From human insight to mumbo jumbo: Stop using AI to churn out generic content

As much as brands and publishers want to create an optimal amount of content to maximize engagement, there seems to be a worrying trend of using AI to churn out large amounts of generic material that often lacks human insight. While automation can streamline content creation, it also runs the risk of sacrificing individual perspectives and presenting generic material to readers.

Regenerative rather than generative

‘Generative AI’ is very helpful in certain use cases, and it depends on the brief you feed it. It’s more about the driver rather than the vehicle. I personally tried several AI tools. Currently, AI technology is still in a regenerative state, meaning that it reproduces existing content and ideas rather than generating fresh insights and sound outlooks. As a result, the output is often low-touch and lacks innovation and originality.

The value of human insight

The benefits of creating content through a human lens cannot be overstated. When content is created by humans, it’s often more relatable and authentic, which results in a deeper connection with readers. Engaging in a way that connects both logically and emotionally creates loyal readers and customers.

Human insight also allows for a unique viewpoint and personalized writing style that makes content more compelling. The human perspective adds context, narrative, and creativity that AI-generated writing can’t replicate yet. Human-curated media will always be more expressive, engaging, and insightful than its computer-generated equivalents.

On top of that, humans are capable of considering nuances that algorithms can’t comprehend. There’s a certain level of empathy that we bring to the table that is necessary for creating high-quality content which resonates. Statistically, machine-generated content fails to evoke an emotional response, often resulting in bland and generic material that doesn’t entertain or inform.

To put it simply, human insight guarantees a level of editorial understanding that can’t be matched by simple data-driven analysis so far.

When AI users go too far

On the other hand, the use of AI in content creation isn’t inherently harmful, but its misuse can indeed cause a decrease in audience engagement and brand loyalty due to the creation of generic and repetitive content. When AI is used to churn out mass amounts of shallow content with little effort, the audience experience may be compromised, and the message becomes diluted and less authentic.

Striking a balance

Content creators should find a balance between the use of AI and human insights to create and distribute content. For instance, AI-powered analysis can give marketers insights into new trends and potential behavior patterns. AI-generated content can be useful for generic copy such as product descriptions, pre-written social media posts, and first drafts of virtually everything that doesn’t require a distinctive voice or narrative. The editing, polishing and humanizing of content is something best left to humans, who can carefully craft and curate material that makes an impact on their audience.

AI and automation undoubtedly have the potential to boost productivity and streamline workflows, but it doesn’t mean that machines should replace humans altogether. Content’s value lies in uniquely human perspectives, making it essential to protect insights’ worth and ensure that it remains representative of the brand’s identity.

While AI has a place in efficient content creation, content creators and marketers alike must ensure that the human factor remains in the creative process.

A combination of the creativity of humans and the automation power of AI can help create compelling content that engages readers in ways that no algorithm is capable of.