AI will not replace you. It will only show where you are weak.

Every year I try it again.

I take everything I have ever written. Articles, e-mails, video scripts. I pour it into AI and tell it: write like me.

Every time somebody tells me first that this new model is completely different. That this time it will finally work.

And every time the same thing comes out.

A smooth, grammatically flawless text that looks good and grabs nobody.

I am not the one arguing against AI

I use it daily. I have built my own bots that keep the agency running. One watches the numbers in ad accounts, another prepares materials, a third does work I would otherwise have no time for.

So when I say AI will not write a good text for you, I am not saying it out of fear for my own craft.

It does not invent anything. It blends and averages.

It takes everything you poured into it and turns it into an average. The most probable next sentence.

And an average is the worst thing you can have in marketing. Nobody remembers it.

It is like a tradesman who has never held a trowel

Picture someone who has seen a thousand photos of finished bathrooms.

He can talk about them for an hour. He knows the trend, the tile size everyone uses now, how it should be grouted.

But he has never tiled anything.

And you need this bathroom tiled. With this old tub, this crooked corner and a riser pipe sitting five centimetres off where it should have been.

That is the difference between describing and doing.

AI has seen every bathroom in the world. Never yours.

Where it is unbeatable instead

Going through thousands of rows of data and finding the pattern. Turning an hour of video into text. Watching an account every day and flagging where it started to slip.

We have AI do all of this and it saves me hours every week that I can give to clients.

The difference is simple. I let it do machine work and I keep what is human.

And now the uncomfortable part

If AI can out-write you, the problem is not the AI.

It means that what you write could have been written by anyone. That you are nowhere in it. No experience, no opinion, no story nobody else has.

It sounds unpleasant. It is also one of the most useful things you can learn about your own content.

It is not a reason to stop writing. It is a reason to write more specifically.

In short

AI is a great tool and a poor author.

Let it do what it does better than you. Data, repetition, routine.

And keep what a machine cannot do. Your experience, your story, your point of view.

Nobody buys a text. People buy trust in the person standing behind it.

Vladimír

P.S. We use AI at full throttle, just on the right side of the job. Among other things we get businesses into the answers of artificial intelligence, because customers increasingly ask ChatGPT instead of Google. If that interests you, have a look at GEO, optimisation for AI. All the best.