Hey team,

This past year AI adoption has exploded, and with good reason, its an incredibly powerful tool that can help you tremendously in many areas of work & life

We’ve even got a client who’s been helping businesses get some really incredible results when it comes to improving efficiencies

But when it comes to content, its often making things a lot worse than you realise

I’m seeing more and more people on social media promote their systems which completely automate the process of content creation, from ideation to scripting to full on creating images & videos to post on social media

And these videos get tones of views because they are the new shiny thing, and they’re rather intricate systems which causes people to watch the content longer which in turn leads to better reach

Often times these posts about ‘my AI content system’ get hundreds of thousands of views

But the content these systems actually produce, is often pretty rubbish because everyone sounds the same

They use the same phrases, the same ideas, the same stats (thats when its not making up false information)

Its the ‘here’s something worth sitting with’ or ‘here’s the harsh reality nobody is telling you’

That just makes the content boring which causes people to keep swiping and not pay attention as they’ve seen it all before

It’s the word salad that sounds just a little too perfect coming from the guy you know would never ever speak like that in person

Your quirks in the way you write or speak is what makes you different, its what makes you stand out and its what makes people choose to pay attention

Its also what makes people not interested in hearing from you, which is also okay, you’re better to have a group of people who really connect with you and a group of people who can’t stand you, then to have a mellow brand everyone ignores because its written by a robot

To stand out in 2026 you need to be good, you need to be sharp, and AI simply isn’t that, its the average of all the content its given, which is just ‘okay’

Now, to give AI credit, there are places you do want to use it

Writing a description for a youtube video? Great, these are pretty meaningless on performance but nice to have, you don’t want to waste brainpower on it

Researching a topic to give you an understanding on a topic in minutes instead of hours? Amazing, use it for research

Giving you some rough content ideas you can then develop into winners? Also good, especially if you’re struggling to get started

Repurposing content to a different platform which you don’t really care about but want to stay active on? Incredible, great use of it

But if you’re genuinely trying to grow an audience, a human being with a real understanding of the target audience and a basic understanding of the platform you’re focused on, will win 10 times out of 10

And in the future this may change, but content is about standing out and grabbing attention, so using the same tool everyone is using to mass produce content, no matter how good, is always going to be a losing strategy (even if in the short term it works)

Use it as a tool to help you, not a tool to replace you

Hope this helps,
Josh

P.S - If you need help growing your business on social media, get in touch with us at cleverpreneur.com