“Beth, what do you think of AI as a creative marketing tool?”

Not a day goes by when I don’t hear some variation on this question—usually from a client who’s hoping I’ll bless their use of artificial intelligence to “create” content. Will I support their use of this easy button? Can I do something about their nagging doubts and creeping guilt?

Nope. I’m not here for that. If what you want is permission to let AI handle the important work of messaging and content creation, you’re not getting that from me.

It’s gratifying, then, when a client shares my passion for human-generated business stories. Just yesterday, one such person suggested I channel my recent rant on this subject into a poem.

Challenge accepted.

I give you:

Your AI story has no soul

You think AI can tell your story?
And express your brand in all its glory?
You’re feeling brilliant, sleek, and smart …
As if good prompts can equal heart?

Without a pulse and no mind’s eye,
What can you expect from “creative” AI?
Marketing excellence? You won’t come close.
Suggesting as much is downright gross.

You won’t get soul, or vision, or art …
Just borrowed expressions. It’s all spare parts.
There won’t be craft or genuine voice.
Meaning and mimicry aren’t the same choice.

AI might get clicks. Your stuff might get seen.
It may seem smooth and grammatically clean.
The bots might hand you a slogan or two,
A tidy hot take, a beige point of view.

But when you give in to AI-speak
You only make your brand look weak.
You’re cranking out words so cheap and flat.
Then your audience will leave you. Just like that.

When your story is clouded in AI haze,
And reduced to no more than a borrowed phrase,
People will view you with skeptical doubt
And refuse to take their wallets out.

Big-ticket buyers expect genuine care,
Not cut-rate messages. So, seller beware:
If what you offer costs serious cash,
AI may result in consumer backlash.

So, what are you saving by using this tech?
Spending on shortcuts? Trimming paychecks?
If your goal is loyalty and trust that grows,
Then invest in what a human knows.

AI has no experience, lived or firsthand.
It’s never laughed, cried, or dug toes in the sand.
A bot just remixes what others have made.
Is that what you want when your brand is portrayed?

Marketing isn’t a numbers trick,
Or empty jargon poured on thick.
It’s not a game of wit or speed.
It’s knowing a person, a want, a need.

It’s a chain of moments, authentic and true.
It’s saying … no, demonstrating: “We see you.”
It’s making connections and building cred
With the heart in your chest and the brains in your head.

If you want marketing that actually lands,
Entrust the creation to human hands.
People can generate what AI just mimes:
An opinion, emotions, ideas worth your time.

So, for the love of what is honest and real,
Don’t let AI destroy your business appeal.
Faking the labor of human expression
Will damage your brand and squelch real connection.