Creating Content With AI

AI Strengths

• speed/efficiency

• Variation and testing

• Structure and formatting consistency

• Personalization

• Idea generation

• repurposing/rewriting

• Language assistance

AI Weaknesses

• Trust and accuracy

• Nuance/Empathy

• Strategic thinking/reasoning

• originality/creativity

• Ethical and legal compliance

Balancing AI with Human Touch

Using AI to help with the how and what, while humans decide the why and who. Humans make sure AI's work is relevant, ethical, and matches the brand's goals. 

AI =

How and What

Humans Touch =

Why and Who

Balancing AI with Human Touch Example

AI generates ideas for a marketing campaign, but a human chooses the best idea, checks the facts, and makes sure it fits the brand's voice and goals. 

Content Briefs

is a plan that explains what content should include and its goals. 

AI role in Content Briefs

• organizes notes

• suggests outlines and CTAs

• simplifies research
  
  

Human Role in Content Briefs

• Validate goals and KPI’s

• Add real brand messaging

• Suggest tone variations

AI Role in Drafts and Variations

• Writes first drafts based on your brief

• Creates multiple versions

• Generates alternative headlines, subject lines, or hooks

• Suggests tone variations

Human Role in Drafts and Variations

• Fact check, refine for nuance, inject brand personality

• Merge ideas from different variants into one cohesive version

• Eliminate generic phrases - “AI filler”

CRAFT Formula

A method for writing clear AI prompts to get better results. 

• Context = What's happening?

• Role = Who AI acts as?

• Assets = What information AI should use?

• Format = How should it look?

• Tone = How should it sound?

C in CRAFT

Context: define the situation clearly

Context Example

• I'm launching a new clothing brand and want to promote it on Instagram."

• You're telling AI what is happening and what you need help with.

R in CRAFT

Role: assign the AI a professional identity

Role Example

• Example: "Act as a social media marketing manager."

• You're telling AI what type of expert to be.

A in CRAFT

Assets: provide reference material on inputs

Assets Example

• Example: "Use these product descriptions and customer reviews."

• You're giving AI information to work with.

F in CRAFT

Format: tell the AI how to structure output (bullets, tables, lists, etc)

Format Example

• Example: "Give me 5 Instagram captions in a numbered list."

• You're telling AI how to organize its response.

T in CRAFT

Tone: define personality and constraints

Tone Example

• Example: "Make the captions fun, trendy, and friendly. Avoid complicated words."

• You're telling AI what personality or style to use.

Core Principles of Ethical AI Use

1. Transparency:

2. Bias and Fairness:

3. Disclosure and Activity

Transparency

Disclose when AI is used in customer content or decision process

- Example: A company uses an AI chatbot to answer customer questions and tells customers they are talking to AI instead of a real person.

Bias and Fairness

Review AI output for stereotypes of exclusionary language

- Example: AI creates a job advertisement that suggests only men should apply. A human reviews it and changes the wording so everyone feels included.

Disclosure and Activity

Be clear with clients or audience when AI contributes to deliverables

- Example: A marketing agency uses AI to create an advertisement for a client. The agency tells the client AI was used and takes responsibility for checking that the information is correct.