaningful interactions.
5. Strengthen collaboration across boundaries
Human communication builds relationships across functions, cultures, and geographies. Only you can bridge silos and foster mutual respect.
6. Refine and guide AI
AI needs human direction. It can help you write faster, but only you can help it write better—with clear prompts and quality oversight.
7. Lead innovation and transformation
Innovation needs open dialogue. Only you can challenge ideas, build on other’s thinking, and inspire the momentum needed for real change.
AI can improve efficiency; it’s a brilliant assistant. But your great communication is what drives influence, trust, and alignment. It’s not just what you say—but how you say it—that shapes results.
The ability to be clear, authentic and strategic in your communication was always a critical enterprise skill but it’s now a fundamental. We all need to embrace AI to refine and augment your messages—but right now the REAL calling is to be what only you can be—genuine, open, real, smart, and supportive of your teams.
Like to go deeper?
These two articles expand on the conversation of AI, writing and work.
- Should you write with Gen AI?
https://hbr.org/2024/12/should-you-write-with-gen-ai - Deloitte: 2025 Global Human Capital Trends
https://www2.deloitte.com/us/en/insights/focus/human-capital-trends.html