Advertising groups have spent three years experimenting with generative AI. Some have found real effectivity positive factors. However far too many others have merely collected instrument subscriptions whereas their groups’ frustration mounts.
That’s as a result of there’s nonetheless a niche between AI’s promise and its sensible worth — you understand, all these “AI greatest practices” that nobody can fairly hint again to actual outcomes. In the meantime, clicks and natural visitors are in freefall.
In fact, at Contently we firmly imagine within the worth of AI as a pressure multiplier for nice groups. Used thoughtfully, it may streamline analysis, tighten workflows, and assist folks ship higher-quality content material sooner.
However we additionally acknowledge that there are some persistent “advertising and marketing myths” about what AI can realistically do for content material packages and tips on how to use it successfully. These myths are inclined to take root as a result of AI advertising and marketing recommendation swings between extremes: Hype retailers promise transformation with out effort, whereas skeptics dismiss the whole lot as a fad. Neither helps the advertising and marketing director attempting to determine what truly works on Monday morning.
That is the yr to get that readability. Listed below are 5 myths that deserve to remain in 2025.
Fable 1: Extra AI Instruments Robotically Imply Extra Effectivity
On paper, it sounds logical: Add extra AI, get extra completed. In apply, it typically works the opposite means round: As a substitute of changing guide steps, many groups find yourself layering instruments on prime of each other.
The takeaway isn’t “use fewer instruments,” however slightly that true effectivity comes from linked workflows. When AI lives contained in the locations work already occurs — your briefs, your CMS, your editorial calendars — the positive factors begin to present up. Good coaching and clear tips may also do extra for productiveness than chasing the most recent characteristic set.
What works: Earlier than including something new, map your present course of finish to finish. Search for bottlenecks AI can realistically take away, consolidate the place attainable, and put money into serving to your workforce use the instruments they have already got with confidence. Some primary guardrails additionally hold everybody from experimenting in 5 completely different instructions directly.
Fable 2: AI Content material Performs Simply as Properly on Its Personal
Because of AI, we’re not brief on content material. Most groups can publish greater than ever. The true problem is creating work that truly seems like you — and earns extra belief than the almost an identical put up your viewers noticed 5 minutes earlier.
Efficiency now hinges on experience and perspective, not quantity. Engines like google and readers each search for indicators that somebody who is aware of the subject is definitely behind the keyboard, however generic AI textual content typically lacks the lived expertise and perspective that makes content material persuasive. In different phrases, grammatically appropriate copy isn’t the identical factor as a compelling narrative.
What’s extra, left to its personal units, AI tends to default to the most secure model of an concept, which is never memorable (and doubtless gained’t drive conversions).
The groups seeing outcomes are treating the AI content material creation course of as a collaboration. They layer in examples from actual prospects, make clear claims, tighten arguments, fact-check (!!!), and ensure every bit serves a transparent enterprise objective.
What works: Use AI to hurry analysis, outlines, and first passes. Then layer in human enhancing for accuracy, voice, story, and differentiation.
Fable 3: AI Will Remedy Unhealthy Technique
AI optimizes execution. Nevertheless it can’t repair fuzzy positioning or off-base enterprise objectives. Velocity amplifies course, together with the improper course.
We see this play out on a regular basis. Groups use AI to publish extra, sooner… and the metrics that matter don’t budge. Visitors goes up, however conversions stall. The content material ranks for key phrases, however it doesn’t converse to actual purchaser ache. With out clear positioning or a path to conversion, all that new visibility merely evaporates earlier than it reaches pipeline.
What works: Get crisp on messaging and conversion paths earlier than you scale manufacturing. Then let AI make it easier to execute a technique that’s already pointed in the suitable course.
Fable 4: Everybody Must Undertake AI for Every part Instantly
FOMO drives unhealthy expertise selections. Groups undertake instruments as a result of opponents are utilizing them, not as a result of they really resolve recognized issues. These wrong-fit instruments then create price, confusion, and cynicism that makes future adoption more durable.
The groups that make AI work might not transfer the quickest, however they do make these strikes intentionally. They begin by figuring out an issue value fixing, outline what success ought to seem like, and solely then decide the expertise.
Readiness additionally issues. A workforce nonetheless ironing out primary content material workflows gained’t get a lot leverage from superior optimization options. A workforce with out clear governance can by chance multiply model, authorized, and data-privacy dangers as quickly as AI scales manufacturing.
What works: Search for a single, high-impact use case the place AI can take away friction or price. Run a contained pilot. Doc what improved (and what didn’t). Increase from there.
Fable 5: AI Search Is Principally the Identical as search engine optimisation
Entrepreneurs perceive visibility by rankings. So it’s simple to imagine AI-powered solutions are simply one other extension of Google’s algorithm. They aren’t.
Conventional search engine optimisation metrics like web site construction and efficiency stay foundational. However AI Search works in a different way. As a substitute of rating pages, language fashions compress and rewrite data throughout a number of sources. Based on Ahrefs’ 2025 analysis, AI Overviews scale back clicks to top-ranking pages by 34.5%. Briefly, rating properly not ensures visibility.
Visibility in AI Search relies on whether or not your content material is structured clearly and wealthy with credible context. Two articles would possibly rank identically on web page one. The one with clear construction, schema markup, and direct solutions will get cited repeatedly by AI assistants. The opposite not often seems in AI-generated responses.
What works: Keep conventional search engine optimisation foundations whereas including practices designed for AI visibility — clear entity definitions, structured information, and question-driven content material codecs.
If the previous couple of years had been about experimentation, the subsequent one must be about self-discipline. Use AI the place it helps, skip it the place it doesn’t, and concentrate on outcomes as an alternative of guarantees.
Right here’s to a 2026 with fewer breathless predictions and extra proof that the work is definitely working.
Able to construct AI workflows that truly assist your workforce accomplish actual work? Contently’s AI-assisted content material platform combines generative AI effectivity with editorial oversight — so your workforce accelerates with out sacrificing high quality or model security.
Incessantly Requested Questions (FAQs):
How do I do know if my workforce is prepared for AI adoption?
Assess your present content material operations first. In case your workforce has documented workflows, clear model tips, and constant publishing processes, you’re able to pilot AI instruments. If primary operations nonetheless really feel chaotic, strengthen these foundations earlier than including AI complexity.
What’s the minimal funding wanted to see outcomes from AI?
Most groups can begin with current instruments. Many content material platforms now embody AI options at no extra price. The true funding is time: Anticipate to spend two to 4 weeks coaching your workforce on efficient prompting and enhancing workflows earlier than seeing constant productiveness positive factors. Funds for these studying curves.
How ought to I stability conventional search engine optimisation with AI Search optimization?
Deal with them as complementary. Proceed constructing topical authority, bettering web site efficiency, and incomes high quality backlinks — these fundamentals nonetheless matter. Layer AI-specific practices on prime: structured information markup, clear entity definitions, and content material codecs that reply questions instantly.
