It’s an understatement to say there are mixed feelings about using AI for creating content.
On one extreme side is a group of early adopters who use generative AI for everything. On the other side is a group of resisters who don’t want AI involved in any of their content.
I’m somewhere in the middle.
We live in a world where we are expected to produce endless amounts of content — especially if we are building something.
We need to create email, social posts, blogs, articles, flyers, newsletters, and webpages if we want to generate awareness for our business, idea, or project.
It’s a lot of work, and I think we should take help where we can get it.
The most ideal option is hiring help in the form of live creators.
Ideally, we would all hire writers, graphic designers, and web developers. But unfortunately, that is not always an option for bootstrapped builders creating something with little to no budget.
So yes, I do think there is a place for AI to step in and help us create content when we need it.
But I also think there are non-negotiable situations when AI should never be used.
Here’s when I think you should and should NOT use AI for content creation.
Don’t Use AI for Foundational Ideas
If you’re starting something new, do not use AI to create your content right away. You can use AI for brainstorming and research, but not for creating content (yet).
The foundation of whatever you’re building needs to come from your mind.
You must create the initial content, messaging, and examples that define your vision.
If you use AI to create your foundational ideas, you will create something generic, bland, and forgettable. You’ll risk blending into all of the other ideas that AI spits out.
Do Use AI for Writing First Drafts
It is unlikely you will ever generate content from AI that is perfect on the first prompt.
Think about AI as a tool for writing first drafts.
Then, use your discernment, expertise, and taste to edit the content to match your unique voice, positioning, and perspective.
Don’t Use AI for Writing Your Homepage
You can use AI to help you write copy for your website, but not for your homepage.
Your homepage should be the strongest representation of your idea. It should come from you. Don’t rely on AI to design your positioning and perspective. Write this yourself.
Do Use AI for Writing Supporting Website Pages
Once you have your homepage, you have a foundational piece of content that outlines who you are, what you do, and why.
You can use this information to train AI to help you create supporting content for your website (such as FAQ sections, industry pages, location pages, and some informational blog posts).
Don’t Use AI for Thought Leadership
AI can’t create original ideas. Unique, unexpected perspectives must come from you. Use your experience and expertise to craft the content that shows your authority and knowledge.
You can use AI to flesh out ideas, but you must add your own stories and opinions to make something remarkable and original.
Do Use AI For General Information
Every business has general information that needs to be shared with their audience. This content may include explanatory blog posts, product details, customer service replies, status updates, or any other content where voice doesn’t matter as much as the basic information.
For content relaying information that doesn’t require personality or perspective, use AI trained on your brand voice to develop the content.
Meet Me In the Middle
I’ll never say use AI for everything. I’ll also never say AI is useless.
Meet me somewhere in the middle.
AI is a tool that (with the right configurations) can help you, but never replace you.
Use it for help when you don’t have anywhere else to turn.
Start with your original ideas. Get a base of unique insights and information.
Then, use AI to help you elevate, expand, and replicate your ideas so you can launch faster, reach more people, and build the projects that inspire and excite you.
