Should I Use AI for Content Creation? Yes - But Use It Well

I’ve had this question come up so often that I’ve decided to start a series of FAQ-style blog posts, where I address recurring queries I hear across my network. This is the first of many, and it feels especially timely.

The short answer? Yes.
The longer, more nuanced answer? Yes – but only if you use it well.

The Great Equaliser… or a Great Divider?

At a UCD alumni event I attended earlier this year, one of the keynote speakers, Robert Guest, deputy editor at The Economist, was discussing AI and its growing role in the global conversation. When tools like ChatGPT first launched, the belief was that they would democratise content creation. Everyone, regardless of background, would have access to high-quality, professional-level content support.

But that’s not what happened. Instead, those who were already ahead, marketers, communicators, strategic thinkers, started using AI more effectively than their peers. The performance gap widened. They knew how to prompt better, edit smarter, and apply the tools strategically to enhance their existing skills.

This is the crux of it: AI can be a game-changer, but only if you use it intelligently.

The Benefits of AI when used Strategically

If you’re thoughtful and intentional in how you use AI tools, the benefits are significant. They can:

• Cut content creation time dramatically

• Speed up brainstorming and ideation

• Help you organise your thinking more clearly

• Learn your tone and preferences over time

But if you lean on them too heavily, or get too lazy, it can backfire:

• Content might not reflect your brand or tone of voice

• It becomes obvious that it was AI-generated (hello, overuse of em dashes!)
  It may even erode trust with your audience
  

How I use AI Tools Like ChatGPT and Gemini

Here’s how I typically integrate AI into my workday:

• Content Ideation: For social media posts, blog topics, email campaigns.

• Presentation Flow: I’ll often ask for suggestions on how to structure key messages or design the narrative arc of a report.

• Competitor Analysis: Creating comparison tables and extracting insights from online data.

• Performance Reports: I upload digital marketing reports and ask AI to identify trends, opportunities, or areas needing attention.

• Content Curation: Sourcing articles, podcasts, or book recommendations on specific topics.

• Summarising Information: Condensing complex or data-heavy info into easy-to-understand takeaways.

I also used Hostinger’s AI website builder to develop my own site, which was incredibly effective for getting started quickly.

And soon, I’ll be using Gemini’s transcription tool via Google Workspace to streamline meeting notes. It shares a full transcript along with a highlight reel of action points for attendees. One colleague I spoke to has taken it further: she uploads her project meetings each week and prompts ChatGPT to generate:

• A progress report

• A delay or risk assessment based on language patterns

• Personal feedback on how she led the meeting

• Suggestions for improving future delivery

That’s the level of strategy where AI starts adding real value.

AI: The Do's and Don'ts

Here’s what I’ve learned about getting the most from AI without losing your human edge:

Do:

• Test multiple tools and prompt styles

• Use your OWN content and insights as a foundation

• Edit the output to match your tone and voice

• Give feedback to refine responses

• Store all project/client interactions in one folder to help it “learn” context

• Talk to others, you’ll always pick up new ideas and smarter approaches
  

Don’t:

• Trust it blindly, your experience and insight are still critical

• Upload sensitive data to open-source tools

• Use it as a replacement for your own thinking - AI should enhance, not replace, your voice
  

Final Thought

AI is not just for content creation, it can help with research, analysis, meetings, and more. But like any tool, it’s only as good as the person using it. When applied with intention and curiosity, it becomes a powerful extension of your skills.

So yes, use AI. Just make sure you are the one steering the process.