AI has made content production easier. It has, however, not made content strategy smarter.
Content, especially in the age of AI, can be produced quickly. 82% of businesses use AI writing tools for content creation in some capacity. This is up from 45% in 2022.
As marketing teams face pressure to produce more content with limited team resources (whether that be staff or time), they reach for tools to make it work. And AI does help with this: organizations using AI to create content report a 59% decrease in content creation time and a 77% increase in content volume.
This should be good news. But AI, no matter how much it can help the content creation process, should not be a “type prompt/copy/paste” endeavor.
A now-famous quote in an IBM training manual from 1979 states: A computer can never be held accountable. Therefore, a computer must never make a management decision. The same can be said about AI. It can generate content and language, but it cannot own them. Humans, and human judgment, do.
In business, judgment is the ability to weigh risk, context, timing, and audience before publishing. Internal communications, policies, benefits education, and messaging all carry nuance and risk requiring human judgment, and it determines:
AI content has its drawbacks. You risk content not ranking well in search engines because it lacks substance or feels repetitive and generic.
You can also run the risk of AI content devaluing your brand for several reasons:
If you want to use it in your content process, combine it with the human touch to minimize risk.
Before sticking AI into your content process, pause and get clear on your goals, whether that's scaling production, improving consistency, strengthening brand voice, or bringing AI into editing. Your goals should drive your tool choices. For editorial polish, Grammarly or Hemingway are solid picks; for brand voice work, ChatGPT or Claude shine. Also, don't feel locked into one tool; combining tools gives you flexibility across different content types.
Once you’ve settled on your tools, integrate them into a human-led workflow, thinking of AI as a collaborator instead of a replacement. In practice, this workflow could include:
This kind of approach can be tailored to your team and how you work best, blending the efficiency of AI with the creativity, strategic thinking, and emotional intelligence people bring.
Simply using AI tools isn’t enough. You need to monitor the performance and statistics of your AI content to determine whether you’re getting enough value. Focus on metrics related to:
Regular reviews of your workflow and your AI strategy let you identify ways to improve and adjust your approach, as well as enhance your content creation process.
As you adopt AI tools into your content workflow, keep both eyes open and stay focused on the quality of the work you’re producing. While you’ll see an increase in volume of work, there’s no quick fix for replacing human judgment. If you hold a high standard for your organization, then build in human judgment as an important part of your workflow to protect your voice, brand, and the relationships you will inevitably impact through your content.
Content published by Q4intelligence
Photo by LIGHTFIELD STUDIOS