Boost your content with AI: smarter, faster and … still human.

"AI isn’t going to steal your job, but someone who knows how to use it might." This quote from US economist Richard Baldwin really nails how we should approach AI: not with fear, but with an open mind. Let’s be real: AI is here to stay, so why not team up with it to create strong, reliable, and most importantly, human content in the smartest way possible?

The indispensable human touch

Reliable and human content sounds great. But content generated by an AI language model can’t really compare to the text an experienced flesh-and-blood copywriter creates, can it? Absolutely right: AI is a tool to help you do your job more efficiently – think of it like a hardworking assistant – but it’s not a magic fix that makes copywriters and content creators redundant. To deliver quality work, you’ll always need that human touch.

What is AI good at, and what’s it (still) struggling with?

Need a bunch of variations for a catchy tagline? AI’s got your back. Looking for a fresh angle for your next marketing campaign? It’s on the way, in a jiffy. But … the quality and reliability won’t quite match yours, with your years of experience, tons of expertise, and hours of research. AI content tends to be vague, generic and clichéd. And that’s because it’s a language model that has been trained to spot patterns. Which basically means that it predicts the next word based on data, which often leads to generic results. Need texts that feel like they’ve been written by an actual person? Then it’s up to you to make sure the final AI output gets the human treatment.

AI copy checklist to humanise your content

Content

Is the information accurate? Are the conclusions correct?
Is everything relevant, or can I cut some parts?
Is anything important missing?
Does it showcase expertise that adds value?

Form

Is the language clear and inclusive?
How can I make the text more personal?
Does the copy convey emotion and empathy?
Does it reflect the brand’s identity?

How to prompt like a pro

A good prompt will save you time and effort—it gets you a personalised, spot-on result in the right tone straight away. The more detail you give, the better the AI’s response. So, pack in as much context as possible. Gather all the key info, create a clear persona, and be super specific with your instructions. It’s simple: the clearer your prompt, the better your results will be.

The AI showdown: picking the right tool for the job

The big question: which AI tool is the best choice? Well, there’s no easy answer — these tools are all evolving at lightning speed. ChatGPT is often seen as the most versatile, but is it the best fit for you? That depends on what you need.

If top-notch writing quality is your priority, ChatGPT, Gemini (Google), and Claude (Anthropic) are solid choices. ChatGPT and Gemini give you detailed responses, while Claude tends to be more concise. Looking for reliability? Gemini, Copilot (Microsoft), and Perplexity provide source links for extra credibility. Want AI-generated images too? ChatGPT, Gemini, Copilot, and the European model Le Chat (Mistral) will create them for you, on the spot.

Bottom line? Dive in, test a few, and see which one works best for you!

Your brand’s personal AI assistant

If you’re using AI regularly, it’s definitely worth creating a custom copywriting assistant. Most paid versions of AI tools offer this feature. A tailored assistant is trained with countless examples of brand-related content and gets to know your brand inside out. It understands your content and writing style expectations, so you won’t have to keep entering the same information into your prompts for every new job.

At iO, we’ve already built AI assistants for clients who need a lot of content. Big, recurring copywriting tasks are perfect for tapping into the power of an intelligent assistant. Since we’ve set up this way of working for them, these clients have saved hours of time (and buckets of sweat!) creating high-quality content.