Using AI for Content: Insights for Small Businesses
Here’s the headline: in a research report produced by Walnut, findings reveal that an incredible 71% of small or solo teams are producing over half their content with AI.
This isn’t just a trend; it’s a fundamental change. We’ve moved past the era of content scarcity. The real challenge now? Content relevance. It’s less about churning out volume and more about making sure what you do produce truly connects, resonates, and stands out.
Small Teams, Big Momentum
What’s fascinating is the difference between small and large teams. Smaller teams (2-3 people) are using an average of five AI tools, quickly learning and adapting out of necessity. They’re the nimble ones, finding fast ways to save time and cover more ground. Big teams (20+ folks), often bogged down by complexity and approval processes, are slower to adopt and integrate.
It’s a clear sign that in the age of AI, speed and lack of friction often trump sheer size or budget.
The Trust Gap: Brand Voice is Still King
While a massive 78% of heavy AI users feel their output is unique, the top concern for everyone remains protecting brand voice and maintaining authenticity. There’s a tension: we see AI’s power to create, but we worry it’ll make us sound generic.
The real winners won’t just be those who adopt AI, but those who can solve for authenticity at scale. That means using AI as a super-powered assistant, not a replacement for human creativity, judgment, and brand understanding.
Key Takeaways for Your Business:
- Curate, Don’t Just Create: AI can generate drafts, but your expertise, editing, and brand voice are what make content truly valuable. Think of yourself as the smart curator.
- Small Teams Have an Edge: If you’re a lean operation, this is your moment to be agile. Experiment with AI tools that fit your needs—you can likely adapt faster than larger, more complex organisations.
- Focus on What Makes You Human: Your unique story, your local insights, and your brand’s personality are your differentiators. Don’t let AI copy that; use AI to help you express it better.
- Beyond Text: While text-based content is common, AI is catching up fast with visuals and interactive demos. Exploring these newer applications can give you a unique edge.
The data is clear: AI is here, and it’s transforming how we work. But it’s not about replacing the human element. It’s about leveraging AI to be more efficient, more relevant, and more authentic.
If you’re looking to harness AI effectively for your Brisbane business, to save time, make your content shine, and keep your brand’s true voice front and centre, we’re here to help.
Let’s chat about making AI work for you.
