5 things AI will never be able to do (in your marketing)
There is one word that describes most AI content out there: “Slop.”
It covers low-quality AI-generated content—the stuff that floods your inbox, feed, and search results like a gray mass of indifference.
And here's the interesting thing: the more AI content is produced, the more valuable human content becomes.
I believe 2026 will be the year of “100% human” marketing. Brands are already starting to advertise that their content is written by real people. Not by algorithms.
So what can you do that AI will never be able to do?
Here are my 5 suggestions.
1. Write from your own experiences
AI can write about anything. But it has not experienced anything.
It has never stood with trembling hands before a big presentation. Never felt the relief when a doubtful customer finally said yes. Never lain awake the night before a launch.
Your story is impossible to copy.
The customer who called at 11 p.m. on a Friday night. The time you lost a big order and learned something important about yourself. The euphoria of your first sale – and the nervousness of the second.
AI can't get hold of that. Because it has no experiences to draw on.
It can imitate the tone of your stories. But it can't create them.
That's your superpower.
2. Invent something no one has seen before
AI is a master mixer.
It takes millions of texts, images, and ideas – and combines them in new ways. That's impressive.
But it's not creativity.
True creativity is about creating something that has never existed before. The unexpected leap. The connection between two ideas that no one has made before.
Think about the best campaigns you've seen. They surprised you. They made you stop and think: “I've never seen that before.”
That kind of thing doesn't come from an algorithm that has read everything old.
It comes from a human being who dares to think differently.
3. Seize the moment – right now
AI doesn't know what happened in your town yesterday.
It doesn't know the latest joke on LinkedIn. It doesn't get the local reference that everyone in your industry is laughing about right now. It has no idea that the mood has changed after the news that came out this morning.
In marketing, timing is often everything.
The right message at the right time beats the perfect message at the wrong time. Every time.
And timing requires presence. It requires you to be in the world – not just reading about it.
AI doesn't have that. It's always a step behind.
4. Stand by what you say
Here's something people don't talk about enough: AI has nothing to lose.
When content flops, there's no one to call. No one to say, “I'll take responsibility for that.” No one to fix it and learn from the mistake.
Your customers don't just buy your product or service.
They buy trust. They buy the certainty that there is a human being behind the words. Someone who dares to stand by what they've written – even when it gets tough.
AI can't create that trust.
Because trust requires responsibility. And responsibility requires a person.
5. Build real relationships
People buy from people. They always have.
AI can't remember that your customer's son is starting school on Monday. It doesn't know when it's time to listen instead of sell. It can't send a message that hits exactly the right moment – because it doesn't know the difference.
Relationships are built in small moments.
A comment that shows you remember. A message that arrives exactly when it should. A sense that there is a human being on the other side.
That's what creates loyal customers.
And no technology can change that.
So what does that mean for you?
It doesn't mean you should abandon AI. On the contrary.
Use AI for research. For first drafts. For structure and idea generation. Let it do the boring work.
But keep the human touch.
Add your experiences, your opinions, your stories. The little details that only you know.
Because the more AI content there is out there, the more valuable the real thing becomes.
That's what no one can copy.
And that's your unfair advantage.
