Recently, I was in a discussion amongst friends about the use of AI. That conversation was centred around the frustration some of them felt in academic settings. Their students are just cutting and pasting the content that the machine generates for them.
In their academic circles, it is considered plagiarism. But free from the enforced rules of academics, these same tools call to us. They are easy to use and they are fast.
Small business owners face a similar temptation. In this new age of ChatGPT and other AI writing tools, the appeal is obvious: generate content in minutes instead of hours. But there’s a problem that many are overlooking.
The content these tools produce often has a distinct ‘smell’ that customers can detect. Research shows 50% of consumers can spot AI-generated content, and more telling, 52% become less engaged when they suspect what they’re reading wasn’t created by a human. That’s a lot of potential customers turning up their noses at content that took just minutes to create.
The good news is you don’t have to choose between efficiency and authenticity. Like a skilled chef who uses modern kitchen tools but adds their own special ingredients, human writers can take AI-generated content and transform it into something your customers will actually connect with.
In this article, I’ll show you the telltale signs that your content has that ‘AI smell,’ why it matters to your customers, and most importantly, how the human touch can deodorize even the most robotic first drafts.
Your Customers Can Feel the Difference
Many small business owners who’ve experimented with AI-written social media posts report a similar experience: engagement drops. The content is grammatically perfect, but it doesn’t sound authentic.
This experience isn’t unique. People are developing a sixth sense for detecting content that doesn’t ring true. They might not be able to identify exactly why, but they feel something’s off when reading AI-generated material.
Humans connect with other humans through subtle elements that AI still struggles with:
Emotional intelligence that knows when humour, compassion, or direct communication is appropriate
- Genuine empathy that comes from shared experiences
- Nuanced understanding of your specific customers’ pain points
- Authentic brand voice that consistently reflects your unique business personality
- Cultural context that resonates with your local community
The “Good Enough” Trap
Many small business owners fall into the trap of thinking “good enough” content is sufficient. But in today’s crowded digital marketplace, “good enough” is increasingly invisible.
When everyone has access to the same AI tools, the content they produce begins to sound the same. Generic, templated content blends into the background noise of the internet. Your potential customers simply scroll past.
Human-written content stands out because it:
- Reflects your actual expertise – not aggregated information from the internet
- Speaks directly to your specific customers – not a generic audience
- Tells authentic stories from your experience – not hypothetical scenarios
- Addresses local concerns and references – not generic examples
- Adapts to feedback from real customer interactions – not data patterns
Finding the Right Balance
This isn’t to say AI has no place in your content strategy. The smartest approach combines human creativity with AI efficiency:
- Use AI for research, topic generation, and first drafts
- Have a human writer refine, personalize, and add authentic touches
- Let AI handle routine content while humans create cornerstone pieces
- Use AI for content that needs frequent updates while humans focus on evergreen material
The Real ROI of Human-Written Content
Small business owners who invest in professionally written website content focused on the specific concerns of customers in their service area often see significant results. The initial investment may be higher than using AI, but many report improved conversion rates and customers who specifically mention how the content resonated with their exact situation. The return on investment for quality human-written content isn’t just measured in immediate conversions. It builds long-term trust that leads to:
- Higher customer retention rates
- More referrals from satisfied customers
- Better quality leads who understand your unique value
- Stronger brand loyalty in a competitive market
- More meaningful engagement on social platforms
The Competitive Advantage of Being Human
In a world where more businesses are turning to AI for content, being authentically human becomes a powerful differentiator. Your customers don’t just want solutions – they want to feel understood by the businesses they choose to support.
The most successful small businesses recognize that content isn’t just information – it’s conversation. And meaningful conversations have always been led by humans who truly understand each other.
Need help creating content that genuinely connects with your ideal customers? Let’s talk about how human-written content can transform your digital presence. Schedule your free 45-minute consultation today.
