The Three Rules of Content in the AI Era
Recently I began interviewing the best content creators I could find. Six interviews into my journey, a few things are jumping out at me and none of them have anything to do with AI.
The content that changes the game cannot be synthesized. Why not? Because we all can spot the vague, artificial quality when we see it. The difference is akin to having a desk made of wood versus a desk made of plastic. I am not a luddite. AI can absolutely help as a thought partner, editor and source of critical feedback, but if you think you’ll go from underdog to master in your space by asking AI to step in for YOU, the real YOU, then an underdog you will remain.
The AI era has transformed the way we create, manage, and distribute content, but what has not changed? The need for trust. As generative tools flood the landscape with unprecedented volumes of text, visuals, and video, the differentiator is no longer just speed or scale. The question now facing content leaders is more existential: how do we ensure our brand still sounds like us, and not just like everyone else with a prompt and a pulse?
The answer, surprisingly, has less to do with algorithms and more to do with leadership.
I often share a content philosophy that’s helped drive both my own businesses and those we serve: simple in concept, powerful in execution. It goes like this:
- Have something great to say. (And by great, I mean authentic)
- Say it well.
- Say it often.
This three-part framework predates AI, but it now serves as the perfect litmus test for integrating it. While AI can accelerate the how, it can’t define the what or the why. Those are still human jobs—and critical ones at that.
Great Content Starts with Your Experience
I had a recent conversation with a guy who decided to post his personal private journal of everything he did during the COVID era and as a stock trader, posted his trades, financial positions and results. It is a 20 page read. It’s one of the most read pieces of content in his industry.
Large language models are exceptional at predicting language patterns, summarizing data, and surfacing insights. But they do not hold convictions. They don’t know your customer’s emotional nuance. They don’t take creative risks or account for reputational stakes. They don’t take a stand and they sure as hell are not going to reveal personal life experience.
Salesforce’s 2024 Generative AI Snapshot shows that 75% of marketers are now using AI tools in their workflows, yet only 39% say they fully trust the content those tools produce without human review. That number is even more telling when paired with the finding that 71% of marketers cite “maintaining brand voice” as one of their top concerns.¹
Why? Because while AI can generate, it doesn’t originate. It can inform, but it doesn’t lead. It mirrors what it’s seen; it doesn’t make meaning out of ambiguity.
That’s why “having something great to say” remains the non-negotiable foundation of any content strategy. If your ideas are weak, recycled, or generic, AI will only multiply the mediocrity. On the other hand, if your ideas are bold, relevant, and differentiated, AI can become your amplifier.
Before reaching for prompts, content leaders must get clarity on positioning. Who are you speaking to? What matters to them right now? What are you willing to say that others in your space won’t? These aren’t just messaging questions, they’re strategic ones. And AI can’t answer them for you.
AI Is Your Co-Creator, Not Your Brand Strategist
Where AI does shine is in the execution of that message — helping us “say it well” across formats, languages, and contexts. The right tools can transform long-form insight into LinkedIn posts, emails, or short-form scripts. They can adapt voice across global markets or offer alternate structures for clarity. When paired with the right prompts and strategic oversight, AI can become the content team’s most versatile creative assistant.
Yet even here, trust can’t be outsourced. Audiences can spot content that’s synthetic, misaligned, or tonally off. AI hallucinations are real, and while improving, they still present reputational risk. HubSpot’s State of Marketing 2024 found that while 64% of marketing leaders say AI helps their teams create content faster, only 33% feel confident in its ability to generate emotionally resonant messaging. In interview #4, my interviewee found that sexual innuendo and humor were some of his best attention grabbing tactics. AI will clean all of that up.
This is where human judgment remains essential. AI can propose. But leaders still need to review, refine, and, ultimately, maintain their unique voice.
For teams just starting to integrate AI tools into their creative workflows, a best practice is to build an internal “prompting playbook” as a collection of brand-aligned examples, guardrails, and tone parameters that allow consistency across outputs. Prompting isn’t just technical. It’s strategic. The better the inputs, the more brand-aligned the results.
Scale Without Losing the Signal
Once your ideas are sharp and your voice is defined, the final challenge is consistency. “Say it often” isn’t about flooding the internet with posts but rather it is about building presence, familiarity, and resonance. In this, AI-enabled platforms provide a powerful foundation. With content velocity increasing and customer expectations rising, manual workflows are no longer sustainable.
That’s what a true platform should do: not replace your storytelling, but scale it with precision. By centralizing assets and integrating AI for repurposing, timing, and distribution, leaders can ensure that every touchpoint reflects a unified message across departments, geographies, and formats.
And yet, while automation supports consistency, it cannot manufacture trust. That’s earned through transparency, emotional relevance, and follow-through.
The Donkey in the Lion’s Skin: A Parable for Our AI Moment
There’s an old Aesop fable I often share: a donkey stumbles upon a lion’s skin, puts it on, and instantly commands the respect of every animal in the forest. That is, until he opens his mouth to bray. In that moment, the illusion breaks, and so does the trust.
The lesson isn’t “don’t try to be more than you are.” The lesson is that once you decide to lead like a lion, you can’t afford to sound like a donkey.
AI tools can help you look polished, scalable and always-on. But without intentional leadership, strategic clarity, and ethical execution, the roar eventually sounds hollow. In interview #2, my guest said “No one gives a shit about your facts and figures. Focusing on what the customer needs RIGHT NOW is the thing that matters.”
In an era where AI can generate near-limitless content, the brands that win won’t be the loudest, instead they’ll be the most consistent, the most human, and the most aligned between what they say and how they act. Trust is no longer a value-add. It’s the strategy.
So sure, use AI. Embrace its potential to enhance ideation, accelerate delivery, and extend your voice. But do so anchored in meaning. Use it to elevate your message, not replace your voice.
Because the lion isn’t the platform. The lion isn’t the model. The lion is you.
Be the leader bold enough to step forward with clarity, integrity, and something worth saying. Be bold. Be authentic. Take chances and then scale the hell out of THAT and you will be the lion!
