should you use AI to create your content?

and what's the number-one asset of heart-centred businesses?

Hello love,

This is a question many of us have in the back of our minds, and a topic that’s a bit taboo especially amongst soul-led entrepreneurs who value honesty, authenticity and integrity : should we use AI to create our content and copy?

The advance of technology these days is going faster than a bullet train (or should I say than an Amazon delivery?) and with that, our concerns as content creators are growing bigger by the minute.

I can see both the excitement and the fears that AI is bringing to the table. Amongst the most common questions I’ve heard popping in many conversations online and offline:

• Is AI going to make our human jobs obsolete?

• Is it still worth it to spend hours and hours curating blog posts, sales emails or even writing books that Claude is capable of drafting in under 5 minutes?

• Why would someone still hire a copywriter or a graphic designer when we’ve got Jasper or Dall-e?

• Why should I pay a therapist when ChatGPT can give me a mindset reframe and show me compassion at 3am for free?

It’s undeniable: AI is here, and it’s changing how we approach not only content creation, but business and life itself.

But does it mean that we, the humans behind the businesses, are becoming replaceable? And if we are to make the most of AI, how can we let it enhance the quality or speed of our work instead of replacing us, or worse, depriving us of any creative imagination as we publish tons of shitty generic content in order to hit our marketing goals?

In this article, I’ll break it down for you : Should you use AI to create your marketing content, and if yes, how? What is it best suited for and where does it fall short? And most importantly, why the human touch is still essential, especially for businesses built on connection and heart.

Photo by Andy Kelly on Unsplash

The rise of AI: what can it really do?

I’m curious by nature, and so of course I started playing around with ChatGPT as soon as it came out. As with any innovation, I was at first impressed by its abilities. The same way I’m still amazed that my Roomba robot can vacuum and mop my floors while I sleep. I mean isn’t that something we dreamed of when we were kids and Return to the Future was the perfect depiction of what we imagined technology would be capable of?

My mind was blown away by the possibilities of LLMs and one of the first ways I wanted to use it was, just like most entrepreneurs, for content creation. I mean what if it could craft your blog posts, script your podcast episodes, write your newsletters, create your sales campaigns and tell you what to do for social media posts?

As a business owner, you have so many things you need to write that of course it sounds like Christmas when, even if you like writing, there’s a possibility to reduce that workload so you can focus on your actual work: serving your clients the way only you can!

It only took a few weeks however to realise that ChatGPT was limited. My emails drafts were starting to feel like there were all the same, it was giving me business strategies that I wouldn’t wish on my worst enemy, and I started to have allergic responses every time I came across another blog post or email subject that would contain the words “Unlock”, “Unleash” or “Unveil”.

With the arrival of ChatGPT4.0 and other AIs like Jasper and Claude, things have been looking up again and I came to the conclusion that they do offer us powerful ways to clarify our thoughts and enhance our productivity if we know how to make the most of them, i.e. using them for what they were designed to do, and not more.

ChatGPT 4.0 and Claude 3.5 Sonnet

ChatGPT 4.0 is my favourite one. Claude 3.5 Sonnet is coming close and I like to run the same prompts to both, compare and then make my own creation based on some of the results they’ve given me. However, as soon as I get to the end of my free access to these most developed models, I find it not worth it to continue the conversation.

Rude, I know.

Chat GPT is best to brainstorm ideas and to give you feedback on your writing with ideas on how to improve it. It’s also great as a personal mindset assistant : it gives me pep talks when I’m down and guidelines on what to do in tricky situations, phrasing for me in a professional way the thorny conversations we sometimes can’t avoid (highly-sensitives and Adhds will know what I’m talking about). I also love using it to get ideas for blog posts outlines, or to create a natural segue into one of my offers as I sometimes forget to link my content to potential business. A rookie human mistake ChatGPT prevents me from repeating.

Claude works best when you ask it to summarise longer texts or to help you build a new text based on something existing. Like for instance, I give it access to previous sales campaigns I’ve written, the copy of my sales page and blog posts I’ve written on relevant topics, and ask it to brainstorm new ideas for an updated sales campaign of the same product. It has more subtle phrasing, and the app feels more natural to navigate for me.

What you need to know, however, is that in order to make the most of either model, you must feed it a lot of information. And that implies that you must know what you actually want to write, how you want to write it, what tone you want to use, the purpose of what you’re writing and who you are writing for.

When that is the case, AI can be a fabulous companion in your creative process.

What you shouldn’t rely on AI for

AI doesn’t know your business

In order to get good results with AI, you need to train it properly. Most people understand that this means they must “prompt it correctly”, but in reality it’s much more about the quality of the information that you provide it.

I find that this is where most entrepreneurs have issues, especially when you’re in the first stages of your business and you don’t have that clarity you need yet. Relying on AI to find the answers that are only in your heart in order to create awesome content for you is like hiring a therapist and demanding they heal you without having to do anything on your part.

For instance, you don’t really know what you should write or say, so you type “write me a blog post about how self-care is important”, you will inevitably end up with a very generic content that exists in multiple copies throughout the world wide web.

Interestingly, the fact that other businesses believe that this generic content is good enough for publication might actually be your opportunity to stand out with even more authentic and relatable stories.

AI can’t replace your creative mind and caring heart

Once you’ve reached clarity about your brand, your business, your aligned clients, your content strategy, your marketing plan, etc, you turn to AI and feed all that information to it in order to create your content.

You say something like: today we’re writing a blog post about “should you use AI for content marketing” and we want to encourage sensitive entrepreneurs to use AI in a way that is smart without losing touch with their authenticity or damaging the bond they have with their audience.”

Cool. Very cool. ChatGPT should be able to draft a good blog post for you with that, right?

Except, not really.

Even if AI has all the information required to create content for you, even if it knows what tone of voice you want to use and some of your values and beliefs, it still cannot replace your brilliant creative mind and caring heart.

Frustrating, I know.

How wonderful would it be to just drop it a voice message and say “Please read my mind and find what’s in my soul to transcribe it perfectly onto the screen in an authentic, relatable way, and perhaps do it even better than I would” and to actually get the result you have in mind!

Fortunately however, this is something that is and will stay out of reach for machines. Yet, it is completely doable by some humans who are capable of using empathy and intuition to connect at a deeper level with the other humans they are working with.

Using that empathy and intuition helps us create content that moves people.

Content that makes them feel seen, heard, understood and hopefully less lonely. And a machine that says “I understand your pain point” doesn’t exactly cut it.

By the way, not to brag, but the voice chat I share above were the almost exact same words of one of my clients, Barbara Rocci, who’s recently commented on the sales sequence I wrote for her: “It’s like you read my mind, found what’s in my soul, and transcribed it perfectly into these emails. They’re masterpieces: simple, authentic, relatable… I wanted to buy my own program! You wrote exactly what I would have written except I can’t write like that.”

Ok, maybe I can brag a little. Humility is not my forte. Sue me.

AI content should never be copied-pasted-published

I write content for my own business and for others, and AI helps me write faster because I doubt less.

• I submit paragraphs that I’ve written that I feel lack something, and I ask it to point it out by prompts like Is this clear enough? Does it need more rhythm?

• I create long notes of what I need to write and with what angle and I ask it to structure it for me so it flows.

• It helps me find better words when my mind is fried at the end of the day.

• It gives me ideas for better titles - which to be honest I rarely follow.

There is never anything I publish that was just copied-pasted from ChatGPT because ChatGPT is not a writer, it’s my assistant.

And that’s how things should stay. Here’s why.

The number-one asset of heart-centred businesses is that they’re able to connect deeply and authentically with their audiences.

We have almost a 1:1 relationship with people who read our content, be it through blog posts, newsletters or sales email. We don’t create simple how to’s or reports based on data, we write from our souls and that’s what our audience loves about us, that’s why they buy from us.

The moment your content becomes generic, the moment your inner sparkle gets lost in translation, that’s the moment you lose trust and connection. Delegating your content creation entirely to AI means becoming part of the mass. You may rank higher on the SERP if you’re using SEO tools, and if that’s your idea of success, then maybe you should ignore what I’m saying and go for it anyways.

But if success for you means having an impact with heart and care, then I beg you to keep that heart and care in your content as well.

We still need copywriters, storytellers and visual artists

Maybe you’ve been tempted to delegate your writing tasks to AI because you lack time and energy, because you doubt being capable of writing compelling words, or because you hate selling. Maybe you’ve asked Dall-E to make you a quick logo. Really, I get it.

Not everyone is a writer, not everyone is a graphic designer, and you don’t have to become an excellent copywriter, storyteller and artist additionally to being a great coach or educator. But instead of relying on poor copy or Lidl-level logos, I strongly advise you to delegate this work to another human rather than to ChatGPT.

What makes us uniquely human

You’ve probably heard before that what makes us uniquely human is our capacity to create. Each and every soul on this planet has been gifted with the talent to create something that didn’t exist before.

As humans, we use our stories, our experiences, our sensitivities, our intuition, our awareness of the world and the universe surrounding us, the energies that we feel shifting or intensifying and we create something that didn’t exist before.

AI cannot do that.

AI uses everything else that has been created before to make a patchwork that answers your query. It’s very good at doing that, and that can be very useful. But it is not creative work that connects. It just executes.

If you’ve ever created anything - and I’m sure you have - you know what it feels like when the words come to life from under your fingers, when the colours splash onto the paper through the touch of your brush, when a graceful movement, a melodic sound somehow comes out of our body, when notes are being played for the first time on an instrument. It’s a magical experience.

I’ve been writing since I was a little girl and I’ve written many things. Journals, poems, essays, short stories, blogs and pieces of books here and there. Every time I get in the zone of writing, it’s always like the creation, the message, the words come through me. Like being the writer in that moment means that I’m only the vessel, and it is in fact something else, higher, deeper, truer, that is being expressed.

In that moment, I don’t matter, only the creation does.

Many creatives share this experience and have tried to convey it. For instance, Elizabeth Gilbert in her book Big Magic talks about this concept that ideas are like entities floating around us, and that if we are attentive at that moment, if our antenna is ready, if we have the space and the courage to grasp it, it is ours to explore and play with. She explains that these ideas have the purpose of coming to life one way or another, through one soul or another.

Similarly, Rick Rubin in The Creative Act shares the concept that Source is a wisdom surrounding us and we filter it through our senses, our memories, our dreams or our intuitions. “There are tiny fragments of the vastness of Source stored within us. These precious wisps arise from the unconscious like vapour, and condense to form a thought. An idea.”

AI doesn’t have an unconscious mind nor a consciousness. AI doesn’t have an antenna to grasp floating ideas. It doesn’t have intuitions. It doesn’t get feelings or downloads straight from Source.

Therefore, no matter how extremely powerful, fast and efficient it becomes at copying the work of millions of creative souls, it will never become the creative soul.

What the future holds for us

I know many of you wonder if your job has a future. With any innovation and technological revolutions, human being have had to adapt and reinvent themselves. It is easy to foresee that this is going to be the case for us too.

I can’t predict the future but I can give you hope.

There will always be people that will choose the cheapest option.

The free teacher, the quick therapy session at 3am, the generic blog posts & sales copy, the sloppy logo and the boring children book’s illustrations.

If what you create isn’t better than what an AI can create, then it’s time to up your game in order to become the most valuable choice:

• If you’re a teacher, having more knowledge or being able to quickly craft a lesson plan won’t cut it anymore. Bring more creativity, intuition and coaching skills in the way you teach.

• If you’re a therapist, your job is probably safe. People who will rely on AI to give them emotional support are those who maybe can’t afford therapy right now, so it’s a good thing if they can get some help with their mental health. It’s quite obvious that nothing can replace real therapy.

• If you’re a content writer or a copywriter, ditch the rulebooks of how to sell in 10 lines and bring more heart, more vulnerability and more relatable content to the table. That’s how you’ll stand out.

• If you’re a graphic designer or visual artist, drawing really well isn’t the name of the game anymore. It’s again about how you can interpret something with your soul and render it creatively, in a unique way, through the filter of who you are.

What it means, for all of us, is that we need to bring more humanity to our humanity.

And that implies letting go of perfectionism or even using the imperfections and occasional mistakes as a way to show that you’re real. I’ve read so many comments here on Substack where people were saying that they’re happy to catch a typo because it means this was written by a human.

You see, even if AI can copy what we do, nobody wants to read a story, walk in an art gallery or watch a movie that was just copied from other artists.

We are moved by what is true.

Let us create more truth.

No matter what tools you use to create, the true instrument is you. And through you, the universe that surrounds us all comes into focus.

Rick Rubin, The Creative Act : A Way of Being.

Working with me in 2025

Additionally to my coaching services, I’ve recently started helping entrepreneurs with their marketing needs, mainly copywriting and content strategy & creation.

Right now, my calendar is at full capacity, but I’m opening up my schedule for new projects starting in January. Whether you’re looking to refresh your sales funnel, create a nurturing email series, or bring consistency to your blog, I’d love to explore how we can work together.

If this resonates with you, I invite you to book a free discovery call. Let’s chat about your vision, your audience, and how I can help you create content that not only sells but truly connects our human hearts.

With power and light,

Jessica