Artificial Intelligence is No Substitute for Actual Intelligence… yet.

Human editorial and strategic expertise still needs to be in the loop to ensure the quality and relevance of your content marketing

In the blink of an eye, Artificial Intelligence has rapidly evolved into a pivotal tool for content strategists and creators. 

I have been using some sort of AI content creation tool since late 2022, taking a collaborative approach with the technology. I’ve been front loading my use of it, augmenting the early development phase to merge my topic area research, content strategy and keyword research—leveraging its insights and suggestions while still retaining creative control. 

AI's capacity to take vast swathes of data and information and (with refined prompting) reconfigure that information into the optimal format for a specific use case is, frankly, astonishing. 

While generative AI is incredibly powerful, the gap between AI and the insight and creativity of human creators remains substantial. The various AIs may be proficient writers, but purely AI-generated content lacks texture and nuance. Unedited AI prose can be easy to pick out, with certain words and phrasing either overused or used out of context. 

Humans have to be in the loop, making editorial and strategic decisions. A skilled human with the requisite expertise must still be the arbiter of content quality and relevance. 

AI Content Creation: Beyond the Basics

At its core, AI offers unparalleled efficiency in analysing data, identifying trends, and suggesting content ideas. However, its burgeoning potential in content creation lies in its ability to work alongside human creativity. Using AI-powered tools in content strategy can be transformative, offering strategic insights beyond mere analytics. Marketers can now identify content gaps, optimise content clusters, and conduct competitive analysis with unprecedented precision. This capability allows for the creation of content that is not only relevant but resonates with the intended audience and ranks well on a search engine.

But we're a long way off from being able to use AI to farm out our content creation entirely. The inherent limitation of AI is its inability to generate content with genuine human emotions, flair and insights. This is where the symbiosis between human creativity and the AI tool becomes crucial. 

By leveraging AI for the heavy lifting—data analysis, trend identification, and even drafting content—creators are freed up to infuse their unique insights and personal touches that will truly connect with audiences.

Sophisticated Prompt Engineering and Rigorous Research

The advent of sophisticated LLMs has opened new avenues for content creation, but their effectiveness hinges on rigorous research and sophisticated prompt engineering. The adage of rubbish in and rubbish out has never been more relevant. 

Ensuring the accuracy of the sources AI draws upon is paramount. You cannot rely on it to find the source information for you. It is too prone to laziness and 'hallucinations' (maybe they're not so different from us after all). You need to do the legwork and research to find the trusted sources of information data and be explicit in your prompting that the AI algorithm can only pull from those sources.

The ability to craft precise prompts that guide AI in generating content aligned with your brand's voice and goals is an art form in itself. It requires a deep understanding of both your audience and the AI's capabilities. This combination of expertly engineered prompts and rigorous source verification forms the foundation of AI-augmented content that is both engaging and trustworthy.

Human Editorial Expertise: The Irreplaceable Core

While AI can suggest content structures, recommend topics, and even draft sections of content, the role of human editorial expertise remains irreplaceable. Editors bring a nuanced understanding of tone, style, and narrative coherence that AI currently cannot replicate. They ensure that the content not only aligns with the brand's strategy but also delivers valuable insights in a compelling manner. This human touch transforms raw AI-generated materials into polished, expert content that speaks directly to readers' needs and interests.

Human editors also play a critical role in ethical considerations, ensuring that content is accurate, culturally sensitive, and inclusive. They navigate the subtleties of language and context that AI, at least for now, cannot fully grasp. This human oversight ensures that the content reaches and positively impacts a diverse audience.

Striking the Balance

The optimal AI content strategy balances AI's analytical, configuration, and drafting capabilities with human creativity and editorial insight. It's about harnessing AI to streamline the content creation process, from ideation to publication, while preserving the essence of human storytelling. Brands and creators that master this balance will find themselves not just ahead in terms of efficiency but also in building deeper connections with their audiences.

For example, AI can identify a trend in consumer interest toward sustainable living practices. A human content creator can then take this insight and craft stories that not only provide information but also inspire action and reflection, add insights from personal or professional experience and ensure it is all tailored to the brand's unique tone of voice. This combination of AI efficiency and human empathy creates content that is not just seen but felt and remembered.

Building Brand Authority and Customer Conversion

AI can't do thought leadership. Only human insight and wisdom can provide that.

Ultimately, any content strategy aims to build brand authority and convert readers into customers. By leveraging AI in conjunction with human expertise, brands can create content that consistently delivers value and engages readers. 

The future of content creation lies in the symbiotic relationship between AI and human creativity. By leveraging groundbreaking LLMs, conducting meticulous research, and applying human editorial skills, brands can craft content strategies that capture attention and convert engagement into tangible results. 

A balanced approach to AI-driven content strategy that finds that sweet spot and gets this right is not just an advantage—it's a necessity.