If you work in marketing or are responsible for content creation in your work, chances are you’ve felt the pressure to adopt AI tools. The promise of faster, cheaper, and better content creation is everywhere.
But is AI as revolutionary as it sounds, or are there some myths we need to bust?
In a recent webinar hosted by Comtec and Thread Creative, James Brown, Head of Commercial at Comtec, and Sarah Lewis, Creative and Strategic Planner at Thread, took a critical look at AI’s role in content creation. Together, they explored some of the most common misconceptions about AI and provided much-needed clarity on what it can (and can’t) do.
We’ve distilled this discussion into five key myths about using AI for content creation. Read on to learn the truth behind the hype and how to make informed decisions about integrating AI into your processes.
Myth 1: AI is new
AI might feel like the hottest new technology, but in reality, it’s anything but.
The concept of machine translation dates back to the 17th century, and significant strides in AI research were made in the 1950s. Machine translation began gaining practical traction in the 1970s, and modern AI, including large language models like ChatGPT, is just the latest chapter in a long story.
James Brown from Comtec explained, “While AI in translation seems like a really new thing, it’s actually been researched and refined for 70 years.”
What’s truly new in content creation is the scale and accessibility. With widespread access, it’s easy to feel like AI is all the rage – usage figures show that 37% of people in the UK use AI for their work. But while it seems like everyone is jumping on the bandwagon, it’s crucial to understand that we’re still learning how to get the best from AI in everyday scenarios, even though it’s been around for a long time.
Myth 2: AI doesn’t need humans
One of the most dangerous myths is the idea that AI can work independently without any human involvement.
The truth is that AI needs humans at its core. The technology is good at generating a base for content, but it can fall flat without humans adding nuance, checking the quality, and ensuring the output is in line with your brand’s tone.
James notes, “The machine can do a good base, but really getting the humans to focus on the right things is why it’s essential to have humans involved in the process.”
Think of AI as a tool, not an answer. It provides a foundation, but human oversight is critical for adding quality, creativity, and nuance—elements that AI alone can’t achieve.
Myth 3: AI is always cheaper
It’s easy to assume that AI will cut costs dramatically, but the reality is much more nuanced.
Customisation and data preparation are key to getting good results, which involves time and money. James explains, “While AI-based machine translation might be 20-30% cheaper than fully human translation in some cases, this is often offset by the upfront investment required to train the systems and validate their accuracy.”
Moreover, AI doesn’t always perform well across all languages—some low-resource languages can be particularly challenging, meaning human translation may still be more cost-effective and faster. Sarah says, “The only way you see long-term cost savings is by investing upfront. Without a solid foundation, you may end up spending more on post-editing and corrections later on.”
When deciding whether AI is the cheaper option, be sure to consider the hidden costs of setup, training, and ongoing quality control.
Myth 4: AI is always faster
Speed is often touted as one of AI’s main advantages, but while AI can certainly accelerate content creation, it’s not always the case that using AI will save time.
Custom AI models can help speed up processes, but if the foundational data isn’t in place, AI might require significant human intervention, which ultimately cancels out the speed benefit.
“AI can be 1.5x to 5x times faster than manual work—but only if the data is clean and the models are trained properly,” explains Sarah. Customisation, training, and continual adjustments are required to maintain efficiency; without these, AI can actually slow things down.
As James highlights, even with a well-tuned AI, “the human element is what ultimately ensures the final content is brand-appropriate and impactful.”
Myth 5: AI is creative
To answer this, much depends on your answer to the question: What is creativity in copywriting? Is it about quality, originality, or the ability to evoke emotion?
Creativity is inherently subjective—what one person finds groundbreaking, might be uninspired to another. Because of these subjective standards, AI’s role in creativity is often misunderstood.
As Sarah puts it, “AI is random, not creative. It’s great at providing inspiration and generating a base, but the true creative process—imagination, emotional resonance, and the unique touch—still relies on humans.”
