The Tools & The Artisan

In their current form, generative and LLM AI chatbots are still tools. Like any tool, they need a knowledgeable and skilled hand to guide them. If you’re a business owner expecting to turn to AI for great content or copy simply by asking for it, I promise you, you’ll be disappointed.

What AI models currently generate is often formulaic, repetitive and quite often, just plain wrong. That’s not to say AI can’t be incredibly helpful at getting you past the empty page, gathering information, or reminding you of subject aspects and info to include.

But – and here’s the thing – These tools still need a great editor and writer with experience and craftsmanship to gather all these elements and shape them into articles, posts, and web copy that inspires, informs, and converts.

I’ve sat in meetings with SEO consultants advising their clients to get rid of their writers and replace them with AI to save money. I try really hard not to get offended (as this is my client, too, and as a content manager, I am one of the writers this SEO guy is proposing my client ditch!).

Rather, I will try to explain that I’m not against AI tools, but that’s because I work with them intimately on a daily basis, and I know from a professional standpoint what they’re capable of and what they are not.

Artificial intelligence models can’t discern what you need unless they are expertly prompted to do so, and even then, they are limited by the information they have been trained on.

That’s why if I read, “In today’s digital landscape…” I just laugh and shake my head because every AI I have ever used simply adores that opening sentence and uses every chance it gets.

Obviously, AI will evolve and get better, and maybe at some point in the future, they will simply be able to come up with the perfect post or article, exactly what you need when you need it in the format you require. Until then, I’m just letting you know to hold on to your human writers, you still need them.