Human content creator vs. AI: Who or what is right for the job?

If you’re from a certain era, you may remember “The Robots,” a classic 70s-era song by the techno pop band Kraftwerk. The song cleverly blurred the line between the musicians and their electronic instruments, but there was never a doubt that the musicians were in control.

There is a similar blurring of lines when it comes to AI- and human-generated writing, and the question for some companies today is which option to choose when ongoing content production is needed. 

Upsides and downsides of AI

AI tools can be a cost-saving way to quickly collect information and generate content that’s optimized for search engines, and their capabilities continue to evolve. When prompted effectively, they can excel in certain technical applications and for short-form marketing content such as social media posts.

Yet AI-generated content can still be a wildcard, at times uncannily robotic sounding, and lacking a tone that reflects company culture or brand personality. AI tools can also get the facts very wrong. High-quality input data is a necessity, and there are ethical implications to consider about where that data is sourced from.

Effective oversight

While AI can assist in content creation, thorough editing and oversight — including fact-checking and proofreading by a dedicated expert — are essential for maintaining accuracy and brand consistency. An experienced writer does all of the above, while producing exceptional content across subjects and consistently delivering impactful material that aligns with your brand's reputation and objectives.

How we tell your story

Here’s how an experienced content writer excels at creating content that best tells your story:

• Collaborates with your in-house subject matter experts to help to refine your goals

• Helps to plan your content calendar

• Writes to specifications with a level of warmth and humanity that reflects your goals, mission and brand personality

• Perfects a customized voice and tone that AI content often lacks

• Helps you apply data-driven insights to refine your messaging and ensure it resonates with your audience, leading to greater engagement and better outcomes

• Acts as an extension of your team to support your business strategies and elevate your thought leadership

The bottom line

Your written content is a direct reflection of the people who lead, work at and invest in your company and the services and products it provides. The robots are useful instruments — but the humans retain creative control.