The rise of AI-generated content and the importance of authenticity
From content creation and data analysis to campaign planning and customer service, Artificial Intelligence (AI) is no doubt helping businesses work faster, automate routine tasks and improve efficiencies. Naturally as with all businesses we are looking to embrace these innovations and recognise the value efficiencies can bring to our clients but as AI-generated content in particular has become increasingly commonplace, one thing is becoming clear, human insight ‘from the horses mouth’ has never been more valuable.
“In a world where anyone can generate content in seconds, everyone has a voice but fewer people have an opinion. AI tools have made content creation more accessible than ever before.”
For a while whilst scrolling (or doom scrolling) I have thought, ‘where have the real opinions disappeared to?’. The people that used to be really good at writing and giving opinions seem to have disappeared? Yet on the contrary, people who didn’t write are now prolific posters…
Perhaps some of the original writers have retired or sold their businesses but never before has there been so much content. Every day, LinkedIn, websites and social media channels are flooded with articles, commentary and “thought leadership”, yet much of it feels remarkably similar. AI has made it easier than ever to publish, but easier doesn’t necessarily mean better. The result? We risk creating an echo chamber where the same ideas are recycled, the same phrases repeated and genuine expertise becomes harder to distinguish from generated content.
Today, anyone can generate a blog, social media post, email campaign or even an entire marketing strategy in a matter of seconds. The challenge is that when everyone has access to the same technology, content can quickly become repetitive, generic and lacking in originality. Businesses risk sounding the same as their competitors, relying on information that has been repackaged rather than genuinely understood. AI can help create content but it cannot replace genuine human insight, experience and industry knowledge.
So why do we so passionately challenge this?
Much of our work begins with conversations, yes good old fashioned conversations! We spend time talking to clients, understanding their businesses, embedding ourselves within those businesses and learning about their customers to identifying what truly makes them different. We see AI as a powerful tool, not a replacement for expertise. We are in no doubt that AI can help streamline processes to improve efficiency but truly believe ‘human marketers’ provide creativity and understanding beyond the monotony that’s needed to ensure stories and campaigns genuinely resonate.
People are becoming increasingly sophisticated – they can often recognise content that has been created purely to fill space or satisfy an algorithm. The campaigns that generate engagement, trust and action are those that feel authentic – they tell real stories, share genuine expertise and demonstrate a clear understanding of the audience they are trying to reach. This is particularly important in sectors such as insurance where credibility and trust are fundamental to success.
As AI makes content more accessible, originality, experience and independent thinking become the real differentiators. Perhaps after this period of ‘AI will replace your job’ we are finally coming full circle. My belief remains as true today as it was before AI appeared – businesses won’t stand out because they publish more, they will stand out because they have something to say.
What are your thoughts? Are you guilty of this or are you bucking the trend?
Author: Robert Brown, Director of Brand Brown – specialists in marketing communications support for the insurance sector.Discover our full range of services here.