And where it doesn't

A couple of years ago, when ChatGPT was first launched, I had a conversation with an ex-client about it. His stance was very much: "Diana, your business is dead — you need to pivot. Why would anyone work with you for content generation when ChatGPT can do it for you?" I disagreed with his view then and I still do.

Well, here we are a few years later and our stance hasn't changed much.

GenAI serves a purpose. It can quickly gather information from sources across the internet, it can do a deep dive into information you provide, it can analyse numbers and make recommendations from your spreadsheets. It's the 'unpaid' intern that we turn to when we need to speed those things up and to make the discovery phase a little faster. And with the rise of agentic AI — tools designed to act more independently and complete tasks end-to-end — that “intern” may get more capable.

But GenAI for content generation? Nope, no way, not on your life.

Don't get us wrong, it can be useful if you've got a blank sheet of paper in front of you and you need to brainstorm but your colleagues are all busy. Then GenAI can help you get over that blockage. But the writing itself? This is where a professional content writer, a subject matter expert and content strategist really come into their own.

Drafting vs. crafting: the difference that matters

There is an important distinction between drafting and crafting. GenAI can spit out text and it might even be able to mimic elements of your brand tone and voice, but insights or brand nuance? Not so much.

What we bring to the table are voice, insights and instincts based on years of experience as true subject matter experts — career writers who have crafted, honed and polished our writing techniques for years. We invest the time and effort to truly understand you, your brand and your vision. And because we're marketing strategists, we know what works and what doesn't.

It's no surprise that many marketers share our concerns about relying on AI for content creation. HubSpot's The State of AI in 2025 found that 43% of marketers say their biggest concern with using AI in content creation is accuracy while 30% say GenAI-produced content often misses the mark against their goals. That’s why strategy and human expertise matter more than ever — because in B2B tech marketing, close enough isn’t good enough.

AI for proofreading and QA

Are there efficiencies to be gained in proofreading and QA? Undoubtedly. If you want us to include GenAI at this stage of a project then we'll work according to your requirements and direction. If not, we'll use our tried and tested methods.

GenAI is a tool but not a replacement for human expertise. Even with GenAI on the case, you'll need someone who knows your brand inside out. That's us. Each client we work with has a specific writing and design guide that we've developed over the course of our relationship. This evolves constantly, as do we.

How we use AI every day

AI is built into most of the tools we use — HubSpot, Xero, Teamwork, Slack, Office 365 and many more of our core systems. It's part of the tech stack we have adopted at Marketing Fusion over the years. As part of these systems, AI serves to help us be more efficient in how we work together as a team and with our clients.

There's no doubt that GenAI and agentic AI will continue to grow, evolve and be a hot topic of conversation. In B2B tech marketing, where every message must reflect strategic depth, credibility and brand nuance, AI can support the process but it can't replace it. But we'll continue to evaluate what makes sense for you, our clients and for our business.

So yes, we use AI where it helps — but when it comes to crafting content that sounds like you, builds trust and resonates with your audience, it's not GenAI that does the work. It's the unique team we've built and the expertise based on years of experience.

It's a steep learning curve for everyone at the moment. We're doing our best to stay on top of the latest advances — testing new tools, tracking new releases and exploring functionality. We're curious about what's around the corner and how we can harness the best innovations for our clients.

If you’re curious about how we blend strategy, creativity and technology, let’s talk.