I moved into a new role after leaving an environment where feedback loops were so broken that almost nothing made it to publication. Our team was running at about a third of its actual capacity.
My new role comes with a completely different challenge.
Product managers are writing most of the copy using AI tools, and the patterns are obvious, colons in every headline, inconsistent casing, and a tone that doesn’t match a B2B brand. When I flag it, the justification is often, “HR is human too,” or similar reasoning that overlooks voice, positioning, and audience expectations.
When I try to guide the narrative, I’m told to “reimagine” something, only for the direction to flip a week later. I’m the first copywriter this company has ever hired, so PMs have historically owned the copy. Even when Marketing signs off on something, the text gets changed again during release.
I’m trying to figure out whether this is a feedback-loop issue, an AI-overreliance issue, or simply a cultural mismatch. In five years as a copywriter, I’ve never experienced a process quite like this.
Has anyone navigated something similar? How do you reset expectations, establish ownership, and protect the integrity of the work?
