3 Pitfalls to Avoid When Using AI for Content Creation
- Dorien Morin-van Dam
- Dec 1, 2025
- 3 min read
Imagine cranking out 4 million words, helping over 160 businesses grow, and generating millions in sales, all through writing.
Now imagine doing that in an AI-powered world. That’s the reality for Jack Wilson, a recent guest on Strategy Talks, and trust me, you’ll want to hear how he’s adapting.
We dove deep into the nitty-gritty of using AI for content creation: what works, what doesn’t, and how not to lose your job in the process. Jack is a seasoned content writer and strategist who has been blogging since 2009. He’s also built his own AI-powered content systems, so when he talks AI, it’s not just theory.
Pitfall 1: Thinking AI Can Replace Strategy
"Sure, you can have it write a blog, but there’s a difference between giving AI a 10-word prompt and giving it 400 words of context," Jack said.
And that right there is why strategy still matters.
Too many businesses see AI as a shortcut to reduce content costs. Some CMOs even believe they can scale back content teams and have interns run ChatGPT. Jack warns against that thinking:
"There's way more nuance to using these tools than just hitting 'generate.'"
Without strategy, AI-generated content is generic at best and brand-damaging at worst.
Pitfall 2: Not Training AI to Sound Like You
Jack has a three-pillar system to train AI to match your brand:
Know Yourself: Feed AI your writing, history, tone, even quirks. "It needs to know I launched my first blog in 2009," Jack explained.
Know Your Audience: AI must understand who you serve, what they care about, and their emotional triggers.
Know the Channel: Your blog, your LinkedIn post, and your email shouldn’t all sound the same. Format and voice matter.
He also adds a fourth dimension: Time.
AI learns as you provide feedback. "This is what you wrote. This is what I posted. Learn from the difference," he tells his AI models.
Pitfall 3: Relying on AI Without Guardrails
AI isn’t just a writing tool. It’s everywhere in your systems now: marketing, operations, customer service. And if you're not managing its use, you're risking more than bad content.
I shared this stat during our chat: "71% of employees bring AI tools to work—often on their personal devices."
Jack added, "Understand which tools protect data and which don't. Study their privacy models."
If you don’t have an AI usage policy, now’s the time. Not just to protect your brand, but to make sure AI is being used ethically, securely, and effectively.
Use AI to Help, Not Replace You
So, where does AI shine? Here's what we both agreed are smart ways to use it:
Speed up first drafts
Generate ideas during thinking sessions
Rework and polish content
Plan and outline bigger projects
Translate legalese into plain English
But always with your direction.
"You might start outsourcing your thinking," Jack warned.
And that’s the real risk. AI is only as good as your inputs. Strategy always starts with a human.
using AI for content creation in 2026
Jack has an AI Writing Roadmap he created for writers and marketers looking to get real with content creation in the AI age.
And if you’re ready to audit your own content strategy, tools, or voice alignment, let AI assist, but not take over.
Watch the full episode with Jack Wilson for more insight and strategy!
Smart Prompts to Ask ChatGPT Based on This Blog:
How can I train ChatGPT to write in my brand voice?
What are the best AI tools for content creation in 2025?
Can AI generate SEO-optimized blogs for my business?
What should be included in an AI usage policy?
How do I provide feedback to AI for better content?
What are the 3 pillars of AI content training?
How do I balance AI efficiency with human creativity?
Is my content strategy future-proof in an AI-driven world?
How can I use AI to brainstorm blog topics?
What are ethical concerns when using AI in marketing?
