What’s the best AI tool for copywriting?
Step forward Claude

I once took a street art tour of Berlin. It was brilliant by the way. 

At the end the guide gave me a book which chronicles the scene and said, “It was out of date as soon as it came off the press,” so busy are the city’s “writers”. The same is true of AI – if you ask us what’s our favourite tool, we’d probably change our minds one day to the next, so often do they leap-frog one another.

But when it comes to copywriting, one tool has held our attention for a while – and probably will do for the foreseeable future. And that’s Claude. It helped us write this post, albeit with some editing, editing which we recommend is always needed to add your tone of voice and personality to the piece.

Why is Claude the AI Bard? Here are five reasons:

1. It has character – this in depth post from Anthropic explains more, but essentially, Claude has been refined to have values and reason. For that alone its copy can feel more opinionated, reasoned and discursive – more human in fact. People who “talk” to Claude often say it feels like a natural discussion.

2. It has a constitution – while large language models often rely heavily on human feedback (which can introduce bias), Claude is trained on a "Constitution". These principles force it to be more reflective and "think" through its responses logically rather than just predicting the next likely word.

3. It’s kind of Orwellian (not in that way) – George Orwell’s rules of writing encourage the case for short words, sentence brevity, the active voice and straightforward language. Whether it was intentional or not, Claude seems to follow these rules. As a result its copy is often superior to competitors’ models.

4. It’s curious – Claude will often ask you more questions about your request to build its answer. That’s because it’s built on a more refined reasoning model which allows you to select from a quick result or deeper result.

Emotional intelligence – we find Claude more capable at grasping and articulating emotions. It can identify subtle tones like trepidation, excitement, or overwhelm, allowing it to write copy which resonates with your specific pain points.