Read time: 9 minutes
AI can be a brilliant tool and it can give our teams the edge they need to stay competitive in a fast-paced world.
With AI, the possibilities are endless: reduced workload, increased efficiency, and content generated at lightning speed. It's an exciting prospect for any marketer, offering the potential to scale efforts and meet growing demands without sacrificing time or resources. In an age of constant content consumption, the idea of quickly producing relevant material feels like an absolute game-changer.
It’s no wonder AI is heralded as the future of content creation.
But there is a cost. AI-generated content, while impressive, can sometimes fall flat without the guiding hand of a human creator. It can lack the empathy needed to connect with audiences on a deeper level, or the originality to make it stand out in a crowded marketplace. Ultimately, content creation is about more than just filling space—it’s about crafting a narrative that resonates, inspires action, and drives meaningful engagement.
Understanding the role of AI content
There's no denying that AI content can be incredibly valuable.
And from my experience, AI has proven to be an indispensable tool that enhances the capabilities of marketing teams. It helps manage the demanding pace and complexity of modern marketing by automating repetitive tasks, processing vast amounts of data, and generating content at scale. It gives marketers the bandwidth to focus on strategy, creative innovation, and engagement. In many ways, it’s a game-changer that amplifies our productivity and helps us keep up with the rapid evolution of digital marketing.
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However, while AI can do so much, it’s important to recognise that it can't—and shouldn't—replace the depth and insight that comes from human creativity. AI-generated content may offer speed and volume, but it lacks the nuance and originality that comes from a truly human perspective.
If we rely on AI to completely replace the creative process, we risk producing content that feels formulaic or detached, ultimately diminishing its ability to engage and resonate with audiences on a deeper level.
- Natasha Vickery-Orme, Creative Content Director
AI serves its best purpose when it complements and enhances human creativity. Think of it as a co-pilot rather than a replacement. AI should assist us by handling time-consuming tasks like data analysis, content optimisation, and even ideation. But when it comes to making creative decisions—those that shape narratives, evoke emotions, and forge connections with our audience—that’s where human insight is irreplaceable. The decisions we make about tone, messaging, and cultural relevance are rooted in the lived experiences and emotional intelligence that AI simply can't replicate.
I'd even go so far as to say, AI becomes a true asset when it works in tandem with human expertise. It can provide valuable insights and augment our creative processes, but it's our ability to interpret those insights, apply critical thinking, and inject our unique voices that drive authentic engagement.
- Natasha Vickery-Orme, Creative Content Director
With AI as a partner, we can move beyond simply meeting the demands of marketing and focus on the bigger picture: building meaningful, long-term relationships with our audiences.
The pitfalls of over-relying on AI for content creation
When we put too much trust in AI content, we risk sacrificing the uniqueness and emotional depth that human creativity brings to the table. Yes, we can significantly speed up the process of content creation and help meet the growing demand for output, but at what cost?
- Natasha Vickery-Orme, Creative Content Director
Strategic understanding and cultural implications
I've already touched on how AI tools lack the emotional depth that humans bring to storytelling. And in a world where differentiation is key, AI-generated content often lacks the unique voice, personality, and authenticity that makes content stand out.
We often forget that AI relies on patterns and data. It produces content that aligns with previously successful structures or trends which can be helpful for consistency, but over time it results in content that feels formulaic, overly generic, or “safe”—essentially the opposite of what is needed to capture your audience’s attention.
It's also often based on data and algorithms that may not fully grasp cultural nuances or industry-specific jargon in the way a human would. I lose track of the number of times I've had to explain B2B marketing acronyms to ChatGPT so its response would make some actual sense. Without this context, the content risks missing the mark entirely, particularly in niche industries or in sectors where personal experience and emotional intelligence are critical to the message.
On top of all that, AI can't infuse content with a genuine sense of purpose or intention. While it can follow instructions and generate relevant content based on keywords, it can't understand the long-term strategy behind your messaging or adapt to changing brand values. Content that is solely produced by AI lacks the strategic coherence needed to drive true engagement or conversion. It may tick all the technical boxes for SEO, but it will fall short when it comes to inspiring your audience or encouraging them to take action.
Content depth and brand reputation
Another concern is that AI-generated content is still prone to inaccuracies or lack of depth. While AI tools have become sophisticated, they are far from perfect. They can sometimes generate misleading information, mix up facts, or produce surface-level content that lacks the research and depth needed for truly impactful pieces. This can be damaging in industries where expertise and trust are paramount, such as healthcare, finance, or legal services. Brands relying solely on AI for content creation risk damaging their credibility and reputation by producing content that may be factually questionable or shallow.
I often use ChatGPT to help find relevant research - where Google relies on meta information to determine if a page is relevant, AI is better able to understand the context. I don't have to re-explain that I'm looking through a B2B demand generation lens which means the whole process is much quicker. I don't need to trawl through web pages or modify my search request to get what I need. Except there's a big caveat; AI-generated results can sometimes lead to the wrong page, or provide a URL that's no longer accurate. So yes, it's quicker, but the results are only about 50% accurate. Which begs the question: is it actually quicker?
It's also important to think about the potential long-term risk of brand dilution. If too many businesses begin to rely on AI-generated content without a clear strategy for adding human input, content will become more homogeneous, and audience engagement could wane.
AI might help businesses pump out content at scale, but without the strategic human touch that tailors content to the audience and aligns with brand voice, the content loses its power to captivate and convert.
- Natasha Vickery-Orme, Creative Content Director
We're already seeing a decline in SERP traffic thanks to Google's AI overview tool where users no longer need to click on search results to find the most relevant information to their query. And if the battle for website traffic is already underway, retaining those website visitors is all the more important.
Where AI content thrives
Ultimately, while AI can play a powerful supporting role in content creation—by automating repetitive tasks, analysing data for insights, or helping with initial drafts—it's critical to ensure that it doesn't replace human creativity and strategic thinking.
AI should be used as a tool to enhance the content creation process, not as a complete substitute for it. The best results will always come from a balanced partnership between AI technology and human creativity, where AI provides efficiency and support, and humans provide the insight, emotion, and authenticity that are essential for making content resonate.
The Authenticity Factor
Authenticity has become the modern digital currency. Without it, brands fall flat, influencers lose followers and social media becomes a virtual wasteland.
When it comes to creating content, there's no substitute for the genuine insights that only humans can offer. AI might streamline processes, but it can't authentically engage audiences.
Genuine authenticity builds trust and fosters relationships, elements that are paramount in content marketing. But it's not easy to come by. Especially not when the online world is flooded with photoshopped images and AI-generated video ads. Just look at the backlash Meta received after it launched its generative AI accounts. Without true authenticity, people are quick to point the finger and call our brands.
As marketers, we need to tread carefully; our goal should be to craft messages that are both believable and relatable.
Balancing AI and human input
The question we should now be asking is: as we embrace AI, how do we maintain the essence of authentic and engaging content creation?
The challenge lies in harnessing AI’s potential without losing the human touch that makes content meaningful and relatable. Using AI for ideation and research is a great first step. This could be letting AI tools identify trending topics or analysing competitor content to uncover opportunities for differentiation. This can save valuable time in the brainstorming phase, enabling you and your team to focus on crafting a unique angle or narrative.
While we don't want AI to be the sole creator, it can be used to help create the first draft. Think of AI as your content assistant and not the author. Use it to help provide a framework, and then refine the tone, messaging, and emotional depth yourself to ensure it aligns with your brand voice.
- Natasha Vickery-Orme, Creative Content Director
When it comes to editing, let AI handle technical tasks like grammar checks, SEO optimisation, or headline testing. Tools like Grammarly and CoSchedule's Headline Analyser are invaluable for ensuring your content is polished and performs well. Meanwhile, leave strategic edits to your team. This ensures the final product feels tailored and authentic.
And finally, set clear boundaries for when and where AI should be used. You might decide that AI is best suited for high-volume, lower-stakes tasks (like meta descriptions or email subject lines), while human input is prioritised for thought leadership articles or complex storytelling pieces. Be clear with your guidelines so your team can strike the right balance while maintaining quality and creativity across all content types.
The future of AI in content
As we look towards the future, AI content will undoubtedly continue to evolve and expand its capabilities.
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The essence of successful content is a compelling narrative that evokes emotion and connection, elements that machines, for all their intelligence, lack. Therefore, amidst rising technological advances, the role of human creativity, insight, and intuition will remain pivotal in guiding how AI tools should be harnessed for optimal results.
Understandably, there's much excitement around AI and its potential. As innovators of the digital era, we have a responsibility to leverage its strengths while nurturing the art and sophistication of human storytelling for the benefit of brand loyalty and customer engagement.
By embracing AI with a strategic approach, we can enhance our productivity, leaving the intricate storytelling to our human teams who excel at understanding our audiences, which will undoubtedly lead to richer, more resonant content experiences.
