15th October 2025

Why AI can’t really create your content for you.

When I first heard about AI, I could not help but have visions of the terrifying Terminator, played brilliantly by Arnold Schwarzenegger spring to mind. More realistic fear mongering then followed with “it’ll take over our jobs” being heard on more than one occasion. The truth though, is that we are not about to be taken over by robots and although AI is here to stay, it should be considered an assistant rather than a threat. This is because there are many things it cannot do, starting with being able to inject the essential human element into Marketing and PR content.

We as humans, are finely tuned to pick up on levels of authenticity and the subtle nuances that make something real and therefore believable. This is more essential than ever in an increasingly cluttered world, where are bombarded from the moment we open our eyes in the mornings with content.

“Content is King” said the late great Bill Gates, but the content must mean something to make any sort of lasting impression. This is where good storytelling is more important than ever. Whilst AI is becoming excellent at summarising information and generating straightforward content, it is unable to infuse this with originality, emotion and a brand’s specific cultural tone or relevance. It cannot understand and tap into the essential human psychological element, which is essential to build integrity and relatability between consumers and brands.

Then there is the power of relationship building. At a time when an audience’s behaviour is constantly evolving in response to the media and the evolving patterns of modern life, being human has a distinct advantage to be able to identify and react quickly to these changes - something that AI is unable to do.

I would say that AI certainly has a place in the world of Marketing and Communications, because the most valuable contribution it can make is to save us time, a precious commodity. AI can take on the more time-consuming jobs such research and analyses, with brilliant accuracy. It can also help with the amalgamation of tasks and the efficient flow of communication.  However, uniquely human strengths such as storytelling and relationship-building will never be replaceable.