AI has become one of the most debated tools in digital marketing.
Some people love it.
Some people hate it.
Some people see the words “AI-generated content” and immediately prepare a twelve-paragraph speech about the death of creativity.
Meanwhile, AI is sitting there like:
“I was literally just helping with the outline.” 🤖
The conversation around AI content often focuses on the wrong question.
Instead of asking:
“Was AI used to create this?”
I think we should be asking:
“Does this content actually have something to say?”
Because the real problem isn’t AI.
It’s content without a point of view.
AI Didn’t Invent Generic Content
Here’s the uncomfortable part.
Generic content existed long before generative AI.
People were already rewriting the same articles.
They were already copying competitors.
They were already stuffing keywords into awkward paragraphs.
They were already publishing posts that technically contained information but gave readers absolutely no reason to remember who wrote them.
AI didn’t invent bland content.
It simply made producing it much faster.
And that’s where the problem begins.
Information Isn’t the Same as Perspective
AI can give you information.
It can explain concepts.
It can organise ideas.
It can help you brainstorm.
It can turn a messy collection of thoughts into something more structured.
But information alone doesn’t necessarily make memorable content.
Think about two articles explaining affiliate marketing.
One says:
Affiliate marketing is a performance-based marketing strategy where affiliates earn commissions for referring customers to a business.
Accurate.
Useful.
Also something you’ve probably read approximately 900 times.
The second article might explain affiliate marketing through the writer’s own experience.
They might talk about what confused them when they started.
What they got wrong.
What strategy surprised them.
What they disagree with.
What they would do differently now.
Suddenly, the subject becomes more interesting.
The information may be similar.
The perspective isn’t.
Your Point of View Is Your Differentiator
The internet doesn’t have a shortage of information.
It has a shortage of genuinely interesting perspectives.
That’s why your point of view matters.
Your point of view can come from:
- Your experiences
- Your opinions
- Your mistakes
- Your observations
- Your expertise
- Your sense of humour
- Your values
- Your way of explaining things
- Your interpretation of trends
- Your disagreements with conventional advice
You don’t need to invent a revolutionary theory every time you publish.
Sometimes your perspective is simply:
“I’ve tried this, and here’s what I actually think.”
That’s enough.
AI Can Write the Sentence. You Need to Bring the Thought.
This is where I think AI works best.
Use it to help you develop an idea.
Use it to organise your thoughts.
Use it to brainstorm angles.
Use it to identify questions your audience might have.
Use it to improve clarity.
Use it to help you get unstuck.
But don’t hand over your entire brain and say:
“Go on then, build my personality too.”
That’s where things get flat.
Your AI assistant shouldn’t replace your thinking.
It should help you express your thinking more effectively.
There is a huge difference.
The Human Part Happens Before the Prompt
One of the easiest ways to create generic AI content is to give AI a generic instruction.
Something like:
“Write a 1,500-word article about affiliate marketing.”
Of course the result is going to sound generic.
The machine has almost nothing to work with.
Now compare that with:
“I believe beginners focus too much on earning their first commission and not enough on learning how to create useful content. Explain why building trust and understanding an audience matters more than immediately placing affiliate links.”
Now there is an argument.
There is a perspective.
There is something to develop.
The difference isn’t necessarily the AI model.
It’s the thinking behind the prompt.
Your Prompts Should Contain Your Brain
This is one reason I think people should stop treating prompting as simply finding the perfect magic sentence.
A strong prompt often starts with strong thinking.
Before opening an AI tool, ask yourself:
What do I actually think about this?
Then:
Why do I think that?
Then:
What have I seen that supports it?
Then:
What would I disagree with?
Then:
What would make this useful to my audience?
Now you’ve got something.
AI can help you turn those ingredients into content.
But the ingredients came from you.
Personality Isn’t Just Adding Slang
Another common misconception is that “humanising AI content” means adding a few jokes, emojis, or casual phrases.
That’s not really personality.
Personality isn’t just saying:
“Let’s dive in! 🚀”
every three paragraphs.
Your personality comes through in what you choose to say.
It’s your opinions.
Your examples.
Your analogies.
Your humour.
Your frustrations.
Your observations.
Your willingness to say:
“Actually, I don’t agree with that.”
That’s what makes content feel like it came from someone.
A Strong Opinion Can Be More Valuable Than Another Definition
Imagine writing about social media marketing.
You could write:
“Social media is an effective way for brands to engage with their audiences.”
True.
But what do you actually think?
Maybe you believe:
“Posting every day is overrated when half of the content you’re publishing has nothing meaningful to say.”
Now you’ve got an article.
You’ve got a discussion.
You’ve got something people can agree or disagree with.
And disagreement isn’t automatically a bad thing.
Sometimes it means you’ve actually said something.
This Matters for Affiliate Marketing Too
Point of view is especially important for affiliate marketers.
If your website consists entirely of:
Product → Features → Price → Buy Now
then you’re competing with thousands of other websites doing exactly the same thing.
But what happens when you add your perspective?
You can explain:
- Who the product is actually suitable for
- Who should avoid it
- What surprised you
- What you like
- What you dislike
- What alternatives exist
- What beginners should know
- Whether the product is worth the cost
- How it compares with competing options
Now you’re not simply repeating the manufacturer’s information.
You’re helping the reader make a decision.
That’s far more valuable.
AI Can Scale Your Voice. It Can’t Invent Your Identity.
This is probably the biggest lesson I take from the AI conversation.
AI can help you create more efficiently.
But efficiency isn’t the same thing as identity.
You can use AI to help scale a content strategy.
You can use it to brainstorm dozens of ideas.
You can use it to repurpose content.
You can use it to research questions.
You can use it to improve your workflow.
But if the underlying content has no perspective, you’re simply scaling the absence of one.
And that’s not particularly useful.
Don’t Ask AI to Think Instead of You
Use AI as a collaborator.
Not an autopilot.
Give it your argument.
Give it your examples.
Give it your experiences.
Give it the audience you’re trying to reach.
Give it the tone and purpose of the piece.
Then challenge the output.
Question it.
Rewrite it.
Add your own ideas.
Remove things that don’t sound like you.
Fact-check claims.
And most importantly, have an opinion before you ask AI to help you express it.
The Future of Content Won’t Belong to Whoever Uses AI the Most
It will belong to people who know what they want to say.
That’s an important distinction.
AI is becoming increasingly accessible.
That means producing more content is becoming easier.
But when everyone can produce content quickly, volume becomes less impressive.
Perspective becomes more valuable.
Your readers don’t need another article that sounds vaguely like every other article online.
They need something useful.
Something thoughtful.
Something specific.
Something they can remember.
Something that sounds like it came from an actual person who has spent time thinking about the subject.
Final Thought
The question shouldn’t be:
“Did AI write this?”
The better question is:
“What did the human behind it contribute?”
If AI helped you organise your thoughts, that’s a tool.
If AI helped you brainstorm, that’s a tool.
If AI helped you polish your writing, that’s a tool.
But if you never brought your own perspective into the process, you haven’t really created a point of view.
You’ve created content.
And the internet already has plenty of that.
AI isn’t the enemy of good content.
Content without a reason to exist is.
So use the tools.
Experiment.
Let AI make the process faster.
But bring your brain to the keyboard.
Because your point of view is the part no prompt can manufacture for you. 🤖🧠