The demand for new content that best represents your business can feel never ending. It’s a demand that must be kept up with in order to not fall behind in our digital age. It seems obvious that using AI is the next, revolutionary step to take. But it’s not that simple: real, effective use of AI takes consideration and strategy.
Key Takeaways
- AI can be used for content production in writing, graphics and predictive capacities via tools specifically suited to certain tasks, such as Chatgpt, Jasper.ai, Canva ai and google Gemini.
- Benefits of using AI for content include saving time, cutting costs, helping overcome creative blocks and generating revolutionary predictions of market trends or gaps.
- Common mistakes to avoid when using AI include over reliance, keyword stuffing, loss of brand tone and identity, and a potential lack of credibility
- Consider if the 30% rule applies to you
- Consider our list of AI tools and specific scenarios where they may be most efficiently utilised
How Are People Using AI to Create Content?
Currently, business owners and marketers are using AI to write entire blogs, headlines, to analyse trending content and to create web pages. But they often aren’t doing it right.
Don’t think of AI as some magic button; think of it as a tool to enhance the human effort your team puts into building an online presence.
Before you effectively utilise AI tools to increase your content output, it’s important to understand the different types of tools at your disposal. We recommend a thoughtful, segmented approach where you use each for its specialised role within your content: don’t just assume one platform can do it all the right way.
Uses for AI in Digital Marketing ( And The Tools That Execute Them)
AI is useful in three major capacities. Two of which are sub categories of Generative AI; one of which is Predictive.
Generative LLMs for Written Content
An LLM (Large Language Model) is a type of AI model that focuses on generating written text for blogs, articles, social media posts, and ad copy. LLMs have evolved to the point where they are good at generating large amounts of content, but still struggle to provide reliability.
Sources are often wrong, links may be broken, and content is often much too general to be of any value to clientele. However, when integrated with human input, LLMs speed up content creation, ensure consistency, and can optimise for tone and style.
Specific tool Examples: ChatGPT, Jasper, Copy.ai. These AI variants may be used to write blog posts, create catchy headings, draft email campaigns and construct reports for clients.
Generative AI for Visual Content
AI that creates new visual content ( infographics, images, videos) from scratch based on user prompts. When prompted with detailed requests, these tools may produce creative assets like infographics, illustrations and even webpage layouts.
Examples: Canva AI, Google Gemini. These may be used to make a blog more visually appealing, create relevant infographics unique to your business or client or for producing short videos for social media.
Predictive AI for Market and Consumer Analysis
AI that analyses data to predict trends, audience behavior, and content performance. This can guide strategy by giving you a good prediction of what consumers will be interested in and engaged with in the near future. You can use this to efficiently prioritise which kind of content (and on which channel) you should optimise first.
Examples: HubSpot AI, MarketMuse. Tools like these could be used to choose blog topics based on emerging trends, forecast engagement and optimise SEO strategy.
What are the Benefits of using AI for Content Creation?
The main benefits of using AI for content creation include saving time, producing content on a greater scale and having less reliance on a big social media team. But how could these benefits actually manifest for your venture?
Time Efficiency
AI tools can generate blogs, social posts, ads, and email campaigns in seconds. This means content can be stored and automatically posted to whichever channel they have been optimised for. As consistent posting is one of the most effective ways to gain and maintain relevance and visibility on the internet, having a stored cache is invaluable.
Reduced Cost
Using AI to generate content means there’s no need to hire large teams or to outsource to agencies; your content creation is in-house. It’s important to consider that while this does save money theoretically, in practice, we know that AI used by itself can become highly ineffective and not representative of your brand.
Consistency & Brand Voice
AI can maintain tone and style across multiple platforms. Instead of multiple people creating content that has a variable feel to it, AI ensures your messaging is stylistically uniform, which can strengthen brand identity.
Personalisation at Scale
AI can tailor content for different audience segments by analysis of user data. As more and more people (71% ) crave personalised buying experiences, having an AI model engage with customers based on their consumer history improves engagement.
Data-Driven Optimisation
Marketing thrives when it is data driven. Look at the facts rather than depending on intuition when deciding what potential customers might want. AI can be fed performance reports on google ad campaigns or website engagement, for example, to analyse. It can then suggest improvements to your strategy, all in a very short frame of time. An external, algorithmic analysis can help refine campaigns for better ROI.
SEO-Friendly Content
Many AI tools integrate keyword research and optimisation to boost your search rankings and organic traffic.
This automates the tedious process of identifying the right key words, deciphering keyword difficulty and figuring out how best to optimise. AI can be very helpful as a starting point or a review of your work.
Creative Assistance
When your time is precious and writers block kicks in, AI can be valuable by providing fresh ideas, headlines, and content variations for A/B testing. If used correctly, these tools can be used to spark human innovation, not stifle it.
What to Avoid While Using AI
As established, using AI to help produce content for marketing can be useful. However, if not done thoughtfully, it can result in content that feels fake and unappealing. Here’s what to avoid to ensure proper use of the tools available.
Over-Reliance on AI
Avoid letting AI completely replace human creativity and judgment. Most often, consumers of your content will be able to tell that something is completely generated, and may feel disconnected from your brand. Your content still needs your personal touch (which should bring experience, authenticity and therefore quality to your final product) to remain engaging and to rank highly.
Ignoring Brand Voice
All AI tools recycle information they’ve taken from the web. Their output can sound generic if not properly guided. You should always customise prompts and edit the final product yourself to maintain your brand’s unique tone.
Publishing Without Editing
Although AI may seem impressive, it is very capable of making factual errors or executing awkward phrasing. It is also capable of ‘hallucinating’; confidently stating things are facts which are not true. To remain credible to your audience, all content which has been even minorly AI generated should be properly edited. Always proofread and fact-check before publishing.
Using AI for Sensitive Topics
Avoid generating content about controversial or highly regulated subjects (such as legal advice) without expert review. AI is not an objective tool, and is capable of producing biased or inappropriate language.
Keyword Stuffing
Some AI tools over-optimise for SEO, making content sound unnatural. Google has stated that quality work written for searchers, not search engines, will triumph in ranking. Make sure to balance keyword use with readability and user experience.
Lack of Originality
AI can unintentionally mimic existing content too closely. Although publishing blogs and other content often is helpful, it means nothing if this content does not add anything to your brand or to your mission. Use plagiarism checks and add unique insights to stand out.
Ignoring Data Privacy
Don’t feed customer data into AI tools without proper security measures. Customer trust is invaluable and quickly broken upon a data breach. Ensure you are complying with GDPR and other data protection laws.
What is the AI 30% rule? (How AI Should Be Integrated into Content)
The 30% rule states that AI should produce up to 70% of your work, with the other 30% composed of human input and oversight.
If AI can automate 70% of the repetitive, less creative tasks within a piece of content, human effort is left to take up the mantle of creativity and insight.
Regardless of any rule, the most important consideration for how much you should use AI for content is based on the level of quality you can achieve. At the end of the day, content will only rank if it follows the E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) Google guidelines. And, it will only be helpful and truly reflective of your mission if it contains genuine insight.
What AI Tools Should You Use for Different Content Ideas?
There are a huge variety of AI tools out there that are used to make content for marketing, but we’ve compiled some examples and thoughts on when to use them.
Jasper: Blog and Ad Copy
Best for: Long-form blog posts, email sequences, and performance-driven ad copy (Meta/Google).
Strengths: Solid brand voice controls, content templates, collaboration features, and campaign workflows.
Use cases: Drafting pillar pages, repurposing blog content into ads, A/B variations for CTAs.
Tip: Feed Jasper a style guide (tone, audience, brand phrases) and past high performing copy: its outputs get much tighter.
SurferSEO: SEO Optimisation
Best for: On-page SEO optimisation aligned to specific keywords and SERP competitors.
Strengths: Content Editor with keyword density guidance, NLP terms, internal linking suggestions, and audit reports.
Use cases: Building outlines that match search intent, optimising existing posts to improve rankings, briefing writers.
Tip: Start with Surfer’s keyword research and SERP analysis to shape your outline before you draft; it saves time and reduces rewrites.
Copy.ai: Headlines and Short-Form Content
Best for: Snappy headlines, social captions, email subject lines, product descriptions.
Strengths: Quick generation, tons of templates, fast iteration for hooks and angles.
Use cases: Testing multiple headline variants, TikTok/IG captions, short landing page hero lines.
Tip: Give it 2–3 different angles (benefit, urgency, curiosity) and ask for 10 variations per angle. It’s great for rapid A/B tests.
ChatGPT / Copilot: Versatile Content Creation
Best for: Research, outlines, brand messaging, scripts, drafts across formats; brainstorming and editing.
Strengths: Flexible, conversational, good at structure and iteration; useful for idea expansion and QA.
Use cases: Creating content calendars, turning briefs into outlines, rewriting for tone and clarity, competitor analysis summaries.
Tip: Use structured prompts (goal, audience, desired outcome, constraints, examples) and ask for alternatives + rationale to improve quality.
Canva AI : Visual Content for Webpages
Best for: Web graphics, social creatives, hero banners, simple infographics; quick mockups.
Strengths: Brand kits, templates, Magic Design, background removal, and easy exports.
Use cases: Turning blog insights into shareable visuals, landing page graphics, ad content variations.
Tip: Lock in a brand kit (colors, fonts, imagery style) and build a small set of reusable components. This keeps visuals consistent across pages and campaigns.
Key Takeaways on AI Content Creation for Digital Marketing
AI has the potential to revolutionise content creation for your business. It can provide a massive increase in volume of output, less time wasted and less money spent. However, it can also blur your brand voice, erasing any points of difference from competitors. Our recommendation is that you think of AI as a strategic partner, not a replacement. Make AI work for you and your team, so that you have the time to put more energy into the valuable, personalised insight only you can provide.
About the Author: Titus Kam
