In this #ContentChat conversation, host Erika Heald was joined by Maureen Jann, Director of North America at Anunta and longtime content marketer, to talk about the reality of using AI in content creation—and how to ensure your work still builds audience trust in the process.
As AI-generated content becomes more prevalent, the risk of sounding like everyone else increases. Maureen and Erika explored how human creators can differentiate themselves by focusing on experience, process, and honesty.
Watch the full episode on YouTube or catch the highlights below. Check out these past chats on how to define your brand voice for content marketing and how to create an AI-led content strategy if you’re ready to take the next step.
Why AI Alone Isn’t Enough To Build Content That Converts
“AI without a human voice is beige. It lacks the flavor, opinion, and perspective that make content memorable.”—Maureen Jann
Maureen explained that while AI can assist in formatting or summarizing ideas, it shouldn’t be used to generate content from scratch. The result? Broetry. That all-too-common AI-generated style on LinkedIn that fills space but lacks meaning.
Erika noted:
“I can tell when something’s AI-written because it says a lot while saying nothing. No personal experience, no lived insight, just breathy fluff.”—Erika Heald
They agreed that content driven by prompts, not perspective, erodes trust—and that only humans can provide the unique context and voice that audiences crave.
What Makes Content Trustworthy In the Age of AI?
“Assume your readers know AI is involved. The question is, are you honest about how you’re using it—and are you still showing up with your human voice?”
Maureen Jann
Trust is at risk when content creators try to pass off AI work as entirely their own. Instead, Erika and Maureen emphasized transparency about when and how AI is used.
Erika shared:
“On our site, the recap says it’s written by the ContentChat GPT Pro, because that’s who drafted it. We humanize it with editing, but we’re not pretending it’s something it’s not.”—Erika Heald
They encouraged marketers to treat AI like a note-taker or assistant—not the strategist.
Content Opportunities That Still Require Human Insight
Maureen and Erika outlined eight types of content AI can’t create effectively on its own:
- First-Party Data and Research – Like Maureen’s gap report comparing IT leaders vs. users. “Only we could do that,” she said.
- Customer and Employee Stories – You need real conversations and authentic context to craft meaningful narratives.
- Documented Processes and Frameworks – Behind-the-scenes methods that show how your team actually works.
- Transparent Failure Posts – The content that admits mistakes and shows how you learned from them.
- Team Knowledge Sharing – Not hoarding insights behind a single “content gatekeeper.”
- Interactive Recaps and Summaries – AI can summarize, but it can’t discern what matters without your input.
- Tone and Voice Consistency – AI helps maintain voice; only humans define it.
- Strategy-Driven Content – AI is tactical. Strategy requires a big-picture, human POV.
“The most valuable content we create is based on what only we know. That’s what people want to learn from.”—Maureen Jann
How To Use AI Well—Without Losing Your Brand Voice
“You are still the strategist. AI can be the sous chef, but it doesn’t make the recipe.”—Erika Heald
Maureen shared how she used AI to synthesize notes from a conference, apply brand voice, and build a post that was praised for sounding “so human.” The key: she brought the perspective, and AI just helped shape it.
Erika also uses custom GPTs tailored to each client:
“They help me stay aligned to brand guidelines, but the insights and empathy are always mine.”—Erika Heald
Final Thoughts: Centering Humanity Is the Future of Content
“Gatekeeping content creation doesn’t protect your job. It just makes you the bottleneck. Share knowledge, empower others, and show your strategic value.”—Maureen Jann
Erika closed the conversation with a reminder that AI is just a tool—without human input, it’s nothing more than a glorified autocomplete.
“Content that earns trust always starts with a human insight. That’s something no model can replicate.”—Erika Heald
Content Marketing with AI
If you’re looking for hlep with building brand-safe AI content strategy, reach out here. Our #ContentChat hub also shares expert tips and proven strategies to move your content strategy forward.
If you have a topic you’d like to discuss with Erika on #ContentChat to help our community of content marketers, send us your pitch.
