Artificial intelligence has made creating content easier and quicker. However, users are more connected with something that has been created in a human manner. Users can read through content and know right away if it has been created through a true understanding of the material or if it was generated by a formula. Content generated through human writers contains emotion, point of view, and intent, while automated-generated content only reflects a formula-based approach.
Consumers consume content for more than just information; they want a way to connect with the writer, feel supported by the writer, and relate to the writer. A human writer has the ability to know the difference between context, culture, and nuance. This is especially important in the case of Indian users – content that uses the correct language patterns, references to local incidents, and conveys a conversational tone is much more likely to build trust than content that reads as generic or overly formulaic.
When it comes to credibility, human-generated content is much more credible than automated-generated content because it represents real insight and original thought. Readers are likely to engage and return to human-generated content because they perceive it to be genuine and, as a result, build loyalty to a brand over time and create an identity for themselves as a brand authority. Automated-generated content does not build authority and loyalty to a brand.
How Search Engines Value Experience and Authenticity
Search engines constantly improve to give users better results. Even though AI-written material can get a high rank on search engines, the algorithms that determine how to rank web pages are becoming more focused on high-quality, relevant content, and the personal experience that content providers bring with them to the table. When comparing the performance of AI-generated material with that of human-created content, human-created material consistently outperforms over the long term due to the human experience, judgement, and understanding of context that a content provider has.
Search engines also measure user interaction with content. For example, if readers spend a lot of time on a webpage or engage with it and find it valuable, then this sends strong positive signals to search engines. Because human-created content has better flow, it answers questions in a straightforward way, and readers find it more engaging, it naturally performs better in this area than AI-generated material. AI-generated material typically does not have the same depth and often will cause readers to exit the page quickly, resulting in low engagement.
Authenticity is also an important factor for companies trying to differentiate their brand. Because many websites will post almost the same articles that they generated from an AI generator, it is difficult for a website to differentiate itself. Human-created content offers a unique voice and perspective that are not easily replicated. This “uniqueness” helps companies create a stronger online identity and improve their long-term performance in SEO.
Balancing Technology With Human Creativity in Content Strategy
AI will never be the ‘bad guy’ of content creation; instead, it is a tool that can enhance the research and ideation process while helping to increase productivity. However, ultimately, the message must be conveyed by a human. When creating content strategies, the best use of AI is alongside the creative process of content creation, as it offers support, yet requires human curation and personalisation.
The ultimate goal of including a human in the content creation cycle is to ensure that the content aligns with the brand’s voice, values, and resonates with the target audience. In addition, it allows for storytelling, emotional connections, and effective messaging. Businesses that rely solely on AI will likely sound very much alike, while those that combine AI with human creativity are more likely to successfully create a unique brand identity and develop stronger connections with their audience.
At Saanzz Digital, we are advocates of content that feels like it is being created by a real person, as this builds trust with the audience, establishes the brand as a voice in the marketplace, and supports sustained growth. In the world of digital marketing, AI will continue to play an important role, but nothing can replace the creativity and authenticity of human content creation. In a world full of automated content, the best way to stand out is to be human.
