AI and automation have created tension. Jobs are under the threat of being replaced, and our intrinsic value is at risk. But is that true?

Everyone has been afraid of AI disrupting their survival. One industry at the forefront of this onslaught is marketing or, rather, content marketing.

Creatives in the field are terrified and excited about what this technology will do. Will it transform how we consume content and deliver it to the user?

But let us present a hopeful future—one that shows that AI cannot replace the value of creativity.

Look at the screenshot above—we call it a gem. It was found through human experience. While the search volume and KD ratio can be automated, finding the keyword that might attract the right audience needs lived experience.

Marketing, especially SEO, is full of these gems. It can be found by understanding that people of all backgrounds are curious about topics, especially ones that intrigue or scare them.

Human beings want to know the answers immediately and are equipped with an encyclopedia in their pockets to answer queries, doubts, or fears, usually in the form of content.

We look for answers in the stories of others, hoping one would match our circumstances and provide an answer.

The answer to end uncertainty.

AI and Content Marketing

HBR wrote a piece on the three priorities of a CMO. In it, they declare that the principal role of a CMO has always been to be a great storyteller.

We can say it is a fact.

Great marketing is born out of stories. In technical terms, it is positioning yourself.

What perspective are you bringing, and what value does it provide? The CMO then directs their team to work towards that single goal. Sure, there are pivots along the way. Maybe a campaign does not meet its goal, or there are not enough qualified leads, but the story continues in a new iteration. Perhaps it’s rewritten.

But for a CMO— talented individuals who bring their vision to life is vital. Yet, they are still human and prone to errors. Writers may take time to write the content, or designers may create designs that are not on-brand. Maybe someone important on your team is on maternity leave.

Everyday problems disrupt businesses. After all, we are not machines that can work 24/7.

But now, there is one that can! AI.

It can write content that is informational, helpful, and in-depth— depending on the prompt, of course.

It can tell an expert story for you. Sounds great. Though, there is one hiccup.

The content will no longer be that of someone with similar experiences. Why? Because, as far as we know, the intelligent machine does not have any experience.

Content quality and prompts

This conversation with Anthropic’s Claude reveals something profound. And for now, this is the definite way of how AI works.

They provide a reflection for the questions you ask. What you input will be the output, and everything that follows will be a refinement of your thought processes. To get something unique out of the AI systems, you will need to spend time and dig deeper into your own experiences to ask the right questions.

AI is the extension of all accumulated human knowledge. It is the natural evolution of our desire to inquire and reflect on the answers provided to us.

The type of content you produce will depend on the accuracy of your prompts and the subject matters involved. If the process were fully automatic, there is a chance AI could hallucinate the information and feed an incorrect story to your prospects.

That’s why AI machines can be prompt hacked. They cannot be perfect because the data they are trained on is inherently biased.

Marketing Teams and the lived experience

With strategies like demand generation and brand awareness campaigns, marketing teams stir the natural curiosity of the human mind. The prospect is identified, and their pain points are tackled.

But we are quickly hitting a saturation point. Products, solutions, and the content surrounding it have surpassed the limits of production. Ahref reports 96.55% of content does not get traffic from Google.

Imagine, that is almost millions of pages. A lot of good businesses with good content probably fall under that spectrum. Why is that? It is because the whole of the web is inundated with outdated content, and now we have AI-made content in the mix. Marketing messages are just not working as effectively as they used to.

However, there is one thing that works like no other: Out-of-the-box-thinking.

Every successful campaign follows this. Either it simplifies things or creates a novel way of experiencing. These are created through understanding the present condition of the market, by relating to the pain points of the target segment, and by providing an experience that delights them and makes them feel understood. Automated systems cannot do that.

But your teams can. They can craft strategies that are in relation to prospects’ life experiences.

You can create ICPs based on data that AI can analyze and create content around, but actual understanding needs a lived experience.

Why content strategy cannot be automated.

Strategy sounds elusive. Because it is not planning, it is trying to create an intended outcome by hypothesizing the needs of the market. And yet, marketing teams and business leaders know that strategy is what brings success.

It offers tangible outcomes in uncertainty. However, there are a lot of inherent risks in playing a strategy.

1. It might fail
2. There will be a monetary loss
3. Time invested in the strategy will go to waste.

Money and time cannot be recovered when it is gone. Competition will not wait for your strategies to succeed, and failure can threaten your position in the market. These are real concerns that leaders have to gripe through.

So, it becomes easier to rely on AI that is perceived as more concrete. Think about it— automated systems make fewer errors. Machines are tight-bound by laws and rules that human beings are not. The question, then, is: Why not automate strategies and make them definite?

Strategic Choices for Certainty

Roger Martin, one of the most prominent business strategists alive today, says that there are five choices a business must undertake to ensure strategic success. It is called the Strategy Choice Cascade.

They are: –

1. What is our winning aspiration?
2. Where will we play?
3. How will we win where we have chosen to play?
4. What capabilities must be in place to win?
5. What management systems are required to ensure the capabilities are in place?

If this is all it takes, an AI system created solely for this task might use this logic and craft strategies—content marketing and business— for wild profits. It might even generate something novel and creative. Viola, there’s success.

Strategy is strangely human.

But as we know, AI and automation are based on rules and logic. It does not account for the changing dynamics of human behavior. Our models have trouble predicting long-term behaviors—we cannot even accurately predict weather beyond 10 days.

That’s because our models are incomplete for analyzing small details imperceptible to them. They are created by people, and we cannot account for everything. Changes happen on a minute scale, and they cascade rapidly, making it difficult to predict the future.

You must use these methods, data sets, and tools to enhance human intuition. For some reason, strategy is strangely human.

There is one trait common among good leaders: An imperceptible eye or “good taste”. Successful CMOs have developed an instinct for what resonates with their market because they have in-depth knowledge of their audiences and buyers.

The CMO, marketer, and writer who understands this will craft a creative content strategy that resonates with its intended audience. And that is how successful brands thrive.

We call it intuition, but it is pattern recognition that happens quickly and without thought. It follows the same logic as understanding what your spouse or friend will like as a gift.

This accumulated pattern recognition is not happening through mathematic models, and for now, it cannot be automated by a machine. Strategy is finding relatable experiences and bringing them to a market segment that will appreciate them.

Content strategy automation is unlikely because…

There are two examples that illustrate why content strategies cannot be automated. Do you remember the above screenshot? It was found through searching for a topic.

Our team found it while discovering topics for our newsletter. It came through discovery and a deep understanding of our SEO team’s understanding of our core audience’s needs. Through this, we can find such gems.

Another is this that we found by capitalizing on trends.

This is another gem. The keyword Claude 3.5 V.S. GPT 4o is relevant and has a low KD of 33%. Making it possible for teams to talk about a relevant and timeless topic (Machine vs Machine), helping brands rank. Through such unique activities, we were able to find and create strategies that helped us identify keywords to rank for.

This process of discovery is difficult for a machine to do because it cannot, as of yet, self-direct itself and self-reflect.

Two metrics of effective content creation that urge its readers and move them.

Now, Let us talk about the second one.

Staying on trend is essential.

Sensory marketing is picking up steam. It is essentially the ability to make your potential buyers feel the product or what it does. The above post is one of the hundreds that talk about a makeup brand called Rhode by Hailey Bieber.

This example may seem very B2C or better for tangible products. But it can be used in B2B contexts. Through design, teams can give the illusion of software tangibility.

The question is: How can you and your teams leverage your unique propositions to create this new experience? And what will be the context for it?

Automating your content strategy might be an option. But it is not the correct one.

Content marketing will always be about conversations and relationships with the ideal buyer. They will need their risks mitigated and experiences validated.

Marketing teams, through ingenuity, must show them that you understand the value of their problem and have a solution. The strategy you take differentiates you from the competition.

But as AI becomes accessible and you rely on the same tools as your competition, you will need free-thinkers and creatives who think in novel ways and create experiences. CMOs are asked to do less with more and operate on a lean model. Stakeholders and C-exes must ensure that the CMO is free to tell the story of your product.

Automation and AI are an extension of your teams’ creativity, but they must not be conflated with the certainty you seek.