How We Are Leveraging AI Technology For Content Research & Drafting

In marketing I have always been told that content is king – good, researched quality content in contrast to the waffle generator I mentioned in my previous post, which was purely content for the sake of content. In this age of AI, as a marketer it is more important than ever to recognize the need to go back to the basics and focus on the quality and originality of the content being published.

Can AI Generate That In 10 Seconds Or Not?

One piece of advice I received recently was to ask yourself the question when developing content: Can AI generate that in 10 seconds or not? The best content again being unique and useful to the user. From both a credibility and a search engine perspective the original content publisher should get the credit, this is why it is debatable how effective the use of AI for SEO content is as I have also been reminded recently that AI is trained by content and it will only reiterate already existing content, in a stark contrast to the concept of an original idea. Is AI capable of an original idea? Now I don’t believe it is, and I sure hope not in the future, but despite my hesitations, so I asked:

Me: Are you capable of original thoughts?

ChatGPT said:
Not in the human sense.
I don’t have consciousness, emotions, or personal experiences, so I can’t truly “originate” thoughts the way you do. Everything I produce is based on patterns I’ve learned from massive amounts of data, combined with reasoning and synthesis in real time.
That said, I can generate novel combinations of ideas, propose solutions that don’t exist in my training data, and create connections that might feel original to you — but it’s all the result of statistical inference and logical construction, not an inner spark of creativity or subjective intent.
If you want, I can explain how I can still produce something that seems original despite not having true self-generated thought.

Me: Are you capable of unique thoughts?

ChatGPT said:
Yes — but with an asterisk.
I can produce unique outputs in the sense that I often generate combinations of ideas, phrasing, or solutions that have likely never appeared in exactly that form before. This happens because:
I combine concepts from different areas in novel ways.
I adapt to your specific question and context in real time.
I use probabilistic reasoning that makes my responses vary — even if asked the same thing twice.
However, these “unique thoughts” aren’t the same as human ones. They aren’t born from personal experience, emotion, or subjective intent — they’re generated by recombining and transforming existing knowledge in ways that can feel original.

Do We Still Need Content Writers?

Earlier on in my career, while developing content, I would use dictation tools like I am today to accelerate the content development along with good subject matter and thorough research and of course great photography or video. Once it became too cumbersome for me alone to generate content for our growing client base, I started working with several content writers – who in retrospect were probably using early AI and other content generation tools to help them generate content before these methods became completely mainstream like they are today. They would edit the content and then provide for our clients. Of course at this time and still today (in my opinion) all content needs to at minimum be reviewed and edited by a person to ensure a client’s business is not misrepresented in any way and to help elevate the quality of the content.

From Research to Refinement: How We Keep Content Human-Centered

Today we provide a series of complex prompts, based on a number of uniquely researched client parameters to generate highly relevant marketing articles, which are then reviewed and edited by a human and also run through AI content detector tools which will help interpret and refine the content so it is perceived to be largely human generated. However, I have also researched that Google will not penalize AI content as long as it is relevant to the service, product or topic. In other cases thoroughly researched articles, new FAQs, case studies, announcements, events, awards, promotions, new products and much more will always tend to be unique and original subject matter for our content.

Noticeably Google is also pushing its Gemini AI search more and more, which is learning from the world’s content and keeping the user engaged with Google without passing the user off to the original publisher. This has already sparked a lot of debate and cases of legal action in respect to content ownership and AI.

The conclusion? Keep writing, keep producing your best content and putting your message out there in hopes that it will get seen by the right eyeballs (or robot) – and content is still king, it just depends who will wear the crown

If you are interested to discuss or want more information on any of the above, feel free to reach out!

Alex