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If You’re Sending It, You Own It

By Khadija Hussain • 22 May 2025
As AI tools flood the marketing landscape, the pressure to produce more content, faster, has never been greater. But while AI can generate words, it cannot guarantee truth, tone, or trust. Without careful human oversight, brands risk publishing content that damages credibility. In the race to stay competitive, it is not about publishing faster, it is about publishing better.

AI Can Write, But It Can’t Think

If AI writes something wrong, no algorithm takes the blame. You do.

That is the reality marketers are waking up to. Tools like ChatGPT have turned content production on its head: fast drafts, endless variations, no writer’s block. In 2025, it is estimated that 30% of all outbound marketing from large companies will be AI generated, up from just 2% in 2022. But here's the catch. AI doesn’t understand your brand, your audience, or even your product. It doesn’t know when it's wrong. And when it is, the fallout lands on your desk. Not OpenAI’s.

When AI Hallucinates, Your Brand Pays the Price

AI tools don’t lie maliciously. They just confidently invent things. Stats, case studies, quotes. If they sound plausible, the model runs with it. In 2023, a legal team famously cited six completely fabricated court cases, all written by AI. The same thing happens in marketing every day. Only the consequences are quieter: misquotes in whitepapers, dodgy claims in ads, invented testimonials. AI reflects the data it is trained on, including bias. Left unchecked, it can reinforce stereotypes or produce tone deaf messaging that alienates your audience. It still cannot grasp the emotional nuance, wit, or positioning that makes your brand sound like you, not a grammar bot in a suit.

The CNET Mess Versus the CarMax Win: One Simple Difference

CNET published 77 AI written articles without proper review. Over 50% contained errors and plagiarism, costing them credibility. CarMax used AI to summarise 100,000 customer reviews, a job that would have taken 11 years without it. They ensured every summary was human edited, saving time without risking trust. BuzzFeed blended AI with human oversight to boost engagement while staying in control. The lesson is clear. AI works best when people stay accountable.

Publish Fast, But Only With Guardrails

At Growth, we use AI. We would be daft not to. But we never hit publish without a human reviewing every word. Why? Because once content goes live, you are accountable. Not the tool. Not the model. You.

So here is what responsible AI use looks like in 2025.

The Growth Content Safeguards

  • Fact check everything. AI fabricates with confidence. Verify every stat and quote.
  • Review tone and voice. It should sound like your brand, not a generic content tool.
  • Check for bias and exclusion. Do not let a model amplify stereotypes or blind spots.
  • Scan for plagiarism. AI can lift phrasing and structure from its training data.
  • Assign real ownership. Someone on your team must approve the final output.
  • Create a written policy. Define where and how AI tools can be used internally.

The Bottom Line: AI Is the Intern, Not the Editor

AI can help you move faster. It can beat the blank page, throw out ideas, and give your team momentum. But it is still just a tool. It does not know your market. It does not feel your brand. And it cannot be trusted on its own. The marketers who win will not be the ones publishing the most AI content. They will be the ones publishing the best reviewed, best aligned, most human content, powered by AI, but owned by people. So yes, use the technology. Embrace the speed. But own every word you send.

Because if you are sending it, you own it.