AI is a tool, yes, but don’t use it as a shovel

AI has taken over the world of marketing content.

90% of marketing teams now regularly use AI for content creation. In fact, it’s the no. 1 use case for AI in marketing.

And a fat lot of good it’s doing.

*Fewer than 10% of marketers report seeing a meaningful increase in leads or sales from their AI-assisted content.

*Over 75% of B2B marketers admit that AI-generated content in their space sounds generic.

*Less than half of marketing leaders can prove the ROI of their AI content efforts to their CFOs.

Yet on they go, entering their prompts and raw-posting the outputs.

Sure, it’s cheap and, yes, it’s fast, but it achieves almost nothing, because your AI posts look like everyone else’s AI posts, if they’re even seen at all. Which they’re not, because they’re totally ignored by platforms like LinkedIn and Google.

You know the First Rule of Holes? When you’re in one, stop digging.

Well, if you’re posting content straight out of an AI answer box, you’re in a hole with millions of other people and you’re all digging and you’re all invisible to customers.

So climb out and stand out. Have an actual opinion, show some personality, share a hard-learned lesson from a real project, display your expertise.

Don’t stop using AI, that’s not the point we’re making here. AI is economical and efficient. But don’t just post your AI outputs and call it a day.

That’s not marketing, it’s not connecting with customers, it’s just throwing more dirt on the pile.