I’ve been in the tech sector long enough to see a lot of hype cycles before tools – from search engines to social media – eventually settle down into the general work environment. 

We’re over two years into the generative Artificial Intelligence (AI) journey, yet I feel many are still finding their way. Unfortunately, this is often at the expense of quality and human talent, which could reflect badly on the brand if you become known for average, generic content.

So, here’s a quick guide covering:

1. Why AI demands a content strategy rethink
2. How to meet that demand with a ‘Less of Better’ approach
3. When to use AI and when to use a human

AI calls for a complete rethink to content

Have you seen your brand or client’s inbound traffic from search engines fall significantly in the last year or so? It’s probably in part because social media, such as TikTok and Instagram, are big search tools now, but also because of Generative Engine Optimisation (GEO). For example, AI-based search tools are used by more than seven in ten (71.5%) of Americans as a complement to existing search tools. 

Also, Google now has an AI summary at the top of its Search Engine Results Page (SERP), designed to answer the user’s query without them needing to click through to a site.

So, rather like when we fought for ‘rich snippets’ on search engines but using listicles and the like, we need to make sure our content is optimised for AI summaries on search engines and for AI tools.

The age of GEO demands more interactive content, including text, images and video based on long-tail search terms. Text-wise, optimising for AI means using terms that people will actually use in a prompt. So, clarity is key. 

Also, getting skilled in prompt engineering is key.

The era of AI search and tools requires a ‘Less of Better’ approach to content creation

Although generative AI makes it possible to create content easily in seconds, it’s really a case of ‘just because you can, doesn’t mean you should’. Because what really matters is clarity, relevance, and usefulness.

Drawing inspiration from BBC comedy show W1A (if you know, you know), ranking for AI calls for ‘less of better’. Less content, but better, more focussed content:

• How-to guides
• Surveys and Reports
• Case studies

The era of the short-form blog content on a website has gone. Save that type of content to use to build the personal brand of company executives on LinkedIn and use your website for the long-form, deep-dive stuff.

And when you generate written or graphic content for public consumption, GET A HUMAN TO DO IT. They understand context, and – however impressive generative AI is – people are getting better at spotting it, so authenticity is the watchword.

When to use AI and when to use a human

At Eight Moon Media, we disclose fully how we use AI, and I also use ChatGPT almost as a personal assistant for queries and bouncing ideas off. There are some cases where it may be optimal to use generative AI to create a document, such as an instruction manual, if it’s based on existing content that you own and you edit it thoroughly.

You may also find you have to re-write AI-generated work entirely and it’d have been easier to start from scratch with a human.

Here’s a table of when I believe you should use a human and when an AI tool can assist:

Basic housekeeping around AI:

• Make sure your privacy is set so as not to train the machine. If I were a client, I’d be demanding that of my agency
• Be mindful that AI tools can ‘hallucinate’ – i.e. make stuff up – so always fact-check your results
• Run your ideas and content by a human who knows and understands your audience before you go public!

If you are looking for help with your content strategy and copywriting in the age of AI? Please get in touch.