In 2026, we stand at a marketing crossroads. In one direction is AI-generated content and increased reliance on AI tools, with software such as Copilot and Claude embedded in daily workloads. In the other direction is human ingenuity, creativity, and original thinking. The latter is a more old-fashioned style that avoids reliance on AI to generate ideas and content.
With these two pathways veering in different directions, is a middle-ground possible? And if so, how can content writers best leverage both human ingenuity and technology to stand out in the AI age?
Read on to learn more about how the human touch in marketing is key to success, and 3 key tips for ensuring you don’t lose your original thinking through AI overuse.
Where we stand currently: ‘AI slop’ versus AI as a tool
The overuse of AI has faced a lot of negative feedback in the media recently. In an environment where ‘AI slop’ has been heavily criticised on social media – and with Meta’s Instagram pulling a new AI feature after widespread backlash about privacy – people are clearly unnerved by the growing prevalence of AI and the misinformation it spreads.
So, with AI-generated content easily identifiable for its generic, formulaic style, what exactly needs to change to ensure ‘AI slop’ doesn’t take over? Should we avoid the use of AI in content writing completely? And what are the risks of using it to create content in marketing?
In my tips below, I recommend leveraging AI for research and editing only, to ensure your unique voice and critical thinking skills don’t get lost. Apply creative flair to elevate your writing. Be bold and visionary in your approach. And write with passion to connect with your audience on a fundamentally human level; one that can’t be overtaken by AI alternatives.
Tip #1: Use AI for research and editing (not copywriting) to differentiate your voice
My first tip for leveraging AI in your content marketing is to use it strategically and sparingly. AI can be a great research tool, and very helpful in the editorial process as well. However, I strongly recommend that you avoid AI-generated content in your actual copywriting; it will come across as sterile and lose much of your authentic voice. It may also contain errors.
A 2026 study from the Wharton School of the University of Pennsylvania found that our trust in AI tools is flawed, as AI is just as vulnerable to bias and persuasion as human beings are. Even with safety guardrails in place, platforms like OpenAI, Anthropic, and Google models all demonstrated susceptibility to persuasion in the research. This suggests that AI bias and vulnerability are flaws in Large Language Models (LLMs) and can result in miscalculations.
Given its considerable biases and flaws, AI is not the shiny quick fix for content marketing that we’ve been led to believe. The reality is that if you rely on AI to generate the main bulk of your arguments and content, you risk embedding accidental AI bias, errors or ‘hallucinations’, and misleading information into your work. Even more dramatically, your original thinking and unique writing style will start to fade if you over-rely on AI.
In summary, the more reliant upon AI you are to do the thinking and creating for you, the faster you will lose those skills. And these fundamentally human traits of deep reflection, criticality, and creativity are what truly stand out from the ‘AI slop’. It’s fine to use AI to guide your research and editorial processes – but be sure to continually hone your manual writing skills and apply a critical thinking lens. Your future career trajectory will thank you for it.
Tip #2: Be bold, creative, and visionary in your content to stand out
I recently published another Manning & Co. blog about how to spice up your technical writing with creative flair. In the age of AI and generic content, my tips on adding a pinch of creativity to your work will help you retain your authenticity and stand out from the crowd.
Don’t be afraid to take a bold approach to your writing. Translate the facts into an engaging format that offers something flavourful and unique to the reader. AI isn’t required to achieve this kind of creative application; it’s a cognitive process that’s powered by the human brain.
So, challenge your brain to problem-solve and generate new ideas without asking ChatGPT. Draw from your own personal experiences to evoke empathy with your target audience. Your readers will notice the difference in both the quality of the content and the fresh outlook you provide. They will be more likely to trust in your credibility and authenticity.
It’s also important to be visionary. Say what you think, stand by it, and be honest. Genuine honesty and vulnerability bring your writing back to human connection. When you add a writing style that’s clear, concise, and polished, you’ve got a recipe for success in content marketing. Find a balance between courage, candour, and professionalism to get there.
Tip #3: Write with passion to connect more deeply with your audience
A 2026 industry article by Forbes suggests that ‘even thoughtful, original writing’ can be mistaken for AI-generated content if it comes across as ‘too polished’ or ‘predictable’. For content writers and marketers today, there’s an unexpected challenge to achieve mastery of language and originality without sounding so convincing that you could be an AI chatbot!
A key strategy to combat the risk of being ‘too polished’ and generic is to write with passion. Let your zest for the subject matter and your craft flow into your words. Tell a powerful story layered with nuance and context that AI couldn’t possibly know, such as sharing personal anecdotes and your own reflections, industry experiences, career insights, and so on.
I also recommend making reasoned judgements and detailed statements that AI can’t (yet) replicate. Present your argument with confidence and logic, combined with a human touch that helps you connect more deeply with your target audience. For example, you might write about why animals are so healing for people working remotely, drawing on both external research and your lived experience as a remote worker dealing with social isolation and loneliness. (Incidentally, a 2025 research paper found that pets really do lower stress levels and promote better mental health in the workplace. I think I’ve found my next article topic.)
Going forward, sharing your passion and heartfelt words will help you shine as a content writer. Passion combined with human care is something AI simply can’t compete with. Your thoughtful approach to content will stand out among both your readers and fellow writers.
What’s next: navigating an uncertain future in content marketing
With AI and other technologies evolving at a radical pace, it’s impossible to predict exactly how the future of content marketing will play out. What we do know for sure is that the world of copywriting, editing, and marketing are forever changed by AI tools like Copilot and ChatGPT. Content writers must embrace AI (e.g. for research and editing) without becoming overly reliant upon the technology to brainstorm ideas or ‘do the work’ for them.
AI-generated content and the unfortunately named ‘AI slop’ aren’t going away anytime soon. The good news is that we are becoming smarter at recognising the ‘slop’ when we come across it. This means that content writers can more easily differentiate themselves from formulaic, clunky, and often incorrect AI-generated content. We can instead apply critical thinking, creative flair, and authenticity to connect more deeply with our readers.
If you’re a content writer in 2026, aim to combine your intrinsic humanness – including the strength of your voice and boldness of your vision – with AI to stand out. Be strategic and discerning in how you use AI; don’t become overly dependent on it. Remember that the human touch in content marketing has never been more vital to success. Forge forward with passion, purpose, and creativity, and you will build a solid foundation for your future writing.
