AI vs Human: 4 Steps to Create Authentic Content

Artificial intelligence is still a hot topic of discussion. How useful is it, and how much is it actually inevitable in our daily work? To avoid misunderstandings, this article will focus on just one branch of digital marketing: copywriting. Like every tool, AI has its advantages and disadvantages.

AI is an excellent tool for preparation and efficiency. In other words, it saves time for every content manager, copywriter, SEO and content writer. While such a tool does its job perfectly by filling in gaps in the text, it lacks the key word "why". Having worked on numerous projects, I have learned that it is not possible to expect results without creating a connection with the audience.

If we want to create content that will help people or make them want to explore it, it is not enough to rely only on dry facts. The content we get from AI needs to have empathy and, most importantly, purpose. And that is what only a human as a storyteller can still do.

How to Humanize AI Content for Better Engagement

Before I go any further, ask yourself this: Is AI the best at answering the question "what"? Of course, it is the first when it comes to answering the question "what does a product do?" Or even better, providing a large number of facts about any topic so quickly that you won't be able to believe it. But, there is always a but. For example, artificial intelligence will help create a strategy and create a text with facts. And no one disputes that.

What I do, and everyone else in this industry, is to rewrite that exact text so that end users can extract useful information. How? By asking as many questions as possible and answering each of those questions. In other words, I will put myself in the reader's place and imagine what I would like the text to look like and where I would learn something. And that is how we connect with readers.

When it comes to preparing content to highlight the brand I am paid to promote, by choosing the word "why," I aim to go in a direction that makes that brand worth reading.

How to highlight the special among the numerous data points

AI is amazing at quickly gathering data. But what is the problem, and why is it not enough when we want to make a text more human? Artificial intelligence has a problem: learning to distinguish facts from what stands out. My job is to act as a guide and a searcher in all of this. What I do is look for something special, something unusual, something that will turn each paragraph into a text worth reading.

Step 1: How to Put the User First

The problem with AI-generated content in this case is generic speech. In other words, the result is text that leaves the reader with no answer. My job is to adapt the text to meet the user's needs and, most importantly, solve their problem.

Step 2: Breaking the Monotonous Rhythm of AI-generated Text

Do you know what the most common indicator of AI-generated text is? These are sentences that are almost the same length, some would say perfect. What I do is make sure the text looks realistic and sounds natural when read. This means creating more fluid content with more detailed explanations, so there will be no doubt whether it was written by a human or by intelligent software.

Step 3: Fact Check

Any information loses its importance if facts do not support it. AI will provide important information, although somebody should always check before publishing the content. The problem is that it may miss specific cultural nuances that could be important to the brand. Especially when it comes to adapting the text for the local market, I prepare it using terminology acceptable to the target market.

Step 4: Add a bait at the beginning of the text

Unlike AI software that starts the text with dry text, I look for bait, something that the reader will immediately "hook" on. I look for something that will attract everyone's attention.

Finally, so that no one misunderstands me, the whole story concludes that you don't have to choose between a human and software. And why would you? While AI will serve as a booster, a human will ensure the text gains depth and meaning.