Artificial intelligence has changed how we create digital content. It can now generate articles, social media posts and product descriptions in seconds. This has brought new tools and workflows into marketing teams across industries.
But many businesses are asking what role human writers play. As AI becomes more common, the differences between machine generated and human written content are getting easier to see—and more important to understand.
This article explores where AI fits into the content landscape, what it can and can’t do and how human written blogs continue to offer unique value in digital marketing.
Artificial intelligence started influencing content marketing around 2015. Early AI writing tools focused on grammar correction and keyword suggestions. By 2020 more advanced language models could write short articles and product descriptions. Today AI can write entire blog posts that look professionally written.
About 70% of businesses now use some form of AI in their content creation process, according to the Content Marketing Institute. These tools help with research, drafting and editing.
AI content generation uses machine learning models trained on large datasets to create written content. These models analyze patterns in existing text to predict what words should come next in a sentence. Natural language processing (NLP) is the technology that helps these systems understand and generate human like language.
Common AI writing tools include:
ChatGPT for generating text based on prompts
Jasper for creating marketing copy
Copy.ai for producing various content formats
While these tools are impressive they work by analyzing and remixing existing content rather than creating truly original ideas.
Human written blogs typically outperform AI content in several key areas. These differences become more noticeable when measuring reader engagement and content effectiveness.
Human writers naturally include emotional intelligence in their work. They understand how readers might feel about a topic and can adjust their writing accordingly. For example a human writer discussing job loss will naturally include empathy that AI might miss.
Personal experience: Human writers draw from their own experiences which adds credibility and relatability. A blog about starting a small business written by someone who has done it includes details that AI can’t invent.
Emotional connection: Content with genuine emotion keeps readers engaged longer. Research shows articles with personal stories or emotional hooks get more comments and shares than purely factual content.Human writers can capture the unique personality of a brand. They understand the subtle differences between:
Friendly vs overly casual
Professional vs stiff
Humorous vs inappropriate
AI struggles with these distinctions and may flip between different tones throughout an article.
Human writers also adapt content for different audience segments. They know writing for beginners requires simpler explanations, while content for experts can use industry terminology. AI tends to keep the same level of complexity throughout.
Human writers create truly original content by:
Combining ideas from different sources
Adding personal insights
Creating new analogies or examples
Connecting concepts in unexpected ways
AI generated content recombines existing information rather than creating new perspectives. This becomes obvious when comparing multiple AI articles on the same topic which often contain similar points and examples.
In a comparison test by MARION Marketing, human written content scored significantly higher in readability and engagement. The human writer used conversational language, cultural references and varied sentence structure that made the content more interesting to read.
Human written content builds trust with readers in ways AI content often can’t match. This trust develops through authenticity, expertise and emotional connection.
Authentic voice: When readers sense a real person behind the words they’re more likely to trust the information. Human writers naturally vary their tone, include personal opinions and write with conviction about their topics.
Expertise signals: Human writers demonstrate expertise through specific examples, nuanced explanations and thoughtful analysis. These signals help readers feel confident in the information they’re receiving.
The differences between human and AI content become clear when comparing specific trust factors:
These differences matter because trust influences buying decisions. When readers trust your content they’re more likely to trust your products or services too.
Learning to identify AI generated content helps you understand what you’re competing against. Here are the main differences to look for:
AI writing often contains predictable patterns that human writers naturally avoid.
Word choice: AI reuses certain phrases throughout an article. You’ll notice the same transitions (“moreover,” “furthermore,” “in addition”) popping up multiple times.
Sentence structure: AI paragraphs often follow a similar pattern, with sentences of the same length and structure. Human writing has more variation.
Generic phrasing: AI uses common expressions rather than specific or creative language. For example, it might describe things as “important” rather than using more precise terms like “crucial,” “essential,” or “vital” in the right context.
Human written content includes firsthand experiences or specific insights that AI can’t replicate.
Specific examples: Human writers include detailed examples from their experience: “When I helped a client redesign their website last year, we found that changing the checkout process increased sales by 23%.”
AI generates vague examples: “A website redesign might improve the checkout process and potentially increase sales.”
Opinion and judgment: Human writers express clear opinions based on their expertise. AI presents multiple perspectives without taking a clear stance.
AI sometimes struggles to maintain a consistent voice throughout longer pieces.
Shifting formality: An AI article might start with casual language but switch to more formal phrasing mid-piece, creating an unnatural reading experience.
Context mismatches: AI misses emotional or cultural context, resulting in tone that’s inappropriate for sensitive topics or misaligned humor.
These inconsistencies create a disjointed reading experience that signals computer-generated content.
Many businesses use both AI and human writers to create content efficiently. Here’s how to combine their strengths:
AI for research and ideas: AI tools can gather information quickly and suggest topic ideas based on current trends. They can analyze large amounts of data to find patterns and insights that might take humans longer to discover.
Humans for creativity and judgment: Human writers decide which ideas to pursue and how to present information in original ways. They add personal insights, emotional depth and creative angles that make content stand out.
A balanced workflow might look like this:
Use AI to research topics and generate initial ideas
Have a human writer create an original outline and approach
Draft the content with human creativity and expertise
Use AI tools to check grammar, readability and SEO
Human editor reviews and refines the final pieceThis approach combines AI efficiency with human creativity for better results than either could achieve.
Human written blogs deliver tangible benefits for businesses in several key areas:
Content written by humans keeps readers on the page longer. According to a study by Neil Patel Digital, human written articles had an average time-on-page of 4 minutes compared to 2 minutes for AI generated content.
Human written blogs get more comments and questions from readers. This engagement creates opportunities for conversation and relationship building with your audience.
Social sharing rates are another area where human content performs better. People are more likely to share content that feels original, insightful or emotionally resonant – qualities that human writers naturally include.
Search engines like Google have updated their algorithms to identify and reward high quality, helpful content. Google’s helpful content update specifically targets content created for search engines rather than people.
Human written content tends to keep its search rankings longer. While AI content might rank initially, it often drops in visibility over time as search engines identify its generic nature.
Original content attracts more backlinks from other websites. When your blog provides unique insights or valuable information, other sites are more likely to link to it as a resource which improves your search engine ranking.
Consistent, authentic content builds a loyal audience. When readers connect with your brand’s voice and perspective, they’re more likely to come back for more.
Human written blogs establish expertise in your industry. Over time, readers begin to trust your brand as a source of information and insights.
This trust and connection leads to community building around your content. Readers who feel connected to your brand are more likely to subscribe to newsletters, follow social accounts and recommend your content to others.
Working with good writers helps your business create content that stands out. Here’s how to find and work with writers effectively:
Look for writers with experience in your industry. They’ll understand the terminology, trends and audience expectations specific to your field.
When evaluating writers, review their previous work to assess:
Writing style and tone
Subject knowledge
Ability to explain complex topics clearly
Originality and creativity
Provide clear guidance when working with writers. Include information about:
Your target audience
Key points to cover
Brand voice and tone
Any specific keywords for SEO Marketplaces like Blog Genie connect businesses with professional writers across various niches. These platforms make it easier to find writers who match your content requirements and budget.
Track metrics like time on page, bounce rate, conversion rate and social shares for both types of content for at least 3 months. This will show which one works better for your audience and goals.
Thought leadership articles, personal stories, complex technical explanations and emotionally sensitive topics benefit most from human writers. Content that requires expertise, nuance or emotional intelligence performs better when written by humans.
Small businesses can focus on publishing fewer, higher quality articles rather than high volume. Working with freelance writers through platforms like Blog Genie offers flexible pricing options. Repurposing content across multiple channels (turning one blog post into social media content, email newsletters etc.) also maximizes the value of each piece.
While AI writing tools will continue to improve, they still lack human creativity, emotional intelligence and lived experience. These uniquely human qualities are valuable for creating content that connects with readers on a deeper level. Most effective content strategies now combine AI efficiency with human creativity rather than choosing one over the other.