Face it: Artificial Intelligence (AI) has completely changed the way we approach content creation. From generating blog posts to crafting social media captions, AI tools offer speed, efficiency, and scalability that marketing professionals could only dream of a few years ago.
(and yes, we used the assistance of AI to compile some of the facts below):
The above surely paints an exciting picture BUT… As with any powerful tool, there are risks; especially when it comes to relying too heavily on AI for marketing content. This has been a regular occurrence with many businesses wanting to find easy, cheap, and simple ways to do their marketing, and often it can be spotted from a mile away.
Here at Summit 7 Marketing, we embrace innovation! We also believe in strategic, human-centred content. Your business was built with the passion and specific intent as a human, and that can never be replaced.
Here is our take on why businesses should approach AI-generated content with both curiosity as well as caution.
AI can mimic tone (only as well as the prompts it is given), but it does not understand your brand’s personality, values, or your exact audience. It lacks human connection. Over time, this can lead to content that feels generic or inconsistent, which weakens brand identity and trust.
Remember: Your brand voice is your signature — and no algorithm can replicate your unique story in the same way a human can.
AI platforms, in many cases, generate content based on patterns in data, or draws information for other sources like competing or relevant websites to produce an outcome closest to what it was prompted to produce.
Without proper oversight, this can result in factual errors, outdated information, or even misleading claims, especially in technical or regulated industries.
Search engines are rapidly getting smarter at detecting AI-generated content. Overuse or poor implementation can lead to SEO penalties, especially if the content lacks originality or value. There is also a growing concern about duplicate content when many businesses use the same AI tools with similar prompts.
Why would you make effort to having an online presence only to be penalised in the process? That is causing more harm than good.
From numerous studies it has become clear that AI does not always understand copyright, cultural sensitivity, or ethical nuance.
AI-generated content often draws from vast datasets that include copyrighted material. While the output may appear original, it can unintentionally replicate phrases, ideas, or structures from existing works which raises questions about plagiarism and ownership.
In addition, AI can produce biased language, or content that is unintentionally incorrect, or that does not align with your brand’s values; all of which can damage your business’ reputation.
Remember: If a business publishes this content, they are legally responsible, not the AI.
AI is incredibly effective at assembling words into a specific construct, but it cannot draw from lived experience, intuition, or emotion. These are the very things that make content resonate with real people. With story-telling and evoking emotion being some of the most powerful and effective ways of doing marketing, AI can never compete.
Marketing is about connection, and that is a human superpower which cannot be replicated.
AI is a powerful assistant in your journey towards excellent marketing practice. That said, you should allow it to be the author of your brand’s voice and/or story. Invest time to understand how to get the best out of AI to complement your human effort. And know the human input and editing is still very much required.
As a matter of transparency: Yes, at Summit 7 Marketing, we use AI tools strategically to support our creative process, not replace it. It enables us to assist our clients with a quicker turnaround time while still delivering comprehensive results. We combine the efficiency of technology with the insight, empathy, and originality of human creativity to deliver content that performs and connects.
AI is here to stay. In many ways it is still misunderstood (such as thinking it can replace the human element in marketing). AI is changing the marketing landscape in exciting ways. For marketing efforts, it is most effective when used wisely and ethically.
At Summit 7 Marketing, we ensure to use AI responsibly: as a supporting tool and not a substitute for human creativity and judgement. You can be confident that all the content we deliver is:
If you looking to elevate your content strategy with the right balance of innovation and authenticity, please reach out to us to make an appointment for an initial discussion. We are here to assist and elevate your business presence.
