Our clients frequently ask us if we can fast-track big product data and marketing projects using AI. And when we can, we do. It keeps cost low, and timelines tight. The idea of effortlessly churning out product write-ups and sales insights with lightning speed is undeniably appealing. 

But before you fully commit to the AI bandwagon, let’s break down why we carefully pick and choose which manufacturer and distributor projects can actually benefit from AI.

Sure, AI can whip up content faster than you can say “content creation,” but let’s not overlook the fine print. Crafting content, regardless of the method, still demands time. 

On average, using AI shaves off a considerable chunk of time, allowing you to create work within a mere 16 minutes. In contrast, humans take around 69 minutes to achieve the same feat.

This is great for: 

• Cross-sell/Upsell Data

• General announcements

• Re-writing existing material

• Room Scene Renderings

But here’s the catch…any content that is uniquely specific to our clients will still require some human muscle before using AI for polish. For example: 

• Specification Data
• Product Details
• Case Studies
• Specification Data  

AI has a knack for regurgitating existing information found on the web. It’s like serving reheated leftovers; sure, it gets the job done, but it lacks that freshness readers crave. In fact, studies show that human-written content outranks AI-generated content a staggering 94.12% of the time.

Still not convinced? Let’s talk numbers. This study compared AI-generated articles against their human-written counterparts on 68 websites. The results? By month 5, AI articles were drawing a mere 52 monthly visitors, while their human-written counterparts boasted a robust 283 visitors.

You might argue, “But hey, can’t I just crank out more AI-generated articles to make up for the traffic shortfall?” Think again. Flooding your site with low-quality content can backfire, leading to a decrease in overall traffic and rankings. Pruning and refining existing content, on the other hand, can yield an impressive 11% to 12% traffic boost.

Look at how much traffic is generated per minute spent.

Human-written content consistently outperforms its AI counterparts. Why? Because humans bring a unique perspective, creativity, and depth that AI struggles to replicate. Authenticity and originality are the bare minimum for B2C brands. 

For our large scale suppliers it’s critical to offer content that enhances knowledge because your customers are selling, installing, and fabricating your products for the end users. AI can help polish manufacturers’ and distributors’  content, but it can’t create it.

Now, don’t write off AI entirely. It can be a valuable tool in your content creation arsenal, especially when you know what you want to present but are short on time or have writer’s block.

• Start with AI: Use AI to generate a preliminary draft based on the notes you provide. 
• Put Your Spin on It: Thoroughly modify the content, injecting your voice, expertise, and fresh insights. 
• Focus on E-A-T: Ensure your content demonstrates expertise, authority, and trustworthiness.
• Stay Innovative: Delve into new topics and angles to keep your content engaging and relevant.

AI is a powerful accelerant, not a replacement for expertise. Use it to produce first drafts, speed repetitive tasks, and break writer’s block, but always anchor your content with human insight for anything that requires technical accuracy, installer guidance, or real-world experience. Run small pilots, measure by quality metrics (traffic, engagement, conversions, not just volume), prune and refine what you already have, and invest the time saved into original case studies and specs that only your team can produce. Do that, and you’ll get the speed of AI without sacrificing the authority your customers rely on.