Artificial Intelligence (AI) is having a huge impact on the business world, particularly in marketing. AI can be used to personalize and target marketing efforts based on customer data. It’s also being used by content managers to create content plans, and sometimes even to create the content itself.

But can and should AI replace human creativity in content creation? Absolutely not.

Here we’ll discuss how content managers can use AI to their advantage but not lose their creative edge.

Embrace Collaboration

Ideally, humans and AI will have a collaborative relationship. In content creation, AI can be used as a tool by content creators while they still use their creative skills to write content that is relatable to the target audience.

In other words, AI can enhance human creativity but not replace it.

For content managers, AI can generate content ideas by analyzing trends, creating content outlines, and optimizing the content, but a human should do the actual content creation. Content has to contain human elements such as empathy and sensitivity, which AI cannot produce.

Curate and Customize AI-Generated Content

Another way to use AI is to generate content that can then be enhanced by the writer. AI is not going to tell a story in content, but the content needs to have human storytelling elements that can create an emotional connection with the reader.

The AI-generated content can be a foundation of facts that can then be customized to encompass the writer’s creative vision. Writers can infuse narratives into the content and re-write the text to add relatability and empathy that will connect with readers.

Sometimes, however, writers need to start from scratch to make their creative vision come to life, rather than starting with an AI foundation. The decision on how to approach each piece of content and how to use AI to enhance the writer’s efforts should be left to the writer. The approach should consider the topic, the goal of the content, and the desired tone of the content.

Continuous Learning and Adaptation

AI technology is continuously evolving and advancing, so it’s important for content managers to keep up with AI trends and tools. It’s likely that more advanced tools that can enhance the content creation process will emerge, and to keep up with the competition, content managers must continuously explore the possibilities.

Continuing education options on the use of AI should also be explored for you, as a content manager, and your team. By staying educated and informed about the use of AI for content, you’ll be able to continuously adapt your strategy.

It’s hard to believe, but the use of AI is still in the early stages, so content managers need to be prepared to evolve their strategies for the foreseeable future.

Building a Creative Ecosystem

To keep your own creativity, and that of your team, you should build an ecosystem that fosters creativity and collaboration. When you use AI to help you create your content strategy, you can take what AI generates and have meetings with cross-functional teams to discuss the strategy, share ideas, and adapt the strategy based on your team’s human perspective and insight.

In terms of the use of AI in various aspects of the content creation process, you should continuously experiment and allow your team to experiment. Writers, in particular, should be encouraged to experiment to see how AI can help them with quality and efficiency without interfering with creativity.

Different writers are likely to have different perspectives and approaches to using AI in their creative work.

Overall, you should encourage your entire team not to over-rely on AI because their human perspectives are critical to the success of your strategy.

Set Policies Regarding the Use of AI

While you need to let your team have creative license and allow them to find their own direction in using AI tools, setting clear and comprehensive policies regarding the use of AI by content teams is an essential step. As AI continues to revolutionize content creation and distribution, having well-defined policies can maintain quality, consistency, and ethical standards.

First and foremost, these policies should outline the objectives of integrating AI into content creation. Whether it’s enhancing efficiency, generating insights, or improving personalization, clearly articulating the goals helps align the team’s efforts and expectations.

To ensure content quality and brand consistency, guidelines should include standards for content review and approval processes. This involves defining the threshold for content generated solely by AI versus content that requires human intervention. Striking the right balance between automation and a human touch is key to maintaining the organization’s unique voice and style.

Ethical considerations are also important. Organizations should establish policies that address potential biases, misinformation, and copyright issues that can arise from AI use. Ensuring that AI-generated content aligns with ethical standards and complies with legal regulations is crucial to maintaining the organization’s reputation.

Regular policy review and adaptation are also essential. The landscape of AI is dynamic, and content teams need to stay aligned with the latest advancements and ethical considerations.

In essence, policies should balance innovation and creativity with responsibility.


The power of AI is unquestionable, but it can never replace human insights and creativity. Creating a symbiotic relationship between AI and your team is the key to the success of your content strategies. With experimentation and innovation, you should be able to find a balance that will work for you and your company.

About the author

Carolyn Young is a seasoned professional with over 25 years of experience in various business roles, such as bank management, marketing management, and business education. She has a proven track record in writing business plans for companies with diverse products and business models, aiding in the successful launch of several startups.