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Don’t let AI take the YOU out of your content

  • Writer: Bron Jenkin
    Bron Jenkin
  • Aug 7, 2025
  • 3 min read

Updated: Sep 16, 2025


There’s no doubt about it, AI has completely changed the way we work, write and communicate.


Tools like ChatGPT, Grammarly, Canva’s Magic Write and Microsoft Co-Pilot are helping businesses create content faster than ever, reply to messages in seconds and keep those to-do lists moving.


But while speed is a win, connection still matters.


A Few Quick Facts:

(yes – I asked ChatGPT to help me find these 👀)


  • ChatGPT is used in over 185 countries and sees more than 2 billion visits each month.

  • 97% of small business owners say they’re already using AI tools in their workflow.

  • Generative AI is expected to add up to $4.4 trillion to the global economy every year.

  • 1 in 3 marketers now say AI is essential to their content strategy.

  • OpenAI tools (ChatGPT, DALL·E, Whisper and more) now serve over 250 million users worldwide.


That’s huge. And yes… I use it too!


I’ll happily let AI help me brainstorm ideas, get past a blank page or turn a rough outline into something I can work with. It’s a brilliant tool for saving time, but…


It doesn’t mean you’ll connect better!


Why the human touch still matters

Communication isn’t just about words on a screen.

It’s about how those words land.


It’s the way you pick up on the hesitation in someone’s voice and know they need reassurance before they need answers. It’s remembering a client’s big launch date without checking your notes. It’s adding that small line in an email that makes someone feel seen – not just responded to.


That’s the part AI will never get.

Sure, it can give you a neat draft in seconds, but it can’t feel the heartbeat behind your business. It doesn’t know the in-jokes, the values you hold tight or the way you make people exhale because they know you’ve got it covered.


Spotting AI from a Mile Away

I can usually tell when something’s been written entirely by AI.

It’s not that the information is wrong, it’s just… lifeless.


Some dead giveaways:

• Sentences that are a little too tidy and evenly structured

• Filler phrases like “In today’s fast-paced world…”

• Every paragraph ending like it’s been wrapped in gift paper

• A tone that never changes: no humour, no quirks, no unexpected moments


It explains, but it doesn’t connect.

And don’t get me started on the dreaded em-dash.

(If you’ve been here a while, you’ll know it’s my editing nemesis!)


How I Use AI at willowby.

I’m all for tools that make life easier and AI is one of them.


Sometimes it’s my brainstorming buddy, helping me spark ideas when the tank feels empty. Other times, it helps sift through research or turn a messy brain dump into a starting point.


But the real work – the part that matters – happens after that.

That’s when I layer in you.

Your voice. Your people. The tiny details that make it feel alive.


Because in a world full of “good enough” content, the human bits are what make it unforgettable.


The Takeaway

Let AI help you get started.

Let smart tools save you time.


But make a commitment to yourself today that you won’t just copy and paste whatever an AI tool gives you. Take the time to make it yours. Add your voice. Bring in your perspective. Include the little details only you can share.


Your content will resonate more deeply and reach further – when it sounds like you 💛


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