Artificial intelligence has become the primary technology of 2026, fueling a huge push for many companies to use AI to improve business processes. Much of this adoption is focused on content SEO, with most AI usage centred on pre-trained text generation models, also known as large language models.
These models are, in practical terms, word prediction systems. They mathematically compute likely outputs based on the inputs provided. When considering large language models, it is important to keep in mind that their core engineering and primary use case is text generation. Activity outside of controlled text generation is avant garde.
AI LLMs are designed as reactive text generation machines
As a result, some of the AI processes being used right now are not necessarily the best applications of the technology. For example, we as a company do not feel particularly comfortable with coding agents. As a large language model has no concept of ownership or accountability giving it access to systems where it can destroy things is a little naive.
By contrast, using large language models to generate content is a very strong use case and really the intended one.
What Is a Suitable AI Content Strategy? ¶
Now that we know what these models are, how can we best use AI in a business strategy? The best approach is to keep AI firmly in the content generation category and ensure that this is properly established before moving into broader AI processes and business automation. If your AI cannot handle your marketing and content, it is unlikely to perform well in more sensitive scenarios.
For our clients, the first focus is on content strategy. First thing we do is to provide our clients with clear organisational direction on how best to use AI in a way that builds authority in their market.
As in many business contexts, market share follows a Pareto distribution, where the leader takes a significant majority of the market. AI-driven content is much the same. Those with the strongest AI content strategy will take most of the market share, even if their strategy is only slightly better in objective terms. It is, in effect, a winner-takes-all market, therefore having no content strategy isn’t an option.
How Should a Business Build Authority With AI Content?
This is how we approach AI content strategy:
In practice
- We look at the business and take an external view of the key pain point that the business removes for it’s customers
- We develop an initial content strategy that reflects that position and reinforces authority in that area
- We allow enough agility to move into potentially more fruitful parts of the customer base
By working this way we ensure that we maximise the presence of the business to the current client base whilst allowing the opportunity to develop multiple areas of authority and expertise. Begin by establishing authority in the core business area, then branch into other adjacent areas over time. This allows a business to identify where it can build its moat, define its niche and capture dominant market share.
Additionally, this helps direct both sales and marketing teams drift towards more efficient areas of the business and clarifies where product focus should sit to maximise return on investment. The business is encouraged and informed by its content strategy, rather than simply producing large volumes of AI-generated content.
Does AI Replace Content Strategy? ¶
In this regard, AI does not replace a good content strategy. It does, however, raise the standard to the point that a content strategy is now necessary. Those with the strongest content strategy will come out ahead. AI can support that effort, but ultimately the business needs to own the authority itself in order to compete for and win, that weighted market share.
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