Those two words—craft and tool—have never been (and will never be) interchangeable.
The discipline of writing has been alive for hundreds of thousands of years.
AI has only been on the scene for a couple of decades.
It seems capricious, then, to think that this technology could completely replace a craft so steeped in history and fastened in the fabric of society.
Read on to learn our perspective.
AI IS GREAT, JUST NOT AT WRITING.
Time and again, AI-generated content has (rightfully) been scrutinized—plagiarized work, false or completely made-up information, biased outputs, fluffy filler, sweeping generalizations—and it’s not a pretty picture.
Each of these elements plays an important role in your brand’s credibility and quality online, something consumers and search engines deeply care about.
You wouldn’t tolerate that lackluster performance from a full-time employee.
So why entrust your brand’s reputation to a tool with that track record?
WHEN IS AI USEFUL?
There are many compelling reasons to use AI in the content process that aren’t solely generating copy:
RESEARCH
Give a large language model (LLM) a good prompt, a complex topic, and a couple of minutes, and you’ll have a digestible overview to aid in article research. This tactic can be helpful in familiarizing yourself with a new topic or industry.
IDEAS OR FIRST DRAFT
Sometimes, all you need to get out of writer’s block is a hilariously bad AI output. AI can springboard the brainstorming process and help pull together an initial draft that a human writer can evaluate, optimize, and rewrite as necessary to match the audience, search intent, and branding requirements.
DATA ANALYSIS
LLMs process large amounts of data quickly, making it helpful for identifying trends, keywords, topical themes, etc., in a hefty data set.
PROCESS AUTOMATION
Administrative tasks bog down the creative process. Strategically using AI to automate tasks like follow-ups, task creation, and outlines can make you more efficient.
At Winsome, we believe that AI is a powerful tool brimming with potential to enhance our lives as marketers—not a 1:1 replacement for a human writer, thinker, and creative professional.
WRITING WELL ISN'T (AND SHOULDN'T BE) EASY
Hard work is a beautiful, rare thing, and writing well is hard.
AI’s appeal is that it makes this difficult, time-consuming task seem “easy.”
Nothing important comes without effort.
“Easy” doesn’t push you to be better, explore deeper, or pursue relentlessly.
“Easy” can’t synthesize complex information into a clear, cogent, persuasive narrative.
“Easy” won’t bring new, expert-led perspectives that change thought processes and inspire action.
Settling for “easy” hampers the creative process and can even damage brand trust over time.
That’s not our M.O.
SUSTAINABLE RESULTS COME FROM PEOPLE-FIRST CONTENT
To create a strong online presence your audience trusts, you need quality, human-first content.
