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I'm writing this as I'm about to fly back from Edinburgh after attending Turing Fest 2025. Among many brilliant speakers discussing AI, one presentation particularly sparked my thinking: Sharon Zhou, PhD, Founder & CEO of Lamini (a developer platform focused on making AI not hallucinate).

In her talk about fine-tuning AI models, Dr. Zhou showed how even AI agents can now be trained with "vibe-based feedback" - essentially guiding AI through intuitive responses rather than rigid rules.

This immediately connected with how I've been approaching copywriting with AI tools.

Vibe copywriting - yes, I’m making it a thing - sits at this fascinating intersection where AI capabilities meet human intuition. The process becomes less about writing and more about directing, refining, and shaping.

Instead of crafting copy from scratch, you're having a conversation with AI. Make this more conversational. This feels too formal - can we tone it down? The value proposition isn't coming through clearly enough.

You're giving vibe-based feedback until the copy resonates with what you're trying to achieve.

The democratization trap

Yes, this approach levels the playing field. Anyone can generate decent first-draft copy with the right prompts and feedback loops.

But what many miss is that your feedback is only as good as your understanding.

This is where the copywriter's "sixth sense" becomes more valuable than ever. That intuition doesn't come from nowhere - it's built from deep customer research, countless interviews, analyzing voice of customer data, studying competitors, collaborating with internal teams, and years of testing what works and what doesn't.

The tools might be democratized, but the expertise to use them effectively isn't.

In fact, the feedback loop intensifies the need for strategic insight. Think about it: when you tell AI to "make this more compelling," what exactly do you mean? Compelling to whom? In what context? Toward what goal?

Without clear answers to these questions - answers that come from real research and experience - you're just throwing vibes at a wall and hoping something sticks (reason why also providing the LLM with real context and research is essential).

What I find most exciting about this approach is how it transforms the copywriting process → Do the deep research work (this never changes) → Feed that research to your AI collaborator → Generate initial drafts quickly. Apply your expert "vibe feedback" based on research insights.

Iterate until the copy resonates.

The result is copy that's both AI-efficient and human-intuitive, grounded in real customer understanding.

Anyone can play around with AI copy tools, but those who combine them with legitimate research and developed intuition will consistently outperform those who rely on vibes alone.

What do you think?

p.s. Loved sunny Edinburgh...

DISCOVERY

Turing Fest 2025 is a wrap!

Had a ton of fun, great conversations and learning In Edinburgh over the past 2 days. A few key lessons and reminders:

• Huge companies (like Intercom and Basecamp) are completely redefining themselves as AI-first and changing the way they build product and market themselves. Adapt or die is actually true.
• The fundamentals of great marketing still apply for your GTM strategy. even when things are moving at a crazy fast pace. Love this slide from Andrew Davies, CMO at Paddle.

• We're still super early. While most companies and individuals are still at the exploration stage, others are already scaling. Where will you be? (slide by Sharon Zhou)

• With such rapid change, we should stop thinking of random metrics and start reframing our goals in terms of learnings. What do you want to learn, how and what will you do next? This is how you embrace uncertainty (slide by Radhika Dutt)

RESONANCE

Tao Te Ching

Have a great weekend!

Cheers,

Chris

Chris Silvestri Founder & conversion alchemist

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