So, words are good.
Then there’s AI. Since the launch of ChatGPT in late 2022, we’ve entered an era where words come from both human writers and AI. You might decide to save on costs and rely on AI for your content, but the cheapest option isn’t always the best.
Still, we’re not ones to judge. That’s why we’ve put this guide together looking at AI vs human writing so you know what you’re getting into.
The tone and voice vibes
Humans excel at creating unique brand voices. Writers tap into shared experiences, weave in cultural references and adjust their tone based on subtle context clues. A human writer knows when to be playful versus serious, and can strike that perfect balance between professional and approachable.
AI writing tends to maintain a more uniform tone, even when asked to be conversational. While AI can mimic certain stylistic elements, the writing often lacks the natural flow and personality that comes from human experience. AI struggles with brand voice consistency across different pieces of content.
HubSpot's blog provides a good example. Their human-written posts use a mix of professional expertise and friendly guidance, seamlessly blending industry knowledge with relatable examples. AI-generated content for the same topics often reads more formally and misses opportunities for those personal touches that make content engaging.
Creativity and originality
Human writers draw from diverse life experiences to generate fresh ideas and unique angles. They can make unexpected connections while using creative metaphors and developing truly original concepts. Writers also understand cultural nuances and can incorporate timely references that resonate with specific audiences.
AI writing is certainly getting better, but it relies on existing content to generate new material. While it can combine information in different ways, it struggles to produce genuinely novel ideas or perspectives. AI excels at following patterns but has difficulty thinking "outside the box" or developing innovative approaches to topics.
Look at Nike's marketing copy. Their human writers craft emotionally powerful messages that tie sports, personal achievement and cultural moments all into one. AI would struggle to replicate this high level of creative storytelling and emotional resonance.
Let’s get technical
AI shows impressive capabilities in maintaining technical accuracy, especially for data-heavy content. It can process vast amounts of information quickly and consistently, making fewer basic grammar or spelling mistakes than humans might when fatigued.
AI, however, can sometimes present outdated or incorrect information, especially for fields that change at breakneck speed. Human writers can verify current information, contact subject matter experts and catch subtle inaccuracies that AI might miss.
Take medical content writing. While AI can compile basic health information accurately, healthcare organisations rely on human medical writers to guarantee that content reflects the latest research and guidelines while maintaining compliance requirements.
Who’s ranking?
AI excels at SEO optimisation. It can analyse keywords, optimise meta descriptions and make sure content meets search engine requirements efficiently. AI tools can process vast amounts of search data to identify trending topics and relevant terms.
Human writers bring strategic thinking to SEO. They understand user intent beyond keywords and can create content that serves both search engines and readers naturally. Humans also recognise when to prioritise readability over strict optimisation.
The Ahrefs blog demonstrates this balance well. Their content ranks highly because human writers combine SEO expertise with engaging, useful information—something AI alone would struggle to achieve.
Production speed and scale
AI writing tools offer unmatched speed and scalability, there’s no point in arguing against it—even if you're leading the charge for human-only writing. They can generate multiple versions of content quickly and handle large-scale content needs efficiently. This makes AI valuable for tasks like product descriptions or basic news updates.
Human writing takes more time but often requires less editing and revision. While slower to produce initial drafts, human writers often create more polished content that needs fewer adjustments to meet quality standards.
Cost considerations
AI writing tools typically cost less than human writers, especially for high-volume content needs. The initial investment in AI tools can quickly pay off through increased content production capacity.
Human writing, however, often delivers better ROI for high-stakes content like landing pages or brand messaging. The higher cost reflects the value of original thinking, brand understanding and quality assurance that experienced writers provide.
Emotional connection
Human writers naturally understand emotional triggers and can create genuine connections with readers. They recognise subtle emotional cues and can adjust content tone to match reader sentiment appropriately.
AI struggles with emotional intelligence despite advances in natural language processing. While it can follow emotional writing formulas, it often misses deeper emotional resonance that makes content memorable and impactful.
Research capabilities
AI excels at quickly processing and synthesising large amounts of information. It can scan countless sources and compile relevant data efficiently, making it valuable for initial research and gathering basic background information.
Human researchers bring critical thinking and evaluation skills. They can assess source credibility, identify potential biases and make informed judgments about which information matters most. Human writers also excel at finding unique angles and uncovering lesser-known sources.
The best of both worlds
So, what are we saying here? Humans all the way and a sweeping rejection of AI? Or perhaps it’s time to jump on the AI train because who needs a human anyway. The world is constantly evolving, and it’s important to keep pace with it.
The most successful content strategies now combine AI and human writing capabilities so you get the best of both worlds. Some effective approaches include:
- Using AI for first drafts and human writers for refinement
- Letting AI handle routine content while humans focus on strategic pieces
- Using AI tools for research and optimisation while humans manage creative direction
- Having AI generate variations for testing while humans select and refine the best options
The Washington Post has experimented with AI for some aspects of their setup, such as headline testing, while fully understanding the importance of humans in journalism. This is especially true when it comes to investigative pieces and feature stories.
Making the choice
When deciding between AI and human writing, consider:
Content purpose
- Strategic brand content usually needs human writers
- Routine updates might work well with AI
Quality requirements
- Higher stakes content justifies human writing investment
- Critical communications need careful human oversight
Production volume
- Large-scale content needs might benefit from AI assistance
- Repetitive content tasks work well with AI support
Budget constraints
- Balance tool costs against human resource expenses
- Consider long-term ROI versus upfront savings
Time requirements
- Consider deadline pressures and revision needs
- Factor in training and setup time for AI tools
The best of both worlds
Rather than viewing it as AI versus human writing, focus on finding the right balance for your specific content needs. Both have valuable roles in modern content creation, and understanding their strengths helps you use each tool effectively.
That’s something we’ve nailed at Conturae, where we blend expert human writers with AI processes to create winning content that hits the sweet spot with audiences. If you’re looking to do more with your content, get in touch to see how we can help you write high-level content that pleases audiences and search engines.
