Jason Morris, SEO Marketing Manager, Brew Digital
Content creation has been fundamentally and forever changed by GenAI tools. They offer a fast and efficient way of building content, in a matter of seconds, and a majority of businesses have been deploying it in some capacity for the last two years.
In particular, tools like ChatGPT, Copy.ai and Jasper have transformed copywriting, allowing businesses to quickly turn around high-quality content, social media content, blog posts and marketing copy, in a matter of minutes. It has also revolutionised our approach to SEO, helping with everything from optimising keywords to generating content that meets search engine standards.
However, the same capability that makes AI attractive – its speed in generating content – can result in copy that feel generic and impersonal, risking the intuition and creativity that are essential for compelling brand messaging. This is because AI, by nature, operates on probabilistic models that predict the most likely next word or phrase based on patterns in the data it has been trained on.
Large language models (LLMs), are excellent at identifying and replicating patterns, but lack the creativity and intuition that come from human experience. While this can be useful for producing factual or structured content, it often results in formulaic writing that lacks originality and depth. In areas like storytelling or thought leadership, where original insights are key, AI struggles to deliver the same level of nuance and emotional connection that human writers can achieve.
Inauthentic writing does not just risk disengaging brand audiences, either, and many search algorithms are now designed to detect web pages with AI-generated content and diminish its domain authority. This will inevitably lead to diminished visibility and a drop in organic traffic, and is exemplified by Google removing a staggering 40% of indexed web pages for failing to meet its E-E-A-T (Expertise, Experience, Authoritativeness, Trustworthiness) standards. This is a trend we can expect to see continue as GenAI created content becomes even more prevalent.
Thus, the challenge for brands in the age of AI is to harness the power of efficiency without losing the unique voice that sets them apart.
‘Bans’ are counter-intuitive
The first step in striking the balance between efficiency and authenticity is to establish blueprints for how AI can and should be used within a business setting. For companies keen to retain that human flair, limiting AI usage may seem attractive. However, staff will use GenAI for content creation regardless of whether or not their employers tell them not to. In fact, a blanket ban on GenAI will only lead to the bigger challenge of ‘Shadow AI’.
Recent research shows that 78% of knowledge workers use their own AI tools to complete work, yet 52% don’t disclose this to employers. This not only poses significant organisational risks like data breaches, compliance violations, and security threats, but it also means business leaders will never have full transparency over how much, and how often, GenAI is being used to create the messaging that’s being published for customer or public consumption.
So how should GenAI be used?
For businesses that regularly need to create high-volumes of detailed content, GenAI tools like Jasper can provide crucial support for building first drafts, generating ideas, and providing digestible summaries or even detecting mistakes across existing copy. This process of leaving the more time-consuming content creation tasks to AI frees up considerable time for content creators and enables them to focus on strategy and creativity.
Likewise, tools such as MarketMuse can analyse audience behaviour and preferences, audit existing content, suggest SEO optimisation, and identify gaps in coverage. These data-driven insights enable brands to create more tailored and engaging content, improving both reach and conversion rates.
Another significant advantage is consistency. Ensuring a uniform tone and style across various platforms is essential for cultivating a cohesive brand identity. AI tools play a crucial role here, by supporting content so that it aligns with established brand guidelines. By maintaining consistent messaging, businesses can strengthen their connection with their audience and foster long-term trust.
For businesses and content creators looking to use GenAI to create content which will be made public, it’s essential for them to review, refine and personalise outputs extremely carefully. This ensures that the final output remains true to the brand’s voice and offers genuine value to the audience.
GenAI is no substitute for human storytelling
While AI can support efficiency, human insight is essential for crafting content that truly resonates. This is especially true in storytelling and in complex strategies like seo consultancy, where aligning with audience expectations requires a thoughtful, hands-on approach.
Humans are still best equipped to connect with audiences on an emotional level. Storytelling, creativity, and real-life experience are areas where human writers hold a distinct advantage.
By blending AI’s efficiency with the creativity and empathy that only humans can bring, brands can produce content that is not only high-quality but also deeply engaging. AI tools, therefore, should complement human creativity, not replace it. Striking this balance allows businesses to maximise efficiency without sacrificing authenticity, creating content that resonates and builds long-term connections with audiences.
