Your client brief lands at 9 AM.
They need an eDM campaign, three social variants, and a supporting blog post. And they need it fast.
A few years ago, that would have meant a week of work. Now? Agencies are promising it by tomorrow afternoon,
AI has compeltetly changed the page of campaign production. Timelines have collapsed, expectations have shifted, and speed is no longer a competitive advantage, it’s the baseline.
But here’s what we’ve noticed at RAW: Just because we can produce content faster, doesn’t mean it’s automatically better. In fact, most agencies using AI to go faster are just producing mediocre content at scale.
Speed without skill is just noise. And your audience can tell.
The Numbers Don't Tell the Whole Story
Yes, AI is saving marketer’s time. Newsletter creation has been cut down dramatically. Blog drafts happens faster. Social variants can be generated quickly. On paper, it looks like a productivity dream because speed only matters if the output is effective. But the real question isn’t how fast can you produce content.
- It's:
- Does it land?
- Does it sound like the brand?
- Does it feel human?
- Does it make someone care?
Why Most AI Content Falls Flat
Here’s what happens in most teams: Someone types “write an email about our new product” into ChatGPT, tweaks a sentence, and hits send. The audience knows immediately. Not because AI is bad, but because vague prompts produce vague output.
At RAW, we think about it like this: AI doesn’t create great marketing. People do. AI just accelerates the process.
Prompting Is The Real Skill
The difference between mediocre AI content and exceptional AI-assisted content isn’t the tool, It’s the operator.
Bad Prompt
“Write a blog post about productivity tools.”
Better Prompt
“You’re writing for Ausralian B2B leaders. Create a 600-word blog in a warm, professional tone. Include a specific example, clear structure, and avoid generic phrases.”
That level of context is what makes AI useful. The best agencies don’t improvise prompts, they build frameworks, libraries, and repeatable systems, the same way you build brand guidelines. That is where AI maturity lives.
AI Still Needs Human Judgement
Even with strong prompting, AI can’t replace what makes marketing work:
- Taste
- Nuance
- Brand Voice
- Strategic Insight
AI doesn’t know your client the way you do. At RAW, AI helps us move faster through the heavy lifting. But the judgement, creativity, and polish? That stays human.
Your Audience Already Knows
Let’s be honest: People can tell when something feels automated. Generic tone, empty phrasing, content that looks fine but doesn’t connect. The goal isn’t to avoid AI. The goal is to use it so well that the final output still feels unmistakably human.
Quality At Speed
AI can generate ten eDM variants in seconds. But it can’t tell you which strategic angle will land.
It can be outline a blog in minutes. But it can’t add the perspective that makes readers pay attention.
The marketers thriving right now are treating AI as a capability multiplier, not a shortcut. They’re combining speed with taste, systems, and human insight.
What Comes Next
AI is becoming standard. The agencies that stand out won’t be the ones producing the most content. They’ll be the ones producing the best content, faster without losing the thinking that makes marketing work.
Speed has changed. Quality hasn’t. And your audience knows the difference. If you’re looking for content that scales without sounding automated, that’s where RAW comes in.
Holly Garrett
Holly is RAW's Digital Marketing Executive
