If we told you five years ago that you could open a tab on your computer, ask a bot to write you a 500-word blog about “2026 Supply Chain Trends,” hit copy/paste and publish, you would’ve thought the marketing game had been changed forever.
Well, it has been.
But as large language models (LLMs) have become increasingly popular, especially in marketing, audiences have started experiencing AI content fatigue. AI is a great tool to leverage for some things, but here’s why it’s not a good choice for producing your marketing content.
The A in AI Does Not Stand For Authentic
Authenticity. Personality. Those are two key qualities that make content engaging, and AI doesn’t have them. AI lacks the genuine personality and firsthand experience that help your brand stand out. Fancy phrasing and industry buzzwords are AI’s specialty. The real, authentic brand that you care so much about… not so much. Sure, AI can imitate your brand’s voice, but there’s a difference between sounding authentic and having something meaningful to say.
Copy and Paste
AI knows a thing or two about copy-and-paste. Essentially, AI doesn’t have a living, sentient, creative human brain. It generates content based on patterns and information it’s learned from. Without human input, you’re getting a recycled version of something that’s already been said. Exhibit A: how flooded Facebook is with ChatGPT flyers… When everyone uses the same tools to generate the same kinds of content, standing out gets a lot harder. Plus, you aren’t putting out anything original when you do this.
The Untrust Builder
AI isn’t a trust-building machine. Allow us to explain. If your doctor typed your symptoms into ChatGPT and regurgitated its results, would you be concerned? The same principle applies to marketing. Generic AI-generated content doesn’t inspire confidence in the brand behind it. Users want a real display of expertise and knowledge, not AI content pulled from another company that happened to post it on its website. They want to know there’s someone behind the content who actually understands their needs, challenges and industry.
Your Brand Can Do More Than Copy/Paste
AI can do a lot and benefit your company in plenty of ways. But copying a Gemini blog post or ChatGPT article and pressing “post” without thinking for yourself gives your audience all the wrong signals. It’s just content pulled from other places on the internet. We’ve been doing this long enough to know: people can recognize when content lacks personality, originality and genuine expertise. When you prioritize the convenience of done-for-you content over the quality of your message, it’s your brand’s reputation that can take the hit.
At SJC Marketing, we know how important it is to have a human voice behind your business’s content. If you’re looking for marketing that reflects your brand’s personality, connects with your audience and actually has something to say, we’d love to help. Let’s create something worth reading.