It’s fair to say that 2024 saw a lot of change. It was the year that AI exploded in the content creation world, making authenticity even more important as audiences demanded to see more human brands. So, as we make our way through the final months of the year, let’s take a look at how those changes were refined and explore five trends that are set to shape copywriting in the UK.

AI and human collaboration

At one point, the sheer volume of developments in AI put the future of copywriting directly into the spotlight. However, since then, we’ve seen how tools such as ChatGPT and Jasper can act as co-writers, not replacements. AI can be used to support research, inspire ideas and write content, but the real growing demand lies in human-edited AI copy. 

Authentic brand voices dominate

Following on from my last point, as AI continues to dominate, audiences have grown tired of the same robotic and corporate tones. Human tone and brand personality are where the real magic is happening, helping organisations set themselves leagues apart from competitors. Brands such as Innocent Drinks or Monzo are particularly good at this, nailing their tone of voice within their brand copywriting and standing out from the crowd. 

Storytelling continues to take centre stage

This one will come around time and time again, because storytelling in marketing is truly timeless - now, backed by data and platform-specific insights. TikTok and Instagram Reels have both changed the way audiences respond to stories. People are used to fast, emotional hooks, and that expectation is spilling over into long-form brand copy, too. This has resulted in web pages and blogs reading more like short, engaging narratives - including snappy openings, clear arcs and a conversational rhythm that holds the attention of their audience from start to finish.

Purpose-led copywriting

More than ever, people care about sustainability, ethics and community - expecting the brands they buy from to care too. Copy that genuinely reflects those values doesn’t just sound good; it builds trust and loyalty. The challenge is doing it authentically. Audiences are quick to spot ‘greenwashing’ or empty promises, so purpose-led messaging needs to be backed by real action. Brands that weave their values naturally into their copy, without shouting about them, will continue to earn the strongest connection in 2025.

Localised and hyper-personalised copy

With Google’s local SEO updates continually evolving, location-based messaging is becoming more valuable than ever. For small UK businesses, this is a real opportunity to connect on a deeper level with local audiences. Using regional language, familiar slang, or subtle nods to local culture can make copy feel instantly more relatable and authentic. It’s about writing in a way that feels like it comes from within the community, not just aimed at it. Brands that tailor their messaging to reflect local values and personality will naturally stand out in search results - and in the hearts of their audience.

Final thoughts

If there’s one thing that ties all these trends together, it’s the balance between adaptability and human connection. Technology will keep evolving, platforms will continue to shift, and audience behaviours will always change - but the brands that stay true to their voice and values will be the ones to stand out. The future of copywriting isn’t about writing more; it’s about writing with meaning.

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