AI can absolutely generate marketing content in seconds (but that doesn’t mean it’s good content).

As we continue our AI blog series, we’re digging deeper into how your small business can use AI more effectively to boost your content marketing. But first, you need to understand how AI actually works. We’re not talking technical terms, but rather how to recognize its limitations and leverage it as a powerful content collaborator.

Jumping on the AI bandwagon
According to the 2025 State of AI Marketing Report, about 60% of marketers infuse AI into their daily workflows. Forty percent are using it to reduce time spent on repetitive, data-driven tasks. That’s where AI shines.

Think of AI as a complementary teammate, bringing different skills to the marketing table. AI thrives on volume and repetition. It can parse mountains of data in seconds, spotting trends and patterns that would take human marketers weeks to identify.

From segmenting email lists to generating initial content topic ideas to pumping out headline options for you to refine, it handles routine tasks with speed and efficiency. Unlike humans, AI doesn’t need coffee breaks or take time to clock out for lunch. It’s always ready and willing to work.

What works, what doesn’t and why
Here’s what AI can’t do…

It can’t tell a compelling brand story from your real-world perspective. It lacks the creative intuition to know when a campaign strategy isn’t working, or to recognize when a marketing opportunity requires a more nuanced approach.

Humans bring originality and empathy to the table. While AI can’t make strategic decisions or consider long-term brand implications, as humans we read between the lines, adding authenticity and a personal touch that transforms generic content into something people actually want to engage with.

The slop content trap
AI’s true potential lies in the hands of the person feeding it prompts. It doesn’t know your customer’s specific perspective, your brand’s unique voice or the exact outcome you’re trying to achieve — unless you tell it.

Vague instructions and limited information will produce the same corporate-speak content that everyone else is generating because AI is essentially guessing at what you want.

Here are some red flags that tend to signal AI-generated content:

• It’s buzzword heavy. Phrases like “game-changing solutions” or “cutting-edge innovations” appear without substance behind them.
• It’s repetitive. You’ll notice the same sentence patterns and transitions repeated throughout (e.g. “Furthermore,” “In addition” or “It’s important to note”).
• It has no personality. There’s no humor, opinions or personal anecdotes, only straight-forward information that could have come from anywhere.
• It offers vague generalizations. Looking for data? You won’t find much. But you’ll notice lots of broad statements without specific examples.

 If you’re new to AI, you need to give it some context.

Start with clear, detailed prompts that include information about your target audience, desired tone and specific goals. Feed it with your customer insights, brand guidelines and even your successful past content so it has better idea of what to work from.

Then, see what it comes up with and how you can leverage it. It might surprise you with fresh perspectives or interesting angles you hadn’t considered.

But remember, it’s only a starting point — never a finished product.

Making the partnership work
When you recognize AI’s strengths and limitations, you can use it strategically while incorporating the human touch that allows you to connect with your audience.

Ready to give it a go? Stay tuned for our next post, so you can master the art of defining your brand voice to get more from every prompt.