AI is Everywhere. But Is It Working for You?
From auto-generating captions to drafting blogs in seconds, artificial intelligence has become the shiny new tool in every marketer’s kit. But here’s the catch: just because AI can write for you, doesn’t mean it can write like you.
Too often, we see businesses relying on AI-generated content that’s off-brand, keyword-stuffed, or just plain forgettable. The result? A digital presence that feels robotic, inconsistent, and disconnected from their audience.
So, how do you make AI an asset, not a liability?
Practical Ways to Use AI in Your Content Creation (the Right Way)
When used well, AI can save you time, streamline production, and spark creativity. Here’s how to get the most out of it:
1. Use AI for ideation, not execution.
Stuck on what to post next? Tools like ChatGPT or Jasper can help brainstorm blog topics, social captions, or email subject lines. Think of it as your creative springboard, not the final voice.
2. Draft faster, then refine.
AI is great for producing first drafts or repurposing existing content across platforms (e.g., turning a blog post into LinkedIn snippets or an Instagram carousel outline). Just don’t hit publish without a human edit.
3. Scale with consistency.
Need product descriptions for 100 SKUs or answers for a live chatbot? AI can help create a scalable structure, but only with a clear content brief and tone guidelines in place.
4. Use AI tools for keyword and SEO insights.
Platforms like SurferSEO or Clearscope integrate AI to optimise for search without losing the human touch.
Maintaining Your Brand Voice with AI: Here’s the Secret
Every brand has a voice; some just don’t know it yet. If your AI-generated content reads like everyone else’s, chances are, your voice has gone missing.
Here’s how to keep it front and centre:
Create a brand voice guide.
Even a simple 1-pager with tone, style, dos and don’ts will steer AI in the right direction.
Feed it your best content.
Want your AI to sound like you? Show it how. Provide samples of past blogs, emails or posts that reflect your ideal tone.
Avoid over-editing your voice.
It’s tempting to polish AI outputs until they feel ‘safe’, but often that means they lose personality. Your voice should be consistent, but not generic.
Why Copywriters Are Still Essential (Especially for SEO)
Let’s be clear: AI doesn’t replace a good copywriter, it supports one.
Copywriters do what AI can’t:
- Shape strategy.
AI can write a post, but it won’t tell you if it aligns with your business goals or campaign calendar. - Inject emotion and nuance.
Humans pick up on subtle cues. They know when to be cheeky, when to be empathetic, and when to be bold. - Optimise for real people and search engines.
AI can cram in keywords, but it won’t balance readability with SEO intent. A good copywriter knows how to structure content that ranks and converts.
Think of AI as the assistant. Your copywriter is still the editor-in-chief.
Make AI Work With You, Not Instead of You
AI can be a game-changer, but only when it’s used with purpose and oversight. The brands seeing the best results today aren’t outsourcing their voice to AI. They’re collaborating with it, using smart prompts, human edits, and strategic thinking to elevate their messaging, not dilute it.
At Propeld, we help businesses write content for Website Search Engine Optimisation (SEO), Google Ads, Meta Ads, Email Campaigns, and Social Media Marketing.
Let’s make your content work smarter without sounding like everyone else.
Need help navigating AI content in your marketing?
Book a Discovery Call Today https://www.propeld.com.au/book-discovery-call/
