Summary of the Key Points
This article discusses the controversy surrounding the use of AI in the communications industry (public relations, media writing), highlighting the drawbacks of AI-generated content through multiple real-life examples. It emphasizes the value of human-created content and provides guidance on the proper use of AI: For your main business (your core competence), be cautious and don’t let AI replace your thinking; for side tasks that are not crucial, feel free to use AI to broaden your ideas. The article predicts that the content industry will eventually divide into two categories: “AI-produced mass products” and “human-made masterpieces,” with a price difference of up to 100 times.
I. Public Relations Criticisms of AI-Generated Content
The dissatisfaction in public relations circles with AI-generated content essentially stems from the feeling that money is being wasted.
- Case 1: The Snack Company’s Misfortune
Snack companies, which have thin profits (making only a few cents per bag), spend tens of thousands of yuan on a single piece of content written by a influencer, costing around 20-30 yuan per character—equivalent to selling tens of thousands of bags of snacks just to pay for that one article. What public relations teams really need is the influencer’s unique perspective, not soulless, AI-generated content with inflated views.
- Case 2: The Embarrassing Cloning of Content by E-commerce Platforms
An e-commerce company provided the same brief to two different media outlets, resulting in nearly identical AI-generated articles. The media outlets claimed their content was hand-written, but the similarity was striking, leaving everyone in a awkward situation. AI-generated content lacks personalization and competitiveness.
- Case 3: The Fast-Moving Consumer Goods Company’s Foolish Investment
A fast-moving consumer goods company, lacking its own PR team, relied on an AI tool to handle a crisis. The AI recommended a PR firm that demanded a prepayment of 1 million yuan (80% in advance), only to realize afterward that it was a scam. If the company had consulted with friends in the PR industry or conducted research on its own, it would have avoided this mistake. Relying on AI to make decisions can lead to poor judgment.
II. Why Human-Created Content Is Superior to AI-Generated One?
The article makes the point that writing is a process of training the brain, not just mass production.
- The Brain Like an Engine: Without Use, It Degenerates
If you hand over all your critical thinking to AI, your brain loses the opportunity to develop. Just as muscles atrophy without exercise, your thinking abilities will weaken if you don’t use them. Media outlets that still prefer face-to-face interviews are in high demand this year because their content is meaningful and engaging, something AI cannot replicate.
- Human-Created Content Has Emotional Depth
Music professionals can instantly recognize AI-generated music, and authors can spot the clichés in AI-written articles. Public relations teams are willing to pay more for human-created content because it reflects human observation, reflection, and empathy—qualities that AI can never acquire.
III. How to Use AI Properly
The article offers a clear approach to using AI:
- For Your Main Business: Be Cautious
If your main job relies on writing, use AI sparingly and don’t let it replace your thinking. The author, for example, writes for a living, so he insists on crafting every word of his content manually to ensure that his expertise always surpasses that of AI.
- For Side Tasks: Use AI to Expand Your Ideas
Use AI for tasks that are not essential to your core business, such as drawing or video production. For instance, if your main job is carpentry and you use AI to design furniture, it can help you visualize your ideas, but you still need to master the craft yourself.
- Two Types of Usage: Guiding vs. Simply Editing
With “guiding” AI, you provide the initial idea and let AI help you identify gaps; with “simple editing,” you give AI the instructions and make minor adjustments. The former approach fosters creativity, while the latter can stifle it.
IV. Using AI for Writing Is Not a Shame—But You Need to Price It Accordingly
The article states that using AI for writing is not shameful, but quality should be reflected in the price.
- A Comparison to Luxury and Industrial Products
AI-generated content is like mass-produced goods (e.g., a Casio watch), which can be sold at a lower price (e.g., 500 yuan per article). Human-created content, on the other hand, is like a handmade luxury item (e.g., a Patek Philippe watch), and should be priced higher. Industry insiders can easily distinguish between the two; don’t try to sell AI-generated content at the same price as high-quality human work.
- The Future Trend
Starting in 2026, content will likely divide into two categories: mass-produced by AI and handcrafted by humans, with a significant price difference. If you use AI for writing and expect to charge a high price, you need to have a strong presence in the industry. However, true expertise is what matters; relying on AI alone will eventually expose your limitations.
In Conclusion
AI is a tool, not a replacement for human skills. Focus on developing your core competencies and use AI as a supplement. Don’t let it take over your ability to think; otherwise, you may be left behind by the industry.