Mumbai: Since the arrival of Chat-GPT, the B2B industry has entered a disordered state. The AI boom around content, especially in 2024, forced business owners to face challenging uncertainty with AI tools. With plenty of tools at their disposal and cost-cutting opportunities, many decision-makers moved on to a hasty AI adoption.

This led to an intrinsic battle within companies, as the impact of AI adoption led to issues slightly predicted before—fading brand voice. Even today, many Founders confuse the implications of AI as a means to welcome and offer cost-cutting benefits. On the other hand, the need for authenticity has accelerated, and creative support has been necessitated. It’s easier to say that a love-hate dynamic exists among Founders, Entrepreneurs, Solopreneurs, and many Consultants.

Triggers that scream AI content.

In fact, AI-generated content has done more damage than benefit, as many buyers are now more informed than ever. Whenever they encounter a phrase that starts with elevate, revolutionize, evolve, or my favourite—" Imagine this, Picture This, Enhance, Elevate,…and multiple more," the brows of customers are arched, and they instantly disconnect. This growing buyer scepticism is not just a concern; it's a pressing issue that needs immediate attention.

But is this struggle confined only within the walls of businesses? In this 3-minute read, we explore the effects of AI-generated content today.

Impact of AI-Generated Content:

Erosion of Authenticity: One of the core principles of content marketing is authenticity—creating genuine, valuable content that resonates with the audience. However, AI-generated content (at present) lacks the human touch that lays the foundation for deeper connections with clients. While AI can mimic human language, it struggles to replicate the nuanced understanding, empathy, and creativity that comes naturally to human writers. This results in content that feels generic, robotic, and impersonal, failing to engage audiences meaningfully.

A study by the Content Marketing Institute found that 65 per cent of consumers can tell when content is AI-generated, and 57 per cent of those consumers are less likely to engage with it. This highlights a significant trust gap that AI has yet to bridge.

Turning B2B into a Marketplace: If writers can create copies that sell Louis Vuitton, then AI-generated content can only sell the second copy. The unique value proposition and branding efforts that human writers bring are irreplaceable. While efficient, AI tools tend to humanize content, making it difficult for brands to stand out in a crowded marketplace. This reduction in uniqueness turns B2B platforms into mere marketplaces where distinct brand voices are drowned out by generic, algorithm-driven content.

A survey by McKinsey & Company revealed that 58 per cent of B2B buyers believe that content quality has decreased since the widespread adoption of AI tools. Furthermore, 62 per cent of those buyers expressed frustration over repetitive and uninspired messaging that lacked the depth and personalization they seek.

The Cost of Replacing Creativity: Is AI-generated content truly a solution to rising costs, or is it merely a convenient excuse to replace the creative minds within a company? If AI is indeed replacing human creativity, then it's a clear sign that the company's revenue graph could be more in the green, but at what cost?

Replacing human creativity with AI might save money in the short term, but it sacrifices the depth and richness of human insight and innovation. Content created by humans is imbued with cultural context, emotional resonance, and the ability to tell a story that truly connects. AI, as advanced as it may be, still struggles to emulate these elements convincingly.

Here’s a statistic to support this---” Gartner's research indicates that companies that rely heavily on AI-generated content see a 33 per cent lower engagement rate than those that balance AI tools with human creativity. Additionally, businesses prioritising human-driven content experience a 20 per cent higher conversion rate, underscoring the importance of the human touch.”

Final Words

While AI and content tools can significantly enhance efficiency and scale content production, they should be seen as supplements rather than replacements for human creativity.

The balance lies in leveraging AI to handle repetitive tasks and data analysis while allowing human writers and marketers to infuse content with authenticity, creativity, and emotional depth.

Ultimately, content marketing should aim to build lasting relationships, not just churn out content. Authenticity, creativity, and the human touch will always be the pillars upholding the true meaning of content marketing. As we move forward, finding the right blend of AI and human creativity will be key to preserving the essence of content marketing in the digital age.

The statistics and findings above are a stark reminder that while AI can be a powerful ally, the human element truly drives engagement, trust, and conversion. AI should augment our efforts, not replace the heart and soul of content marketing.

This article has been authored by Startup Evangelist and Entrepreneur author Shruti Kaushik