If you had a dollar for every time you’ve been part of a conversation or read a blog post extolling the ‘reality’ that AI is coming for all of the content creation and writing jobs, you’d probably have enough dollars for at least two, maybe two-and-a-half Hector’s Deli sandwiches. But, as Bynder VP of product Murat Akyol suggests, AI is only as good as the creative, innovative, living, breathing, thinking marketer it’s working for. 

The rapid advancement of AI in content marketing has introduced both opportunities and challenges. AI-powered tools can streamline workflows, accelerate content production and generate insights at scale. At the same time, an over-reliance on AI risks diluting originality, making content feel formulaic and weakening the human connection that makes marketing truly effective. 

The difference between AI as an enabler and AI as a crutch comes down to one crucial skill: prompt writing. Those who learn to craft precise, strategic prompts will not only produce more relevant and valuable content but will also maintain the authenticity that sets great brands apart.

Effective prompts for optimal results

Great prompt writing starts with clarity. AI responds to the instructions it’s given, but it cannot infer context or intent the way a human can. A vague prompt such as “give me campaign ideas for a sneaker product launch”,  leaves too much room for generic output. 

In contrast, a more deliberate and descriptive prompt such as, “Imagine a high-energy product launch campaign for a sustainable sneaker brand targeting Gen Z. Generate five creative campaign themes, each with a unique tagline and social media activation strategy”, provides a framework that steers AI toward a higher-quality response. The best prompts don’t just request ideas. They guide AI toward useful and relevant insights.

However, a well-structured prompt alone does not guarantee compelling content. Even with strong inputs, AI lacks intuition, emotional intelligence and the ability to craft a true narrative. This is where human oversight becomes indispensable. While AI can assist in drafting, marketers must refine the results: fact-checking claims, ensuring alignment with brand voice and weaving in original insights. Without this step, AI-generated content runs the risk of being technically sound but lacking depth. Strong content isn’t just about delivering information; it’s about perspective, credibility and connection. AI can provide a foundation, but it’s the marketer who transforms raw output into something meaningful.

“Strong content isn’t just about delivering information; it’s about perspective, credibility, and connection.”

Simply knowing how to write a good prompt isn’t enough; knowing how to refine and iterate is where real expertise comes in. AI often gets close, but rarely gets it right the first time. The best results come from treating AI like a collaborator; guiding it through multiple iterations, fine-tuning instructions and exploring alternative angles. Instead of asking AI for a fully polished article in one go, breaking the process into structured steps — an outline first, then key points, then refinements — gives marketers greater control over the final product. Each adjustment makes the output sharper, more tailored and ultimately more effective.

Human creativity the driving force behind content creation  

As more marketers turn to AI, does content risk becoming indistinguishable? If everyone is using similar tools, won’t everything start to sound the same? This is where prompt writing becomes not just a technical skill, but a creative advantage. Asking AI to explore uncommon angles, introduce counterpoints, or generate fresh metaphors can push content beyond the obvious. More importantly, blending AI-generated insights with human creativity, through storytelling, lived experience and expert analysis, ensures that content remains dynamic and differentiated. AI can support originality, but only when guided with intention.

AI is not here to replace human expertise; it’s here to enhance it. The marketers who will thrive in this landscape are not those who see AI as an automated content factory, but those who view it as a tool for amplification. Strong prompt writing skills allow marketers to direct AI strategically, improving efficiency without sacrificing depth, personality or authenticity. As AI continues to evolve, the ability to guide it thoughtfully will be what separates the forgettable from the truly impactful.

Murat Akyol is the VP of product at Bynder. A seasoned product leader with experience in high-growth B2B SaaS, he helps Bynder realise its vision to inspire brands to thrive through exceptional content experiences.