Written by Rob O’Regan
AI is reshaping content marketing in ways we couldn’t have imagined just a few years ago. Automated content generation, predictive analytics, and personalization at scale are now the norm. But as powerful as AI is, human intelligence still plays a critical role in crafting stories that resonate with human emotion.
GenAI, despite its impressive capabilities, still struggles with original thought and nuanced storytelling. In the Content Marketing Institute’s 2025 B2B Content Marketing study, 81% of marketers said their teams are using GenAI tools, but just 17% rate the quality of content generated by AI as excellent or very good.
The most successful content marketing still relies on experienced professionals who can think strategically, challenge assumptions, and inject a brand’s unique perspective into the content they’re creating. The future of content marketing isn’t AI versus humans—it’s AI enhancing human creativity. Adopting a liquid resource model that blends and scales the expertise of humans and AI will help brands stand out.
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