In human hands, AI can lead to quick turns, strong ideas, and higher ROI.

If you’ve experimented with AI writing tools, you’ll have marveled at the blog posts and sales emails, video scripts and ad campaign topics, all churned out in seconds.

The problem: AI’s output, while impressive for a bot, is almost always B-level content at best. And we’re talking unpolished B-level content that lacks the zing of strategy.

The tools are incredible at creating first drafts in a flash, but most business leaders who want to make an impact aren’t comfortable sending first drafts of newsletters—or pitching initial takes of thought leadership pieces to the Harvard Business Review.

The bottom line: AI writing tools can take you about 60% of the way there.

To cross the finish line with quality content in hand, you need the brains, creativity, emotional aptitude, ability to contextualize, and strategic finesse of good ol’ human writers.

That’s where we come in.

Our expert writing team ensures AI tools help you get the quality content you need with the following four approaches:

1. Purposeful prompting

An AI bot’s output depends entirely on your input. The more specific and strategic the prompt, the more relevant and workable its response. And for content that’s distinctive and compelling, it’s critical to differentiate your prompts from competitors’.

How we help:

We draw on our content strategy expertise to create prompts that make the most of the tech—by getting the bot to provide output that’s unique, accurate, and useful to your overall content goals.

2. Strategic revision

AI generates responses based on language prediction, but the software lacks the human ability to make contextual judgments. To craft a generic first draft into something exciting and impactful, it takes human writers who understand emotional nuance and complexity, situational context, and strategy.

How we help:

We revise AI-generated first drafts into compelling final products that spark, sizzle, and propel readers to act.

3. Precise editing and proofreading

Because AI bots’ responses are based on a confined—albeit gigantic—amount of source material, their output is by definition derivative. This can lead to generic or repetitive copy that lacks fresh insights and creativity. Beyond that, AI’s output often features grammatical errors, odd colloquial expressions, and irrelevant material.

How we help:

Our expert writer eyes edit AI-generated drafts for clarity, accuracy, fluency—and infuse them with much-needed creative zest.

4. Rigorous research and fact-checking

AI content is prone to plagiarism, bias and discrimination, and data hallucinations. It’s crucial to carefully verify any AI-generated material before attaching it to your brand.

How we help:

We apply rigorous research and fact-checking practices to ensure your branded content is free of the risks and dangers associated with generative AI technology. Trained in the proper use of AI, our team knows what information to feed the machine—and what to avoid—to keep your data confidential and secure.

AI writing tools are only as good as the writers behind them.

At MarketSmiths, our ethos is Copywriting for Humans. As technology evolves to meet the demands of our time, we’re moving with it to provide our clients with efficient, on-strategy, human-centered copywriting that moves their audiences to act.

In the right hands, AI tools can help your company grow. Get in touch today.