Why AI alone can’t create social content that drives business impact

Everyone is talking about AI right now, figuring out the best way to use it to drive efficiencies, create content, or even act as an extension to their team.

While its use for supporting productivity in many aspects is a no-brainer, it’s vital to constantly question the impact on the quality of what we’re creating, especially since we’re seeing more brands experiment with using AI to write their social media posts. Sure, it can produce content in seconds – but speed isn’t everything if the content isn’t good or doesn’t land. And it’s no substitute for the thinking, tone and strategic instinct our creative copywriters bring to social content…

The problem with AI-only copy

If you’ve ever read an AI-generated caption and felt it lacked something, you’re not alone.

AI, by design, relies on the data on which it’s been trained and on what it can learn online. That’s why it’s often full of clichéd sentence structures – a steady stream of buzzwords and generally safe phrases. This leaves the content feeling empty. Without the human touch it lacks the nuance and perspective that makes the content relatable and engaging, while insightful – the kind of stuff people follow brands online to see.

And the risks aren’t limited to brands. Just recently, two Premier League footballers were ridiculed for posting almost word-for-word farewell messages on Instagram. Crystal Palace signing Christantus Uche and Wolves departee Fabio Silva both shared emotional goodbye posts that quickly turned out to be near carbon copies – right down to the “from the bottom of my heart” sign-off. Fans quickly spotted the duplication, mocking the players for letting a chatbot do the talking.

So, while AI-generated content might be quick and polished, it can also come across as generic, impersonal and – when duplicated – downright embarrassing.

Audiences notice straight away. The giveaways are obvious – and become even clearer once you know what to look for.

Here are just a few of the AI tells on social media our team can spot from a mile off…

• Generic tone of voice: AI aims for clarity, neutrality and broad relatability, so it writes for the broadest possible audience – avoiding phrasing that real people use more casually.
• Repetitive opening/closing sentences: AI tends to avoid risk, so doesn’t know how to give sharp opinions, show natural humour or unique insight. That’s why the start and end of AI social posts don’t add real value.
• Forced enthusiasm: Due to its risk-avoidance algorithm heavily favouring positivity over negativity, it often goes overboard.
• Lack of opinion: It tries to avoid saying something wrong, which translates into vague and bland language.
• Repetitive phrasing: It leans on common phrasing sequences, which almost become a default template when writing for social.

And that only scratches the surface…

Speed doesn’t equal substance

Having got to this point, you may be starting to think we’re anti-AI when really, we’re quite the opposite and it’s embedded into many of our workflows.

There’s no denying AI is a useful support tool. That’s why we’re testing its potential across our business with our AI Hub – from creating AI-powered video content in our film team, to tools that speed up the research, to finding new ways of identifying influencers.

There are some ideal use cases for AI in content creation: supporting initial concepting, helping to refine ideas, checking grammar, or even for breaking through writer’s block. However, what AI delivers is never the final product. Because, while the efficiency AI brings is a big selling point, it just can’t write creatively with the same style, emotional relevance and insight as a person.

Creativity and strategy still win

One thing that hasn’t changed is what good looks like.

A people-powered approach will always be our north star for writing copy that builds connection, drives action and stays true to a brand’s voice. By people-powered, we mean putting human creativity, emotional intelligence and strategic thinking at the heart of content creation – and using AI as a tool to support, not to replace.

To do this well, brands need people who understand how to write for social – people who can bring nuance, cultural relevance and brand distinctiveness to every post.

We help brands get the best out of both worlds, so they can drive efficiencies while delivering high impact content. If you’re trying to strike this balance, we can run an AI for Content workshop that gives your team the practical tools and support needed, so they can use AI without losing the human element that makes content great.