AI can do a lot. It writes texts, formulates emails, analyses data, summarises content and thus changes user behaviour on the web, our thoughts, actions and, through its impact on almost all industries, somehow also the whole of society. But the more AI can do, the more it becomes clear what it not can. And this is precisely the great opportunity and stage for you - as a brand, creator, company or simply as a person.
The AI bubble: everything seems right, but somehow the same
We live in a world where emails are written by AI, LinkedIn posts are scheduled by GPT and even customer responses are generated automatically. Everything sounds good. Everything is right. But more and more often we think: Something is missing. And what's more: somehow everything sounds the same, everything sounds predictable.
Question for you: Is this text here AI-generated or human-typed? Or partly? You can no longer be sure. And you're not sure at this point either, are you?
This uniformity, this lack of attitude, emotion and surprise (not with us, of course) is your opportunity. Because this is precisely where the limits of AI lie - and the starting point for real, human content.
AI recognises patterns. Humans recognise moments.
AI knows what "often happens". Humans sense what is "right now". There's a difference between a weather forecast and a thunderstorm on the ground.
Look: A good consultant recognises from body language whether a customer is in doubt. An AI only recognises keywords. Context is not just text - it's intuition. And that remains human.
Creativity begins where AI ends
AI can formulate cleverly - but rarely irritate, only surprise at the exact prompt. Original ideas need breaks, courage and a certain amount of play with the expectations of readers and users.
Imagine you are in a gallery. 100 paintings show beautiful landscapes. And suddenly there's one: just a white sheet with a coffee stain. Who will stay longer?
This is human creativity - not perfect, but unique. And this is precisely what is becoming increasingly important for publishers in the online marketing sector. Precisely because of AI.
How AI is changing marketing, e-commerce & co - and why real content is becoming more important
Online marketing and e-commerce in particular are undergoing a change: information with a high search volume - i.e. classic advice content or product comparisons - is increasingly being answered directly in the search or summarised in AI systems such as ChatGPT. This leads to Zero-click searches and even to Zero-click commerceThe user no longer clicks - they find information directly in the search results or complete the purchase process via platforms such as Google or Amazon. Naturally, this also has huge impact on the way web analytics is done.
But this is exactly where there is room for real content:
- Testimonials, reviews and personal opinions cannot be generated automatically.
- Authentic content creates trust - an increasingly important factor for visibility in AI-supported search environments (keyword: AI SEO).
- Guide content without a unique angle are compressed, not consumed. Those who convince with depth, added value and perspective, on the other hand, remain relevant.
Especially in the social media environment, in newsletters or podcasts, In content is consumed without ever having been searched for. This means that even content that is not optimised for keywords can have a massive reach and impact - if it offers personality, position and perspective.
Real content is not the opposite of AI - it is the counterweight. And that is precisely why it is becoming more relevant.
Can AI still help to create "real" content?
Absolutely. Because "real" does not automatically mean: without technology. Rather, it means: content that is based on real knowledge, real experiences or comprehensible perspectives. ChatGPT and other tools can support this - for example through:
- Brainstorming, topic clustering or research
- Structuring complex content
- Suggestions for style, language or target group approach
The only important thing is that the last mile or, depending on your point of view, the first step remains human. The "why" behind the text, the examples, the attitude - none of this comes from a prompt. But AI can help to get there faster and in a more structured way. Especially with data-driven content or as an editorial sparring partner for your own thoughts.
Science: AI is changing the way we think. But not always for the better. Rather the opposite is the case.
Studies show: People who use AI excessively think more quickly, remember less and reflect less. Digital amnesia is on the rise. The ability to engage in real dialogue decreases.
Figures from current studies and analyses:
- According to a study by Originality.AI, over 50 % of English-language LinkedIn posts with more than 100 words are AI-supported (source: Originality.AI, 2024).
- Around 34-47 % of marketers use AI for email generation (source: artsmart.ai, 2024).
- Studies on ChatGPT show that up to 47 % of the "quotes" or facts are incorrect or hallucinated (e.g. according to Wikipedia and OpenAI evaluations).
We live in a world full of content, but empty conversations. For this very reason: Show attitude. Be tangible. Write genuinely. Use AI as a tool, but never as a substitute for human interaction and dialogue.
Health consequences: What the continuous use of AI does to us
AI use not only influences, what we think, but also, like. Studies by MIT and Australian research institutions show that
- Less memory performance due to "digital amnesia"
- Decrease in metacognitive skills (e.g. independent reflection)
- Increased screen time, concentration problems, sensory overload
Source: MIT, 2025; Herald Sun Australia, 2024; Laptopmag, 2024
This means that the passive consumption of AI-generated content not only makes us dependent - it also makes us more mentally and emotionally passive. Those who stand out will become more relevant.
Conclusion: The future is hybrid!
Yes, AI changes content. And yes, you can use it - for research, optimisation, text modules. But you prove your value where AI ends:
- in real stories
- in a personal attitude
- in human proximity
If you want to stand out tomorrow, you have to be more human today.
