How to Use AI in Marketing Without Losing Your Human Touch
The marketing world is buzzing with AI tools promising to revolutionize everything from content creation to customer engagement. But as we rush to adopt these powerful technologies, we're also witnessing the rise of "AI slop" – generic, soulless content that feels more robotic than revolutionary.
The question isn't whether to use AI in marketing (many would agree that ship has sailed), but how to use it in a way that enhances rather than replaces human creativity, empathy, and authenticity. Here's your guide to navigating this new landscape while keeping your brand's humanity intact.
What Is ‘AI Slop’ and Why Should You Care?
AI slop refers to low-quality, generic content that's been mass-produced with minimal human oversight. You know it when you see it: LinkedIn posts that say nothing in many words, generic social media captions, or product descriptions that could apply to anything.
The telltale signs include repetitive phrases, lack of specific details, generic emotional language, and content that could have been written about any brand in any industry. And, too many emojis!
Consumers are becoming well-versed at spotting artificial content, and when they do, it can erode trust and engagement. At a time when it’s hard for businesses to stand out online, using poorly written AI content can be damaging to brands.
AI as Your Creative Partner, Not Your Replacement
Think of AI as an assistant and brainstorming partner. It can help generate ideas, overcome writer's block, and handle repetitive tasks, but the creative vision, brand voice, and strategic thinking should remain distinctly human.
Instead of: Having AI write your entire blog post from a single prompt Try: Using AI to research topics, generate outlines, or explore different angles on your core message
Maintaining Your Brand's Unique Voice
Your brand voice is one of your most valuable assets. AI should amplify this voice, not replace it with something generic.
Create detailed brand voice guidelines that you can reference when using AI tools. Include specific examples of how your brand would and wouldn't communicate. Better yet, try creating a custom GPT.
The most compelling marketing content comes from real human experiences and emotions. Use AI to help articulate and scale these human truths, not to manufacture fake ones.
Practical Strategies for Authentic AI Marketing
Before publishing any AI-assisted content, ask yourself:
Would I immediately recognize this as coming from my brand?
Does this contain specific, concrete details that add value?
Would my target audience find this genuinely helpful?
Does this sound like how my team actually speaks?
The Authenticity Test
Never ship the first draft! Read your content aloud. If it sounds like it could have been written by anyone about anything, it needs more human input. Authentic content should contain specific examples, your brand's unique perspective, natural language, and insights from real experience.
Building Sustainable Systems
Develop standards that outline when and how to use AI tools, what level of human oversight is required, and quality standards that all content must meet.
Review your AI-assisted content regularly to ensure it meets your authenticity standards. Gather audience feedback about what resonates and what feels off. Monitor your engagement metrics - numbers don’t lie!
The Future Is Human + AI
The most successful marketers won't be those who use the most AI or avoid it entirely. They'll be the ones who find the sweet spot where AI amplifies human creativity, empathy, and insight.
This means being intentional about where AI adds value and where human judgment is irreplaceable. Use technology to scale your authentic voice, not replace it with something generic.
Your Next Steps
Start by auditing your current content for signs of AI slop, looking for generic language and lack of brand-specific details. Next, define your brand voice with detailed guidelines and examples that can serve as a reference when using AI tools. Then experiment thoughtfully with AI tools while maintaining human oversight of all final output. Make sure to measure authenticity not just through engagement metrics, but also through qualitative feedback from your audience. Finally, stay curious about new tools and techniques, but always filter them through your commitment to authentic, human-centred marketing.
Remember: Social media algorithms might want your content, but your audience wants YOU!
