It seems like everyone is using artificial intelligence to create content these days. And why not? Depending on the study you read, anywhere from 43% to 88% of marketers do.
AI is a powerful tool for brainstorming, reformatting content for different channels, and saving time. But it can also result in copy that sounds bland and inauthentic. How do you use AI to create content that genuinely sounds like you?
1. Start with AI, but don't end with AI.
Use AI to help with idea generation and rough drafts. Then tweak the copy to sound natural and fully human. Think of AI as your brainstorming partner, not your ghostwriter.
2. Incorporate specific examples.
AI excels at providing big-picture output, but it needs to be instructed to add the examples that make your copy resonate. For instance, if you're writing about sneaky lacrosse plays for left-handed players, instruct the chatbot to include specific situations in which these strategies work. The specifics are what make content valuable.
3. Research the AI "tells" and remove them before publication.
Work with AI long enough and you'll start to notice specific characteristics of AI-generated content. For example, it overuses exclamation points and em-dashes—like these—and tends toward regurgitated conclusions at the end of articles. Go back through your draft and remove these "tells" before your content goes live.
4. Insert your own personality.
How do you speak? Adjust the AI "voice" to sound like yours. Try different AI chatbots. ChatGPT writes differently from Claude, for example. Test which models best suit your style and marketing needs. You might find yourself using multiple models for different purposes: one for more promotional content, another for a more editorial bent.
The Bottom Line
AI is a terrific tool, but it's just that—a tool. Like any tool, it requires a competent user to be effective and achieve the best results. Before you start your next piece of content, remember: The difference between good AI content and great human-led content isn't the technology. It's whether you're willing to put in the work after the AI stops typing.
