How to write content that speaks to the heart (even with AI)

As AI churns out more content than ever, standing out requires something machines can’t replicate – empathy. Here’s how to find the sweet spot between efficiency and authentic connection.

The internet is exploding with AI-generated content. And it doesn’t look like it’s going to stop anytime soon. Why would it, when AI can write a 2,000-word article before most human writers decide on an angle?

A recent survey found users save up to 50% of their time creating content with AI. From automation to analysing insights to personalising content, AI is becoming a useful sidekick in content creation.

However, there’s a dark side of creating more content in less time. We’re contributing to the noise that leaves audiences numb. And it’s now even harder to stand out.

As inboxes overflow and feeds become cluttered with AI-generated material, content that truly connects is increasingly rare. Yet what makes marketing effective hasn’t changed: it needs to speak to customers on an emotional level, and build trust. To do that, we still need to empathise with the underlying, subconscious, unspoken desires our audiences share.

So how can you find your empathy edge, and still keep AI’s efficiency gains?

Create meaningful connections

Meaningful marketing has always started with understanding your audience. But empathy goes deeper than demographics or pain points – it requires getting into the heart of what matters to your customer. What are they thinking? How do they feel? Why? True empathy begins with self-awareness. When we understand ourselves and our emotions, it’s possible to understand what is behind the way others make decisions.

This is where AI falls short. It’s intelligent, but artificial. It’s efficient, but emotionless. AI can’t experience human emotions, limiting its ability to show empathy. 

It doesn’t understand what it means to be human. That’s our superpower as humans – using our humanity to connect with the person on the other side of our content. 

The most memorable marketing campaigns don’t just solve problems, they make us feel seen. They acknowledge our fears and struggles, celebrate our wins and reflect our deeply held values. 

Here are four ways to create more meaningful connections through content:

• Listen to customers. Not just what they say but also how they say it. 
• Share authentic stories from real people, including your personal experiences. 
• Go beyond practical problems and needs to address emotional realities. 
• Speak to specific experiences instead of generic challenges.

When we lean into the heart to deeply understand and respond to unique customer needs, we create content that does more than inform – it resonates.

Build trust in the age of AI

Recently, I landed on a marketing agency’s website. Its credentials looked impressive, but something felt off about the team page. After a closer look, I realised most of the headshots appeared AI-generated. It made me question whether they were real humans and if I could trust their content.

I’m not alone in this reaction. Research by Accenture shows 60% of respondents are questioning the authenticity of online content more than before. Authenticity has become a crucial differentiator for content that stands out and builds trust. When people feel they’re engaging with real humans who understand their needs, loyalty naturally follows.

But the challenge is more than perception. AI regularly presents falsehoods as facts. It can perpetuate biases. It can venture on the wrong side of intellectual property law, using copyrighted content without giving proper credit. This can further erode trust and hurt a brand’s reputation. And once trust is broken, it’s incredibly hard to rebuild.

Here are some simple tips to tap into trust when partnering with AI to produce content:

• Verify any facts, statistics and claims generated by AI.
• Share real-life examples from your experiences.
• Be transparent about how and why you’re using AI.

Trust isn’t built with content perfection, but authentic connection.

Find the sweet spot between AI and humanity

AI isn’t going anywhere. Rather than fight it or fully rely on it, smart marketers find the right balance between empathy and efficiency. Think of it as a partnership between humans and AI – use AI to do the grunt work while you add creativity and emotional insight. Let’s look at both sides to find the sweet spot.

Where AI thrives:

• Analysing data and identifying trends and preferences
• Brainstorming ideas
• Generating content outlines
• Handling repetitive formatting tasks
• Optimising content for SEO performance

Where humans are essential:

• Infusing content with empathy
• Fact-checking for accuracy
• Editing for contextual relevance
• Incorporating real stories and creative angles
• Maintaining an authentic brand voice and values

Start with your strategy and message, use AI to scale your efforts, then write and review in your brand voice for meaningful engagement. 

With content, your product or service isn’t your competitive advantage. Neither is your brand promise or tone of voice. Your competitive advantage is your ability to create truly human connections. Because people connect with people. 

In our rush to embrace new technologies and get more done faster, let’s remember that empathy and trust are the foundation for building lasting relationships. In life and in business.