AI in content creation: A valuable tool, but it’s not a shortcut

There’s no doubt about it—AI has completely changed the content game. From generating blog posts to create social media captions in seconds, it’s impressive what the technology can do. But let's get real: AI is a tool, not a replacement for expertise and the human touch. I've seen the temptation out there to let AI do all the work, but that approach can fall flat pretty quickly.

Don’t fall for the copy-and-paste trap

Yes, I use AI in my content creation process. It’s efficient, it helps with the grunt work, and it’s great for sparking ideas when you're staring at a blank page. But here’s the thing: I don’t just copy and paste. I treat AI like a new team member—one that needs training, guidance, and plenty of direction. I spend time shaping it to understand my tone of voice, what I want to achieve, and how I want to deliver that message.

AI can churn out all the buzzwords it wants—"dynamic landscape," "delve deep," and "elevate your strategy"—but that’s not what makes content engaging or valuable. We’ve all seen those posts filled with clichés, a hundred emojis, and overused phrases. AI can assist, but it can’t replace the experience, insight, and creativity that come from years of marketing know-how, yes, I’m old and have more years under my belt than I care to tell you.

Why the human touch still matters

Let’s face it, anyone can throw together a bunch of AI-generated content, but that doesn’t mean it’s going to resonate with your audience—or rank well on Google, for that matter. AI content can often come across as generic because it’s based on existing patterns, not original thinking. It might get some facts right, but it won’t capture the personality, or unique perspectives that keep readers coming back for more.

And guess what? Google is catching on. It’s not just about cramming keywords into an article anymore; it’s about providing real value. The search giant’s algorithms are now smart enough to sniff out low-quality or duplicate content. So, if you’re relying on AI to do all the work, you might be doing more harm than good to your SEO efforts.

Using AI the right way: It’s about collaboration, not replacement

I’m not here to bash AI—it has its place. I use it to handle repetitive tasks, generate outlines, or get a quick content draft going. But once I’ve got that draft, it’s time to roll up my sleeves and get to work. I edit the text, add personality, and bring in insights that only come from actual experience. I like to think of AI-generated content as a starting point, not the finished product. It’s the clay, and I’m the sculptor shaping it into something valuable.

Train your AI (Just like you would a new hire)

AI isn't going to magically understand your brand's voice, goals, or strategy right out of the box. You have to teach it. Spend time feeding it examples of your style, your preferences, and what you’re trying to achieve. Think of AI as a junior team member who needs proper onboarding. If you invest in training it, the results will be much closer to what you’d produce yourself.

Real-world applications: What I do at Cooperfields

At Cooperfields, we use AI to enhance our content, but we never cut corners. We’ve worked with clients to develop brand concepts, websites, and full content strategies that go beyond the generic. For us, AI is just one tool in the toolkit—it helps us save time in one way but we invest the time as well, but we’re still the ones who add the human touch that makes our work stand out.

When I talk to clients, I’m honest about how we use AI. We don’t pretend it’s some magic wand that can solve all their marketing problems. We use it to amplify our skills, not replace them. And that’s why our clients see real results and get more for their money.

The bottom line: Don’t rely solely on AI if you want to stand out

If you’re using AI to generate content, make sure you’re putting in the extra effort to refine, edit, and add your own insights. AI is great for efficiency, but there’s no shortcut to quality. At the end of the day, it’s your experience, expertise, and understanding of your audience that will set your content apart.

So, next time you’re tempted to let AI do all the heavy lifting, remember: It’s not about letting the machine take over; it’s about collaborating with it to create something that truly resonates.