What if you and your competitor both use AI to write your content?
T: If I use AI to write all my content, and my competitor also uses AI to write all of their content, what’s the difference between the content?
Ai: Great question. If you and your competitor both use AI to write all your content without further human input, the differences between your content may be minimal or nonexistent—and here’s why that matters:
🚨 The Risk: Homogenization
Most AI-generated content (especially when prompted in generic ways) is:
- Predictable
- Surface-level
- Optimized for the average, not differentiation
This can lead to:
- Echo-chamber effects (you both write the same listicles, SEO blogs, or product copy)
- Diminished brand identity (your voice sounds like everyone else’s)
- Search engine penalties over time (if content lacks originality or depth)
🔍 What Actually Makes the Difference
- The Prompt Strategy
- If your prompts are smarter—more detailed, more strategic—you’ll get better output.
- Example: “Write a blog post about 5 AI tools” vs. “Write a provocative opinion piece on how AI tools are replacing junior marketers and what that means for the future of agencies.”
- Your Brand Voice
- AI can be trained or fine-tuned on your unique tone, language, and values.
- You can infuse personality, positioning, and storytelling—your competitor might not.
- Human Editing Layer
- Strategic editors can make AI output insightful, bold, funny, or emotionally resonant.
- If you add real data, stories, expert opinions, or audience-specific insights—you’ll stand out.
- Purposeful Content Strategy
- Are you just filling up a blog for SEO? Or solving specific audience pain points?
- Content that reflects customer understanding and business goals will always beat copycat AI posts.
- Speed vs. Substance
- AI gives you speed—but speed alone doesn’t win.
- Substance and relevance come from understanding your niche, market timing, and audience psychology.
If you both use AI the same way, your content will be practically the same.
The differentiator isn’t AI—it’s what you feed it, how you refine it, and how well it reflects your unique brand.
T: So is having a human manage the process is critical to standing out if you are going to use AI to generate your content?
AI:
Yes—100%. Having a human involved in managing the AI content process is not just helpful—it’s critical if you want to:
- Stand out
- Be strategic
- Build trust with your audience
- Drive results (like conversions, shares, or SEO rankings)
Here’s why:
🧠 1.
AI Lacks Strategic Intent
AI doesn’t know:
- Your audience’s real pain points
- Your business goals (e.g., positioning, funnel stage, conversion priorities)
- Your differentiators
A human adds the why and who behind the content—so it’s not just words, it’s strategy.
🎯 2.
AI Needs Direction to Be Distinct
Anyone can prompt AI with:
“Write a blog post about X.”
But a skilled human will prompt with:
“Write a punchy 600-word blog post for burned-out nurse practitioners who feel abandoned by the healthcare system. Use a compassionate tone and reference how new long-acting injectables offer relief.”
Same tool. Completely different results.
✍️ 3.
Editing and Judgment Are Human Strengths
AI gets you to 60–80% fast, but:
- It lacks nuance
- It overuses clichés
- It may hallucinate facts
- It doesn’t know if something sounds right for your brand or audience
A human editor:
- Sharpens the voice
- Clarifies the message
- Adds data, insight, humor, or emotional resonance
📈 4.
Performance Monitoring + Iteration
AI doesn’t care how the content performs. A human:
- Watches analytics
- Tests formats
- Learns what actually works
- Iterates accordingly
That’s how content gets better over time—not just more of the same.
AI is your tool.
Humans are your strategists, editors, and brand guardians.
Without a human managing the process, your content risks being:
- Generic
- Indistinct
- Easy to ignore
So yes—human involvement is the differentiator. AI is the engine, but humans are the drivers.
