The Role of AI in Content Creation: A Foundation, Not a Replacement

Artificial Intelligence (AI) has undoubtedly revolutionized content creation, offering businesses and brands powerful tools to streamline processes and enhance productivity. However, while AI brings numerous benefits to the table, relying solely on AI-generated content can be limiting and may ultimately cost you the very thing that sets you apart in the eternal quest for the ever-wondering eye of your target audience.

With “recency” of content being one of the factors considered by the different content ranking algorithms that run the platforms we use daily, it’s tempting to boost your consistency by what I informally call “churning” which is supercharging your content cadence and releasing large quantities of content daily.

“churning” – supercharging your content cadence and releasing large quantities of content daily.

Now CHURN doesn’t have to be a bad thing. Upping the amount of relatable content you produce increases the likelihood of your content being seen. It becomes a problem however when your content strays from your core; purpose, ethos and objective and uses misaligned tactics to grab short-term attention or loses the VALUE component that audiences are hungry for after being INUNDATED daily with copy-and-paste content (PS – a great place to see this happen in real-time is on THREADS)

The marketplace is now rife with low-quality, AI-generated, replica content and the tech giants are starting to take notice. Google in March 2024 proclaimed a crackdown on a few types of AI-generated content schemes used to game their algorithms (check out this article on the move by Google from

On social media, we’ve seen a proliferation of bots in the comments section and our inboxes promising “engagement” for a few dollars a day. Changes are afoot because these tech companies simply cannot afford to lose access to what they sell, our attention which wanes when we get bored of seeing the same old, uninspiring content daily.

How can you use AI tools in content creation though? Marry them with human insights and discerning.

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AI: Efficiency and Scale + Human: Creativity and Innovation

 AI tools excel at generating large volumes of content quickly and efficiently. They can automate repetitive tasks like data analysis, content curation, and even basic writing tasks, allowing businesses to scale their content production without exponentially increasing costs.

Unlike AI, however, human creators bring creativity and innovation to content creation. We can develop unique ideas, storytelling techniques, and fresh perspectives that captivate audiences and differentiate brands in crowded marketplaces.

Use your AI tools to help you ideate and brainstorm. Prompt the tools with questions you want to explore and see what comes up. AI does make it easier to pull together data in a way that is easier to review and understand. Then spend some time thinking through, researching and adding your take on the ideas that spark for you.

Authentic content is more likely to evoke emotions, spark discussions, and leave a lasting impression. Anyone can prompt, it’s your insights that will make a difference.

AI: Data-Driven Insights + Human: Nuance 

AI is adept at processing vast amounts of data and extracting valuable insights. By analyzing user behavior, market trends, and content performance metrics, AI tools can guide content strategies, helping businesses create more targeted and relevant content that resonates with their audience. While AI excels at data processing and generating text, human creators offer nuanced insights, context, and subjective interpretations. Behind your data points are real people and real stories that can help you understand what resonates with your audience and amplify it.

The existence of the human trait of nuance is what helps us address complex topics, adapt to cultural nuances, and respond to evolving trends in ways that AI algorithms currently struggle to emulate.

Don’t believe me?

  1. Prompt ChatGPT to give you the latest Gen Alpha (People born from 2010 to 2024) slangs. “LIT” may appear on that list.

  2. Find your nearest Gen Alpha and refer to something cool as LIT.

  3. Pick your pride up off the floor.

  4. Call your therapist.

My thoughts and prayers during this difficult time.

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                                                      A digital crime scene courtesy of Gen Alpha

3. AI: Consistency and Optimization + Human: Emotional Connection and Trust

AI ensures consistency in tone, style, and brand messaging across various content pieces. It can also optimize content for SEO (Search Engine Optimization) by identifying relevant keywords, improving readability, and structuring content to enhance its discoverability online. But it is the authentic nature of content that builds genuine connections with audiences. Humans relate to human experiences, opinions, and narratives. When brands use human-created content, they establish trust and credibility because audiences perceive such content as more sincere and relatable.

And it will be the sincere and relatable that keeps people coming back ESPECIALLY younger, less easily impressed audiences who have grown up in the digital age.

Cookie cutter is OUT, authenticity is always in.

The point remains that AI is a powerful tool that can significantly enhance content creation processes for businesses and brands. However, leveraging AI as a foundation rather than a replacement for human creativity is key to unlocking the full potential of content marketing. By combining the efficiency of AI with the authenticity and ingenuity of human creators, businesses can produce content that not only engages audiences but also builds lasting relationships and drives meaningful business outcomes.

Ultimately, the fusion of AI technology and human creativity represents the future of content creation—a harmonious blend that maximizes both efficiency and impact.

Meet Racheal ‘Rae’ Callaghan

A digital Marketing Consultant, strategist and entrepreneur with 10 years and counting in the advertising & and digital marketing space she has experience creating digital campaigns for well-known and loved brands.

She holds an MBA in Management Information Systems and is the Founder and Managing Director of Start Social Ltd, a digital media consultancy.

Follow Start on Instagram, Facebook, YouTube: @startsocialcbn



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