High-value work is rarely easy. Whether it’s a Ferrari or fine art, the objects we consider exceptional require time, skill and effort to create. The opposite is also true: the easier something is to create, the less it tends to be worth.
The AI boom hasn’t broken that rule, but has made it easier to forget.
In a business world that values time, the AI promise of “cheaper and faster” sounds like a win. And AI content delivers on that promise. It’s almost instant, sounds vaguely correct and is widely available. It fills a hole when you’re in a rush.
That’s where the illusion creeps in, because while it’s cheap, fast and looks like content, AI content rarely has value.
It’s fast food.
Like fast food, AI content is convenient in the moment, but not something you should live off. It looks right on the surface, but your gut knows it’s crap. It’s unsatisfying, forgettable, and often followed by a flicker of regret.
The thing is, customers have a limited appetite for junk, especially when it’s all that’s on the menu. As we’ve discussed before, AI content usually looks, feels and sounds slightly off-brand. Scroll LinkedIn for a minute and you’ll see it everywhere.
So, how do you avoid serving up more of the same?
AI tools produce in the blink of an eye. Unfortunately, most of what it produces is lowest-common-denominator stuff. But it’s important to understand that, to a large extent, that’s a human problem.
Why?
Because AI offers scale, not refinement, it’s a “garbage in, garbage out” scenario. We probably shouldn’t be surprised when our vague one-sentence request for some social posts produces a formulaic block of text peppered with rocket emojis.
On the other hand, if you supply an LLM with clarity, perspective and detail, it can help you create something valuable. If you can master prompt writing, you’ll get better responses. If you learn the strengths and weaknesses of the different models, you’ll know which one to use in the right context. If you train it on your strategy, you might just start getting some real value out of it.
The irony: to make AI produce good work, you have to work hard. This is where many brands fall short, because they want shortcuts, not systems.
AI’s capabilities will continue to grow, and the technology will probably make a few more amazing leaps very quickly.
But the big opportunity here is to create content that AI simply can’t. A lot of marketing creative and content is impossible to prompt, generate and/or fake, and that’s where the gold is. AI can’t produce things like:
Note that these assets are all less about filling a content calendar and more about building real trust and brand equity. They also all take time, effort, energy and a bit of budget: there is that inverse relationship again.
There’s another element to consider, too: humans still find human-made content much more engaging. Data from multiple sources continues to indicate that, while AI content is saturating the market and getting plenty of eyes on it, human-generated content holds attention longer and gets better actual results (not just bigger vanity metrics).
Use AI as a leverage tool to accelerate, not drive. Anchor your content in your expertise and experience. AI can help you get from zero to draft, but it can’t tell your story. It doesn’t know your customers, work, wins, or how you see the world. That’s your job.
So start with the stuff only you can create. Use AI to help shape it, scale it and repurpose it. For example:
There are dozens of other ways to use AI, many of which can absolutely save you time and money. But always make sure the core content is something that couldn’t exist without you.
We’re in a flood of fast content. Everyone’s posting, producing and prompting the same stuff and firing it into the same forgettable content slurry.
If you want to stand out, stop chasing speed and volume.
Instead, slow down.
Start with a clear strategy. Sharpen your brand. Train your team to work with AI, not lean on it. And double down on the kinds of content only you can create.
Yes, it takes more effort. But that’s the point. In a world where anyone can use technology to create anything instantly, the stuff that’s truly human will always cut through.
AI can help you go faster. But it’s your experience, your ideas, and your decisions that make the work worth something.
With over 15 years of experience in search and online marketing, Kim is the Founder of Insight Online. Kim started Insight as he saw an opportunity to build an agency that focuses on business results and strong working relationships with clients.
As the face of the business, Kim will likely be your first point of contact, chatting with you about your work and what you’d like to get done. The best part of his job is meeting new people, getting to know their businesses, and making a tangible, measurable difference for them.
In his spare time, Kim loves playing disc golf, strumming a little guitar and is an avid bookworm.
His favourite charities are Zeal which supports youth in their development over a number of years and Lifewise, an organisation focussed on getting homeless into homes.
