Your AI content cheerleader might be lying to you
When I introduce myself as a content writer at networking events, I can almost guarantee the first question will be, “How are you finding things with AI right now?” It’s an understandable question. AI tools like ChatGPT have been making a difference in how we operate, promising to revolutionise the way we create content. It’s undeniable: they’re impressive.
I have no problem with saying that if you’re not using AI in your marketing, you’re already behind.
Need a blog outline in seconds? A handful of Instagram captions? AI has you covered. It’s fast, efficient, and undeniably clever. But for all its perks, AI isn’t infallible.
Over the last year, I’ve seen a shift in the conversation. The same people who told me they didn’t need a content writer anymore because they had ChatGPT are now realising something: their content sounds the same as everyone else’s.
Insert business name, insert industry, repeat.
It’s polished, sure, but it’s missing something important - the unique, human touch that connects with an audience on a deeper level.
AI wants to cheer you on - but is that what you need
Think of AI as the ultimate cheerleader - a digital hype man. It’s peppy, encouraging, and always on your side. Ask it for feedback, and it’ll clap its metaphorical pom-poms together, telling you “You’re doing amazing sweetie”.
“This is fantastic”, it’ll say, “Keep going—you’ve got this!” And sure, that feels good. But when it comes to creating effective content, relentless positivity isn’t always helpful.
AI tools like ChatGPT are trained to mimic interactions and provide the kind of validation they think you want. AI can absolutely help you to work towards your goals and objectives - if you know how to train it. The problem I see time and time again is that many business owners skip this crucial step. They dive straight into asking for a blog or a caption, but without giving AI the right guidance, which means the output ends up generic, and generic doesn’t connect with your audience.
Why generic content costs more than it saves
When businesses turn to AI as a time-saving or cost-cutting measure, they often underestimate the work involved.
AI doesn’t just ‘get’ your business - it needs clear instructions.
What tone should it use?
Who is your audience?
What’s the purpose of the content?
Without this context, AI churns out polished, but soulless copy that sounds like everyone else.
The result? You spend hours reworking the content to make it feel authentic. Or worse, you scrap it entirely and start again.
What seemed like a shortcut ends up taking longer, costing more, and delivering less. That’s why so many people are coming back to human writers - because we don’t just write; we listen, we understand, and we create content that’s uniquely you.
The perks (and limits) of your AI cheerleader
AI isn’t all bad - far from it. Anyone who knows me, knows I’m an advocate.
When used well, it’s a powerful tool. It can help you brainstorm ideas, draft outlines, or even speed up tasks that might otherwise eat into your day. If you’re stuck staring at a blank page, AI can get the ball rolling.
But here’s where the cheerleader analogy comes back into play. Just like in the movies, the AI cheerleader is always upbeat, always enthusiastic, and always eager to tell you (the star of the college football team) what you want to hear. It’ll whip up a blog or social post that looks good on the surface, but its real goal is to keep you happy - not to push you or challenge your ideas.
That’s where the gap lies. AI doesn’t feel your frustration when engagement drops or sales stagnate. It doesn’t sense the panic when your website isn’t converting. It can only work with what you tell it, and if you don’t know how to guide it properly, it’s like telling a cheerleader to run a new routine the choreography or explaining what the performance is for. They’ll give it their all, but the result will be chaotic and completely off the mark.
Why the human touch still matters
The clients I’ve worked with recently all share a similar story. They turned to AI expecting it to solve their marketing problems instantly. What they didn’t realise was that, while AI can be fast, it’s not foolproof. The content it produces lacks the emotional depth and intelligence, nuance, and strategic insight that only a human can provide (for now).
When you work with a content writer, you’re not just getting words on a page. You’re getting someone who takes the time to understand your brand, your audience, and your goals. Someone who doesn’t sugarcoat feedback, but also doesn’t leave you second-guessing your ideas.
It’s about collaboration, creativity, and producing something that not only sounds good but drives results.
The real difference between AI and human feedback
AI might be a cheerleader, but sometimes, what you need is a coach - someone who will give you honest, constructive feedback you need to get your head in the game and succeed - not to just tell you you’re doing great.
That’s where a content writer or a proofreader can make all the difference.
When you hand over your content for review, you’re not just getting a pat on the back or vague reassurances. You’re getting actionable insights focused around your goals, your audience, and your brand. It’s about understanding what works and why - something AI simply can’t replicate without emotional intelligence and the bigger picture in mind.
If you’ve ever felt stuck wondering whether your content is hitting the mark, it’s worth having a second pair of eyes. A fresh perspective - one that understands your goals and doesn’t shy away from honest feedback - can turn ‘good enough’ into something that truly connects with your audience and has a big impact on your business.
Take a look at my content review packages here and get ready to get your head back in the game.
