AI is still a big hot topic at the moment and divides opinions. But as a marketer, who does a lot of content writing, I can see both sides. With AI tools becoming increasingly common in content creation and businesses wondering whether to use them, or even solely rely on AI (this is noticeable by the way).
As a creative digital marketing agency, we get asked this a lot. And the truth is – there are benefits to both. But there are also some boundaries.
In this blog we explore:
- the pros and cons (of both sides)
- what are the differences
- its impact on SEO
- google algorithms
- limitations
- importance of storytelling
I know what you’re thinking, is this blog AI written? Or, am I going to be biased to human content writing more so, as a human myself? Well, let’s find out.
the pros of AI generated content
AI writing tools (such as the likes of ChatGPT) have come a long way. They can quickly generate a huge amount of content, help beat writer’s block (amen), and even support research (although I would always double fact check) and editing.
Here are a few key advantages:
speed and efficiency
I get it, in today’s world everyone is moving fast and to-do lists keep growing, so something that saves us time is a big help. AI can write at scale, producing multiple blog drafts or social posts in minutes.
cost effective
Something most companies love is to save time and save money. For high-volume, low-complexity tasks, AI can certainly save you time and help your budget.
writers block
Everyone’s heard of writer’s block, but AI is great to help with structure and suggestions. This aids marketers and content writers with their workload. Need a content outline or ideas to get started? Or maybe you’re unfamiliar with the topic you’re writing about. AI is a fantastic jumping-off point.
grammar and consistency
If you know how to perfect your brief and question to an AI tool, AI can be good for ensuring spelling, grammar and tone of voice remain consistent throughout a piece.
Note: your brief is key here. AI is smart, but it can’t read your mind, know your niche, or know your audience. You need to give all this important information.
Used correctly, yes, AI can be a powerful tool in a marketer’s world. But it’s not the full story.
the cons of AI generated content
While AI can be efficient, it still has some limits.
lack of human nuance and emotion
AI struggles to replicate the emotional intelligence, tone and wit that a human writer brings. It can’t fully understand context or tailor messaging with true empathy, even with a detailed brief, the tone and messaging could be slightly off.
seo limitations
data limitations
Most AI tools have limited access to real-time data or current events unless manually updated. This can create outdated or inaccurate content. This might not always be an issue, depending what you’re writing content on, but why risk publishing something that may be factually incorrect?
repetition and generic tone
AI content can feel flat, especially without strong prompts or editing as previously mentioned, and it can certainly lack brand personality.
why human creativity still matters
There’s no algorithm for creativity. That spark that makes people laugh, feel understood, or trust your brand begs the question, can that only be achieved by humans?
Human written content brings a better depth of understanding that’s rooted in lived experience, cultural awareness, and the ability to truly connect with your target audience. Blogs, adverts, tag lines where it really resonates with you and tugs on those heart strings and emotions in whichever way, that’s the result of strategic and empathetic thinking by someone who knows the nuances of communication, knows their niche, and their audience behaviour.
Some of the things that I believe human written content excels at, more than AI generated content, include:
- crafting authentic stories that resonate with real audiences (your audience)
- injecting brand voice, humour, and cultural awareness that AI often misses
- writing for emotions and experience, not just keywords or data points
- tailoring messaging to niche audiences and industries, based on research, trends and first-hand knowledge
- understanding clients’ pain points, unique goals, challenges and tone of voice, then translating that into content that feels genuinely aligned (meaning you know better then any AI tool what your unique selling points are)
This becomes even more important in content that represents your brand identity, such as homepage copy (the most important page of your website), campaign messaging, and in-depth blogs. These aren’t just boxes to tick for SEO, although SEO is still crucial in these. They’re things that build trust, shape your viewers perception, and drive real engagement. When people connect with what they read, they’re more likely to convert, share, or come back for more. That’s the value of writing that feels like it was made for them…because it was.
the role of AI in content creation
Despite some of the cons, we’re not anti-AI. At TIG, we often use AI as a support tool, not a replacement for real writers.
It’s a great asset when used with care:
- helping brainstorm ideas or outlines
- streamlining repetitive tasks (like product descriptions)
- help understandings of new client products
- creating schedules for social posts
- if a detailed and well written brief is provided, AI can help aid in creating strategy plans.
But ultimately, human writers bring the insight and storytelling that drives content performance and builds brand loyalty.
finding the balance
The key takeaway? Everyone may have different opinions on these, but we believe that AI should assist, not replace, human content creation.
If you’re creating high-volume content which could be from FAQs and product lists, to newsletters, AI can help you do it faster and more efficiently. But for brand-led campaigns, SEO strategies, or storytelling that connects with your audience, you need human brains behind the keyboard.
At TIG, we combine the best of both worlds. Our content strategies are rooted in creativity, driven by insight, and powered (where appropriate) by smart tools. We understand the tone and technical know-how required to create content that connects and converts.
Want to chat about how to upgrade your content strategy (the human way)?
Contact us for a free consultation.
