You know you need to create content. So why does it always fall to the bottom of your to-do list?
If you're a business owner or marketer, you've felt this crunch. Content builds awareness and trust, but between running your business and serving clients, writing blogs and social posts always seems to slip through the cracks. Then someone mentions AI writing tools. Is this actually the answer, or just another shiny object?
I had the same question.
As a content strategist, I've seen enough generic, robotic content created by AI to last a lifetime. So when AI tools started popping up everywhere, I was skeptical. But between managing content calendars, writing blogs, creating social posts, and helping clients find their voice, I was feeling the pressure. So I decided to test whether AI could actually help me work more efficiently.
What I learned surprised me. AI isn't the enemy of authentic content. But it's not a magic solution either. It's a tool, and like any tool, you have to use it right.
The Em-Dash Incident
My first reality check came early. I was using an AI tool to help draft some content, and I noticed some things that just didn’t sound right: it kept inserting em-dashes everywhere. You know, those long dashes that look like this—the ones that are supposed to add emphasis or create a pause.
But it wasn’t just em-dashes that made the content not sound like us; buzzwords like cutting-edge and game-changer inflated sentences; structuring like “Whether it’s X or Y…” were repeated. It was like the AI just thought, ‘that’s just how professional humans talk,’ and just went wild.
I had to go through and manually remove dozens of instances where it didn’t sound like a human had written it. It was annoying, sure, but it taught me something important: AI doesn't actually understand what it's writing. It's pattern-matching based on what it's seen before. And sometimes, those patterns are wrong.
If I was going to use AI for content, I needed to stay involved.
Finding the Right Tool (And Learning How to Use It)
We've experimented with a few different AI platforms, but they're definitely not all the same. We started with ChatGPT because it's the big platform, it generated strong responses, and it's great for researching audiences and running ideas past.
Then we tried Claude and found that it produced stronger content.
Every AI platform has its own strengths and weaknesses. Even within the individual models of those AI platforms, there are niches.
While it’s important to understand which AI tools best align with your task, we always recommend starting with one platform and mastering it — especially with the right context.
The Secret? Context, Context, Context
When you throw vague prompts at AI, you get equally vague, generic responses back. When you tell AI, "write me a blog post about winter tires," you are going to get a piece of content that sounds like every other robot out there right now.
You need to treat AI like a really talented intern who needs a proper brief. The more context you provide, the better the outcome. Context can include:
- Who I'm writing for (our ideal audience and their pain points)
- The tone that matches our brand (conversational, practical, straight to the point)
- What the goal is (educate, not sell)
- What specific angle or perspective to take
The more specific you are, the better the output, and the less editing you have to do later.
Where AI Actually Helps Me:
Research and topics: When I'm stuck on how to approach a topic, I'll ask AI to be a thought partner to help me brainstorm angles or outline key points.
First drafts: I use AI to get words on the page. Not final words—just a starting point. It beats staring at a blank screen, and I can work much faster when I'm editing than when I'm creating from scratch.
Reformatting content: If you need to turn a blog post into social media snippets, AI is great at this. It can pull out key quotes, create different versions for different platforms, and save hours of repetitive work.
Checking blind spots: Sometimes I'll ask AI to review something I've written and point out what's unclear or what questions a reader might have. It's like a fresh pair of eyes when I’m editing.
Where I Don't Trust AI (And You Shouldn't Either):
Facts and statistics: AI hallucinates. That's the technical term for when it just makes up content to support you or itself. I've seen it quote statistics that are completely wrong. Never publish AI-generated facts without verifying them yourself.
Your unique voice and experience: AI can mimic a tone, but it can't replicate your actual experiences, your client stories, or your specific insights. That's what makes your content valuable and unique.
Final polish: AI-generated content often sounds the same. There are certain phrases it loves to use, and there are patterns that feel formulaic. You need human eyes to catch that and make it sound like you.
Strategic decisions: AI can't tell you what your audience needs to hear right now, or what will resonate with your specific customers. That's still your job.n I'm stuck on how to approach a topic, I'll ask AI to be a thought partner to help me brainstorm angles or outline key points.
My Current Workflow
Here's how I actually use AI in my day-to-day work:
- I start with strategy. What's the goal? Who's the audience? What's the key message? AI can't do this part.
- I create a detailed brief. I give AI all the context it needs: tone, audience, angle, and key points to cover.
- AI creates a first draft. Whether it's an outline or a full email campaign, this gets me 60-70% of the way there, helping me get over the ‘blank page syndrome’.
- I heavily edit. I add personal stories, verify any facts, adjust the tone, remove the AI-isms, and make sure it sounds like our brand.
The Bottom Line
AI isn’t going to replace you, but it will make you more efficient and creating content is easier.
I can produce more content in less time, which means I can focus more energy on strategy and creativity. These are the parts that actually require human judgment and experience.
If you're curious about using AI for your own content, my advice is simple: start small. Pick one task, maybe outlining blog posts or drafting social media captions, and experiment with it. Give it good context. Edit heavily. And pay attention to what works and what doesn't.
AI is a tool, not a shortcut. Use it to amplify your voice, not replace it.
Want to learn more about creating authentic, strategic content for your business? Get in touch with our team at EDGE. We'd love to help you find your voice (with or without AI).
November 26, 2025
Posted By Kaitlynn
Content Strategist
Kaitlynn has always had a love for writing and translates that excitement into every new piece of content she creates. She is ready to help you communicate your brand’s messaging to break through the noise and stand out from the crowd. Graduating from the University of Alberta, she earned her Bachelor of Arts with a minor in Creative Writing.
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