I've been obsessing over AI-generated content, trying to figure out what makes some pieces feel authentic while others feel like they were assembled in a factory.
After weeks of testing every tool and approach I could find, I discovered something counterintuitive: the best AI content isn't trying to sound human. It's actually trying to sound like a specific human.
Most marketers are asking AI the wrong question entirely. They're saying "write content that converts" when they should be saying "help me articulate what I already know in a way my audience will understand."
The difference is subtle but game-changing.
I started noticing patterns in the content that actually resonates with people. It's not the perfectly polished pieces that read like they came from a content marketing textbook. It's the stuff that feels like someone smart just explained something complicated over coffee.
Think about the last piece of content you shared that got genuine engagement. Not just likes and shares, but comments where people said "this is exactly what I needed to hear" or "I've never thought about it this way." What made that piece different?
I bet it wasn't because you followed a content formula. It was because you shared something specific you'd learned, observed, or experienced that your audience hadn't considered before.
That's what AI can amplify. Not your ability to create insights, but your ability to communicate the insights you already have.
Most people are using AI to fill knowledge gaps. The smart ones are using it to bridge communication gaps. They're not asking AI to teach them about their industry, they're asking it to help them explain what they already know better than their competitors do.
This changes everything about how you approach AI tools. Instead of treating them like content generators, you treat them like communication coaches. Instead of asking "what should I write about," you ask "how can I make my expertise more accessible to my audience."
The result? Content that feels authentically you because it is authentically you: just clarified, structured, and polished by AI.
Your competitors can copy your tools. They can't copy your experience. When you use AI to amplify what you uniquely know rather than replace what you should uniquely think, you create something they literally cannot replicate.
The truth is AI doesn't make you authentic. It reveals whether you were authentic to begin with.
