Humans, AI, or Both? The Surprising Truth About Who Should Create Your Brand Content

We’re constantly balancing the need to educate, inform, and connect with our audiences against the time and resources it takes to produce high-quality content. Generative AI tools capable of drafting blog posts, social media captions, creating graphics, and videos have been game changers in terms of cost and efficiency. But do you wonder: Does it matter to your audience who (or what) creates your educational content?

A recent study in Italy by Roberta De Cicco and colleagues tackles this question head-on. They compare how audiences assess educational marketing content on Instagram when they are told it was made by AI, by humans, or by a hybrid AI-human team. The findings are very encouraging for AI-assisted content creation with human oversight. 

Let’s break down the experiments and the implications for how you can maximize AI for better audience engagement and advocacy for your brand. 

People Didn’t Discriminate Between the Quality of AI-made versus Human-Made Content

In the first experiment in this study, 172 participants were shown an Instagram carousel about energy conservation for a fictitious fashion brand. The carousel shown to all participants was identical; the only variable was an introductory disclosure indicating to some that the post was entirely AI-generated, while some were informed it was human-made. Then they were asked to evaluate content quality – whether they felt the post was interesting, accurate, and valuable to them.

The result is surprising: there was no significant difference in the assessment of content quality, whether participants were told it was AI or human-made. 

Action Item: For those who still hesitate to incorporate generative AI in their content creation process, perception of inferior quality or bias against AI use may be one of your reasons. But the reaction of the participants to this experiment suggests that when it comes to content quality, audiences may not have an outright preference for human or AI-made. 

Read on to find out what other factors are more important for our audiences, and which translate to better outcomes for your brand.

More breakdowns below! 👇

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More Actionable Breakdowns

Did you miss one of our previous breakdowns? Here are some you might find helpful.

New Study Highlights Simple Hacks to Boost Brainpower and Improve Decision-Making

Our working memory, or "human RAM," is a powerful mechanism that simultaneously processes and retains information, guiding our actions, learning, decision-making, and planning. This breakdown examines how working memory filters, prioritizes, and processes internal mental content and external stimuli. Get simple science-backed tricks to maximize your working memory performance, such as using external cues, setting clear goals, and managing distractions, ultimately optimizing cognitive function and productivity.

New Study Says There IS a Magic Door Into Your Customer or Coworker’s Brain

Did you know that our brains mirror each other during social interactions? And that’s what forms the basis for human connection and engagement. For business owners who constantly interact and negotiate with others, understanding and potentially triggering brain syncing could lead to smoother, more cooperative interactions and desired outcomes. Want to raise your rates? Negotiate a better contract? Land more business from your customers? This study breakdown explores how simple, common behaviors might facilitate this mirroring of brain activity, potentially fast-tracking social bonding, cooperation, and coordination in business settings.

New Study: “Right Sleep” Might Trump More Sleep

We business owners often sacrifice sleep for more hours working on our business – and we might even tell ourselves things like: “I’ll sleep more when this project is complete” or when a revenue goal is hit, a new employee is onboarded, etc. You get the idea. These “when X happens” lies we tell ourselves often leave us exhausted and we’ve all been told we should not walk around sleep-deprived and all the dangers that come with it. But what is considered “sleep deprived”? How can we prevent (or mitigate) it and what factors affect the amount and quality of sleep we get? If the answer isn’t just “sleep more,” what is it? Check out this study breakdown on Understanding the Need for Sleep to Improve Cognition.

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