As part of our whitepaper ‘The vision of 27 marketers and content creators for 2026’, we asked freelance copywriter and communication specialist Josefien De Bock for her vision for 2026 and two practical tips she would give to readers. You can read her response below.
Who is Josefien De Bock?
Josefien is a freelance copywriter and communications specialist with more than twelve years of experience in content creation, storytelling and strategic communication. In her work, she combines a deep love for language with a broad, pragmatic view of projects, from interviews and concept development to planning, execution and final editing. Over the years, her role has evolved from pure writer to an all-round communication partner who thinks along, structures and guides clients from initial idea to final publication.
2025 felt like a turning point. AI was everywhere, and definitely also in copywriting. It changed how we work, how clients approach content and how texts are created today. And honestly, it came with mixed feelings for me. I see more and more organisations turning to AI tools to cut costs. Understandable, of course, but it also leads to an overflow of generic, soulless content. So many texts sound the same with predictable sentences, repetitive wording, no nuance, no personality… For anyone who loves languages like I do, that can feel like a real loss. It sometimes hurts me to see what texts are being produced nowadays.
But resisting it makes no sense and isn’t necessary either. AI is here to stay, and that really doesn’t have to be a bad thing. I have been a freelancer for twelve years, and my job has constantly evolved during that period. AI is simply the latest wave. And like with all innovations, it is smarter to ride the wave than to fight it. There is this saying ‘You can’t stop the waves but you can learn to surf’, and I really believe in that. So, I use AI myself to help with research, structure complex documents, transcribe interviews or prepare brainstorms. It makes me more efficient and helps me to deliver better work. But one thing will always matter: human nuance. In interviews, storytelling or strategic content, human understanding is irreplaceable. And it is rewarding to lean into that human strength and to see how much my clients appreciate it.
That is the biggest trend I see for 2026 in my field: the role of copywriters is really expanding. Writing alone is no longer the differentiator. You can make the real difference by thinking along, digging deeper and helping to shape strategic decisions together with your clients. More and more, I see myself as a communications professional and not just a writer. I plan interviews, follow up on layout, contribute to concepts and help steer projects. That broader perspective is incredibly valuable, and it is exactly where AI cannot keep up.
I also expect 2026 to mark a new phase in the AI conversation: less hype, more nuance. From 2023 to 2025 it was all about experimenting and often being a bit overwhelmed by it. Now we are entering a more realistic mindset: AI can do a lot, but not everything. It brings speed, but not automatically quality. That awareness will only grow. For marketers and content professionals, it means one thing: keep evolving. Do not see AI as a threat, but as a lever. Use it to highlight your strengths and to create space for the work that truly sets you apart: creativity, strategy, empathy and depth. Those who move along will thrive. Those who stand still will fall behind. 2026 will be the year we rediscover and redefine what it means to be a writer. I am already curious to see where we will stand by the end of the year!
As I mentioned, AI can boost your productivity, speed up research and help you sharpen ideas. But never let it take over your entire writing process. Use it as a tool, not as the author. Your value lies in your empathy, your creativity and your ability to capture nuance and humanity. Use AI wisely as a sparring partner, a filter, a starting point. But stay in charge of the final text. It protects quality and keeps your own voice intact. And trust me, clients recognise it when you rely on AI blindly. You lose authenticity and even your own work satisfaction. At that point, you are just a typing machine, and that is not what you want, right?
Another point I already mentioned, is that the role of the copywriter is becoming broader. If you have been in the field for years, like me, you probably have more skills than you realise: strategic thinking, project management, conceptual thinking, planning, client sparring… These are powerful assets in a fast-changing market. By embracing these roles consciously, you evolve and make yourself future-proof. Writing remains your core, but your impact becomes much bigger when you combine it with vision, strategy and guidance. And believe me, it makes the job more interesting and fulfilling. I know what I’m talking about!
Would you like to discover the other 26 marketers’ and content creators’ visions for 2026? Download the whitepaper here.
