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There's no question that I'm also flashed by how artificial intelligence (AI) is enriching our content industry. In my case, it's mainly generative AI: research, inspiration, completeness checks, SEO tips, text versions and branding of texts. How wonderful it is to be able to utilise these many talents. I learn something new every day.

Yes, AI makes our work easier, thank you for that! But I'll be honest: I'm also worried about content quality.

Why is that? Because generative AI is forcing a new way of working on us. It does something to us. As promising as it is, it also invites convenience. It tempts us to loosen the reins and, to put it bluntly, switch off our brains.

We can already see the consequences today: our channels are full of irrelevant AI junk. It annoys people, they become suspicious and keep their distance. Which is exactly the opposite of what serious communicators and marketers want to achieve!

It's never been any different: content has to be excellent to stand out from the sea of mediocrity and attract people. Even in the age of AI, we can't throw proven rules for content and brand communication overboard.

How to achieve content quality with AI? That's what this commentary is about:

1. Precision in AI times: Declaring war on sloppy thinking
2. Humanity in AI times: Don't forget to be human!
3. The brand in AI times: No one should prompt without brand knowledge
4. Reflection in AI times: Welcome AI, but don't glorify it