So, what now? AI is not what we thought it was going to be!

By Anthony Lopez-Rizzo 

-Image from Pixabay -

A stressed small business owner is typing feverishly, sweat dripping down their face. Bills are stacked across their desk, their storefront sits nearly empty, their social media posts barely break 20 likes with zero shares, and they have 10 browser tabs open promising the latest marketing breakthrough. They are desperately trying to keep up in the era of online shopping.

Then they see it: an Instagram Threads post claiming a business owner went from zero clients to 20 in one month by using ChatGPT to improve their marketing. Inspired, they open ChatGPT and type, "Make me a marketing strategy for my business."

Within seconds, they receive what appears to be a perfectly crafted marketing plan.

The next day, they notice three competing businesses on Instagram using nearly identical strategies, similar messaging, and the same style of AI-generated images. Their engagement drops, and comments start calling their content "AI slop."

So, what went wrong?! Wasn't AI supposed to be the golden ticket?!

Not exactly....

AI is one of the most powerful tools available to marketers today, but it is not a replacement for strategy, creativity, or human expertise. AI generates responses by recognizing learned patterns from the information it was trained on and adapting those patterns to your prompt. When businesses rely on the same generic prompts, they often receive similar results.

The businesses that succeed with AI won't be the ones letting it do all the work. They will be the ones using it to enhance their ideas, improve efficiency, and combine technology with human creativity.

Here's how to use AI ethically and effectively without losing what makes your brand unique.

The Elephant in the Room: AI-Generated Content Alone Often Performs Worse

At PitchCraft Media, we tested AI-generated images against handcrafted designs created in Canva on our own Instagram page. We discovered that content created with a human touch consistently performed better. Our designed graphics by Canva received an additional 100-200 impressions in both reach and engagement compared to their AI-generated counterparts, which sat below 50 or less impressions.

In addition, we tested AI-generated writing by comparing blog content created from generic AI prompts with traditional blog writing that involved strategy, editing, and brand-focused storytelling. The AI-generated blogs without the magical human touch received lower engagement and lacked the personality that made our content unique.

The biggest issue was that AI-content it became too generic, images had an uncanny valley feel, and provided low quality work. When we relied solely on AI to create content, it struggled to capture PitchCraft Media's whimsical brand voice, storytelling style, and creative perspective.

AI can help generate ideas, organize thoughts, and speed up the content creation process. However, the strongest content still requires human creativity, brand awareness, and strategic direction.

We cannot stress this enough. Please keep your graphic designers, writers, editors, and local artists; AI programs are tools, not replacements.

AI Is an Assistant for the Assistant

AI is a powerful tool for gathering information, brainstorming ideas, and helping professionals get started on projects. Think of it as a digital mood board that can help organize thoughts, uncover information you may have missed, and provide a starting point for deeper research.

When used correctly, AI can improve workflows by helping with data collection, content planning, and refining searches to cut through the clutter of the Google search engine. It can analyze keywords, summarize documents, identify patterns, and provide quick overviews of complex information.

However, AI should support your expertise, not replace it.A human assistant, strategist, or professional will understand your industry, audience, and goals better than AI. They can identify what information is relevant, determine what needs further research, and apply real-world experience to make better decisions. AI can help you find the pieces, but human expertise is what puts those pieces together.

Better Prompts Create Better Results, But Privacy Still Comes First

Using AI is similar to coding or writing for an audience. The more specific you are and the more context you provide, the better the results will be. Prompts are the instructions you give AI, so it is important to be descriptive and avoid leaving important details open to interpretation. Treat your prompts like you are training a new employee. Provide clear expectations, explain the goal, define the audience, and give enough background information for the AI to understand what you are trying to accomplish.

While providing context is important, you should never include sensitive or confidential information in your prompts. Avoid entering private details such as financial information, Social Security numbers, client information, passwords, or other confidential business data. If you need AI to help edit a document containing sensitive information, redact or remove those details before submitting it.

AI platforms have different privacy and security policies, and some tools may store information in ways users do not expect. Like any online service, there is always a risk of security breaches. Protect your information by treating AI tools with the same caution you would use with any other digital platform.

The Present vs The Future

Finding the balance between AI and human creativity has become one of the biggest hot button conversations in modern business. The question many people are asking is: do we embrace it, or do we throw it away?

With concerns surrounding the environmental impact of generative AI, content ownership, and the potential effects on job security, it is understandable why many people are cautious. We believe many of these problems these programs have created come from unrealistic expectations of what AI should do rather than a realistic understanding of what it is today.

Sometimes, by focusing too far into the future, we overlook the challenges our current actions are creating in the present. AI is a powerful tool, but like any technology, it requires responsibility, strategy, and ethical consideration.

Do we think AI is going anywhere? Oh, Absolutely not.

Do we think there is a healthy way to use these tools? Absolutely.

AI should enhance human creativity, not replace it. When it comes to building a brand, creating a PR strategy, or telling a story that connects with an audience, nothing replaces human understanding, emotion, and honest communication.

If your brand is struggling with PR, marketing strategy, or finding its unique voice, the best investment you can make is partnering with people who understand your story. At PitchCraft Media, we help brands sound more like themselves, create meaningful connections, and make their stories more human. Contact us through our contact page to book a consultation today!