An AI agent is not the answer

Is an AI agent the solution to your company’s content needs? Ummm...no.

Sure, it might seem like a good idea. You’re tired of that generic LLM content, so why not build an AI agent to give you content in your own brand voice?

Load it up with your white papers, case studies, tweets, whatever and presto: a bottomless source of content that says what you want and sounds the way you want.

Well, not so fast.

When you feed an agent a steady diet of your existing data, you create a closed loop. Because the agent knows only what your company has already said, it can’t produce a novel perspective.

It just generates more of the same, which is what algorithms suppress now in favor of content that adds value to a topic.

OK, so why not open up the loop and feed your agent content from the internet? Yeah, you could. But remember that AI tends toward neutral, always drifting to the middle of the road.

If you want to sound fresh (and you should, because fresh is what AI overviews look for these days) content assembled by your agent from the internet won’t cut it. The agent will inevitably water down your tone until you sound like everyone else.

AI is a historian, not a visionary. An agent can recite your past but it can’t invent your future. It can tell people what you’ve done but it can’t give them a reason to believe in what you’re doing next.

An AI agent can give you a good foundation, yes, a solid first draft--but it can’t deliver what you truly need: a unique voice. Only a human can do that.