If you’ve seen our Win Report series, you might have noticed that almost every winning test includes some aspect of copywriting. Likewise, our Wins Database (18 years of winning tests) confirms that copy is the biggest single lever for increasing conversion. Writing is more important than ever… and it’s changing. Generative AI is transforming how content is created—and like many teams, we use it every day to speed up and support our work. It helps us move faster, explore ideas, and re...
