AI Can Write the Post. But Only Humans Know If It Should Be Posted

“How do you feel about AI?”

It’s not exactly a cocktail socials night, but there I was, asking it at the end of a job interview like it was the modern-day equivalent of “Do you believe in love?”

You see, in today’s world, it’s not just about what a company does. It’s about how they think. And nothing reveals that faster than asking how they feel about artificial intelligence.

If they flinch, panic, or mutter something about robots taking over – red flag. If they light up and casually mention “we’re looking to downsize the team and let ChatGPT handle socials” – also a red flag. But thanks for the honesty.)

As someone who lives and breathes content – and has very strong feelings about punctuation and tone – I don’t see AI as a threat. I see it as… well, a very clever intern who works fast but has no emotional intelligence.

Sure, it can write a post.But only a human knows whether it’s the right post. The one with the right message, for the right audience, at just the right moment – when your boss just got off a chaotic Zoom, the economy is limping along, and everyone’s secretly fantasising about changing careers to become a goose farmer living in countryside.

AI can’t feel that. But we can.

It can give you structure, grammar, maybe even a decent pun if you train it long enough.But it won’t save you from a tone-deaf campaign or a post that makes people go, "Who approved this?"

So no, I’m not afraid of AI. But I am wary of companies that want to replace marketers with machines, instead of supporting them with smarter tools.

I want to work somewhere that sees the magic in strategy, tone, timing – you know, the stuff that actually makes content feel  like something.

Because at the end of the day, AI might know the algorithm… But only humans know when not to post.

And maybe, just maybe – that’s the real intelligence we should be hiring for.