We are producing more content than ever, and the pressure behind that is not new. There is always another channel to update, another audience to reach, another reason to stay visible. However, what has changed is the pace of delivery. Generative AI has collapsed the time between feeling that pressure and acting on it.
What once required significant time and editorial judgement can now be produced in minutes. Articles, social posts, blogs and marketing copy can be generated quickly and at scale, creating obvious efficiencies for communications teams. The result is exactly what you would expect – an overwhelming volume of content, competing for the same finite amount of audience attention.
While generative AI presents real advantages, it has also created a challenge that many organisations are only beginning to recognise. As content becomes easier to create, the focus shifts away from the act of creation itself and towards the quality of the thinking behind it.
That is where the current conversation around AI and content needs to become more honest. The problem isn’t AI itself. Used well, it’s a powerful communications tool. The problem is that AI naturally produces average and generic content (while at times also inaccurate) unless it’sdirected by original thinking, a clear point of view and a distinctive tone of voice.
Think about how many LinkedIn posts you’ve read recently that begin with “In today’s fast-paced world…” or conclude that “AI isn’t replacing people, it’s empowering them.” None of these statements are wrong, but they’re so familiar they’ve become invisible.
The content we are consuming is becoming increasingly homogenous, and more often than not, it lacks the one key component that sets truly valuable content apart: a distinctive point of view.
A thought leadership piece should, by definition, contain an original thought. It should tell the reader something about how an organisation sees the world. It does not need to be controversial, but it does need to stand for something.
The pressure to remain visible is understandable. Communications teams are expected to maintain a regular presence across an ever-increasing number of channels, and there can be a genuine concern that slowing down means losing ground to competitors. When content can be produced so quickly, it becomes tempting to focus on output metrics as a measure of success.
Just because competitors are publishing constantly does not mean every organisation needs to compete on quantity. The more important question is what you want your audience to understand after engaging with your content.
The organisations which truly connect with audiences are those that have a clear understanding of who they are, what they stand for and how they want to be perceived. They communicate using a recognisable tone of voice, one which reinforces the themes and values that audiences already associate with them. It feels consistent and credible.
Authenticity in content is relatively straightforward. It is the difference between content that could have come from any organisation, and that which could only have come from yours. It means communicating from a place of conviction, informed by the values and perspectives that make a voice distinctive.
AI should prompt organisations to revisit some of the fundamentals of strategic communications. Instead of asking how content can be produced more quickly, they should ask what they want to be known for.
For some, the most effective thing to do may be to temporarily step off the content treadmill altogether. The pressure to keep publishing can be relentless, but more content is not always the answer. Sometimes the better approach is to pause, reassess and return with a clearer sense of what you want to say and why it matters.
As audiences become increasingly exposed to repetitive and interchangeable content, they are likely to place a greater premium on authenticity. They will gravitate towards organisations that sound human, demonstrate genuine insight and communicate with a clear sense of purpose.
The irony is that while AI has made content creation easier than ever, it may ultimately increase the value of the very things that technology cannot replicate. That is critical thinking, perspective, authenticity and trust.
Ready to rethink your content strategy?
At Springboard Communications, we help organisations develop strategies that do more than fill channels with generic content. From thought leadership and executive profiling to digital communications and brand messaging, we work with clients to create content that is authentic, strategic and memorable. Contact us at hello@springboardcommunications.ie.
