Authentic Content vs. AI-Generated Crap: Why Your Brand’s Voice Matters in the Digital Era of Marketing

Have you heard of the ‘Turing Test’? Developed all the way back in 1949, the Turing Test evaluates a machine’s ability to demonstrate human-like intelligence. If a human evaluator can’t tell the difference between the machine and a person during a conversation, the machine “passes” the test.

While the idea of machines holding conversations and showing “human thinking” might have felt quite science-fiction a few years ago, it’s all very real now.

Today, we’re conducting our own Turing Tests every time we scroll through social media or browse a website – whether consciously or unconsciously, our brain is deciding if the content we’re seeing is AI-generated or human-created.

The AI Affect:

The digital landscape is evolving fast, especially with algorithms and artificial intelligence (AI) playing an increasingly leading role in the content we see. But what about the content we create?

As this technology advances, the rise of AI-generated content, from catchy headlines to entire articles, is changing the way businesses approach content creation.

At first glance, AI-generated content seems like a helpful tool – who wouldn’t want assistance crafting the “perfect” Instagram caption?

Problem is, there’s massive growth of low-quality, inauthentic AI-generated posts, which is raising important questions about the future of social media and the role of humans in content creation.

Sure, Chat-GPT might be able to pass the Turing Test with flying colours, but that doesn't mean the content it spits out is necessarily good…  as seen by this terrible ad spotted on Facebook from a real NZ restaurant!

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AI Fatigue:

Before AI tools became mainstream, most content online was created by humans. People were sharing genuine expertise, personal experience, or well-researched insights. That content often came from lived experience, had a point of view, and was rooted in truth, even if it wasn’t polished.

Let's rewind a bit: social media used to be social.

Think back to the golden days of Facebook and Instagram from around 2010 to 2016, when people posted blurry photos of their lunch, late-night thoughts, or spontaneous snapshots of real life. It was unfiltered, personal, and authentic.

That began to change around 2016, when algorithms shifted and paid advertising started dominating feeds. By 2018, platforms like Meta had evolved into highly-curated marketplaces, where brands and influencers began shaping content for engagement and sales, not self-expression.

Then came the next big wave in late 2022, when ChatGPT was released to the public. Suddenly, businesses could produce copy at scale, quickly and affordably. By 2023, AI-generated content was everywhere.

But faster doesn't always mean better! Much of the content is starting to sound the same: overly polished, vague, or just… empty.

The result in 2025? AI fatigue.

Audiences are now bombarded with content that sounds fine but feels off. It's all a bit generic, soulless, and lacking the human spark. As trust declines, people are craving content that’s grounded in lived experience, shaped by real voices, and created with intention and not just churned out to meet a quota or rank in search.

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Striking An AI Balance

Don’t get me wrong, I’m not saying your business should avoid AI entirely - in fact, I wrote a whole blog about how you should be using it (which you can read here). AI-generated content can be a valuable tool for brainstorming ideas, automating repetitive tasks, or improving your team’s efficiency.

However, relying solely on AI risks losing the authenticity that sets your brand apart.

A balanced approach that uses AI for streamlining the boring stuff can free up your time to create better content – leveraging the strengths of technology while preserving your “human touch”.

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The Human Touch in a Digital Landscape

Let’s face it, AI-generated content isn’t going anywhere. It’s fast, scalable, and increasingly sophisticated. But what does this mean for businesses trying to reach audiences in an already crowded digital marketplace?

The answer lies in authenticity.

Here’s why authentic, human-generated content remains irreplaceable, and how your business can leverage it:

· Building a distinct brand voice: AI mimics human writing, but it struggles to capture the personality and nuances of your brand. Crafting content that reflects your values, tone, and mission will help you stand out.

· Answering the real questions: Authentic content addresses the genuine needs and questions of your audience. Instead of relying on AI to tick boxes for SEO keywords, focus on creating meaningful, helpful content.

· Fostering authenticity: Your consumers are savvy. They can often tell when content feels disingenuous, which can harm your brand’s reputation, while authentic content builds stronger connections with your audience.

· Creativity and originality: While AI can produce grammatically correct and structured content (although it’s often using American spelling norms!), it’s extremely formulaic and lacks the creative spark and originality that human creators bring to the table.

· Emotional and cultural nuance: AI struggles with emotional intelligence and cultural context. It may miss the subtleties that resonate with your audience, leading to content that feels flat or tone-deaf.

· Avoiding bias: AI is only as good as the data it’s trained on, which means there’s a risk of biased or inaccurate content. Sure, people make mistakes too (I’m sure you’ve spotted a typo that I missed in this blog!), but the human touch means your content better aligns with your values and audience.

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Finding Your Brand’s Voice

In a sea of AI-generated noise, your brand’s voice is your most valuable asset.

To pass your audiences’ Turing Test, try creating genuine content that showcases your team and reflects your business’ values. Think niche over mass-produced: engage directly with your audience, answer their questions, and showcase your expertise and creativity.

But how?

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The Kind of Content That Connects in the AI Age

So, what kind of content is actually cutting through in a world flooded with AI-generated posts? The short answer: the kind that feels real.

As audiences become increasingly savvy, they’re craving content that feels human, not manufactured. That’s why we’re seeing a rise in the effectiveness of formats that put people, stories, and experiences front and centre:

· Video content that shows the real you:
Videos continue to outperform static content (and not just glossy AI-produced ads!). Think behind-the-scenes moments, “meet the team” clips, or a quick phone-shot reel that shows what your business is really like. Whether it’s a walk-through of your process or a founder answering FAQs on camera, video is one of the most powerful ways to build trust and show your audience you’re real.

· Real stories, real people: case studies and customer success:
AI can simulate testimonials, but it can’t replicate genuine emotion. Case studies, before-and-after stories, or even short quotes from happy customers provide social proof that feels grounded and believable. These kinds of stories tap into real-world impact, which is something AI just can’t fake.

· Authentically written copy that speaks like a human
Your words should sound like you, whether it's web copy, newsletters, or social captions. That might mean a bit of humour, local slang, industry in-jokes, or a casual tone that reflects how you truly speak. AI is great for generating drafts or ideas, but adding your voice is what turns it into content that connects.

· Purposeful social content that adds value
The posts that perform best on social aren’t always the ones that follow every trend, they’re the ones that answer a question, share something useful, or spark a real reaction. Sharing quick tips, behind-the-scenes stories, or a team milestone are all great ways to use social media properly – to build community through honest, consistent posts.

· Content that reflects your values and personality
People follow brands they relate to. That might mean speaking about causes that matter to you, sharing your journey, or celebrating your team’s quirks and wins. When your content reflects your values, it builds trust – and trust is what turns followers into fans, and fans into customers.

In the AI age the content that performs best isn’t the most “perfect”, it’s the most personal. The more you can show your people, your values, and your story, the more likely your audience is to stick around.

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The Bottom Line

By prioritising authenticity, you’ll not only stand out but also build stronger, more meaningful connections with your audience. AI may be a tool, but human creativity and authenticity are what truly resonate in the ever-evolving world of social media.

Ready to cut through the noise? Let’s chat.

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