Although the last couple of years have seen AI emerging as a valuable tool, it has also become clear that it can’t entirely replace the nuanced art of human content writing. As we step into 2024, the hype around AI in content creation is transforming into a realisation of its supportive role rather than a leading one. Let’s explore what this means for your business’ content strategy. 

Embracing AI as an assistant 

In 2023, the content marketing world was abuzz with AI, exploring its capabilities and integrating it into various strategies. The trend in 2024 is shifting towards a more balanced approach, with AI now being viewed as an invaluable assistant to help complete tasks efficiently. However, content writers are fast realising that AI alone is not enough, as this technology requires human intelligence to guide it. Therefore, despite its advances, relying solely on AI for content generation has its downfalls.

Limitations of AI-generated content

This year we’re realising that AI can assist with a significant portion of content creation, yet it’s the human touch that brings life and authenticity to content. The essence of effective content marketing lies in understanding and connecting with the audience on a human level, as well as in the knowledge and experience of field experts – and this is where human writers excel. This means brands that over-rely on AI risk losing touch with their audience. 

So what’s the key to successful content marketing? The answer is the combination of AI’s efficiency and human creativity. Businesses should be leveraging AI to obtain ideas and save time, while still ensuring that their core content remains relatable and genuine. It's the human element that makes content truly engaging and effective in converting followers into clients.

Written by Stephanie Clark