How I use AI in content work (and where I don't)
Social Media Content
Everyone has an opinion on AI and creative work. Here is mine, and it is mostly practical.
Where AI helps
Brainstorming. Getting a pile of angles quickly, so I can pick the interesting ones and discard the rest.
Copy variations. Trying different headline options for the same idea.
Production speed. Resizing, adapting and preparing formats faster.
Image ideas and drafts. Exploring directions before committing to a final visual.
Where it does not decide
I take responsibility for the things that actually decide whether content is good:
Accuracy. Every fact and claim is checked by a person.
Originality. If something looks like everyone else's, it goes.
Brand fit. The work has to sound and look like the client, not like a model's average.
Visual quality. Details, spacing and finish are reviewed by eye.
Final approval. Always human.
Why this matters to you
Used carelessly, AI produces generic content quickly. Used carefully, it gives a designer more time for the thinking that makes content distinctive. The speed is only useful if the judgement is still there.
If you have questions about how AI fits into your project, ask me. I would rather explain it than hide it.
