Confession time: AI is the coworker we’ve all secretly wanted. It’s fast, tireless and never steals your lunch from the office fridge. But like any new teammate, it needs training.
Yes, AI can make your content process smoother and more scalable if you are willing to put in a little extra work to guide (and train) it. Too many marketers are still using AI like a vending machine—punch and play—getting mediocre results and not seeing the benefits. We’re here to help you get past the beginner stages of AI usage and become a pro.
Keep reading to learn about the four biggest mistakes we see, and the quick fixes that’ll make AI a reliable creative partner. Don’t skip #2; that one is a frequent offender among many users.
Let’s dive in!
Mistake 1: Over-relying on raw AI output
AI can churn out a decent first draft in seconds, but it should never be your final draft. If you copy and paste straight from the chat window, your content will sound generic and robot adjacent. You don’t want to get caught in the trap of assuming that AI output is “good enough,” when that isn’t necessarily the case.
Content Matterz fix: Use AI for structure, not substance. Ask it to outline, summarize or brainstorm options, then rewrite in your own brand voice. Think of it as a junior writer who’s great at research but still needs a strong editor. If you are struggling, take a break. Go for a quick walk or switch to a different project. A change of scene can bring a fresh perspective.
Mistake 2: Skipping the fact-check
Ouch. This one hurts, especially when you get called out on using bad data. Here’s the thing: AI doesn’t know the difference between a verified statistic and a confident-sounding hallucination. Sadly, this scenario is more common than you might think. People are quick to assume any output is correct, and the internet is now littered with (more) fake news.
Content Matterz fix: Accuracy builds trust, and it’s up to you to be the fact checker in this scenario. Treat every stat and claim as suspect until proven otherwise. Verify through your own research or trusted industry sources. And above all, use your common sense. If it sounds off, it probably is.
Bonus move: Build a shared “fact vault” your team can pull from to speed things up next time.
Mistake 3: Using generic prompts
Garbage in, garbage out. Using a prompt that says, “Write a blog about cybersecurity,” is a recipe for bland content. AI can’t read your mind and isn’t privy to all the information and conversations you’ve had about the task at hand. All it can do is mirror your input. Vague prompts with little to no direction produce content that needs a lot of editing and rewriting.
Content Matterz fix: Don’t be afraid to be specific. Think of your AI tool like a junior colleague. It needs a little extra information to produce something great. Feed it context like audience, tone and format. Here’s an example to try: “Write a 500-word blog for tech marketers on how AI streamlines threat detection. Use a conversational tone that is professional but witty.” The better the brief, the better the output.
Mistake 4: Losing your brand voice
Too often, teams treat AI like a ghostwriter, not a tool. The end result is copy that reads like it came from nowhere. Yes, it’s polished, and maybe even “good enough,” but it’s generic and could belong to anyone out there in the abyss. Our world is already overflowing with “insightful” LinkedIn posts and templated blogs. Going this route is the fastest way to blend in, not stand out.
Content Matterz fix: Treat your brand voice like it’s intellectual property, because it is. Give the AI tool something to work with. If your brand sounds like a friendly strategist who knows how to have a little fun, let the model know. Feed it your tone guidelines, signature phrases and even sample content that nails your vibe. Remember, it’s a junior colleague and you are training it. Providing things like short examples of headlines, intros and transitions that sound “on-brand” will only make the output better.
The most important final step
Even if you follow all the rules, there is still one very important, final step that must take place before publishing your AI-produced content. The final human review. Go old school on this step: read it out loud. Does it sound like how your team talks to a client? Would your CEO or CMO actually say it that way? Would your customers and prospects find it trustworthy and helpful?
If you answer no to any of the above questions, then go back and edit until it sounds like your organization (or you!).
The truth about AI-created content
AI isn’t replacing marketers; it’s replacing our busywork. If used wisely, AI can amplify your creativity. But you need to invest the necessary time to ensure what is being generated is worth using. The goal isn’t to automate content creation; it’s to accelerate it while keeping your strategy, accuracy and brand personality intact. The real magic happens when you combine human creativity with machine efficiency.
AI-generated content FAQ
Q: How much editing should I do on AI-generated content?
A: Always assume at least one full edit for tone, structure, and accuracy. Don’t be surprised if you need to do a few passes, especially if the subject is very specific or technical.
Q: Can AI learn my brand voice?
A: Yes, but only if you feed it consistent examples of your content and tone. A little work up front goes a long way to generating useful content.
Q: What’s one quick win for better prompts?
A: Add audience + format + intent. “Create a LinkedIn post for CMOs about data privacy trends” will always beat “Write a post about data.”