Dear Dex,
Lately, I’ve been feeling like I’m in a toxic relationship with my AI writing assistant. We started off so strong. It was a whirlwind of efficiency—drafting outlines, churning out social media copy, and even rewriting a few blog posts that were languishing in my drafts folder. My content pipeline has never looked so healthy.
But here’s the kicker: my content ROI is…stagnant.
I’m publishing more than ever. The SEO scores are green, the keyword density is on point, and the readability is apparently A+. So why aren’t these posts converting? Why are my leads still trickling in at the same pace, despite the massive uptick in output?
It’s like my AI is a master chef who only knows how to make beige food. It’s technically perfect, nutritious even, but it lacks flavor, a certain… je ne sais quoi. It’s missing the human touch, the weird analogy, the slightly off-kilter perspective that makes a piece of content memorable and authentic.
I’m starting to wonder if I’ve fallen into a classic content trap. By prioritizing quantity and “best practices” as defined by an algorithm, have I sacrificed the very thing that builds trust and drives results? Is the connection between content ROI and using AI an inverse one? Am I actually diluting my brand’s voice with every perfectly polished, soulless post?
Should I break up with my AI assistant, or is there a way to make this relationship work? How do I harness the power of AI for efficiency without losing the soul of my content?
Sincerely,
ROI-Anxious
Dear ROI-Anxious,
This is one of the most honest and insightful letters I’ve received in a while. You’ve perfectly articulated the central paradox of AI in content creation: it’s a productivity superpower that can, if you’re not careful, strip your work of its very soul.
The connection between content ROI and using AI isn’t inverse; it’s conditional. AI isn’t the chef; it’s your sous chef. It can chop the onions, knead the dough, and prep all the ingredients with lightning speed. But you’re still the head chef, responsible for adding the spices, tasting as you go, and ultimately, deciding what goes on the plate.
Your problem isn’t the tool; it’s how you’re using it. You’ve outsourced the creative thinking along with the menial tasks, and that’s where the “beige food” comes from.
So, don’t break up with your AI assistant. Fix the relationship.
A 3-Step Plan to Save Your Content
1. Stop Starting from Scratch with AI
Right now, you’re likely asking your AI to “write a blog post about X.” This is the fastest way to get generic, bland content. Instead, think of your AI as a powerful brainstorming and structuring partner.
Try this instead:
- Brainstorming. Prompt the AI to generate 10 unique angles or provocative questions about a topic. You might find a human-centric idea you’d never have thought of on your own.
- Structuring. Use the AI to create a detailed outline, complete with subheadings and bullet points. This saves you time on organization, leaving you more time for the actual writing.
- Drafting. Feed the AI your initial messy, raw thoughts and ask it to polish them into a readable first draft. It can fix grammar and flow, but the core idea—the “flavor”—is still all yours.
2. Embrace the “Human-in-the-Loop” Method
This is the most crucial part. The ROI comes from the connection you build with your audience, and that connection is forged through authenticity, not algorithms.
- Add Your Stories. After the AI drafts a section, go in and replace a bland sentence with a personal anecdote. Did a customer say something funny about this problem? Did you have a frustrating experience that perfectly illustrates the point? Your unique stories are the spices AI can never find.
- Refine the Voice. An AI will always default to a neutral, textbook voice. Read the entire draft out loud. Does it sound like you? Where can you inject more of your personality, your specific brand of humor, or your core values? Edit for voice, not just for grammar.
- Write the Intro and Conclusion Yourself. These are the most important parts of a piece of content. The intro hooks the reader and the conclusion calls them to action. Don’t let an AI handle these. They’re your handshake and your final word.
3. Redefine “Efficient”
Efficiency isn’t just about publishing more posts. It’s about publishing the right posts—the ones that resonate, build trust, and ultimately drive conversions. The ROI isn’t in the number of articles you produce; it’s in the depth of engagement each one creates.
Use AI to handle the tedious stuff so you have more time for the strategic and creative work: researching a topic deeply, interviewing a subject matter expert, or just spending more time crafting that perfect, memorable analogy you were talking about.
Your AI assistant is not your competition; it’s your collaborator. When you combine its speed with your soul, you won’t just increase your content output—you’ll create content that actually works.
Stay genuine,
Dex
