Since AI can write faster than people, I don’t need my team, right?

Dear Chatty,

I just laid off most of my content team. AI can write faster than people can, and it never complains or misses a deadline. The few people I kept seem stressed and are asking about things like “judgment” and “voice.”

I’m about to can them all if they don’t get on board. I’m right, right?

Best,
Running Lean in Lancaster

Dear Running Lean,

No, you are so not right. What you are is lucky to have a team who cares about your audience –  apparently more than you do.

Let me help you understand what AI can do and what it can’t.

It can put words on a page. It can follow instructions (usually). It can hit a deadline and produce volume on demand.

But here’s what it can’t do: It can’t know when it's wrong. It can't protect your brand or your reputation. Most importantly, it can't care whether your content does its job or just fills space. Only humans can do those things.

AI belongs in your workflow. It does not belong in charge of it. The people asking about judgment and voice aren't getting in the way of your AI strategy. They are your AI strategy. Without them, you don't have a content operation. You have a publish button.

 ~ Chatty

--
Dear Chatty is an advice column for AI and content dilemmas from Kristen Kent at Evergreen Content Ops. Clear answers. No panic. No BS.