The internet is drowning in AI-generated content. You can tell — it's technically correct, blandly written, and says nothing new. If you're using AI to churn out content and hitting publish without a second thought, your audience already knows.
But that doesn't mean AI content is bad. Used correctly, it's one of the most powerful tools a small business can have. The key is knowing where AI helps and where it hurts.
Where AI content wins
First drafts. AI is incredible at getting words on the page. Instead of staring at a blank document for 20 minutes, you have a draft to work with in 30 seconds. Even if you rewrite 80% of it, you've saved time.
Variations and repurposing. Wrote a great blog post? AI can turn it into 5 social media posts, an email newsletter, and a LinkedIn article in minutes. Same core ideas, adapted for each platform.
Consistency and volume. If you need to post daily but can only write twice a week, AI fills the gaps. It keeps your presence consistent without burning you out.
Where AI content fails
Original thought. AI can only remix what already exists. It can't share your personal experience with a difficult client, your unique take on an industry trend, or the story of how you started your business. That's your competitive advantage.
Emotional depth. AI can mimic emotion but it can't feel it. For content that needs to genuinely connect — customer apologies, heartfelt stories, sensitive communications — humans do it better.
Brand voice at the nuanced level. AI can approximate your tone but misses the subtle things: the specific metaphors you always use, the jokes only your audience gets, the way you casually break grammar rules on purpose.
The 80/20 strategy that works
Let AI handle 80% of the heavy lifting: first drafts, social media posts, email sequences, product descriptions, FAQ content. Then spend your human creative energy on the 20% that matters most: thought leadership pieces, brand stories, high-stakes communications, and the final edit on everything AI produces.
The key word is edit. Never publish AI content without a human pass. Not because AI makes mistakes (though it does), but because your voice, your perspective, and your taste are what make your content worth reading.
A practical workflow
Step one: Brief the AI with context about your brand, audience, and goals. The more specific your prompt, the better the output. Step two: Generate a first draft. Step three: Edit ruthlessly — cut the filler, add your personal stories, fix the tone. Step four: Publish.
This workflow turns a 3-hour writing task into a 45-minute editing task. You're still in control of the final product. You're just not starting from zero anymore.