Is AI Doing Your Job Better Than you?

For what feels like years now, the conversation around AI in marketing has focused on one question: Will AI replace marketers? But in 2025, that question feels ill-informed and outdated. In reality, it isn’t marketer versus AI, it’s marketer working with AI, especially when it comes to content marketing.

Marketers are now combining the efficiency of AI with the creativity and emotional intelligence of people. Those who regularly use AI realise its limitations and the common phrases and nuances that are all too apparent in ChatGPT-generated copy. Instead, they think of AI as a high-powered assistant taking care of repetitive tasks that drain your time so your marketing team can focus on work that requires insight, creativity and judgement – the stuff machines thankfully can’t do!

The result: content that’s faster to produce but still sounds unique to your brand.

Why AI content falls flat

Tools like Jasper.ai can churn out endless blog posts, ad copy and social media updates at lightning speed. But left on its own, the results often feel generic and repetitive. Audiences have become adept at spotting ‘AI-sounding’ content quickly. It lacks personalisation, real-life examples and anecdotes which can really help to bring your writing to life. In an era of saturated feeds, this sort of bland writing simply doesn’t cut through. I don’t know about you, but if I read a thought-leadership piece that’s obviously written by AI I instantly lose interest and trust. I want to learn from people with original thoughts, not machines churning out the same bland content.

AI as first draft, people as storytellers

I’m not saying that as a marketer working for lots of different clients in a wide range of sectors, from manufacturing to retail, I don’t use AI. The benefits it offers in terms of productivity and efficiency cannot be ignored by any business, regardless of the industry. The question for leaders is no longer ‘Should we use AI?’ but ‘How quickly can we adapt?’ and those who embrace it early will undoubtedly have a competitive edge.  For a marketing agency like ours, the magic really happens when we use AI as a content marketing assistant to help generate ideas and produce first drafts that we then rewrite to ensure originality and add brand personality to match the client’s tone of voice. Fact-checking AI-generated content is also essential.

Balancing efficiency with authenticity

One of the biggest challenges we face is not over-relying on AI’s convenience. Before we start to write any prompts, we make sure we know who the audience is, what are goals are and the key messages we want to get across. We also never copy and paste verbatim. AI is great for brainstorming, but we shape the content, whether it be a blog post or a product launch, into something that’s unique to each client.  For in-house marketing teams this is where an experienced external agency can really help. Knowing which tasks to use AI for, which messages to personalise, and how to craft content marketing campaigns that genuinely connect with your audience takes expertise, and that’s exactly what an agency can bring to the table. Yes, we can help you work smarter and respond faster, but we can also ensure you maintain the human touch that wins clients.

Why AI combined with people wins

Brands that embrace this new way of working are seeing the best of both worlds:

Speed: Faster production without burning out creative teams

Consistency: AI can help keep tone and formatting aligned across channels

Depth: Reworking the content ensures originality, emotional connection and trust

It isn’t about cutting corners; it’s about working smarter. AI alone can’t capture your brand’s unique voice, and people alone can’t match the speed and scale that AI enables. But together, they create content that is fast, focused and engaging.

In 2025 and beyond, the most successful brands won’t be those that replace people with AI, they will be the ones who understand that both have a role to play.

KS