Content creation is more important than ever before, with teams being asked for more content, in different formats, in different channels, and faster. But budgets and headcount don’t always grow at the same rate. As a result, many companies are harnessing AI in digital marketing to boost their productivity while relieving their human domain.
AI content creation tools offer faster writing (drafting), better reuse (repurposing) and extended life expectancy (legacy) to successfully grow your social reputation. Done well, they remove roadblocks so teams can focus on strategy, thinking and creativity. If not used properly, they create dull, unnecessary or off-brand content.
Why Does AI Content Need a Human Edit?
Most users can spot fake content very quickly. It rarely mirrors human thoughts, choices or feelings, is often too smooth, lacks substance and follows common formulas without imparting any meaning.
Artificial intelligence still struggles to consistently replicate human emotional intelligence, cultural savvy, humour, self-control and intuition that come with human-led content. These factors affect the reception of communications, particularly in high-stress or competitive settings where trust can make or break interactions.
Best Practice: The Best Way to Grow Together
Effective teams don’t argue over who should “own” the material: human or AI. They build hybrid processes with different roles for each.
Generally, a hybrid process incorporates:
Human-Led Intent & Strategy
People agree on objectives, audiences and messages before technology. This creates information for business purposes.
Early Production Assisted by AI
AI boosts output speed without restricting to a set process by assisting with outlines, first drafts, summaries and content reuse.
Human Refinement with Knowledge
Experienced writers and domain experts use expert knowledge to build an argument, refine the style, add storytelling elements, and ensure the information is accurate. They’re experts with the knowledge that makes information unique and legitimate.
Consistency Editorial Review
For larger teams, a review process ensures the brand guidelines have been met before content is published.
Purposeful Content Alignment
Some types of content, such as drafts or search engine optimisation (SEO) tweaks, are more likely to require greater AI support. Others, like brand stories and thought leadership, need more human involvement.
With this approach, digital marketing teams can expand content creation without losing cohesion or trust.
Typical Errors in AI Scaling
- AI enables fast scaling, which also means faster scaling of errors.
- If there are no guidelines or they are not followed, style drifts.
- When good stuff isn’t checked by experts, hallucinogenic facts occur.
- When products follow formulas over knowledge, engagement falls.
- When many humans are replaced by training data, blinkered vision ensues.
- Perfection and accountability are required to avoid such pitfalls.
Conclusion
AI is built to go the distance, like a large capable ship. But the strength and speed of the vessel alone does not determine the voyage. It may not make it outside the harbour or even sink before it reaches the destination if the navigator cannot skill in establishing destination and risk.
AI content creation is about providing powerful tools with good human leadership. The efficacy of AI with storytellers who understand the market, audience, and brand provides the best results. Where AI can provide scalability, trust can only be provided by skilled writers and strategists.
AI becomes a force multiplier with the right processes, tools, and strategy. Finally, as things expand, a relationship is preserved as content is based on real experience and a strategy.
