Looking back on the year, it’s becoming clearer it has been about making intentional choices, focusing on quality over quantity, and embracing changes in both my personal and professional life. This is the fourth year that I’ve been running Copy & Co, and it has taught me that growth isn’t always about doing more. Sometimes, it’s about doing less, but doing it better.

ChatGPT is undeniably efficient, cranking out text faster than any human, no matter how much Red Bull or caffeine that human has mainlined. But at the same time, while ChatGPT can smash standardised tests with its eyes closed, it’s also the kind of friend who gets lost trying to find you because their phone died.

Bridging the AI divide is about ensuring that the benefits of AI are not concentrated in the hands of a few, but are accessible to all, regardless of their geographic or socioeconomic background. In this sense, the era of AI gives us new opportunities to create a more equitable digital future — one that benefits a broader range of people.

As I sit down to reflect on 2023, I'm struck by how each year since launching Copy & Co has had its own distinct character. If 2021 was about launching and 2022 was about establishing, then this year has been all about growing — which typically means navigating the unexpected. It’s been a year of challenges and surprising opportunities that I like to think have pushed Copy & Co to evolve.

As a creative professional, it’s easy to feel scared and fascinated. Will AI turn our skills obsolete? By now, everyone can see that AI will cause (and has already caused) significant shifts in the job market. But as with any technological revolution, new opportunities are also bound to emerge.

At their core, content pillars are the thematic categories defining your content focus — this keeps your brand consistent, relevant, and resonant across all communication channels. Like the pillars holding up a physical structure, they provide a strong foundation for your brand’s messaging and communication.

While last year I took on 30 clients, this year, I was determined to work with fewer companies but on a deeper level. Once again, this year there was an unexpected stay in Hong Kong (just like last year) thanks to the pandemic – but the flexible nature of my business continued to be a blessing.

If you’re a marketing leader working out how to move forward in the age of AI, you’re well acquainted with the traditional distinctions between agencies and studios. Yet these labels are becoming increasingly fluid. The real question isn’t just about choosing between an agency or a studio—it’s about finding the right strategic partner to drive the results you’re after.

Launching Copy & Co at the start of this year felt like a leap of faith—exciting and also terrifying, as there were no guarantees. But as 2021 unfolded, that leap proved to be one of the best decisions I've ever made. The demand for ‘quality copy delivered quickly’ was stronger than I ever could have imagined, and looking back, I’m so grateful for the energy and opportunities that came my way.