When ChatGPT launched, most writers panicked. Audrey Chia leaned in. As founder of Close With Copy, Audrey Chia was one of the first copywriters to publicly embrace AI — not just as a tool, but as a core part of her agency’s strategy.
While others hesitated, she doubled down, pioneering a hybrid approach that blends AI efficiency with human-centered storytelling. In this interview, Audrey, one of the 10 Top Voices of Creative Economy in Asia, opens up about her early positioning, how she approaches client work as a true growth partner, and why staying small helps her deliver bigger impact.
Highlights
How AI Helped Define Close With Copy’s Edge
Q: How did Close With Copy start, and how did AI shape your positioning?
A: When I first launched Close With Copy, it happened almost simultaneously with the release of ChatGPT. A client even told me, “Audrey, you’re going to be replaced.” That comment stuck with me.
I had two choices: resist the shift or embrace it. I chose to go all in. While most copywriters were still skeptical or silent about AI, I started learning how to work with it — and made it a part of my value proposition. That early adoption helped me stand out.
But it wasn’t just about jumping on a trend. I was intentional in building what I now call a human–AI hybrid model — where AI is used for speed and support, but the voice, strategy, and empathy come from people. That’s what still sets us apart today.
What It Means To Be A Growth Partner
Q: How do you see your role as a growth partner versus a typical service provider?
A: I don’t offer plug-and-play solutions. Everything I do is built in close collaboration with my clients. That means deeply understanding their goals, their audience, their stage of growth — and figuring out what actually makes sense.
It’s a relationship built on trust. I’m not just delivering content. I’m thinking with them, pushing ideas, aligning with their North Star. Sometimes that means being firm when I know something will work — even if it goes against the initial brief.
That’s also why I only take on clients who want a real partnership. When growth is shared, the results are that much more meaningful.
What She’s Learning From The Frontlines Of AI Marketing
Q: What trends have you noticed from your interviews on The AI Marketer’s Playbook?
A: The pace of change is astonishing. A year ago, people were exploring AI for automation. Now, I’m hearing about companies hiring AI Sales Enablement Engineers — one person doing the work of an entire sales team.
The shift is especially fast in the US and UK, where companies are actively restructuring around AI-first talent. APAC is a little slower, but it’s catching on. I expect a major acceleration in the next 12 to 24 months.
The common thread? AI is no longer a nice-to-have experiment. It’s becoming foundational.
Why Personal Branding Will Become Your Moat
Q: Why is personal branding more important in an AI-first world?
A: Because AI will allow everyone to create content — fast. The volume of content is going to skyrocket. What’s going to stand out? Real people.
Your personal brand becomes the moat. It’s the reason someone stops, listens, trusts, or buys. People want to know what you believe, how you think, what you’ve been through. That emotional connection can’t be faked — and it can’t be outsourced to AI.
I always tell clients to use AI to support content creation, but never to lose their voice. Authenticity is going to matter more than ever — not less.
Why Choose Depth Over Scale
Q: Why do you limit yourself to only a few clients at a time?
A: I cap myself at three to five clients at any given time — and that’s intentional. I genuinely enjoy being hands-on. When you scale too fast, you end up managing teams and moving away from the work. That’s not where I want to be right now.
I like being in the trenches — solving problems, testing ideas, seeing the results firsthand. Whether it’s improving ROAS, lowering CAC, or increasing engagement, those wins are deeply satisfying.
This model keeps me connected to what matters most: doing meaningful work with clients I truly believe in.
Beyond the Prompt: Audrey Chia’s Human Approach to AI
At a time when automation is everywhere and content risks becoming commoditized, Audrey Chia is building something different. With Close With Copy, she’s proving that AI is most powerful when used with purpose — and that the best results come from staying close to the work, not scaling away from it.
Her human–AI hybrid model is setting a new standard for content marketing in the AI era. Through her podcast, her clients, and her voice, Audrey is leading a more intentional, human approach to modern marketing — and it’s working.
Highlights
Read the Chinese article here.
