AI Can Write - But Only You Can Make It Matter

There’s a strange tension in the marketing world right now. On one hand, everyone is using AI tools. On the other, many feel uncomfortable admitting it.

There’s still a hesitation to say: “Yes, I used ChatGPT to help with that.” As if that makes the work less worthy. As if using a tool means you didn’t do the real work.

But here’s the truth: AI is here (to stay!), we’re all using it, and that’s absolutely fine.

The real issue isn’t whether you use AI. It’s how you use it.

Too often, we let AI do more than support us. We let it stand in for us. We copy, paste, publish. And in doing so, we risk outsourcing the very things that make our work meaningful: our voice, our judgement, our care.

AI is a tool. Not a team member.

It can help you organise your thoughts, clean up your ideas, and even inspire you. But it can’t decide what matters. It can’t know your brand’s tone, your values, your audience in the way you do.

It can write. But only you can resonate.

This is where our attitude needs to shift. Instead of hiding our use of AI, we need to own it - and get more intentional about how we use the time it frees up.

Because when AI takes on the heavy lifting of first drafts or idea generation, it gives us something far more valuable: space.

Space to reflect. Space to go deeper. Space to explore more ideas, but also to be more selective about which ones make it to your front lines.

This is the real opportunity: to move beyond the churn of content and into clarity of purpose. To spend less time filling the feed, and more time strengthening what we stand for.

So yes, use AI. Embrace it. Let it support you.

But keep your voice at the centre. Because that’s the part no tool can replace.