Your AI Agent Can Write. But Can It Sell?

Entrepreneurs love to build AI agents, including for content. But operating all of them? That's turning into a new kind of challenge.

Once you’ve built your agent for LinkedIn posts, blog articles and video scripts you still need to invest time. 

You already know that allowing your agent to auto-post is not a good idea. Now he - or she, or it - produces yet another file for you to review. As if you don’t have enough of those already.

And what do you review? Do you even know what to look for? 

It’s no system requirements specification, competitive analysis, or financial plan. You know how to look at these. You know what to check for. 

These are documents that contain numbers and hard facts you can verify. There’s mathematical logic. 

The texts your new agent is tasked with aren’t meant to provide raw information and data. Their purpose is to convince people that you have authority. Content is the first step in connecting with the people you want to sell to. It needs to grab the attention of the right people and elicit emotion. 

So what do you check besides the accuracy of information? 

Maybe Wordchoice? Sentence structure? Storyflow? Yes, but that’s just the beginning. You also want to look at clarity, consistency without repetitiveness, audience-specific language without jargon, specificity without wordyness, imagery without kitsch, and relatable real-life scenarios. Do I need to continue?

If you want your content to bring you leads, you can’t take it lightly. You can’t approach it as a technical challenge only. 

The difference between writing and being a writer

Everybody writes. But not everybody is a writer. 

What’s the difference? And why do you need to understand it if you do marketing?

If you hold a profession other than being a writer, you write because you have something to say. Most people know what that is in their minds. Putting it into written words, however, is not that easy, especially if you want to be sure others understand your point. But you don’t have time to bust your head over it.

Or you want to be seen and heard, but don’t really know what to say, or where to start. Again, you go to AI for suggestions. Some people find it easier to explain to an LLM what they want to write than writing it themselves. 

That’s a good reason to turn to AI. Do what you’re good at (like building an AI agent) and the content problem is solved. For now.

None of it is excellent, but it wouldn’t be without AI either. So, you prefer that over not posting at all. 

Fair point. After all, your priorities for excellence are with your job. 

Writing is a professional skill

A writer doesn’t have that luxury. If we’re not excellent, we must at least be above the average person who writes. If we can’t outperform AI quality, there’s no justification for the title. 

And that comes through striving for excellence; just like every other skill.

The job of a professional writer is to put thinking into words. The actual work happens in the brain. The screen is the sounding board for what happens in the brain. 

So, a writer must use AI only in ways that enhance their thinking, not do it for them. That’s why most excellent writers don’t use AI for actual writing.

Why am I telling you all this?

If you are a CMO, or an entrepreneur doing marketing, work with writers who don’t outsource their thinking. 

Sure, you have budget restraints and content writing is expensive (I know, I ran content departments). But AI-generated content will always be average at best. 

To get results, keep a skilled, professional writer in the loop. It doesn’t mean they won’t use AI. The question is how. 

It’s not about WHAT it’s about HOW

If you believe content marketing success depends on the tools you use or the amount you publish, you set yourself up for failure. 

Well, mediocrity, at best.

I’m not saying they don’t matter. On the contrary, tools are important, but they are only the foundation. 

They are like infrastructure on which to produce content. Of course it must be strong and fast and scalable.

But since everyone uses the same infrastructure and taps into the same pool of knowledge, that can’t be enough.

The one question that determines content success is: 

💡 Can you build a connection with the people who need your product most?

💡 Can you get the people for whom your product is most valuable to trust you?

(sorry, that was two questions, but one doesn’t work without the other 😏)

You wouldn't swipe your credit card unless you trust that you will receive what you were promised.  

You wouldn't share your credit card details with someone you have absolutely no connection with before there’s a guarantee that they are trustworthy. 

Right? I thought so.

Building trust is a content job. 

It must be designed to build a connection, one link at a time. 

Content in 2027

Unlike AI, humans are messy, emotional, and live in a physical world. Connections form around shared experiences, associations, and beliefs. Trust is often irrational and individual.  

An AI companion can make someone feel understood, proud, even loved, in a one-on-one interaction. When directly approached with an individual issue, these personal AI agents make themselves highly trustworthy. But in mass communication with strangers, that requires a different set of emotional skills.

That’s what makes great writers great: the ability to evoke emotion with words, make the reader feel cared for, without direct interaction.

In 2027, the winning formula for content is to leverage AI and this exceptional human skill. It’s the only way content marketing will be affordable and drive results.

If you’ve already built your agent, let a professional writer operate it for you. 

Otherwise, the work you’ve invested was for nothing. And maybe you are on the way to finding the perfect solution to involving the human element into your AI-powered business. 

😉

And if you don’t have your own system, yet, get a content professional who already comes with a system.

Send me a note: hello@ruthwriter.com