Let AI handle the chores, and humans do the thinking: such should be the future of content marketing. In this piece, I try and debunk a few myths. Firstly, generative AI  can be creative — and often is. Secondly, AI doesn’t necessarily make us stupid; we don’t need it for that. And thirdly, becoming a prompting Guru isn’t necessarily the key to producing great content. The question of AI’s role in content marketing is actually more strategic than technical: it’s about why and for whom we create content. This is the major issue at stake for today’s and tomorrow’s marketers. In this presentation, I urge readers not to outsource their thinking to AI, and rather offload the chores of low-value tasks to machines. Unfortunately, it should be noted that they aren’t always doing a good job with that.
Chores to AI, Ideas to Humans
TL; DR

* Ms Bernard is an SEO agency avatar who adds links to Visionary Marketing on “her” website. Her “work” raises some fundamental questions. 
* Criticisms aimed at AI often miss the mark and overlook fundamental issues: why we write, for whom, for what purpose…
* We also dismiss a few myths such as ‘AI can’t be creative’, ‘AI makes us stupid’, and ‘mastering prompting is a silver bullet’.
* Hence, the question of AI’s role in content marketing is more about strategy than it is about tech.
* In this presentation, I urge content creators (and readers alike) not to outsource their reasoning and to leave the chores to AI.


AI and Marie Bernard, the e-commerce Queen
Let me introduce you to Ms Marie Bernard. This pretty young woman, somewhat artificial in appearance, exists only in Midjourney’s archives and on the website of “her” SEO agency. This supposed e-commerce expert found herself embroiled in a semantic mix-up that was both amusing and revealing.
Taking inspiration from one of my articles, this visionary author mixed up ‘snow globe’, an expression used by one of my expert interviewees as a metaphor, and ‘snowball effect’. Thank God, she inserted a link to Visionary Marketing so that I could correct that fatal mistake. Far from being trivial, this anecdote raises a few fundamental questions. Who is writing? For whom? How? And for what purpose? In fact, it even poses bigger questions such as “what is humans’ place in society, and what sort of society do we want for our children and children’s children?”
AI Information Overload 
Content about generative AI is so ubiquitous that we have gone past information overload. AI content analysts are skirmishing via X (formerly Twitter) and LinkedIn posts, mainly on the technical front (this AI is better than that one), creativity (AI produces interesting ideas or rather, is dull and inferior to humans), and usage (“download my ultimate prompting guide!”). Yet all these debates (and sadly others that are less prevalent, like the poorly documented issue of energy consumption) fail to address other key questions: who are we creating for, why, and for whom do we work — or more broadly, what kind of society do we want in the future? 
Generative AI at the Heart of the World’s Issues 
AI, and in particular generative AI, have generated most of the noise on social media, blogs, newsletters, and chat around the pub. Traditional economy seems to be ignoring the phenomenon or treating it as incidental — a recurring habit when it comes to digital innovations, but online debates live on unabated.  
Whether and how we should use generative artificial intelligence is now a central question in our modern societies, and that’s understandable. Machines have been able to play around with text since the 1950s, but computing power and large-scale training on such a vast and decent dataset — despite criticisms —...