This article is over seven months old, and yet I think it’s more relevant now than it even was then. Here’s why.
We’ve seen a stronger pushback on AI-generated content in the past seven months than we have seen before.
You had the LinkedIn AI “slop” button.
You have platforms rolling out AI labeling that’s required.
The EU is now requiring AI transparency. On August 1st of this year, California passed an AI transparency law.
Plus, there’s federal legislation on the books in the U.S. around labeling AI-generated content.
Not to mention the AI search platforms and LLMs that are rolling out watermarking and other ways to identify AI-generated content.
When this article was written in February, the argument was absolutely true then, but I think it’s even more true now, and not just because people are pushing back against AI-generated content.
We are absolutely seeing more and more evidence that people-centric content is the content that’s actually working and what people are resonating with. But we also now have processes, platform changes, and laws being put into place that are going to make it harder and harder to get by with AI-generated content alone.
At the same time, LinkedIn continues to reward creator profiles more. Instagram is doing the same. There’s new monetization being rolled out for creators. Platforms are continuing to invest in the people actually creating the content.
Because of this, I don’t think we can ignore what’s happening here in the B2B space either.
For a long time, B2B content marketing has largely been built around companies. Company pages, blogs, newsletters, etc. But the internet is becoming increasingly people-centric and we want to hear from real people.
We want to know who is behind the company. We want actual perspectives, actual experiences, and stories. We want to know what you’ve learned, what you believe, what you’re seeing in your industry, and why you think the way you do.
AI can absolutely help us – it helps me move faster every day – but AI-generated alone is just not where this thing is headed right now. If anything, I think the explosion of AI content is making the human side of content more important.
It was true seven months ago, and it’s even more true now…
The future of thought leadership and content marketing is people-centric, and it is people-powered.
If you want to make a significant difference with your content going into 2027 and differentiate yourself in your market, this is the way forward.
If this approach aligns with what you’re looking for in your business, I’d love to talk to you about how my team and I are doing this every day at The Breezy Company. Shoot me a DM and let’s chat.
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Savannah Abney – Content Marketing Expert at The Breezy Company
Savannah Abney is the Co-Founder and CEO of The Breezy Company. With over 6 years of experience, she specializes in content strategy, video marketing, and brand storytelling-helping small businesses grow through a strong digital reputation.
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