When algorithms take notes

Artificial intelligence (AI) is not only changing car manufacturing and medical diagnostics, it is also fundamentally transforming content marketing. AI is already being used in newsrooms around the world to find topics, write articles, edit images and sometimes even decide whether and when content should be published.
But what exactly does this look like? And is the machine a friend or foe of creative content production?

The turning point in content marketing

Just a few years ago, the idea of machines being involved in text creation was almost unthinkable. Today, it is reality. AI models such as GPT, Claude, and Gemini can generate high-quality text drafts in seconds, from product descriptions to blog articles.
The big advantage: editorial processes become faster, more efficient, and more data-driven. But anyone who believes that this will make humans redundant is seriously mistaken. The more powerful the tools, the more important human control becomes.

Inspiration from the machine

The first phase of any content production is choosing a topic  and this is where AI really shines. Modern tools such as BuzzSumo, SEMrush, and ChatGPT analyze:

• current trends in search engines,

• viral content on social networks,

• thematic gaps among competitors.

Based on this data, suggestions for blog topics, infographics, videos, or white papers are generated. The key advantage is that AI can even take seasonal, regional, or industry-specific relevance into account.

Example: AI recognizes that many users search for “sustainable packaging in e-commerce” in June. It recommends a suitable topic, while humans decide whether it fits their own strategy.

From draft to refinement

Many editorial teams now rely on generative AI to create initial drafts of texts. Particularly popular:

• Product texts: Automated, scalable, customizable.

• Meta descriptions & snippets: Quickly generated, SEO-optimized

• Newsletters & social copy: Varied and tailored to the target audience.

The rule of thumb is: the better the briefing, the better the result. Prompting, i.e., the ability to give precise instructions to the AI, is becoming a key skill.

But automated text is not a finished article. Editors check facts, refine language, and ensure storytelling and tone, especially for brand-related or explanatory content.

AI also creates images

A picture says more than a thousand words, and today AI can generate a thousand images.

 Tools such as Midjourney, DALL·E, and Canva AI allow you to create:

• custom header graphics,

• context-based social media visuals,

• schematic infographics for technical articles.

AI images offer new visual possibilities, especially for topics for which there are no traditional stock photos, such as “digital twins in industry.”

However, it remains important to note that human sensitivity is still required in areas such as layout and cultural codes.

Automated, but strategic

AI not only helps with creation, but also with planning and publishing content. Editorial calendars can now be partially automated with tools such as Notion AI, CoSchedule, or StoryChief:

• Suggestions for publication dates based on performance data

• Recycling of evergreen content

•  Adaptation to target group profiles or customer journeys

AI can even choose the best publication day or the optimal time based on historical success data.

Limitations and challenges

As impressive as AI is in the editorial process, its limitations are just as clear:

• Fact checking: Artificial intelligence cannot (yet) distinguish between true and false. Hallucinations are a real problem.

• Legal issues: Copyright, data protection, source references—many legal questions surrounding AI-generated content are still unresolved.

• Tone & brand voice: The distinctive voice of a brand is created by people, not machines.

• Ethics & responsibility: Who is liable for discriminatory or misleading content created by AI?
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The new division of roles: humans and machines working together

Instead of competing with each other, editors and marketers should see AI as a collaborative tool. The machine provides ideas, data, and initial suggestions, while humans control, select, refine, and take responsibility.
This results in content that is not only efficient, but also relevant and authentic.

 
People remain crucial

AI is neither a threat nor a panacea, but a powerful catalyst for editorial excellence. It changes roles, processes, and expectations. But it does not replace what makes content truly valuable: human creativity, strategic thinking, and the ability to reach target audiences on an emotional level.
The future of content marketing is not purely artificial; it is hybrid. And anyone who wants to shape this future should know and use the new tools.