The Great Content Divide: Human or AI?

By Kaitlin Jarvis, SVP and Managing Director at Telemetry

AI isn't going anywhere, but we're not headed toward a world where AI dominates all content across all channels. There are certainly specific use cases where it makes perfect sense, but I can't imagine a future where consumers suddenly stop valuing authentic messages and genuine human experiences. 

So what’s better: human or AI-generated content? The reality is more nuanced than the binary debate suggests. Some content can — and should — be replaced by AI. But that’s not necessarily a bad thing. 

Our Google searches are already being transformed by AI Overviews (AIOs), and frankly, I’m not mad about it. If you look in your Google search history, I'd bet you’ll find more than a handful of searches that didn't require an in-depth analysis or human insight. Heck, Google replaced my ability to convert measurements a long time ago. Thank you, AI, for making that a no-click experience. 

My point is that sometimes we just want an answer. AIOs deliver that efficiently and effectively — zero load time, zero clicks. But that's not the point of every search. 

Where Human Content Still Wins

At other times, consumers actively seek out authentic opinions, personal experiences, and genuine human perspectives. 

It's Amazon Prime Week, and influencers across the world are saturating Instagram, TikTok, and Facebook with hundreds of thousands of affiliate links, often coupled with a personal review. That content is getting views not only because there are so many deals, but social users want to know what is really worth their money. 

But expand beyond the $10 Amazon home gadget. People want to know what it’s like to use that product, drive that car, work for that company, or live in that city. 

This is where content is going to be split into two distinct paths that are not entirely new:

• Utility Content (or, as Telemetry's founder calls it, hygiene content) includes quick answers, how-to guides, basic information, and transactional content. This is content where experience or personality does not matter. 

  • Can I fit three car seats in a Toyota Avalon? Yes. 

• Experiential Content includes reviews, opinions, storytelling, brand-building, and relationship-driven content. AI may be able to summarize these, but replace them? I think not. 

  • Is the Toyota Avalon a good vehicle for a mom of three? You wouldn’t think the Avalon is a good family car, especially if your family maxes out the seating capacity like mine does. However, it’s a great second vehicle for my family of five. Here’s why… 

AI Change is Already Happening

Social giants are stepping up to the plate to minimize AI overtaking platforms. YouTube recently announced that it is limiting ad revenue for AI-generated and repetitive videos and implementing stricter guidelines for what it considers “authentic” content. 

Mhm, that sounds familiar. Remember when “content is king” was replaced with “authenticity is king”? Consumers haven’t walked away from what they’ve told us for years: authenticity matters. 

It’s not just the platforms that are shying away. Consumers are, too. A recent study revealed 81% of influencers are using AI to assist with content creation, and 61% of consumers believe influencers should have to disclose when they use AI. More than that, 35% said they distrust AI-generated influencer content altogether. 

What Does This Mean?

Ultimately, content creators have to determine and understand when to use AI and when to lean into their humanity. It’s not about choosing sides 100%. 

I told a former colleague earlier this week that I use AI to free up my time. AI can help me create my next to-do list, organize my jumbled thoughts, and find sources for research I need to create content. That frees up my calendar, so I’m focusing the majority of my time on developing the content, adding the perspective that clients hire me for.