Where AI belongs in a content process — and where it doesn't
It is excellent at structure and terrible at authority. Plan accordingly.
Published 23 April 2026 · 6 min read · MG DigiGrowth
Good uses
Outlining, summarising research, drafting variants of a headline, converting a long-form asset into channel cuts, and checking a draft against a brief. All of these compress time without touching the part that makes content credible.
Bad uses
Original point of view, specific numbers, customer stories and technical judgement. If a page cannot cite something only your business knows, it will not outperform the thirty pages already covering that topic.
The workable model
Interview your expert, have the tool structure and draft, then edit hard for specificity. The measurable difference is whether a reader in the industry finishes the piece thinking 'they have actually done this'.
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