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Artificial Intelligence and AI-generated text have emerged as one of the most accessible and powerful tools for marketers. AI writing assistants are helping brands scale their content creation like never before. However, with this comes the need for strategic implementation.
One thing we’ve noticed is people treating AI as a magic copy-paste solution rather than the tool it is. As advertising professionals, we understand that the difference between AI success and failure lies in how you use these tools, not just whether you use them.
AI-generated text refers to written content created by artificial intelligence systems using natural language processing and machine learning algorithms.
These tools analyze a lot of existing text data to understand patterns, styles, and structures, then generate new content based on user prompts and parameters.
Popular AI writing tools include ChatGPT, Claude, Jasper, Copy.ai, Grammarly’s writing assistant, and more. Each platform offers different strengths, so it is important for marketers to choose the right tool.
The most immediate benefit of AI-generated text is the increase in content production speed. What once took hours of brainstorming and writing can now be accomplished in minutes. This efficiency allows marketing teams to:
For marketing professionals managing multiple clients or campaigns, AI-generated text offers a cost-effective solution for high-volume content needs. However, the key is strategic implementation rather thanthe replacement of human creativity. When used correctly, AI enables marketing teams to allocate budget more effectively while maintaining content quality.
AI serves as an excellent brainstorming partner, helping to generate initial ideas, headlines, or content frameworks. This collaborative approach combines human creativity with AI efficiency for optimal results.
The most common mistake we see is treating AI-generated text as plug-and-play content. When marketers simply copy AI output without customization, brands end up sounding the same.
Copy-paste content typically addresses topics at a superficial level, missing the depth and expertise that establish thought leadership. This approach particularly hurts B2B marketing professionals who need to demonstrate industry knowledge and credibility.
The quality of AI-generated content directly correlates with the quality of your input prompts. Here is a list of what you should include in your prompts:
Once you submit the prompt, it is always a good idea to follow up with a second prompt, asking the AI bot what other details it needs to be successful. This gives you an opportunity to fill in some gaps and ensure the output is as detailed as possible.
Never publish AI-generated content without human oversight, editing, and review. First, go through the content and fact-check all claims, statistics, and any references. Ensure these are accurate and make sense to use within the content.
Next, ensure that the content matches your or your client’s brand voice and values. Not only this, but confirm the content actually resonates with the target audience, too!
Another best practice is to optimize your content for SEO. This involves adding relevant keywords, links, and/or images with alt text to the content.
The most successful marketing professionals view AI as a strategic collaborator that enhances their efficiency and expertise rather than replacing them. This means using AI-generated text and content as a first draft that requires human editing. Add your own industry expertise, direct experiences, or market insights that AI cannot provide.
The biggest mistake marketing professionals make is copying AI-generated content directly without editing and refining it first. This creates problems because AI may produce bland, generic messaging and sound like other brands in your industry. AI also often struggles with conveying emotions and connect with an audience.
While AI can help with content creation, it doesn’t automatically understand your specific SEO strategy or search intent. Marketers must research and implement keywords naturally on their own, understand user search intent behind certain target keywords and phrases, and optimize for featured snippets and local search when applicable.
Now, AI can help generate ideas, but these ideas should also be accompanied by your own research.
AI-generated content can inadvertently create compliance issues or ethical concerns such as:
As AI technology continues to evolve, marketing professionals should prepare for increasingly sophisticated tools that can better understand brand voice and maintain consistency across campaigns.
These technologies will also be able to provide more advanced personalization and generate content optimized for specific platforms, formats, audiences, and more.
However, the human element will remain irreplaceable for strategic thinking, creative direction, and authentic brand storytelling that drives results!
Successfully implementing AI-generated text requires a balanced approach that leverages technology while maintaining professional oversight and strategic direction.
Marketing professionals should start with low-risk content like social media variations or emails, then gradually expand to more complex content as teams develop expertise and processes.
The key is remembering that AI is a tool to enhance your marketing capabilities, not replace professional judgment and strategic thinking. When used thoughtfully, AI-generated text can help marketing teams scale content production, improve testing capabilities, and free up resources for higher-level strategic initiatives.
