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AI + Real Humans = The Best Content

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Savannah Abney
Savannah AbneyChief Content Officer
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Should you be using Artificial Intelligence to help you with your marketing? That’s the question everyone seems to be debating these days. On one hand, AI can streamline the process and help out with automated tasks. However, many people argue that the lack of human touch makes content AI-generated content useless. 

As tools like ChatGPT and others continue to evolve, businesses everywhere are asking: is AI the future of content creation? The short answer: not on its own.

The secret to creating the best content lies not in choosing between AI and humans but in finding the perfect blend of both. This balanced approach doesn’t just produce better results—it also helps businesses create content more efficiently while maintaining an authentic approach. 

The Data Behind the Balance of AI and Human Created Content

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Recently, NP Digital put out a study that dove into AI vs. Human content, specifically blog posts. The following chart compares the average traffic per post for AI-generated articles versus human-generated articles over 12 months.

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Key takeaways from the graph:

  1. Human-generated content outperforms AI content.
    The orange bars—representing human-written articles—generated significantly more traffic each month compared to AI-only articles.
  2. AI content is still valuable but lags behind.
    The blue bars show that AI content does attract traffic, but it’s significantly less than human content. This indicates that AI, while effective, has limitations when used alone.
  3. Consistency is key.
    Both types of content exhibit growth over time, proving that regular publishing—whether by humans, AI, or both—is critical to driving traffic to your website. 

This data supports what many marketers have already started to realize: while AI can help with efficiency and scalability, the human touch remains irreplaceable when it comes to creating content that truly resonates with your audience.

But the thing is, using AI doesn’t have to be black and white. If we can learn to operate on middle ground, we can find a lot more success. 

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Why the Human Touch Matters

First, let’s talk about why humans still matter so much when it comes to building quality content. To put it bluntly: nothing can ever replicate the emotion, authenticity, and creativity of the human mind. As cool and helpful as AI can be, it still can’t make up for its lack of humanity. So don’t worry about your job being replaced by a robot just yet. 😉

Wired recently published an article titled “Don’t Count Out Human Writers in the Age of AI” and they emphasize a critical point: human creativity is rooted in empathy, cultural understanding, and storytelling. These are qualities that AI struggles to replicate. That’s why the human touch still has so much value. 

Here’s why human input still remains so important in the context of content creation:

  1. Brand voice and tone: AI can generate text, but it lacks the ability to capture the nuances of a brand’s unique personality and voice.
  2. Emotion: Great content connects with readers on an emotional level—something AI tools haven’t mastered.
  3. Strategic insight: Content isn’t just about words. It’s about strategy, audience insights, and delivering the right message at the right time—skills that require human expertise.
  4. Creativity: Despite the skills of AI to replicate previous human creativity, it simply cannot surpass the raw creativity that humans bring to the table. 

No matter how many times AI upgrades, the human touch will never be replaced.

Finding the Middle Ground

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The marketing landscape often feels really polarizing around this topic. On one end, there are those who believe AI will completely replace human writers. On the other, some insist that only humans can create valuable content. But when you really look at it, the sweet spot lies somewhere in the middle.

AI is great at handling repetitive and mundane tasks, such as generating outlines, conducting research, and even drafting initial content. These efficiencies free up time for human creators to focus on what they do best: crafting authentic, engaging, and insightful narratives that resonate with their audience.

For example, even here at Breezy, we use AI but only as a tool, not a replacement. In turn, our content creators have more time to focus on crafting the perfect messaging and visuals, while making sure everything feels cohesive for a brand. We make sure that all of the content we produce–whether AI helped or not–feels exactly like the brand wants it to feel. 

Using AI within your process is fine, as long as the content still has an authentic voice, story, and tone on a consistent basis. In fact, in these times it honestly feels somewhat silly to not leverage AI tools. Our approach combines the best of both worlds: AI’s speed and efficiency with the authenticity and creativity of humans.

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The Role of AI in Content Creation

So, how can AI actually help you create content? AI has become a “secret weapon” for businesses, enabling them to produce content quicker and more efficiently.  Well, it seems like every day there’s something new it can do, but here’s a rundown on some of the most useful tasks: 

  1. Idea generation: AI tools can analyze trends and suggest topics that are likely to resonate with your audience. This is a great starting point for the actual content you create. 
  2. Drafting blogs: AI can speed up the writing process by producing initial drafts and offering grammar and style suggestions. Remember to fully edit the draft to match your brand voice. 
  3. SEO: AI can analyze keywords, suggest meta descriptions, and optimize content for search engines.
  4. Research: AI can compile a collection of research for you. However, you have to double-check that everything is factually correct. 
  5. Video editing: Most traditional video editing software has AI features now. For example, AI can find good short-form clips throughout a long video. https://www.instagram.com/reel/C_LVVs1uz0u/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA== 
  6. Reformatting & rewording: If you have something like a transcript, you can ask AI to reformat it into a blog post. Or, you can ask it to give you different ways to word a sentence. 
  7. Analytics: There are AI tools (like Google Analytics) that can make the data part of your life a lot easier. 

These are just some of the ways that AI can help you. When used thoughtfully, AI can be a great assistant, helping you stay consistent with your content. 

The Future of Content Creation

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As AI technology continues to evolve, its role in content creation will undoubtedly grow. However, the need for human creativity, empathy, and strategic thinking will remain as critical as ever.

By putting AI skills together with human creativity, you get a really powerful combination. Don’t count out one or the other. Instead, find ways to use AI tools in a human way that benefits your business or partner with others who are already doing this. 

Some best practices we always follow: 

  1. Start with a strategy: Define your content goals, target audience, and brand voice before using AI. This ensures your content aligns with your overall objectives.
  2. Leverage AI for efficiency: Use AI tools for tasks like research, editing, and keyword optimization to save time.
  3. Focus on quality: Don’t rely solely on AI. Review and refine the content to ensure it’s accurate, engaging, on-brand and shares your unique voice.
  4. Analyze and improve: Continuously analyze the performance of your content and adjust your approach as needed. AI tools can provide valuable data insights to guide your strategy.
  5. Stay authentic: Remember, your audience values authenticity. Use AI to enhance your content, but let your human creativity shine through.

By embracing a balanced approach, you can leverage the strengths of both AI and humans to create content that drives results. Whether you’re a small business owner, a consultant, or a marketing professional, the key is to view AI not as a replacement but as a powerful ally.

The takeaway? Don’t choose sides. Instead, find a middle ground that works for you. 

If you’re looking to partner with a team that shares this approach, we’d love to chat with you. Schedule a free 30-minute strategy session here. 

Ready to Launch a Content Marketing Plan for Your Small Business?

We know that carving out the time, resources, and energy to create ongoing content for your brand or business is a full-time job. That’s why we created Breezy – your instant content marketing team.

You don’t need to hire multiple full-time employees to handle all of the strategy, planning, writing, designing, and publishing of content. You also don’t have time to wrangle tons of different freelancers to get this all completed. You need one expert team that can help get all of the amazing thought-leadership and subject matter expertise out of your head and into formalized, engaging content that keeps you top of mind with your audience.

We’re that team!

See how we can help your small business, startup, or agency with a free consultation.

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