What happens when AI meets the creative process?
There’s something magical about the creative process. It’s messy, unpredictable, and deeply human. But what if you could pair that spark of creativity with the precision and efficiency of artificial intelligence?
When I first started creating content, it felt like trying to paint a masterpiece with a roller brush: a lot of effort, but not much finesse. Deadlines loomed, research took forever, and by the time an article made it through edits, it was already losing its shine. The tools we have now—AI-driven insights, automation, and even a bit of machine creativity—have transformed this process entirely.
Let’s explore the process I personally use to work alongside AI when producing content.
Step 1: Finding the spark
Every story begins with an idea, and the best ideas are rooted in curiosity. Using AI tools like Perplexity or ChatGPT, the process of ideation becomes almost like a conversation. You ask a question, AI answers, and suddenly you’re chasing insights you didn’t know existed. It’s not about letting AI think for you—it’s about asking better questions to get to the heart of what your audience truly needs.
Step 2: Reading between the lines
Once the idea has taken shape, it’s time to dig deeper. What are people searching for? What questions keep popping up on forums or in search results? This stage is (certainly) about gathering data, but also about connecting dots. AI doesn’t just give you facts—it shows you patterns, helping you understand the intent behind the clicks.
Step 3: From structure to story
Titles and outlines are like blueprints for a house. They set the structure, but it’s what you build on top that makes it feel alive. AI tools like Jasper or ChatGPT not only help sketch the frame—generating headline ideas and organizing sections—but also allow you to stay true to a brand’s tone of voice. By analyzing style guides or past content, AI can suggest phrasing and structures that align with your unique messaging. This ensures the foundation is not just functional but also distinctly "you." From there, the real magic happens: shaping the narrative with your human creativity, adding the personal touches and insights that resonate deeply with your audience.
Step 4: Crafting and refining
Here’s where the collaboration between human and machine really shines. AI can write a first draft, but writing isn’t just about words on a page. It’s about rhythm, tone, and knowing when to leave space for the reader to feel something. The editing process is about turning raw ideas into a story that resonates.
Step 5: Keeping it all connected
Good content doesn’t live in isolation—it’s part of a broader strategy. While AI tools like SurferSEO , Clearscope or similar can recommend keywords and on-page optimizations, connecting content through internal links still requires a human touch. AI might highlight opportunities to link to older blog posts or suggest keywords for meta descriptions, but it’s up to you to decide what fits naturally and enhances the user experience.
Step 6: Publish, reflect, refine
Publishing is just the beginning. Tools like Google Analytics or Clearscope can help track performance, identifying metrics like traffic, engagement, and keyword rankings. These insights point you to areas where updates could make the content more impactful—whether that’s adjusting a headline, adding fresh examples, or expanding sections to cover new trends. While those tools provide data and suggestions, the act of refining content into something evergreen still requires your judgment and creativity to ensure it stays relevant and valuable.
The human touch in an AI world
The magic of this workflow isn’t in what AI can do; it’s in what it enables you to do. It’s not about cutting corners or churning out more content faster. It’s about making space for what really matters: telling better stories, connecting with your audience, and finding joy in the process again.
When people ask if AI will replace human creativity, I think about how this workflow feels in practice. It doesn’t replace anything. It amplifies. It helps you focus on what you’re best at—being human. And that’s something no algorithm can replicate.
