Let’s chat about something that’s probably been on your mind lately: How artificial intelligence can help you grow your business online, and where professional content marketers fit into the picture.

First off, I know it’s a tough decision to invest in marketing, especially when it means handing over your brand and digital assets to someone you don’t know. You’ve poured your heart and soul into your business, just to have someone now speak on your behalf.

It might feel easier and safer to just ask AI for help – that way you’re still “doing it yourself”, saving money, and getting results, right?

Hmm. Here’s the thing. There are important considerations when it comes to outsourcing your digital marketing or creating content for your website, social media, or newsletters. Yes, there are hundreds of AI tools that can spit out information in an instant. But AI can only add so much warmth, and it only knows so much about your business. More often than not, you’re getting a generic output that’s been regurgitated across other businesses in your industry.

Hun, your brand deserves more than that. It deserves a human touch, someone who can truly understand the heart of your business and translate that into compelling content. And if AI is in the picture (which I bet it will somehow), my hope is that you’ll approach it with your human brain.

At The Story Shed, I have been tasked by a current client (who is very passionate about tech and artificial intelligence) to experiment with multiple AI tools, help create a workflow for his business marketing and act as the “AI strategist” in our marketing efforts. Being open-minded and curious, and trusting my client’s vision for their business, I agreed and jumped right into the AI pool with all eyes and ears open.

So, what I’m about to share with you is a result of months of experimenting with many (certainly not all) of the latest AI tools available.

The human touch in a digital world

Think about it. When was the last time an AI tool made you laugh, cry, or feel truly understood? Exactly. That’s where we humans shine. We bring emotion, nuance, and that special sauce of creativity that no algorithm can replicate (at least not yet!).

My view is that people are now more than ever more interested in the real human being behind a brand. Our world is overly automated, digitalised and smoke-screened. Sometimes the warmth, authenticity, and clumsiness of a real person are like a hot hug, and it’s with THAT brand that I want to spend my money, folks.

I have never received an AI output – whether I asked the tool to generate text, an image, video or a sound – that I thought was spot-on. Yes, many were helpful in expanding my vision, creating structures or organising complex information into digestible chunks. Or even generating a peace of content that I could use as a basis to build on.

But I’m yet to think “Yes! That sounds exactly like the brand should!”

Maybe my standards are too high?

(But frankly, yours should be too.)

When AI meets marketing

So, you’re a business owner thinking about outsourcing your marketing to either a real person (yes, with a price tag) or to an AI tool.

I recommend that this is where you should talk to people (yes, real people), do your bot research, and then follow your gut. You’ll start asking: How do savvy content marketers use AI? Because I’m willing to bet that no professional content marketer exists in 2025 without using some sort of AI tool.

In my opinion, a good content marketer uses AI to enhance their work, not replace it. They treat it like their super-smart intern who’s great at gathering info and spotting trends, but still needs the expert’s guidance to turn that raw data into marketing gold.

The AI transparency talk

If you’re shopping around for a digital marketer or content creator, be sceptical of anyone who claims they don’t use AI at all. Instead, ask them about their AI policy. How do they use it? What’s their approach? Add this to your list of questions for discovery calls.

And here’s another thing – if an agency or freelancer is using AI to speed up their work, shouldn’t that be reflected in their pricing? Keep an eye out for that, hun!

Using AI to do your own marketing

Now, if you’re thinking about going full DIY with AI for your content, website, and marketing – pause for a sec. Ask yourself: Can your business afford to sound like everyone else? If you’re selling widgets that are exactly like everyone else’s widgets, maybe. But if your business is unique, with a special brand and identity, generic AI content might not cut it.

In addition to this, something that’s constantly in the back of my mind, is the fact that an AI tool can use the outputs it generates for YOUR business to generate a similar output for someone else. This makes me feel like my marketing content is up for grabs (or at least replication) for so many other businesses across the world. Using AI means you’re participating in a global collective initiative to upskill ever growing AI brains… and you’re using your business, your goals and your intellectual thoughts to feed it.

Am I being dramatic? Maybe. But it’s worth your consideration nonetheless.

Finding the sweet spot

Imagine finding a professional content marketer who gets you – your goals, your brand, your quirks – and combines that human touch with smart AI integration. Someone who can look you in the eye (or the Zoom screen) and say, “I hear you, I get you, and here’s how we’re going to make your business shine.”

Someone who is transparent and upfront about their AI policy, why they have chosen their AI approach, and how that helps YOU.

Don’t let anyone tell you what you SHOULD do

At the end of the day, it’s about what works for you. Do you value that personal touch? Do you need someone who can translate your passion into words that resonate? Or are you okay with content that’s more… let’s say, universally applicable? Does that work better with your budget? It’s all up to you – and your gut will show you the way.

Are you ready to get real about your marketing…

…and feel comfortable about how AI fits into the picture?

If you’re thinking “Yes, I want marketing that feels as unique as my business”, then it might be time to chat with a human content marketer who gets it. I’m talking about someone who can dive into your business’ DNA, recommend a mix of marketing activities such as SEO blogs, email marketing campaigns, social media content, paid social content, Google Ads and PR campaigns, and implement these on an ongoing basis while always keeping your brand, goals and business in mind. Furthermore, someone who can pivot at a moment’s notice when the focus might shift unexpectedly.

And, after all of this, someone who can blend the best of AI efficiency with the irreplaceable human touch.

As a journalist, magazine editor and now professional web designer and storytelling marketer, I am dedicated to helping businesses establish their voice and connect deeply with their dream clients.

Take a look at my Content Marketing Services, Brand & Web Design packages and grab your Storify Your Business freebie.

Learn more about The Story Shed’s AI Policy.

Get in touch with me (a real human) to discuss your content marketing needs.

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