https://video.whitehat-seo.co.uk/london-hug-presentation-human Tamara, Head of Content and design at Whitehat is exploring the crossroads of human creativity and AI in modern content creation.

1. Human Content
in an AI World:
Exploring the crossroads of human creativity
and AI in modern content creation.

2. "What makes us uniquely human
in an era where AI challenges this
uniqueness daily?"
The Big Question

3. Audience Participation
• If you were an ice cream flavour, what would you be?
• If you were a vending machine, what would you give out?
Find somebody near to you that you DON’T know. Introduce yourself
and then ask them one of the questions below, and then ask WHY.
30seconds thinking time
2 minutes to ask and reply
Why ask this?
The questions are random, but each provokes thought and encourages emotion and connection while thinking of an
answer. Once you’ve decided on your answer and it’s revealed, it creates wonder within the other person as they want to
know why. As an added extra, if the other person can relate to your answer (content), it then creates a bond.
THIS is what makes us human and unique. But we’re here about AI, so let’s see how they did!

4. AI Answers!
So, let’s see how good old AI did!
How did it do?
AI answers were quite impressive. It even gave us source references! Yet, as you see, AI tells us upfront that it is an AI language model, possessing no personal tastes or
preferences. At least it’s honest, but it does go on to perform my request, but for me, something is missing.
Disconnection from personal taste and preferences can be great when you need to be impartial, perform research, or report factual information. But content created in
this way misses a personal spark. But again, why is this so important?

5. The Vitality of
Human Touch
in Content
Creation

6. Real Beauty
DOVE –
Dove did something pretty cool. They decided to celebrate
what makes us unique, launching this extensive campaign all
about body positivity and inclusiveness. They turned the
tables on the whole traditional beauty thing by putting real
women of all ages, sizes, shapes, and backgrounds in the
spotlight. But why? This was to show the world the real
definition of beauty. It was like a breath of fresh air at a time
when lots of people were fed up with unrealistic beauty
standards.
Sources: Choose Beautiful | Dove Campaigns – Dove,
Top 5 Game-Changing Marketing Campaigns of 2023 |
Brand Vision (brandvm.com)
What can we learn? Cause-related marketing can lead
customers to think of your values before your products.
Forming strong connections and relationships.

7. Find Your
Greatness
NIKE –
Nike has really nailed it with their slogan, "Just do it". For
them, it's not just a catchy marketing line but the heart and
soul of their whole brand. What's really cool about it is that it
means something different to everyone but is super
motivating for all. Whether you’re a hardcore Olympian
athlete, an avid runner, or playing for the local football team,
it's all the same spirit – just do it.
Sources: Nike. Just Do It. Nike UK, The 10 Best Storytelling Brands
(smile.io), 5 Genius Nike Marketing Campaigns & What You Can Learn |
Attest (askattest.com), The Power of Branding: A Look at Nike Iconic
Brand Campaigns (thebrandhopper.com)
What can we learn? Using the authenticity of real people and
real stories. All told in a way to evoke inspiration and
confidence in ordinary people to find their greatness.
There are many other brands, such as Maltesers, Apple, and
Zoom that have intertwined human experiences, emotions,
and uniqueness into storytelling to create relatable content
for an authentic connection.

8. Embracing AI in
Our Creative
Process

9. Intro
Connection
What
How
Why
Intro
Connection
Question
What
Action
Why
How
Action
"AI is not our enemy, but a tool we must harness. AI can automate, offer insights, and
magnify our creative process. But do we run the risk of it truly replacing our touch? Let's
examine and compare an AI-generated and human-generated content piece ...“
On the left, we have an intro, the what, the connection, the how, the why, and then the
action to take. We have those things on the right in a slightly different order, but a question
is added. What example do you think is human?

10. The Fusion of
AI and Human
Creativity

11. How can we embrace AI
creatively?
AI
Testing Automation
Readability Prompts
Research
Analysis Personalisation
UX

12. How can AI complement and enhance the human creative process?
1. AI for Research: Tools like Google AI platform, MarketMuse, and Acrolinx help analyze data sets, conduct content research, and
trend analysis faster than a human team could.
2. Automating Routine Tasks: Tools such as Hootsuite, Buffer, Tailwind, and AI enhancement on WordPress help automate tasks like
SEO keyword generation, post scheduling, and image resizing. Freeing up human creators for more strategic and creative work.
3. Personalisation at Scale: Platforms like Adobe Target and Optimizely, as well as various AI enhancements in CRM tools like
Salesforce and HubSpot, help analyze user behavior data and deliver personalised content recommendations, driving more user
engagement.
4. Generating Creative Prompts: Tools like Portent’s Content Idea Generator and HubSpot’s Blog Ideas Generator can suggest
potential blog topics, social media post ideas, or newsletter subjects based on trending topics and audience interests.
5. Augmenting User Experience: Chatbots like Drift, Intercom, or IBM's Watson Assistant provide 24/7 customer support, delivering
personalized content and enhancing user interaction.
6. Improving Readability: Tools like Grammarly and Hemingway Editor use AI to provide readability analysis and grammatical
suggestions for improved user-friendly content.
7. Predictive Analysis: Platforms like Crayon and Pathmatics help predict future content trends, providing creators with strategic
insights on what topics, styles, and formats might work well in the future and help shape marketing strategies.
8. Content A/B Testing: AI-powered tools like Optimizely, and Unbounce help in running A/B tests to evaluate the success of different
content variations and optimizing outcomes based on user responses.

13. Tools Resources
1. AI for Research:
1. Google AI www.ai.google
2. MarketMuse www.marketmuse.com
3. Acrolinx www.acrolinx.com
2. Automating Routine Tasks:
1. Hootsuite www.hootsuite.com
2. Buffer www. buffer.com
3. Tailwind www.tailwindapp.com
4. WordPress www. wordpress.com
3. Personalization at Scale:
1. Adobe Target www. business.adobe.com/products/target/adobe-
target.html
2. Optimizely www.optimizely.com
3. Salesforce www.salesforce.com/uk/?ir=1
4. HubSpot www.hubspot.com
4. Generating Creative Prompts:
1. Portent’s Content Idea Generator www.portent.com/tools/title-maker/
2. HubSpot’s Blog Ideas Generator www.hubspot.com/blog-topic-generator
5. Augmenting User Experience:
1. Drift www.drift.com
2. Intercom www.intercom.com
3. IBM's Watson Assistant
www.ibm.com/products/watsonx-assistant
6. Improving Readability:
1. Grammarly www.grammarly.com
2. Hemingway Editor www.hemingwayapp.com
7. Predictive Analysis:
1. Crayon www.crayon.co
2. Pathmatics www.sensortower.com/pathmatics
8. Content A/B Testing:
1. Optimizely
2. Unbounce www.unbounce.com

14. Repurposing
Unique Content
(for Better Workflows and
Higher Retention)

15. Transform Blog Posts into
Infographics
Turn Interviews into Podcasts
or Videos
Create SlideShares from
Presentations
Develop E-books or Whitepapers
from in-depth Articles or Reports
Break Down Webinars into Blog
Posts and Social Media Clips
Transform Customer Testimonials
into Case Studies
Repurposing strategies
with AI

16. “Combined with AI, unique human content can be repurposed across various channels for cohesive storytelling, creating greater
engagement and drives customer retention."
Everyone here knows about content repurposing 100 times over, but how many of us do this effectively??? This is where you can start to lean in on the AI capabilities and see
what it can do with your unique content.
With original created content, you can input the details for AI to help repurpose engaging content in half the time.
1.Develop E-books or Whitepapers from in-depth Articles or Reports: Long-form
content like comprehensive articles or reports can be repackaged into e-books or
whitepapers, which are great for lead generation if they're gated (i.e., require email
sign-up to access). AI writing assistants like Conversion.ai (www.conversion.ai ) also
known as Jasper, formerly Jarvis can assist you convert your comprehensive reports
into concise and logically structured e-books or whitepapers.
2.Break Down Webinars into Blog Posts and Social Media Clips: A single webinar
can become multiple blog posts, potentially emphasizing different aspects or points
made in the webinar. Additionally, creating shorter video clips for social media can
drive engagement and lead more people to the full webinar. Tools like Headliner
(www.headliner.app ) or Wave.video (www. wave.video )can help you repurpose
your webinars into engaging video clips. For blog posts, use an AI tool for
transcription, like Rev (www.rev.com ), to convert your webinars into text, and
restructure the information as required.
3.Transform Customer Testimonials into Case Studies: Explore the story behind
customer testimonials. These narratives can be developed into more in-depth case
studies, which are highly effective for proving the value of your product or service.
AI-powered tools like MonkeyLearn (www.monkeylearn.com) can help analyze your
customer testimonials for key patterns, which can form the basis of your case
studies.
4. Transform Blog Posts into Infographics: Infographics are visually appealing and
easily consumable, making complex information accessible. Transform key data
points and insights from your blog posts into engaging infographics for social
media. Tools such as Piktochart (www.piktochart.com )use AI to help you
convert your blog posts into aesthetically pleasing infographics using predefined
templates.
5. Turn Interviews into Podcasts or Videos: If you've conducted interviews or
webinars, these can be repurposed into podcasts or YouTube videos. These
alternate formats appeal to different sections of your audience, broadening your
reach. AI-based transcription services like Descript (www.descript.com )or Temi
(www.temi.com/try-rev ) can turn your oral interviews into text, which can then
be used to create scripts for podcasts or videos.
6. Create SlideShares from Presentations: Each presentation you create has the
potential to be a Slideshare or LinkedIn post. These are ideal for professionals
who prefer quick, visually appealing content. You can utilize Beautiful.ai
(www.beautiful.ai ), an AI-powered tool that transforms basic presentations into
visually appealing Slideshares. The wonderful people at beautiful.ai wanted to
spread some AI joy and have generously given 20% off Pro and Team accounts
for 12mths using the code LONDONHUG.

17. Conclusion…

18. What do we now know.
AI is powerful but cannot replace
our human element in content.
Both can be used to transform our
content strategies, workflows, and
efficiency.
The combination of human content
and AI tools can enhance our
creativity process.
Ok! So, after all my gabbling, we have come to the end! The
initial question was, ‘Does AI make us any less human? Or do we
have a unique value that AI can't touch?’
I think it’s safe to say that AI is an enhancement, not a
replacement. We just need to rethink how and when we use it.
Our experiences, emotions, preferences, gut feelings, and
authenticity are our magic as humans. Combined with the speed
and knowledge of AI, our content can begin to reach new
heights.
Your unique perspective and understanding of your audience will
always be crucial in developing compelling, high-quality content,
but AI tools are there to make the process more efficient and
scalable. I look forward to hearing and seeing how you
incorporate it into your process and strategies.
I can’t thank you enough for your time, and I hope you found this
interesting.

19. Questions?
https://www.whitehat-seo.co.uk