24/08/2026
Everyone in digital marketing knows this pain.
People think ChatGPT is a magic wand when it comes to social media.
“Write me a social media strategy for my underwater wood welding business.”
And there it is. 30 pages of seemingly brilliant strategy, confidently telling you exactly what you should post, who you should target and how you’re going to take over the world.
There’s just one problem. Most of it is probably bo****ks.
Just because something is delivered with confidence and conviction doesn’t mean it’s right. Give AI very little context and it’ll happily fill in the gaps. It makes assumptions about your business, pulls together what it thinks sounds right and presents it back to you like it’s just cracked the Da Vinci Code.
And because it sounds convincing, people trust it.
That’s where you end up with content where the tone is wrong, the messaging is wrong and the brand voice sounds absolutely nothing like the actual business. Even worse, it starts sounding exactly like every other business using ChatGPT in the same way.
People are already seeing through it. They’ll scroll straight past another generic AI poster or a massive caption packed with emojis, buzzwords and those bloody — dashes.
I’ve said this to clients for years: people buy from people.
That was relevant before AI, but I think it matters even more now. The businesses that are willing to show some personality, have opinions, sound human and actually show the people behind the brand are going to stand out massively in a sea of AI-generated crap.
And I’m not saying AI is useless. Quite the opposite. I use it all the time.
AI is like a paintbrush. Put it in the hands of someone who understands the business, the audience, the brand and what they’re actually trying to achieve, and you can create something brilliant.
Put it in the hands of someone with no strategy, no creativity and no idea what they’re doing?
It’ll look like someone’s thrown up on the canvas. 😂
Use AI. Just don’t let AI replace the human bit.
