Comparing AI Content to Authentic Human Creation
I’ve been using AI in marketing work since spring 2023 – about as long as anyone else who’s not directly involved in technology development. There are many in my field who have more experience and do more with it than I, but I work with AI enough to understand it’s present value and shortcomings. First, it’s important to consider what you’re actually getting in AI produced material.
AI generated content is not creation. It’s rehash. That’s okay!
This might sound a little negative but it’s really not. AI is wonderful for reducing time consuming research & analysis and handling tedious writing tasks. It can draft up anything you ask and it’s your responsibility to check every word for accuracy and to add your own layer of human expertise and authenticity; to give it real value for your human counterparts.
AI might be amazingly sophisticated and its output well-presented, but there is nothing truly original in the content. Instead it provides unique and comprehensive arrangements of data, and learns from feedback, making it a valuable production assistant. For graphical/visual content creation, it’s just not there yet for reliable, realistic quality. And some of the output is downright weird, even after multiple correction prompts.
The “intelligence” is really a manifestation of automated algorithmic reconstitutions of available data. What’s really astonishing to me is how fast and how well the advanced AI models perform their prompted tasks. And in less than 2 years, myriad available AI tools are available to consumers and for now, many are free.
Lately, I’ve been comparing AI generated ads, graphics and videos to real-world human production and all I can say is AI looks like AI. It has a very creepy edge to it, and I’m pretty sure you know what I’m talking about.
Exhibit A: National TV commercial that ran during the 2025 NBA Finals:
I’ll refrain from commenting and let you decide if this kind of audio and pixel reassembly represents anything good for the online gaming industry. Is this what the betting community aspires to? Is this the kind of culture that represents a large cross section of the country? I hope not. Okay, I just commented and welcome counter points if there are any.
AI to Assist, Not to Create
Pick your tools: ChatGPT, Copilot, Canva, Jasper, Freepik… etc. There is a nearly endless list of AI tools that can assist with various specialized tasks. And beware of the output details! Proofread everything carefully. Scan any graphic content for odd features and unexpected defects.
For example, this image was produced in Canva AI from multiple prompts but could not be used. At first glance the image might look like a real photo, retouched for production, but look carefully at the woman’s legs and the man’s hands.
People do notice these things, and I would caution anyone to think twice before replacing photographers and designers with AI tools! Real world optics and sounds might be faked or reconstituted but human to human intuition cannot be genuinely synthesized.
How to Use AI Now
For planning projects, creating lists & outlines, writing draft content, coding websites and more, AI is a reliable digital companion that saves much time and tedium. Working with partners experienced in AI and using intuitive, AI-enabled tools lets you take advantage of the ever-advancing technology while keeping your focus on high value, growth-oriented work. You’ll see projects get done faster and more efficiently so your customers will be better served.
How are you leveraging these new technologies for your business? Perhaps the best way to start is to work with people who know which levers to push and when to push them.
The Editors in Chief
Now keep in mind, not a word of this was written or assisted by AI, nor could it possibly be, unless copied in some fashion AFTER I wrote it. Hopefully this will add some perspective to the AI conversations happening in your world.
