AI-generated content is being sold as the answer to generating content that is fast, efficient and effective. 

To be fair, AI-generated content is fast. 

However, it’s not accurate — which means it’s neither efficient nor effective.

AI admits this. As discussed in a previous post, I asked ChatGPT how AI generates content. 

The conclusion should be a concern for business owners. 

If you’re writing content for an MSP, the content you put out to the world should be accurate, reliable and trustworthy. 

If it isn’t, you could damage your brand image.

And that will have repercussions for your business. 

What’s more, it’s worth asking the question…

Is AI-Generated Content Better Than Human Content? 

Well, that’s subjective. 

I’ll tell you this much: the conclusion AI came to about itself was that “the best use of AI is human judgment + AI acceleration. AI should not replace critical thinking with generated output.”

I agree with that. I recommend you agree with that too!

But that conclusion is a far cry from a statement in another piece of AI-generated content? 

“AI content can significantly enhance marketing for MSP IT support firms.”

Significantly enhance..?

Wow!

I put that to the test and asked two of the most used AI content generators — ChatGPT and Claude — to write me a post for LinkedIn.

The prompt was :

The AI-generated content is below. The [brackets] are my comments.

AI-Generated Content: ChatGPT

Most content sounds technically correct.

But technically correct content rarely converts. [Is there any evidence of this?]

Why?

Because people don’t connect with information. [This is not true. People do connect with information. Good information resonates.]

They connect with personality.

They remember how your content made them feel. 

[What, even people with alexithymia? Okay, I’m stretching the point here, but not every purchasing decision is made on emotion. Some buying decisions are made following an analysis of business needs (preference). Others are made after consideration — a cognitive decision, not an emotional decision.]

In the first few seconds, your audience is unconsciously asking:

• Does this feel human?
• Does this sound authentic?
• Do I trust the person behind this?
• Do I care enough to keep reading?

[I’ll let you decide whether this is true. To be fair, they are legitimate questions, but is that what you think in the first few seconds?]

That’s where personality becomes a competitive advantage.

Strong content doesn’t just communicate.

It creates emotional friction.

The best-performing copy usually does 3 things:

• It sparks curiosity immediately
• It triggers emotion before logic
• It makes people pause long enough to pay attention

And attention is the gateway to trust.

Anyone can generate words now. [Yes, but how accurate and effective are they?]

Very few can create resonance. […personality]

That’s the difference between content people scroll past…

…and content they remember.

Thanks for that Chat.

Did you find that emotionally engaging? Will you remember it? 

I can’t remember it and I just added comments!

Now, let’s take a look at Claude. He does a little better in my opinion. 

AI-Generated Content: Claude

Everything that makes money online comes down to 1 thing. 

[Technically, the numbers one to nine should be written as a word. 10 onwards can be given as digits. Yes, I know I’m nitpicking. It’s my content, leave me alone 😁]

Not SEO. Not funnels. Not your pricing strategy. [Delaying the answer is not efficient or effective content.] 

Brand personality. [Correct — but a sentence too late!]

Think about the creators and businesses you actually buy from online. You don’t just buy their product or service — you buy them. Their voice. Their point of view. The way they make you feel when you read their content. 

[Bulky paragraph. Would be better breaking this chunk up into bite-sized pieces].

Justin Welsh built a $12 million one-person business because his audience trusts his perspective. [I can’t corroborate this, so I wouldn’t use it. How do I know if it is true?]

Chris Walker disrupted B2B marketing not by outspending competitors — but by being the most distinct, conviction-led voice in the room. [I can’t corroborate this either.]

Dave Gerhardt turned a LinkedIn habit into a seven-figure community because marketers felt like he understood them better than anyone else. [Nope, I don’t know that either. It’s true that each of these content creators have had success on LinkedIn. That much is true. But I don’t know why. Does AI really know why?]

None of that happens without a clear, consistent, compelling brand personality.

Most businesses are invisible online not because their product is weak — but because their brand sounds like everyone else in their space. [Or because they are not seen.]

Same tone. Same claims. Same forgettable content.

The businesses winning online have made a different choice. They’ve decided to stand for something specific, speak in a voice that is distinctly theirs, and show up consistently enough that their audience knows exactly who they are before they ever get on a call.

Brand personality isn’t a marketing nice-to-have.

It’s the whole game.

What do you think to Claude’s AI-generated content?

Leave a comment below.

Personally, I thought it was okay, but I was neither moved, inspired and compelled to find out more. 

There’s no call-to-action, for starters. Even if I was compelled to find out more, where do I need to go?

Furthermore, where is the personality in a piece explaining the number one thing that makes money online is personality.

Claude just mentions three other content creators without expressing any personality of its own.

Because it can’t.

AI typically pulls facts from elsewhere…but they’re not always facts.

I can see why AI used examples of other content creators. For an earlier piece, I’d asked it to give me the best commentators on LinkedIn — see this post.

So AI thought these names were relevant.

But the claims AI states as fact cannot be substantiated. 

Which Claude admitted when I asked: 

This response also confirms the conclusion of an earlier post: AI-generated content is not reliable and should not be trusted. 

It’s useful to know these facts when you are creating content. Unreliable and untrustworthy content won’t “significantly enhance” your marketing.

It could damage your brand image, though.

And that would not be good for business!

Shall we see if I do any better? I’ve been a professional content writer since 2008.

Professional Content Writer Content

Content that converts hinges on a key factor.

Personality.

How you communicate matters…

…because people get bored quickly. 

A brand voice that is engaging is entertaining. 

• Make it snappy.
• Get to the point.
• Be clear.

Oh, and try to use humour. 

Wit is the new emotional resonance.

Let’s face it, most content you read online doesn’t strike a chord.

And you probably know most of what you read: it’s the same information, the same insights, the same solutions.

Brands that stand out have personality.

Personality attracts attention.

It’s captivating and captures followers.
It builds familiarity.
It earns trust.

Trust is the key that unlocks conversions.

You want to grow your business. Build a brand personality.

Because people buy from people. 

Do we have a personality match?

DM me with a YES if we do!

How did I do versus AI-generated content? 

I’ll let you decide. 

But if you did prefer my version, why not give me a nudge to set up a free 30-minute discovery call?