Responsible AI content writing: Can "Humanize AI" really replicate a human being?

AI has shaken up ways of working, accelerated processes, and indeed ruffled some feathers across various industries. Creative domains are no exception, with content creation hit with particular impact, with 55% of businesses eager to use AI for content creation, according to Synthesia.

For managers and leaders in the marketing space, as well as content creators across different mediums (this writer included), the promise of AI is both exciting and, in some ways, cause for caution.

Faster output, personalised content, and data-driven insights – what’s not to love?

For many, fear of AI is driven by the idea that it will make humans obsolete. We won’t be contributing to the storm of claims that ‘AI will replace us all!’ though.

In fact, according to a report from Iterable, 69% of marketers believe AI will ‘create opportunities for new positions’, while only 31% say it will ‘replace workers and take jobs’.

However, the benefits still come with the need for a balanced and thoughtful approach.

In this blog we will explore:

• the advantages of AI in content writing
• the potential risks
• the need for a ‘human in the loop’ to bring adaptability, critical thinking, and individual creative spark… for instance, do you believe tools like ‘Humanize AI’ can replicate the nuanced work of human writers?

At QA, we believe in combining the power of human and machine intelligence. Read on to unpack how human creativity in collaboration with AI capabilities can lead to more powerful and impactful content.

Advantages of AI in content writing

Efficiency and productivity

Ever had ‘blank page syndrome’? Don’t lie, we all have.

The first step can be the hardest in creative endeavours, but GenAI helps kick things off for us. AI-powered tools can churn out first drafts for blogs, social media posts, and reports at lightning speed. Synthesia reported that 45% of marketers use AI for just this; ideas and inspiration.

For example, tools like Jasper AI and Copy.ai can generate content in minutes, freeing up your team to focus on strategy and creative direction.

According to Iterable, the ability to work faster or more efficiently is what attracts 47% of marketers to use AI.

Consistency and scale

Maintaining a consistent tone and style across all content can be challenging, especially for large organisations with various contributors of copy and content.

AI tools excel at ensuring uniformity in brand voice, making it easier to scale content production. Whether you need to produce hundreds of personalised emails or social media updates, AI can handle the heavy lifting while maintaining consistency.

Data-driven personalisation

AI’s ability to analyse vast amounts of data allows for highly personalised content tailored to individual user preferences. In marketing, this can lead to more engaging campaigns and higher conversion rates.

As reported by Sender, personalisation in marketing can:

• contribute to business profitability, according to 90% of marketers
• increase marketing spend efficiency by up to 30%
• reduce customer acquisition costs by up to 50%

The drawbacks and risks of AI content writing

Lack of authenticity

AI can generate grammatically correct and relevant content, but it often lacks the human touch; it struggles with subtleties of emotion, cultural context, and storytelling. As a result, AI-generated content can feel impersonal or lacking in a sense of connection, compared to words put down by the human hand.

Ethical considerations

AI is only as good as the data it's trained on: ‘Rubbish in, rubbish out’.

If that data contains biases or inaccuracies, AI can perpetuate these issues, leading to content that is misleading or biased. We will all be aware of the worrying new stories of racist AI-output (too many to cite here, in fact). Think of AI as an echo chamber to humanity; it can often amplify the worst of us.

There are also ethical concerns around job displacement and the potential devaluation of human creativity. The World Economic Forum emphasises the need for ethical guidelines to ensure AI development is responsible and inclusive.

So back to that nerve-inducing question – can ‘humanize AI’ tools really replace writers altogether?

It’s a tool designed to make AI-generated content more relatable and emotionally intelligent, by adding humour, cultural awareness, and empathy.

Here’s the thing. It’s still simply mimicking humans in style. It lacks the ability to think critically, grasp complex contexts, or create original narratives. While it might help you move the needle from ‘clunky AI voice’ towards more engaging copy, the most effective content still requires AI and human intelligence to work together. You can’t subtract the human entirely.

Quality control

AI tools are powerful, but not perfect. They can produce content with errors and irrelevancies, especially when dealing with complex topics. This underscores the importance of human oversight to ensure the final product meets quality standards and aligns with brand voice.

So, what are our top tips for AI content creation?

AI as a creative partner, not a replacement – view AI as an assistant to enhances your creativity, not ‘do it for you’. Use AI to automate repetitive tasks so that your team can focus on refining the content and crafting a broader message.

Train AI with high-quality data - diverse, accurate, and unbiased data will minimise the risk of generating content that could be harmful or misleading.

Robust review process - human judgment remains crucial. Human editors not only ensure accuracy and relevance in AI-generated content, but also trueness to brand voice, and the secret ingredient of originality.

Voila! Human + machine = elevated final content.

In sum, AI offers numerous advantages to organisations through augmenting content creation, from boosting productivity to enabling personalised communication at scale. The key to unlocking its full potential lies in collaboration.

By combining human creativity with AI's efficiency and data-driven insights, you can create content that is not only effective but also authentic, resonant – and hopefully more enjoyable to read!

The best step marketing leaders and professionals can take is to embrace AI as a tool to enhance existing skillsets. By collaborating effectively with AI, you can produce higher-quality content faster, with greater impact.

Ready to boost your AI skills and collaborate effectively with AI? 

Explore our learning solutions designed to equip you with the knowledge and tools to harness the power of AI responsibly and creatively.

To learn more about our digital marketing learning content, take a peek here.