Zip
COPYWRITER
Zip
COPYWRITER
How do you make AI feel like a teammate, not a threat?
Procurement experts Zip wanted to showcase their new Super Agents: AI-powered digital teammates that can use tools, take action, plan, learn, and collaborate - essentially, everything a human employee does.
I was asked to write the script for an announcement video that would be unveiled at Zip’s AI Summit, an invite-only event in Brooklyn that welcomes the likes of Anthropic and OpenAI.
The challenge
The challenge was twofold:
First, we had a hard crowd to impress. These were people who had already heard a hundred pitches for the next ‘revolutionary’ AI product. We couldn’t rely on big claims - we had to earn their trust by showing how Super Agents were genuinely ground-breaking.
Second, we were launching into an industry already anxious about AI replacing people - and a product this autonomous could be explosive. We needed to show just how capable these agents were without making the people they were built to support seem obsolete.
The strategy
The answer to both obstacles was the same: put people first.
The script starts by asking what makes an employee great at their job: initiative, judgement, adaptability and follow-through. These human qualities become our benchmark for what truly useful AI should be capable of.
Rather than telling a sceptical audience that Super Agents were revolutionary, we could demonstrate the difference through what they can do; negotiating with suppliers; assessing risk; reviewing contracts and processing invoices without waiting to be prompted at every step.
And by rooting that capability in qualities we admire in people, the same idea positions Super Agents as an extension of a great team, not a replacement for one.
The humans set the standard. The technology gives them more firepower.