2024 at a Glance: Adapting
Looking back on 2024, 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 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.
I have to admit that the rise of generative AI has forced me to adapt in ways I didn’t expect. But before diving into this new AI-driven world, I’ve found myself having to take a pause and slow things down to really reassess where I even want to go, and how I want to approach it.
Researching AI
Since the end of last year, I’ve been setting aside more time to read, reflect, experiment and learn as much as I can about all the new tools. It’s hard to ignore the growing hype, especially in content creation. But, as I research, I’m not just looking at generative AI for what it can do… I’m also considering what it can’t. From what I’ve seen so far, the tools are useful for tasks like summarising information, generating lists, and speeding up research.
But when it comes to the human touch (the creativity, empathy, and nuance that make content truly resonate): AI still falls short. Okay, it can handle the basic tasks, but it doesn’t capture the subtleties that only human writers can. So, while AI will likely play a big role in the future of content creation, it’s not about replacing us entirely. It’s about finding new ways for us to work alongside these tools and focus on what makes our writing unique. The question is: how?!
I’m as interested in the technology as I am in the ethics that come with it. AI is moving FAST (!), but not everyone has the same access to it. I work with challenger brands that are all about innovation, and small businesses with big goals, but they don’t always have the resources to stay on top of the latest tools or understand how to use them properly. Some are excited about the potential of AI, but there’s a gap when it comes to learning the ins and outs of these technologies, especially in a way that’s inclusive.
Slowing down to move forward
Early on this year, I made a conscious decision to take on fewer clients and be more selective with the projects I take on. It’s been a big shift from the early days of Copy & Co, when I said yes to everything. But this year, prioritising personal health and stability has been key.
The benefit of taking on fewer clients has been more focus. I’ve been able to dig deeper into each project, build stronger relationships, and create better work overall. It’s a reminder that sometimes slowing down allows for better, more meaningful progress.
In September, I was thrilled to start working with an AI company in the States that truly inspires me. Their mission is all about using AI in a way that’s both innovative and responsible. The team is made up of super smart, driven people who genuinely care about the work they’re doing, and their investors back that vision with more than just funding. It’s been energising to be part of something so aligned with my values.
Building a right-paced business
One of the most impactful things I did over the summer was to share my thoughts with Jenni Gritters about creating a right-paced business. Jenni’s approach to balancing ambition with well-being has always really resonated with me, especially as I’ve been reflecting on my own work-life balance. The conversation reinforced something I’ve been learning over the past few years: sustainability in business isn’t about working harder, it’s about finding a pace that suits your life.
What I love about zooming out on the bigger picture is that it often helps bring clarity. When you step back from the day-to-day, you remember that constant hustle isn’t the only way to grow or succeed. Jenni’s insights have helped me to remember that slowing down, when done intentionally, can actually accelerate the work that really matters to you in the long run. You can read our full conversation here.
Growing as a writer
In April, I wrapped up a six-month novel writing course at Curtis Brown Creative, which has been a game-changer. It really pushed me out of my comfort zone writing-wise. The best part has been joining a group of like-minded fiction writers where we can be brutally honest with each other about what’s working and what’s not in our pieces. It’s helped me build more confidence in my voice and given me the tools to take my writing to the next level.
At the same time, I’ve started working on Authentic Ambition, a non-fiction series that’s been a natural extension of the work I do at Copy & Co. It’s all about helping people, especially millennial women, redefine success on their own terms. Writing this series has been energising as it’s about digging into what truly matters in life and business, beyond the traditional measures of success. I’m excited to keep developing this project and see where it takes me.
Looking ahead, I’m feeling optimistic and realistic. AI is, of course, here to stay, and it’s going to keep shaping the content industry in ways we’re only starting to understand. But rather than seeing it as a threat, I see it as an opportunity to adapt and evolve my own work. The truth is, like with anything else, those who don’t adapt to change will eventually get left behind. The world leaps forward, and if we miss the bus, we risk spending the rest of our days at the bus stop (where nothing exciting happens).
As we move into 2025, I’m looking forward to new opportunities in the AI space, in a way that serves the businesses that have made Copy & Co what it is today. It’s about finding ways to integrate AI that build upon what I already do and help the businesses I work with navigate a radically different landscape. Yes, the goal is growth, but in a way that stays true to what matters most: crafting stories that resonate enough to be shared.
