Is AI Content Boosting or Hurting Your Brand’s Reach?

AI is writing more content than ever before, but the big question remains: is it really helping your brand connect with its audience? As digital marketing evolves, the landscape of social selling has changed too. Despite the rise of automation, social selling remains rooted in one key principle—humans talking to humans.

Let’s imagine a scenario. Two people, A and B, are having a digital conversation. At some point, A steps away and lets an AI script take over, trained to mimic A’s personal style. B doesn’t notice and continues talking. But here’s the twist—A left a while ago. Now, it’s just two scripts interacting, neither aware the other is no longer human.

Sounds like bad science fiction, right? But this scenario is closer to reality than we might think.

AI Content: Impressive Growth, Questionable Impact

Today, AI-generated content is exploding. Richard van der Blom recently shared some surprising statistics on this trend:

AI-generated posts (50% AI-written) are up by 128% over the last 6 months.
100% AI-written posts have surged by 180%.
AI-generated images have increased by 80%.
Perhaps most eye-opening, AI-written comments have jumped by 340%.

While fully AI-generated posts aren’t as common, I’ve noticed a disturbing trend—soulless, automated comments. No one follows up on these comments, and they rarely foster meaningful engagement.

AI Can Harm Your Social Reach

The problem is clear: less human interaction equals less reach.

If you’re using an expensive tool to “manage” your comments, you might want to reconsider. You could be paying to decrease your visibility. Worse yet, people might notice the lifeless engagement on your posts, and the result could be damaging to your brand’s image.

The key to success in digital marketing, even in the age of AI, is authenticity. Humans want to engage with other humans. The real conversations, where genuine value is exchanged, are what drive meaningful engagement and build long-term relationships.

Automation vs. Authenticity

Automation certainly has its place in marketing, but when it comes to comments and interactions, human touch is irreplaceable. AI-driven comments can come across as generic, robotic, and ultimately ineffective. Think about it: have you ever been frustrated by an obviously automated comment on your post? You’re not alone. These interactions often feel shallow and impersonal, leaving the reader disengaged.

So, while AI can help streamline content creation, it’s vital to balance automation with human oversight. Don’t let your social selling become a conversation between two scripts, oblivious to the audience that’s no longer paying attention.

The Future of AI in Social Selling

AI is here to stay, but so is the need for human connection. Successful social selling will depend on brands that use AI smartly, without sacrificing the human element. After all, at its core, social media is about building relationships, not just broadcasting content.

So next time you rely on AI, ask yourself: are you using it to enhance your engagement, or are you just automating yourself out of the conversation?