3 Reasons Why AI is Killing Your Content

AI was supposed to be my secret weapon. Instead, it’s been a fast track to generic, robotic content.

To give you a bit of background, I started a career coaching and consulting company back in 2018. We specialised in crafting CVs, cover letters, LinkedIn profiles, executive summaries, and offered career coaching on top.

And when I say “crafting,” I mean it. Everything was bespoke.

It was designed to capture the personality of each client. We wanted hiring managers to feel like they were meeting the same person on the page as they would in an interview room.

But that level of personalisation took forever.

I could only work with so many clients, which meant my earnings were capped. So, when AI tools started popping up, I got excited. Finally there was a way to save time and potentially scale without compromising on quality.

Or so I thought.

Instead, I started seeing problems.

The content sounded robotic and it took me so long to edit it back to human levels that I was losing more time than I gained.

Fast forward to today, and I’m seeing the same issues with content when using tools like ChatGPT, Claude, and Gemini.

There’s no doubt that AI is changing the content landscape, but not necessarily for the better.

Here’s why it might just be killing your creativity and authenticity…

Reason #1 – You Lose Your Uniqueness

AI might be good at organising words, but it’s lousy at sounding unique.

The content you get is logical for sure. But it’s also pretty soulless.

AI tools work by pulling from everything that’s already been written which means they’re just rehashing ideas that have been said a thousand times in a different order.

And guess what?

That makes it hard to stand out. No matter how well the AI “writes,” it’s never going to have your voice because it wasn’t built to connect on a human level. Think about it: why do we pour so much into marketing? Because we’re trying to connect with people.

AI can’t bring the human element to your content.

It doesn’t get context like you do, so it might pull in outdated, irrelevant, or just plain wrong information without a second thought.

Your audience wants you.

Not some AI regurgitating ideas they’ve seen before. Personal branding is about sharing your experiences, your insights, not a recycled mishmash of old content.

AI might give you more content in less time, but without that personal touch, your brand’s impact will take a hit.

Reason #2 – It Kills Your Creativity

AI can think for you. But that’s not necessarily a good thing.

I’ve noticed that the more I lean on AI, the less I’m forced to think creatively. It’s like my brain’s on autopilot. Just filling in prompts rather than developing fresh ideas. If I start relying on AI, I stop clarifying my own thoughts, stop pushing the boundaries, and start falling into the trap of “well, this is good enough.”

Because creativity is a muscle. You’ve got to use it to keep it strong.

Letting AI do the heavy lifting is like having someone else do your workout. You stop putting in the effort, stop refining your own voice, and over time, your original ideas get softer and fuzzier.

Trust me, if you want your content to actually say something meaningful, don’t let AI take the reins. Instead, keep it as an assistant that supports your creative process but doesn’t hijack it.

Reason #3 – You Rely on Volume Over Quality

It’s tempting to think AI can help you “scale” by pumping out a ton of content.

But volume without quality doesn’t build relationships. It just fills up feeds. Imagine you’re speaking to a client. You’d probably spend connecting with them personally. You wouldn’t just whip something up quickly with AI.

And yet, people seem to think it’s fine to use AI for everything else - social media posts, newsletters and even comments (I find this really weird).

The reality is that every single piece of content you share shapes your audience’s perception of you. AI-generated posts and newsletters might tick the box for “posting frequency,” but they’re not building any loyalty.

People invest in brands they feel connected to, and that connection doesn’t come from bland content.

Your first draft sets the tone, so if it’s flat, no amount of editing is going to save it. Building a brand is about trust and consistency, and that means keeping your content intentional and authentic.

The Real Writing Process: Why AI Can’t Replace It (Yet)

Creating quality content isn’t just about slapping words together.

There’s a whole process behind it

• Finding the right message
• Nailing the tone
• Editing until it resonates

Each of these steps is a decision, a choice based on your own context and intuition.

AI skips over all of this. It doesn’t think, it doesn’t reflect, it doesn’t care if the message is right or meaningful.

It just writes.

This can leave you with content that might be accurate but lacks the emotion that makes a piece worth reading. Without that human touch in every step of the process, the end product falls flat.

So if you want content that truly represents your brand and connects with your audience, you’re going to need to go beyond AI’s basic output.

What to Do Instead

If you’re reading your content back and feeling like it could have been written by anyone, then stop.

Take a step back.

Get back in touch with what makes you unique.

People connect with authenticity. Playing it safe and using super polished AI-generated copy is killing your personal brand.

Don’t worry about fitting in. Focus on standing out.

Bring more of you into your content. Share your insights, your experiences, and don’t be afraid to go against the grain. The moment you start trying to sound like everyone else, you lose the whole point of having a personal brand.

More authenticity, less AI.

A Better Way to Use AI

Don’t get me wrong, AI has its uses. It just needs to be kept in check.

AI isn’t great at:

???? Crafting unique content that sounds like you

???? Sounding authentic and personal

???? Adding specific, relevant context

But here’s where it can be useful:

• Generating Ideas: Use it as a way to brainstorm and flesh out ideas.
• Outlining Content: Let it help you structure your thoughts or map out rough drafts.
• Checking Spelling and Grammar: AI is solid at catching errors and smoothing out the flow. (But be careful not to go overboard because that kills your voice, too).

Think of AI as an assistant, not the writer.

It’s here to help, not take over.

Keep the creative control in your hands, and let AI do the legwork on the repetitive stuff.

Your Voice Matters the Most

AI is powerful, but for personal brands, it has its limits.

Authenticity and quality are what make your content valuable. Not the ease of cranking out a hundred posts in record time. Keep your voice at the forefront and remember why you’re building a brand in the first place.

AI can be part of the process, but don’t let it replace the one thing that matters most in your content: you.

As a Ghostwriter, I help established coaches generate more leads by building an organic content funnel.

Services include:

?? Lead Capture - Increasing opt-in rates to your email list by creating an educational email funnel.

?? Co-Writing Newsletters – I can improve your customer conversion rate by helping you write a value-driven newsletter like this one.

?? Co-Writing LinkedIn Content - Working with you to build your personal brand and create organic content that positions you as a thought leader and generates more leads (Using your own voice and style)

Want a free audit of your existing social media content? I can read your content and see where you're using AI instantly.

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