AI as a Collaborator
"Can’t I just write this post in 2 minutes with ChatGPT?"
Or Claude, or Gemini or… you get the idea.
But what I’m really asking ourselves is - will AI kill content and kill marketing?
Don’t be ridiculous.
It’s enough to make any marketer cringe when this ^ question inevitably comes up. For us in the industry, our feed is drowning in luke-warm ‘hot’ takes on this digital revolution. I personally recommend taking comfort in those experts giving solid LinkedIn algorithm advice. That only changes every 5 minutes instead of every 5 seconds. 🫠
But whatever your stance is, the most important thing you can try to do is to make your content real.
> Are you writing authentically?
> Does the post have a founder selfie attached?
> Is your post full of alleged AI ‘tells’?
It doesn’t matter that the em-dash or American spelling existed before ChatGPT, and it doesn’t matter if it isn’t actually a reliable sign of use. People’s perceptions are what informs their reality. So are you catering to your readers’ minds or stubbornly cutting off the nose to spite the face?
I use AI but there’s no cheat code to it. It will grow in capability, but the human power of critical reasoning still has to be behind the computer. I mean you. You have the power to turn some garbage post into something meaningful because it has your personality and message in it. Don’t leave the human part to a robot. It doesn’t understand how it feels to receive flowers from a client for the work you’ve done, so don’t ask it to try.
Another thing it can’t do is nurture in-person relationships at live events. In my current marketing role we run a million* live events for clients and ourselves, and the reception is always warm. People love people. People buy from other people. People like talking to people.
So.
Keep the human part in your posts for you, and maybe keep the editing, feedback and iteration assistance for your preferred AI. It’s a fantastic assistant and second brain. It’s not YOU though.
Marketing Strategy is still based on a deep understanding of people; of your business goals; of your values. I bring my deeply human-led experience to all my client accounts because as you might be clueing in… that stuff can only come from you.