What Does AI Mean for Content Marketers?
For content marketers, working with AI can feel like the Wild West: fast-paced, competitive, and with no rules. For many marketers, AI brings questions about the role of humans and job security. For others, it provides tools they couldn’t imagine doing their job without.
Wherever you fall on the spectrum of AI adoption, one thing is certain: AI is changing content marketing — and it’s happening at a breakneck speed.
What’s the Future of AI and Content Marketing?
In just the last three years, since the public introduction of ChatGPT, AI has evolved from a science fiction concept to an integral part of everyday life. And that explosive trajectory is expected to continue in the coming years.
One survey found that more than three-quarters of content marketers expect generative AI to significantly impact content creation, with most expecting significant changes within the next two years. The amount of content being produced is growing rapidly, with many experts predicting the vast majority of content will be created by AI within the next few years.
Challenges and Opportunities for Content Marketers
So, what do all of these changes mean for marketers? At a high level, it introduces new challenges for content marketers, but also incredible opportunities to expand and grow.
Demand for content marketing increased 93% from 2023 to 2025, and 90% of marketing leaders say content marketing is more important now than it was even just two years ago. Those numbers show the importance and impact of content marketing. Today’s professionals can use their experience and expertise to lead a new wave of content marketing and show what we’ve known for years: that quality content leads to customer loyalty and sales.
Consumers are still on the fence about how much they trust AI-generated content. While many people appreciate the hyper-personalization of AI-generated content, others point to repetitive information or data they are unsure they can trust (also known as workslop). A recent survey found that 62% of average consumers say the increasing popularity of AI makes it harder for them to trust what they see online.
AI is a complex and evolving topic, but here are three things content marketers can do:
Know the audience. The most effective communication is tailored to the audience. Content marketers can lean into AI to segment their audience and dive into data about who they are and what makes them tick. Writing for a specific audience builds loyalty and strengthens relationships.
Build trust. When consumers aren’t sure what content to trust, authenticity shines. Marketers can engage with customers, be genuine, and build relationships to demonstrate their value, which allows customers to trust their content.
Focus on human elements. AI can help with research, audience segmentation, and basic content creation, but human content marketers can lean into what makes them unique: things like storytelling and emotion. Connect with audiences on a human level by sharing human stories.
AI opens powerful tools for content marketers. When used correctly and not left on its own, it can streamline workflows and boost efficiency. But content marketers also have a strong responsibility to still be human and build trust and transparency.
Our View: Humans Matter More Than Ever
At Comma Copywriters, we strongly believe that the best content comes from humans writing for humans — and that hasn’t changed as AI grows.
AI has its place for adding efficiency, supporting teams, and reducing mundane tasks. We use AI to streamline our workflows and improve collaboration because that gives us more time to write and spend with clients (and practice our #LifeFirst philosophy).
However, AI doesn’t have a place in replacing the human element in content. In some cases, AI even makes human input more crucial than ever in a sea of content lacking authenticity. As AI-generated content floods the internet, we know that human content can stand out and help brands connect with customers and leads like never before.
Content marketers can’t bury their heads in the sand and ignore AI. It’s a difficult balance between leveraging new technology and staying human and authentic. That’s where Comma comes in: our expert writers and editors support teams in an AI-driven world by optimizing and refreshing content for GEO, editing AI-generated content, and building out AI-created outlines. And we’re always innovating and adapting to add a human element to whatever AI evolves into next.
Want to learn more about our AI offers? Click here.
