How to make content relevant in the Era of AI: why originality still matters

It’s no secret that artificial intelligence is changing the way we produce and consume content. Everywhere we look, AI-generated articles, blog posts, and even entire books are flooding the internet. While this technology brings undeniable efficiency and scalability, it also raises a crucial question:

how do we ensure that our content stands out when machines can generate it faster than ever?

In this era where information is abundant, but often lacks authenticity, original, human-driven content is more important than ever. But why? Let’s dive into it.

1. The Value of Authentic Voice

One of the most noticeable things about AI-generated content is that it often lacks a personal touch. Sure, it can be factual, well-organized, and sometimes even persuasive. But what it frequently misses is the genuine human voice—something that resonates with people on a deeper level. Whether you're a business leader, an educator, or a content creator, your personal insights, experiences, and values are what make your content truly unique.

Think about the last time a piece of content really stuck with you. Was it because it was perfectly written? Or was it because it felt real, relatable, and personal? Authentic voice is something AI can’t replicate - at least not convincingly.

2. Embracing Storytelling

People love stories. In fact, we’re wired for them. Stories create connections, foster empathy, and help make complex ideas more digestible. When we lean into storytelling, we can take even the most technical or mundane topics and turn them into something memorable.

AI can certainly churn out vast amounts of content, but when it comes to telling a story that’s meaningful, that speaks to real human experiences, it simply can’t compete. Your personal anecdotes, the lessons you’ve learned, and the challenges you’ve overcome are irreplaceable. They are what keep your audience coming back, and they’re what AI-generated content often misses.

3. Why Original Thought is Crucial

Here’s the truth: much of the content produced by AI is essentially a remix. It pulls from existing data, repackages information, and presents it in a new format. While this can be useful, it lacks true innovation.

In a world overflowing with AI content, the value of original thought has skyrocketed.

When you create something truly original - whether it’s an innovative idea, a new perspective, or a fresh solution to an old problem - you offer something that no AI can replicate. Thought leadership isn’t about regurgitating facts; it’s about shaping ideas, challenging norms, and sparking conversation. And that’s where humans shine.

4. Human Connection in a Digital World

In a world that’s becoming increasingly digital, people crave connection. Yes, we rely on technology to communicate and share information, but we still seek authenticity. When creating content, whether it’s a LinkedIn post, a blog article, or even a tweet, it’s the human element that engages others.

So, how do you make your content relevant? Be human. Share your perspective. Talk about your experiences. Ask questions. Invite dialogue. The content that resonates most with people is the content that reflects genuine human experiences, not just automated data.

5. A Blend of Tech and Humanity

This isn’t to say AI doesn’t have a place in content creation - it absolutely does. AI can help optimize, streamline, and even inspire content creation. But we must remember to balance technology with authenticity. The future of content isn’t either/or; it’s a blend of the two. Let AI handle the data-heavy, repetitive tasks, and leave the emotional, insightful, and creative work to us.

Keep It Real (and use AI to refine it!!)

In the era of AI, it’s tempting to rely on machines to do the heavy lifting. But if we’re not careful, we risk losing what makes content truly valuable: the human element.

That said, AI isn’t the villain here - it’s an amazing tool for making our content even better.

Using AI to help refine, correct, and adjust our work is not just helpful, it’s crucial. The key is to ensure that the heart of the content - our unique voice and perspective - remains intact.

So, as AI continues to transform the digital landscape, let’s not forget the power of our originality, our insights, and our ability to connect. AI can help us sharpen those qualities, but it’s the human touch that keeps content relevant and engaging in a sea of machine-generated words.