Everyone’s using A.I. to make content right now. Most of it is garbage. Not because A.I. is bad. Because people are using it like it’s the idea, when it’s just the pencil.
This is a Tool
Tools seduce us.
When drones got cheap, every video started with a drone shot. Every single one. Until we all got sick of it. A.I. is doing the same thing right now. Businesses are stacking up subscriptions like they’re collecting stamps, hoping the software does the thinking for them.
It won’t.
The tool doesn’t have the idea. You have the idea. The tool just helps you get it out of your head and into the world.
There’s a laundry detergent brand in Trinidad and Tobago called Blue Wash. They made an A.I. ad featuring stick fighting — a real, traditionally aggressive local sport.
But here’s the twist: instead of fighting, one competitor buries his face in the other guy’s shirt. Smelling it. Because the detergent made it smell that good.
Blue Wash Caribbean
The image wasn’t perfect. One guy is holding two sticks for no reason. Classic A.I. weirdness.
Nobody cared. The ad was loved. Why? Because the emotion was real. The joy on those faces was real. The cultural joke landed because someone who knew the culture made the call.
An A.I. sitting alone in a room never would have thought of that. It doesn’t know Trinidad. It doesn’t know stick fighting. It doesn’t know your town, your people, your inside jokes.
Emotion beats perfection. Every time.
Nobody shares something because it rendered cleanly.
They share it because it made them feel something.
Stop trying to make flawless A.I. content. Start trying to make true content. Content with a point of view. Content that only you could have made.
The hard part is still the hard part.
The hardest thing for any creative person , any business owner, is getting what’s in your head out into the world in a form other people can actually receive.
A.I. is great at that part. The translation part. The “I know what I mean but I can’t make it yet” part. But it only works if you show up with the vision first and use the tools correctly.
Don’t be sloppy.
Your audience can feel the difference between content made with care and content that was just pumped out.
One builds a relationship. The other slowly erodes one.
A.I. is coming for every part of business. That’s fine. Just commit to using it like a person who gives a damn.
Bring the idea. Bring the context. Bring the story.
Then let the tool do what its good at.
This article was adapted from a conversation between Juma and Ayinde on the ITSGOODTORELATE PODCAST. To watch the video yourself check it out here and subscibe for more Usefull Content.
