Everyone’s Using AI to Write Content. Here’s Why That’s Actually Your Advantage.

AI is now available to every brand. Each of the competitors is able to write 1,000 words of a blog within 45 seconds. All the agencies are able to increase 10x overnight. And in case everybody uses the same tool, why would anybody select your content amid all the AIs screaming?

AI cannot substitute you. It is just that it can only substitute the version of you that was not contributing much value in the first place.

This is what AI, in reality, cannot do: It cannot post what it witnessed at a conference in an industry last week. It does not tell what was wrong in your previous campaign and why. It is not able to interview a client and translate their verbatim into a narrative that would make a prospect feel he or she was heard. It is not able to possess an actual opinion and support it when challenged.

The most esteemed content executives are now saying that you cannot just answer a question or go on a keyword chase, but source a multiplicity of opinions, interview both internal and external gurus, and look at a subject matter as rigorously as a journalist.

That’s the gap. AI produces answers. Humans produce perspective.

The authors who are winning it currently are applying AI to the mechanical aspects of it, namely, outlines, first drafts, formatting, reuse-it, and are using their liberated time on the things AI cannot: primary research, expert interviews, bold takes, and original data.

The future of content does not lie in the decision between humans and AI. AI gives the platform; the human being introduces emotion, understanding, and the distinct viewpoint that can only be generated through the experience of living.

When you are a content writer and are threatened by AI, turn the question. What is it that an AI does not know? What did you see, try, and fail to do that no other person has? That’s your content. That is what people will be willing to pay when generic production is free all over.

Write that.