Content Marketing Strategist

Can you tell when content has been written in AI?

Chances are, yes. The double dash, the random phrases such as ‘spinning your wheels’ (cringe), even the structure of paragraphs give away that you’re reading copy written by ChatGPT.

It’s technically fine but emotionally empty. A bit like soggy toast. No edge, no energy, no reason to care.

At ths point, AI would say ‘but here’s the catch/thing/good news/twist’. So, to show that this has been written by a human, I’m going to use the fancy word for ‘but’ here.

However, AI can be a time-saving machine. It works best you set the direction and let the AI do the hard work.

This blog breaks down how to use AI as a smart shortcut in your content planning, without watering down your voice, your edge, or your strategy.

Use AI as a planning tool

Too many people open ChatGPT, type “write a caption for LinkedIn for my coaching offer,” and post whatever is suggested without even editing. That’s not strategic.

Instead, use AI to spark ideas, test angles, and fill the blank page. You need to edit like a human, not post like a robot on autopilot. 

Remember people buy from people that they know, like and trust. But if you sound generic, your ideal clients will keep on scrolling!

We Are Rosie is a marketing collective that leverages AI tools to generate ideas and draft content faster, but all output is refined by their expert teams to maintain authentic brand voices. They openly talk about using AI as a productivity tool, not a shortcut to sloppy content.

AI needs to get to your business

Before you ask AI to write anything, you need to make sure it understands your voice, your style, and what you’re actually trying to achieve. AI doesn’t know your audience, your personality, or your business goals unless you tell it.

Only then can AI help break down your ideas into content plan that works for you and actually moves your business forward.

Cleo, the fintech app, uses AI to personalise customer communications. Their marketing content is heavily AI-supported but carefully aligned with brand tone and business goals to maintain connection and relevance. They show how clear goals guide AI-driven content to be effective, not generic.

Keep your voice front and centre

If AI hay its way, we’d all sound like a marketing textbook. Your voice and personality is what will attract your ideal clients to follow, like and engage with you.

Feed it samples of your past content such as emails, blogs, social posts, and be clear about what you want each piece of content to do. Whether it’s building awareness, attracting new clients, or selling a service, AI needs your direction to work for you, not against you.

eMed uses AI for customer support and content generation, but real people make sure the final output sounds approachable, expert, and clear. This keeps their brand personable, not robotic.

Use AI to speed up, not dumb down

AI is perfect for drafting, repurposing, and organising your content calendar. Use it to turn a long podcast transcript into social snippets or plan a month of posts in one session.

Remember, if you wouldn’t say it in a conversation, don’t post it.

In conclusion

AI is a tool, not a replacement for your creativity or your connection with clients. 

Use it to work smarter, but never let it dilute what makes you unique, which is you!

If you want content that connects and converts, you’ve got to own your voice, own your strategy, and use AI as your clever assistant, not the boss.