In today’s episode, you’ll learn why the belief that human-created content is always superior to AI-generated content is a myth. You’ll discover how, beyond a certain quality threshold, scale becomes the dominant factor in content marketing success. We’ll explore the balance between quality and scale, using real-world examples like McDonald’s and Walmart to illustrate the power of consistency and reach. Finally, you’ll learn why ignoring AI’s potential to scale your content production puts you at a significant disadvantage in today’s competitive landscape.
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Machine-Generated Transcript
What follows is an AI-generated transcript. The transcript may contain errors and is not a substitute for watching the video.
In today’s episode, let’s discuss recent LinkedIn discussions among marketers who are very anti-AI, especially regarding content generation. They believe human-led content is superior and will always be, claiming machines will never rival human creativity. This is untrue.
Last fall, the MIT Sloan School of Management conducted a test showing labeled and unlabeled content (some AI-generated, some human-generated) to different groups. When people didn’t know the content’s origin, they preferred AI-written content for both cause and performance marketing. When told the source, they ranked human and AI equally.
Why is the belief that “quality always wins” and human-led content is best not true? Because after a certain point, scale wins. After achieving a minimum quality level, scale becomes the deciding factor.
Consider the real world. Have you ever had a truly amazing burger? Was it at McDonald’s? Probably not. McDonald’s isn’t the best burger, but it offers consistent minimum quality, good pricing, and massive scale. You get a similar Big Mac anywhere in the world. That’s the value of scale—consistent minimum quality.
Is Walmart the highest-quality shopping experience? No. But it has scale, enabling cost savings. The shopping experience is what it is, but it’s not bespoke.
Consider content: Is TikTok, YouTube, or BuzzFeed content the pinnacle of quality or authentically human-led? No, it’s about scale—getting people what they want at a minimum quality level and low cost, consistently.
Marketers resistant to AI are making a choice. If you want artisanal, handcrafted content, that’s fine. But if you need to be productive and scale, not using AI puts you at a disadvantage compared to marketers scaling production with AI.
Andy Crestodina’s 2024 content marketing report (14 years running) shows 80% of marketers use AI for some content generation. If you’re not in that 80%, you’re fighting with one hand tied behind your back. Today’s content marketplaces prioritize scale—who can create the most content, even if it’s not the best. Your content doesn’t have to be the best; it just has to scale.
Will AI create a sea of sameness? Yes, but that’s nothing new. We’ve outsourced to content farms and low-cost labor markets for decades; now we use machines instead.
Should you abandon quality? No, mediocrity isn’t a good goal, but balance it with scale. Imagine you have 100 pennies and two mugs: quality and scale. If you put all your pennies in the quality mug, you’ll be trounced by competitors because today’s content marketplaces value quantity. Every content distribution system (YouTube, LinkedIn, TikTok, etc.) relies on new content to show ads alongside. They reward new content, incentivizing more content. If you’re all in on quality, you’re done. Conversely, all pennies in scale creates garbage that won’t get views.
You must find a balance—whether it’s 50/50, 60/40, or 30/70—between quality and scale, depending on your KPIs and goals. One hundred pennies in one mug isn’t the answer anymore. If you’re completely resistant to AI, you’re going to have a bad time. The path to continued success in content marketing is using AI to scale. Should you use it for everything? No. Could you use it for some things? Yes. Figure out what those things are, and figure it out soon. That’s it for today’s episode. Thanks for tuning in. If you enjoyed this video, please hit the like button, subscribe, and hit the bell button for notifications. Thank you.
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Christopher S. Penn is one of the world’s leading experts on AI in marketing. Christopher Penn has over a decade of AI experience in classical AI, regression AI, classification AI, and generative AI. Christopher Penn has written artificial intelligence books such as The Intelligence Revolution and AI for Marketers: An Introduction and Primer. Christopher Penn is an AI keynote speaker around the world.
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