Q3 • 2023


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tool you choose. Besides determining its data security level, find out if it allows you to customize output based on your brand, style, messages, and company facts and if it can it be integrated into your business, writing, or creative workflow.


Whether or not you are a writer, a certain amount of trepidation is normal when disruptive new tools like the ones presented by the recent AI boom come along. In fact, many have compared AI to the adoption of the internet. Habib offers another analogy. “I think it’s more like electricity, which took time to fully adapt and use its capabilities to the full extent,” she says. “With AI, it’s going to take time to learn best practices and teach them to others. AI is really about us upscaling as humans and the processes of how we approach work.”


When it comes to communication, Handley believes AI tools are best used to prompt new thinking and get new ideas out of your head. From there, it’s about layering in your


“The transition from ‘this is cool’ to ‘this just helped me do my job better’ is happening right now, and it’s exciting to see.”


unique point of view and ability to tell a story to another person. That skill, she believes, will never be replaced by a robot. “The advent of AI makes one thing really


clear to me: your relationship with your audience matters more than ever,” Handley says. “The AI tool has to go through you and be wrapped with your voice and your narrative, and your ability to build a relationship with readers through your words is the differentiator. You may write faster first drafts, but you can’t shortcut relationships. You can’t prompt your way to trust.” ■


BONUS THOUGHTS from May and Ann


May Habib Cofounder of AI platform Writer


The major bottleneck for demand-gen teams is content. Marketers need to be able to create multiple content pieces for various audiences and for all stages of the funnel. The dirty little secret is that good marketers know how to take a body of work—a survey, a framework, or an excellent piece of writing— and slice it up into many content assets. Having a tool that lets them summarize, repurpose, and transform their great content and ensure accuracy and brand and message consistency can be incredibly impactful.


Companies are going to need stronger subject matter expertise across the board. Writing is thinking, and when the first draft is done by AI, there’s a critical first-principles part of the process that’s been cut out. The person who edits/reviews that content will need to be better at the underlying material than they might have been able to get away with pre-AI. And with AI integrated into more processes, the ability to know when to accept or invalidate AI’s help will be critical.


Ann Handley Chief Content Officer at MarketingProfs, digital marketing expert


Writing isn’t just about the product. It’s not just about the output. It’s about the thinking. It’s how I figure out what I know or don’t know. It’s how I probe the depths of my thinking.


I currently use AI as a productivity tool more than a creation tool. For me—that’s where the value is. I’m using it to help me brainstorm ideas. I use it for pedestrian things like the first pass of a proofread and for research. But mostly, I experiment with it. We have to figure out how we can we use these things to benefit us.


25 WAYS TO USE Generative AI and 4 Major Risks You Need to Know!


SCANthe QR code or fi nd the e-book at:


modernlitho.com/good-uses-AI


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