AI Content Creation: What Works, What Doesn't, and What to Expect

AI content tools have become incredibly capable. They've also become surrounded by hype that sets unrealistic expectations. Here's what I've learned from using them with clients.

What AI Does Well

AI excels at:

• First drafts: Getting past the blank page is often the hardest part. AI gives you something to react to.
• Repurposing: Turning a blog post into social snippets, or a video script into a newsletter.
• Research synthesis: Summarizing information and identifying patterns across sources.
• Consistency: Maintaining a regular posting schedule when you'd otherwise go silent.

What AI Struggles With

Current limitations include:

• Original insights: AI remixes existing ideas. It doesn't have your unique experiences or perspectives.
• Accurate details: It can hallucinate facts, especially about specific people, products, or recent events.
• Your voice: Without careful prompting and editing, AI content sounds generic.
• Strategic thinking: It can't tell you what content to create or why.

The Right Mental Model

Think of AI as a capable assistant, not a replacement. The best results come from:

1. You provide direction, strategy, and unique insights 2. AI handles the heavy lifting of drafting and formatting 3. You review, edit, and add your perspective 4. AI helps repurpose and distribute

Practical Applications

Some workflows I've seen work well:

• 10x content output: One piece of original content becomes 10 variations for different platforms
• Batch processing: Create a month's worth of social posts in one focused session
• Research assistance: Quickly summarize competitor content or industry trends
• Template creation: Build repeatable frameworks for common content types

The Honest Truth

AI won't make you a great content creator if you have nothing interesting to say. But if you have valuable insights and struggle with consistency or capacity, it can be transformative.