If there’s one thing corporate is investing in right now, it’s people AI. More specifically, AI-created content, marketing, strategy, you name it. And, each day, we are witnessing an increasing rate of slop. On the surface, this seems like a good thing. But one must take a step back and marvel at: who is running this content ecosystem, and where is the oversight?
Beyond content creation, AI is causing major upset in the job market. We are watching entry-level and seasoned employees around the world face the chopping block. Gen Z, Millennials, Gen X, Boomers? All of the above. And the reasoning runs the gamut, ranging anywhere from “corporate restructuring” to “lack of work”, but what are employees actually facing? The truth is, the failures stem from the same root: removing humanity before the system was ready.
We are in the midst of one of the greatest mass layoffs in the last 15+ years. This is especially true for those in marketing, writing, and beyond. It’s like corporate woke up one day and decided, “we have AI,” and laid off thousands of employees. But the ends aren’t justifying the means here, and this is why: AI fails at oversight. While it’s true, AI can churn out text on a page more quickly than a human, it can’t make it genuinely unique, original, or even good.
Humanity: the missing dimension
Some countries are quickly recognizing the problem, and stepping in with new regulations. The UK, Japan, and Singapore, are just a few examples of those putting things in motion before AI becomes a problem for their citizens. For example, because it was already happening a few years ago, Chinese courts are making strides to illegalize the AI replacement of human workers according to Fisher Phillips. Meanwhile, the US is accelerating AI displacement without addressing the oversight gap that other nations are preparing for.
The conversation of “what happens to humans when AI takes over” is not a new concept. And the fearmongering only makes progress more difficult. But it’s hard to argue for the use of AI tools, when it’s currently threatening livelihoods of its human counterparts. And, if AI is allowed to continue replacing workers faster than creating roles, we’re not just facing a content problem, but an economic one.
Where oversight matters most
So, what’s the point in all this? AI is at the helm of search engines, in fact they flipped the script by enabling AI chat-based search. Furthermore, there’s the overreliance on AI to not only research, but write content and create “thought leadership”. It’s created its own AI ecosystem in that, you’ll use it to write content, but also use it to search content. But also get dinged for AI slop. Yet, there will be no humans left to make corrections. Make it make sense. As things stand, AI content is already circular:
- Created by AI
- Searched on AI
- Targeted to AI
- Validated… by AI?
The fragile edge: expertise matters
This breakdown becomes more visible in technical industries. Here, it’s important to build true thought leadership with Subject Matter Experts (SMEs). Their hands-on experience with products, solutions, and problems is relied upon and often praised. Those in engineering and sales, who are trained well, frequently visit jobsites to address issues on the spot. And that company’s approach to technical content should reflect this level of expertise. To guide readers through problem unawareness, to solution awareness, in a logical, human framing.
And, while AI can provide assistance in research, segmentation, audience, and more, it lacks that in-person, contextual awareness SMEs provide. In essence, SMEs provide the oversight AI cannot. Through live context that keeps technical content accurate, meaningful, and most importantly, trustworthy.
But engineering is already understaffed and overworked. They’re building products, addressing issues, and creating solutions. The last thing they want to do is play editor to the AI content ecosystem. Which is why, once corporations realize their big mistake, humans will re-enter the space as a middle man (of sorts). More specifically, a new hybrid role is likely to emerge, to bridge the gap between engineering and AI, in an effort to preserve accuracy, context, and human oversight. Or risk paying the price like Ford, Klarna, and others.
Turns out, people like people. Even in B2B.
A hybrid approach brings it together
AI doesn’t have to be feared if it’s kept in the proper framing: as a tool. It can help with repetitive tasks, research, admin work, and more. All without taking the ability to make a living from a human being. And while AI can automate the loop, humanity gives it direction.
If your team is navigating this transition, it’s time to rethink how humans and AI work together. Let’s connect to explore a hybrid solution to integrating AI into your current communication ecosystem.