Synthetic intelligence instruments have turn out to be extra accessible to non-technical customers – even when they don’t at all times acknowledge it. For those who’ve ever checked your work with Grammarly or recorded a gathering with Otter, you’ve used AI. Nevertheless, extra individuals are being attentive to the AI instruments that make up their kits and the way they use them.

Because of the speedy advances in AI know-how (ChatGPT anybody?), creating content material’s simpler than ever. There are additionally extra conflicting views concerning the subject of AI-generated content material and the place to put limits. One Buffer community member stated, “I’ve been apprehensive about AI as a result of it isn’t essentially unique due to what it’s referencing (at the least with artwork).”

Anybody creating content material should think about the place and the way AI will affect their processes. Some questions you’ll want to have the ability to, on the very least, reply are: Will you utilize AI to generate content material? Or edit it? How will you guarantee your viewers that your content material and concepts are unique?

To assist make the method a bit simpler, we put collectively an inventory of examples from totally different creators and content material groups about their insurance policies concerning utilizing AI in content material creation.

How content material groups method utilizing AI for content material improvement

AI has been a double-edged sword for a lot of content material and inventive groups. On the one hand, over 55 percent of Bynder’s clients stated they’re utilizing AI to automate time-consuming duties to spice up productiveness. Conversely, a report confirmed that AI was a significant purpose for over 4,000 layoffs in Might 2023.

There are various views on utilizing AI, from those that reject it solely to these actively exploring it. Listed here are a few of them.

CNET shares clear insights into how AI is utilized in its content material

CNET makes use of AI to put in writing its articles however emphasizes that they don’t publish AI-generated content material with out having it reviewed and edited by people earlier than posting – much more since an incident with its content.

A report discovered that of 77 AI-written articles, 41 contained errors. The workforce paused utilizing the AI device to construct higher editorial processes and has dedicated to refining it to swimsuit their editorial requirements and desires.

how content uses ai
Example of a CNET AI disclaimer

The tech publication now updates an AI Policy web page detailing how they’re utilizing AI. They even have an in-house AI engine referred to as RAMP (Accountable AI Machine Associate) to help of their content material creation. They’re additionally extra clear about which articles characteristic AI-generated content material.


As a market to attach writers with purchasers, Verblio needed to set stricter guidelines than most concerning AI use in content material to make sure high quality. Their writer policy and guidelines concerning AI-generated content material explicitly state that they don’t settle for AI-generated content material.

In addition they defined their multi-stage screening course of to make sure that no AI-generated content material is submitted to a consumer, as no AI device can move the high-quality standards Verblio requires of all of its writers.

One Era

One Era search engine optimisation, a content material company, units clear boundaries concerning AI use in content material with a devoted “AI content policy” web page. The company emphasizes that AI-generated content material won’t ever be instantly “copied and pasted” onto a website with out present process human editorial assessment.

Within the coverage, they state that they experiment with AI to create:

  • Guides and tutorials
  • Informational and assist content material
  • Brief, supportive copy for metadata (titles, descriptions) and social posts

In addition they shared that they don’t use AI for

  • Area of interest or expert-level content material
  • Articles to be written from private expertise or unique analysis
  • Content material about proprietary processes or phrases an organization has invented
  • Thought management content material

Lastly, in line with their coverage, every bit of AI-generated content material has to endure a strict editorial course of, together with plagiarism checks, writing high quality edits, fact-checking, model alignment, and conversion optimization.


As a part of Doist’s Content material & search engine optimisation, Naomi Liddell shared AI doesn’t produce nice outcomes for writing. She particularly talked about their Todoist publication, which takes a private storytelling method that AI can’t replicate. So whereas the Advertising workforce doesn’t have formal tips, Naomi retains AI out of writing, sticking to maintain the heat and honesty that comes from her.

Nevertheless, she highlighted that AI has been helpful in repurposing content material – particularly changing evergreen articles to video. She talked about that it has saved her time, and the ensuing scripts are “glorious springboards that require minimal modifying.”


We like AI right here at Buffer and have even incorporated it into Buffer to assist our viewers enhance their content material creation course of. Nevertheless, we additionally perceive that it’s restricted and never a alternative for high quality content material or the those who make it.

Listed here are the 4 statements that cowl 90 % of how we consider using AI in content material.

  • AI assists however doesn’t change
  • AI by no means writes full drafts or paragraphs with out being edited by a human
  • AI content material is at all times reviewed for accuracy
  • We don’t imagine AI can change inventive work in any sense
ai content policy buffer
Buffer Content material Crew’s AI Coverage

For a deeper dive into how our Content material Crew makes use of AI, check out this article, the place we define our historical past with AI instruments, our method to AI in content material, tangible methods we’ve been utilizing AI, and extra!

How creators are utilizing AI for content material improvement

You may assume that creators could be hesitant about AI. In any case, a lot of the narrative round AI, particularly within the information, is about the way it’s right here to interchange individuals. Nevertheless, 94.5 percent of creators said they use AI mainly to edit content and create textual content and captions for accessibility, in line with Influencer Advertising Manufacturing facility report.

Most assumptions about AI (and its functions) are that it will probably take over the creation course of, from producing concepts to distribution. This conflicts with how creators are literally utilizing it – to work extra effectively.

Chris Bailey makes use of AI to assist his writing, not change it

The writer and multi-platform creator is likely one of the few creators with a totally clear rationalization of the place AI suits into their inventive course of. Chris published a blog post explaining his perspective on AI: “Briefly, my objective is for AI to assist my writing (and different work), not change it.”

On this coverage, he outlines how precisely he makes use of (and doesn’t use AI). Right here’s an outline of how he at the moment makes use of AI in his course of:

  • To prepare information and enormous quantities of knowledge
  • To seek out beginning factors for analysis
  • To determine blind spots and biases
  • To spark new concepts

He additionally outlined which duties he doesn’t use AI for:

  • Drafting written content material
  • Making ready for talking engagements
  • Connecting concepts in modern methods

The publish provides that the coverage is a piece in progress and can change over time. Nonetheless, this clear rationalization will assist construct belief together with his viewers that they obtain content material from his genuine perspective.

Colin and Samir encourage using AI to hurry up post-production

Samir Chaudry of the favored duo behind The Colin and Samir Show told NBC that he’s encouraging all his workforce members to make use of AI of their day-to-day. He stated instruments like Descript, AutoPod, and Midjourney have improved the workforce’s post-production course of, leaving them extra time to create.

Nevertheless, Samir additionally talked about that he understands individuals could also be uncomfortable adopting AI, particularly with so little regulation. He shared an optimistic prediction that AI will encourage human interplay, saying, “[In a few years] when a number of stuff [has been] altered or generated by AI, we’ll worth human views in a approach that we perhaps have misplaced contact with.”

Tejas Hullur generates photos for his publication

TikToker Tejas Hullur is a distinguished creator with over 600,000 followers and has seamlessly built-in AI into his content material creation course of, significantly for his publication, “Out West Chronicles.”

how content team uses ai
An example of how Tejas and his team use AI-generated images

Tejas and his co-writers use DALL-E, an AI picture era device, to create header photos for the publication, and as he told Insider, it’s much less about pace and extra about protecting constant branding.

Alasdair Mann (@Alementary) makes use of AI to boost info and create video hooks

When struggling to collect particular info, Alasdair Mann (or @Alementary as he is recognized on YouTube) turns to AI for help. As an example, whereas engaged on a narrative about Dennis Tito, the primary area vacationer, he sought AI’s insights into potential challenges Tito may need confronted. Between the AI-generated recommendations and his unbiased analysis, he was capable of craft a extra compelling narrative.

He additionally makes use of AI to create hooks – the primary sentence you write or the primary few stuff you say to seize your viewers’s consideration. As he told Insider, he prompts the AI with a content material transient explaining his video and his thought for a hook. The AI device then gives various recommendations, which he creatively combines or edits to align together with his distinctive model. Working with AI like that enables him to broaden his concepts whereas protecting his voice genuine.

Jen Glantz makes use of AI to avoid wasting time throughout her inventive course of

Jen Glantz, a solopreneur balancing enterprise and motherhood, has seamlessly built-in ChatGPT into her content material creation course of. In an article for Insider she states that she makes use of AI for:

  • Key phrase analysis to spice up web site site visitors
  • Viral content material concepts, like this Instagram Reel that hit over 6 million views
  • Creating and sending pitches to potential model companions
  • Control rivals and market positioning
  • Enhancing how she communicates with clients

Jen’s use of AI provides her much more time again in her day to spend together with her household, enhances her content material, and improves her enterprise operations.

Develop a easy set of tips to speak your stance on AI and content material

Whereas there are legitimate considerations about AI changing human jobs, the present development reveals that creators and companies use AI to boost and optimize their processes, not change them.

Throughout our examples, there is a robust emphasis on the human contact, storytelling, and distinctive views, which AI can not replicate. Nevertheless, AI will be helpful for modifying, analysis, and automation, making the content creation process more efficient.

Wherever you utilize AI in your inventive course of, be sure to talk it or at the least have a solution to your viewers, who nonetheless need unique and genuine content material out of your perspective.

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