Content Strategy: Effects of AI and Proper Management

Over the last 15 years, content strategy has had to evolve with the ever-changing digital landscape. This has been especially true in recent years, as AI has emerged and developed rapidly. While how and how fast we develop content may have changed over the last 15 years, the importance of creating relevant content that stands out in the market has not.

Budgeting is a crucial first step in creating content that breaks through the market and reaches target audiences. Meghan Casey, author of Content Strategy Toolkit, stresses the importance of budgeting properly and developing a project timeline early on, since it affects every other area and everyone involved in creating the content. Once both parties agree on a budget and timeline, you can use it as a stepping stone to execute the content.

But AI has rapidly become popular in the digital landscape. So what does this mean for Content Strategists and the content itself? AI has affected everything from project timelines and budgets to segmentation, audience research, and even the final content. “AI enables marketing professionals to tailor campaigns by analyzing customer behavior and preferences, delivering highly personalized experiences from product recommendations to targeted advertisements.” AI can take a project that might take a week’s worth of time and energy, and require a significant budget, and produce similar-grade content in a day’s work.

But just because it can do the job quicker and cheaper doesn't mean it's necessarily the solution to your company's problem. Beyond the ethical and environmental issues of AI, its high speed and quick turnaround lead to content oversaturation in the market. AI’s growing use has also fueled skepticism among viewers, reducing customer trust in brands and businesses. “Audiences now have low trust in AI content: content that is grammatically correct, strategically optimized, and intellectually hollow. AI can mimic style, but it cannot fake deep technical expertise. When a customer encounters a piece that contains a technical error - an outdated integration step, a misunderstood concept - trust is broken instantly”. This could send companies right back to square one and make it an even bigger investment than the typical content creation we have seen in the past, which is why it’s important to think about the type of content you are creating and what is truly the best and most efficient way to get your content out to your audience.

Sources:

The impact of AI Revolution on content strategy: AI and Content Quality. (n.d.). Retrieved from https://www.contentstrategy.at/lecture-reports/the-impact-of-ai-revolution-on-content-strategy-ai-and-content-quality

Lparsons. (2026). AI will shape the future of Marketing - Professional & Executive Development: Harvard DCE. Retrieved from https://professional.dce.harvard.edu/blog/ai-will-shape-the-future-of-marketing/#AI-Opportunities-and-Challenges