Has marketing become too fast, too automated... and too forgettable?
You write a post.
AI optimizes the headline.
A/B test decides the layout.
Analytics picks the winner.
SEO tools rewrite your words.
All of it works.
But suddenly, everything sounds the same.
We move fast.
We automate.
We “optimize.”
But are we actually connecting?
I’m not anti-AI or anti-automation. I use both every day.
But lately, I’ve been wondering:
Are we testing so hard that we’re forgetting how to mean something?
What happens when:
Your best ideas never survive the A/B test?
Your content gets search traffic, but zero replies?
Your landing page converts, but no one remembers it?
Marketing used to feel like storytelling. Now it feels like math.
And maybe that's fine — but maybe we’re also losing something important.
So I’m curious:
Where do you draw the line between automation and authenticity?
What’s helped you stay human in a sea of AI-generated noise?
Replies
I’ll go first:
The most “optimized” thing I ever shipped got the least response.
Perfect metadata, AI-polished copy, green scores across the board.
Zero engagement.
Not one comment.
That’s when it clicked:
I wasn’t creating — I was checking boxes.
Since then, I’ve stopped chasing perfect.
If it doesn’t make someone feel something, it’s just noise with a headline.
You said it perfectly: “I wasn’t creating — I was checking boxes.” That hit.
I’ve had similar moments. There’s this odd emptiness after publishing something that works but doesn’t matter. Like watching a high-performing ad and forgetting it five seconds later.
Automation makes us efficient, but it doesn’t make us memorable. I’ve started asking myself before every piece: Would I send this to a friend? Would I talk about this over coffee? If the answer’s no, it’s probably just noise.
The irony is, the posts that break the rules a little — the ones with a voice, a story, a bit of soul — those are the ones people reply to.
Maybe the future of marketing isn’t less AI. It’s more human filter.
Avni, I love that framing — “Would I talk about this over coffee?” That’s such a grounding question. It pulls you out of the metrics dashboard and back into real conversations, where connection actually happens.
Totally agree: it’s not about using less AI, it’s about using more human judgment. A human filter, like you said. One who knows when to color outside the lines, tell a messy story, or leave in the weird metaphor because it feels right.
Those are the moments people remember — not because they were perfect, but because they were real.
Headliner
I use AI to help guide, but not to create.
In my space, I feel like it is very easy to tell if something is AI-generated without any human connection. Certain words like 'boost,' 'scroll-stopping,' and the dreaded '🚀' are dead giveaways to me that something isn't human made. I work in the creator space so having an authentic, human feel is highly valued. In the space, if you don't focus on the human creator, you'll probably be looked over.
Personally, I would never publish purely AI generated content. I will always edit it myself and honestly, go with my gut. I feel like the true value in human-led marketing is understanding your audience holistically.
@elissa_craig Absolutely, couldn’t agree more. That gut-check part? So underrated, especially in a world obsessed with green SEO scores and “scroll-stopping” copy. You nailed it with understanding your audience holistically. AI might catch patterns, but it can’t listen like we can. And in spaces like yours, where people connect with creators for who they are, not just what they say, authenticity isn’t just a nice-to-have; it’s everything.
Paillor
@elissa_craig I aggre
I e-mailed a client overseas yesterday, the response was purely Gemini. You can just tell. He has an excuse, as English is his second language. I love that it allows barrier to drop in that sense. But there is no excuse otherwise lol Spell checking and grammar, sure, but we really need to stop letting ChatGPT generate content and comments in full for us. Human responses deserve attention!
@yakuraapp Totally with you, on this. You can sense it, right? That little bit of stiffness, that missing layer of lived experience in the words. I get why tools help with clarity or bridging language gaps (especially across borders!), but when we start outsourcing the actual thinking and feeling? Yeah, it shows.
I've noticed that even when AI says the "right" thing, it rarely captures the real thing. It’s not the polish that connects with people, it’s the presence.
it depends what your optimizing for (pun intended)...
Making money, or connecting with your audience AND making money.
If you're trying to connect and convert, yeah I think authenticity can get lost.
If you're purely trying to convert, being 100% unemotional and testing what works (using AI or manually) is the way to go.
@emikes919 Totally agree, Edward. That trade-off between efficiency and emotional resonance is real. The hard part is finding that balance—where automation supports the message without stripping out the soul. I think the brands winning long-term are the ones who test and stay human. Curious—have you seen any examples lately that struck that balance well?
@ambika_vaish regarding your point about brands winning long term. I agree, but I'd call out that those brands likely got started by being more scientific about things, then layered in that human element over a period of years.
To your question - there's a guy I follow on linkedin who runs a company called Linked Revenue. He strikes a great balance of using hooks and copy that hack my attention, but also being real and showing a lot of vulnerability in his content. Hard to do!
I find it rather generic when advisors say you should "be authentic", but ultimately, I suppose that’s what it often comes down to. People will either resonate with that voice or they won’t. I guess it's a bit scary, but far better than blending into the crowd as just another AI-like voice.
@laura_cornely Well said, Laura. “Be authentic” does get thrown around like a buzzword, but you nailed the nuance—it's not about being universally liked, it's about being recognisably you. In a sea of polished sameness, even a slightly imperfect human voice can stand out. Have you found any specific formats or platforms where authenticity feels easiest to maintain?
@ambika_vaish On reddit. I really love that community. You can tell that it's mostly real humans sharing thoughts and experiences. How about you?
I agree, founders are running businesses with AI tools they find on G2, Capterra or marketingtoolz.com or whatever without hiring a single employee!
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