Authenticity and Quality Matter More Than Ever

Let’s face it—there’s a lot of content out there that sounds the same and says very little.

AI is being sold as a miracle drug for the creative process—a way to crank out content faster than ever. But like any quick fix, there’s a dark side.

We’re deep in the AI arms race. Startups are flush with investor cash and racing to build infrastructure and software that costs millions—sometimes billions—to develop. This “free lunch” we’re enjoying? It’s temporary. It lasts only as long as VCs are patient. And in the meantime, we’re being flooded with cheap, lifeless “AI art” and generic content. It’s novel. It’s fast. It’s a shortcut. But it’s not very good.

The competition for attention is more brutal than ever. And whether it’s copywriting or design, people can already spot AI content a mile away—emojis in LinkedIn posts, bold text everywhere, sterile bullets, and yep, the em dash (For the record: I’ve always used the em dash because I love the em dash. You’ll have to take my word for it). Consumers are craving something real. Business leaders and marketers need to raise the bar across every format—web, blog, social, video, podcasts—by investing in content that is high-quality, human, and grounded in actual value.

Because at the end of the day, people want to hear from people—not AI and definitely not some disembodied brand voice. Social connection isn’t optional. It’s part of the hierarchy of basic human needs.

Okay, so how do we stay authentic in the AI age?

Get clear on your core

Why it matters
AI can generate anything. But it doesn’t know what not to say unless you’ve made that decision first. Without clearly defined values and voice, your brand becomes a shapeshifter—and not in a good way.

What to do
Define what you stand for and what you never compromise on. Create a short set of principles—your brand ground rules—and use them to guide every decision, from the tools you adopt to the tone you write in.

Treat craft like a competitive advantage

Why it matters
Speed is no longer the flex. Anyone can generate 30 headlines in 30 seconds. What actually stands out is craftsmanship—design, storytelling, and experiences that feel intentional, thoughtful, and built to last.

What to do
Every asset or piece of content you put out—whether a social post or a landing page—should feel like it was made with care. Dial in your design. Sharpen your voice. Make fewer things, and make them count. And include a byline from an actual person!

Show the human behind the brand

Why it matters
People can feel the difference between content made by someone and content made for engagement. Transparency isn’t just appreciated—it’s expected.

What to do
Share your process. Post the behind-the-scenes moments, the sketches, the screw-ups. Let people in. The more human your brand feels, the more trust you’ll earn. 

Build real relationships—not just reach

Why it matters:
Automated responses and AI chatbots can simulate interaction, but they can’t replace human connection. And connection is what drives loyalty.

What to do:
Talk like a person. Write like a person. Respond to people by name. Ask questions and listen to the answers. Make your audience feel seen, not targeted.

Don’t compete on volume. Compete on value.

Why it matters:
Flooding the zone with AI content might get you short-term visibility, but it won’t build long-term trust. Value is what sticks.

What to do:
Shift your mindset from “What can we publish today?” to “What’s worth sharing today?” Prioritize clarity over cleverness. Depth over trendiness. And if you’re going to say something—make it matter.

Quality isn’t the opposite of speed—it’s a multiplier

As we navigate 2025 and beyond, the challenge for creative leaders isn’t just to reject low-effort AI output—it’s to build teams that are equipped to create with intention. Empowering your team to focus on quality starts by shifting the conversation from “How fast can we ship?” to “What’s the impact of what we’re creating?” It means setting clear standards, encouraging thoughtful experimentation, and giving people the space to craft—not just crank.

This doesn’t mean slowing down. It means building smarter systems, maybe where AI handles the grunt work and humans elevate the outcome. It means celebrating the why behind the work, not just the when. When quality becomes the standard and not the exception, momentum follows—not from urgency, but from clarity, purpose, and trust in the creative process.

Because in the end, the brands that win won’t be the fastest. They’ll be the ones we still want to hear from when the novelty of AI wears off.