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Right, let’s start with the basics- AI is brilliant for lots of things. The fact is, if we don’t embrace AI, we are going to be left behind. As an agency we use it to understand an array of technical subjects. We work with lots of clients that deal with certification, renewables, construction, dentistry and education- and there is a lot of technical information to understand. Whenever we create content for our clients, using AI for these elements takes a lot of the back and forth out of the process. This saves our clients valuable time in the sign off process, leaving them to run their business- something we know is a major benefit.

But, and this is a big but, we know that one of the most important things about marketing is understanding the audience and writing content that is appropriate for them. Something we call tone of voice.

In our opinion, tone of voice is developed in a very human way- understanding what the pain points are for potential clients and communicating solutions. We build reputation by developing relationships with the press and we develop marketing strategies based on a deep understanding of audience behaviour.

We have recently redeveloped the content for three client websites that were generated with AI. Now, they have search engine and generative-search optimisation built into their copy. Their proposition is clear and speaks to the customer. We are generating blog content in the same tone of voice, which all builds a picture of the company for a potential prospect. It’s authentic.

So what’s the issue? Here are 5 reasons why you should choose humans over AI:

#1 We think like humans

As the meme says, I want AI to do my cleaning so that I have more time for writing, I don’t want AI to do my writing so I have more time for cleaning! AI is replacing good old fashioned strategic thinking. In fact, a recent study showed that we use much less of our brains now thanks to AI. We take the time to understand your business, your culture and how you want your business to be positioned.

#2 AI is standard, humans raise the standard

AI is only as good as the prompts you give it- and don’t get us wrong, there are lots of clever prompts to improve the quality of the output. But, in our humble opinion as a bunch of copywriting aficionados, it’s still pretty standard. In fact, we can spot something written by AI a mile off. To us, AI sounds like a know-it-all student writing an opening statement on an exam paper. It’s just a bit soulless and dare we say it, mildly pompous. Apart from the overuse of words such as ‘empowered’, the syntax is needlessly convoluted and it doesn’t inject much personality.

#3 Humans have personalities

The genius behind good marketing is often how we play with words, how we conjure emotion and how we help people to understand what a product or service can do, to make their businesses better, greener, future-proofed or more productive. It has poise, it is emotive and most of all it’s usually fuss-free. Most people, and now AI, overcomplicate their words. Less is always more.

#4 The power of people means cutting through the noise

Then of course, you have the sheer amount of content generated by AI. It’s EVERYWHERE. In busy marketplaces or competitive advertising landscapes, you need something to cut through the noise.

#5 Good content gets noticed

SEO and AI are currently undergoing a battle and yes, AI is becoming more relevant to people’s search but the reality is this- the more educational content you can write in an engaging way, the more likely you are to show up in search results. You have to be authentic.

So, if you want to work with an agency that both embraces and shuns AI, give us a call. We will save you time by researching your subject using AI but we will develop your communication style using humans. Just like social media is making us sad, let’s not let AI make us stupid. For creativity, authenticity and originality, choose Bombshell Comms. Proudly a no-nonsense agency and unapologetically human.

Contact us or find out more about what we do here.

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