The Human Touch

The human touch: why AI can’t replace human expertise in content creation

The content creation world is buzzing with the possibilities of artificial intelligence (AI). From crafting blog posts to churning out product descriptions at lightning speed, AI’s capabilities in content creation are undeniably impressive. However, when it comes to truly impactful and engaging content, there’s a crucial element that AI currently lacks: the human touch.

AI: a powerful assistant, not a creative director

AI content generators can be a valuable tool in a content creator’s arsenal. They excel at tasks requiring speed and volume, like basic product descriptions or data summaries. Yet, these tools often fall short when it comes to nuance and understanding of human language that truly effective content demands.

The human advantage: where creativity, insight and understanding flourish

This is where human expertise is most needed. Below are some examples in copywriting, translation and non-fiction ghostwriting of why you still need a human.


Crafting compelling narratives: humans can weave narratives that captivate readers and leave a lasting impression. AI, on the other hand, often struggles to understand the emotional weight of words and their impact on the reader. For example, imagine you are a life coach, and you ask AI to write an email sequence targeting recently divorced people and the email congratulates them on their recent divorce without recognising that they have been through a traumatic event. You wouldn’t get pick up many clients!

Mastering nuance and tone: a skilled copywriter can adapt their voice to suit the target audience and brand identity. Whether it’s a playful and conversational tone for a social media post or a formal and authoritative voice for a white paper, human expertise ensures the message resonates with the intended audience. 

Understanding the power of words: humans have a deep understanding of the emotional impact of language. A skilled copywriter can use the right words to evoke emotions, inspire action and ultimately achieve the desired outcome.


Cultural nuances and context: language extends far beyond words. It’s often laced with cultural references, humour and idioms. AI translation tools often struggle to capture these subtleties, leading to translations that sound awkward or even offensive in the target language.

Understanding intent and purpose: a skilled translator doesn’t just convert words; they translate the intention and purpose behind the text. This requires an in-depth understanding of both the source and target languages and cultures.

Maintaining the original voice: a good translation doesn’t just convey the message; it preserves the original voice and style of the author. A human translator can ensure the translated text reads naturally and flows seamlessly.

Non-fiction ghostwriting

Unlocking expertise and insight: a skilled ghostwriter acts as a conduit, drawing out the knowledge and experience of an expert and translating it into a compelling and informative narrative. AI cannot understand the nuances of a subject matter or conduct in-depth interviews, making it difficult to capture the unique voice and perspective of a human expert.

Crafting a cohesive narrative: non-fiction content often requires weaving together complex information into a clear and engaging story. Human ghostwriters excel at structuring content, ensuring a logical flow and maintaining reader interest throughout.

Building trust and credibility: human ghostwriters can ensure the content reflects the author’s expertise and establishes them as a thought leader in their field. This is crucial for building trust with readers and achieving the desired impact.

Humans and AI, a powerful combination

While AI can’t replace human expertise, it can be a valuable tool when used in conjunction with human creativity. Here’s a few ways in which it can help:

• Brainstorming and inspiration: AI can help generate a wider range of initial ideas to spark a human writer’s creativity.

• Research and fact-checking: AI can automate tasks like data verification and sourcing relevant information, freeing human editors to focus on higher-level analysis and critical thinking.

• SEO and content analysis: AI can analyse content for keywords and search engine optimisation (SEO) best practices, allowing human editors to refine content for maximum reach.

The human touch: the final polish

Even the most advanced AI tools will struggle to replicate the nuanced editing skills of a human expert. A skilled copywriter, translator or editor can ensure that content is:

• Error-free and polished: humans excel at identifying and correcting grammatical errors, inconsistencies and unclear writing.

• Engaging and readable: humans can refine the flow, style and tone of a piece to make it captivating for the target audience.

• Factually accurate and credible: human expertise ensures content is well-researched and supported by credible sources.

The future of content creation: collaboration is key

AI is a powerful tool, but it’s not a replacement for human creativity and expertise. The future of content creation lies in a collaborative approach, where AI complements and enhances the work of skilled human writers, translators and content strategists. By leveraging the strengths of both, we can create content that is not only informative but also engaging, impactful and truly human.  

Don’t gamble with critical content. Contact us today and discover the difference human expertise makes or book a free no-obligation initial consultation to discuss your company’s translation unique requirements.


Antoinette Chappell is a qualified member of the ITI (Institute of Translation and Interpreting) and offers translation, transcreation, copywriting and ghostwriting services through her London-based company, ARC Writing and Translation Services*. She is well-connected in the business world and shares her expertise through a monthly newsletter called ‘Word up!’ on translation, copywriting and ghostwriting, which you can subscribe to on LinkedIn. In 2023, she released her own non-fiction business book ‘Copy that!’ which charts her professional journey from being a translator to becoming a copywriter.

*ARC Writing and Translation Services is a trading name of AMG Translations Limited.

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