Meaning over mimicry.

Key Takeaways

1. AI can replicate speech, but actionable marketing language must be emotionally resonant and rooted in lived experience.
2. AI is a tool, not the outcome. LLMs accelerate ideation, but real value lies in the strategic and emotional layers.
3. Customized workflows (Large Emotion Models) help us create content that resonates and converts in a sea of sameness.

 

Any aspiring copywriter has heard the phrase, “Write how people speak.” It’s sage advice, a reminder that a brand’s message should be conversational, simple, and accessible. But with the rise of large language models (LLMs), our celebrated ad school teachings are failing to capture the nuances of modern copywriting. Machines can already replicate natural speech with startling fluency. So where do we go from here? At Phire Group, we are developing AI-powered workflows to embrace the challenge.

LLMs like ChatGPT aggregate billions of examples of how people communicate. They are masters of mimicry. But mimicry isn’t meaning. Language is only one part of human connection. The modern copywriter can no longer solely reflect how people speak — we must prioritize how customers think, feel, and move through the world.

LLMs are not Large Emotion Models. They can’t feel tension in a line, understand lived nuance, or sense the cultural context that informs a client presentation. And while they will get closer, these tools are still approximating what truly motivates a customer on an emotional level. That’s where we come in.

Write how people feel.

At Phire Group, we see LLMs as creative accelerators. When used productively, they help us brainstorm faster, explore more directions, and clear the way for sharper thinking. These tools are foundational to our process. But like any physical structure, the foundation is a hidden necessity — a platform for more elaborate, refined structures that are ultimately seen and experienced.

Our real value is what we layer on top. It’s the strategy behind the voice, the emotional intelligence to shift tone with intent, and the instinct to write content that feels alive. We’re not here to generate faster. We’re here to resonate deeper.

As more content is created with AI, much of it will start to sound the same. The same phrases. The same tone. The same aggregated language, compiled across brands that want to “write how people speak.” This is simply the hard-coded nature of these tools.

That’s why we push further. We tailor workflows that elevate creativity and infuse our copy with humanity, empathy, and insight. Recently, we started formalizing review systems to refine our generative, AI-powered process. We are also exploring new methods for writing content at scale, developing custom Large Emotion Models that empower our clients in an ever-evolving messaging landscape.

Our goal at Phire Group is to go beyond embracing technology. We want to anticipate what’s next. Reshape the future. Hone our tools. Because in a world of endless content, resonance is rare. And what’s rare is often what’s real.