AI is Only as Good as the Marketer Behind It

In this episode of Future Proofed, Nathan Thompson and Ryane Bohm dive deep into how AI is shaping the future of content marketing. They explore the intersection of creativity, strategy, and ethics—offering actionable insights for marketers building an AI content marketing strategy.

Key Themes & Highlights:

1. AI as a Creative Assistant, Not a Replacement
   • AI is a powerful tool to enhance creativity, but human input is essential. “AI at this point is only as good as the person that's really powering it.” (Ryane)
   • The real risk? Outsourcing your thinking entirely to AI. Human guidance prevents content from becoming “super dull and everything is the same.” (Ryane)
2. The Human-in-the-Loop Process
   • Effective AI content starts with humans “training” the AI—feeding it brand voice, context, and examples.
   • Editing and refinement are non-negotiable: “Once you do the prep work, then you just give it a lot of information ... then it knows how I speak and can give me a little bit back.” (Ryane)
   • Brainstorming with AI sparks new ideas, but the best results come from back-and-forth collaboration: “It wouldn’t have existed without AI, but AI didn’t think it up either.” (Nathan)
3. Prompting & Brand Voice
   • Prompts matter. Vague requests yield generic results.
   • “The most clever way of prompting that I’ve heard is prompt yourself, essentially.” (Ryane)
   • Prepping AI with examples ensures outputs align with your brand’s personality and goals.
4. Future of Content Marketing: Personalization & Multimedia
   • Hyper-personalized content experiences are the future: “I want to log into a website and it’s just about me ... hyper-personalized to an extreme.” (Ryane)
   • Expect a shift toward audio and video, with AI enabling new creative formats: “People with original thinking [will] do some really cool stuff with video and audio.” (Nathan)
5. Ethical Considerations in AI Content Creation
   • Transparency is key: “Being straightforward with what you're doing and you're not trying to trick someone.” (Ryane)
   • Always check for accuracy and brand alignment before publishing.
   • Beware of IP theft and misuse of AI-generated video/audio content.
   • Ethics are a human responsibility: “The ethics question, again, is not an AI question. The ethics question is a human one.” (Nathan)