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I've seen more and more people utilising chatGPT (or other AI tools) to generate LinkedIn posts and it made me think...why? Where is the need to bring AI into the mix, when your posts should represent you - not an AI version of you. Then I was invited to beta test a new tool and it changed my mind completely. This tool (more details coming soon), didn't just write me a bunch of posts for me to blindly copy and paste - it interviewed me about topics I live and love. It probed my thoughts and helped me articulate them into a set of social posts and guess what... - people positively engaged - my reach grew - more people answered my messages - it got me over the hump of writing posts with no passion, energy or insight and it gave me posts I would like to read So...am I a sell out? Short term - absolutely. Longer term - we'll see. What has done is got me to post in LinkedIn a lot more than I was and with content I'm happy for people to read/interact with/judge accordingly. That's a massive step forward for me on the personal front. It got me thinking about the pros and cons in general for others looking to utilise these new tools, so I asked my chatGPT for the pros and cons. Here's what it came up with: Pros 1. Consistency becomes realistic Most professionals know they should post regularly but don’t have the time or energy. AI lowers the activation energy: faster drafting easier idea expansion easier repurposing less fear of the blank page That consistency matters on LinkedIn because visibility compounds over time. 2. Better structure and clarity A lot of smart people are poor at packaging ideas. AI helps turn: rambling thoughts technical expertise scattered notes meeting insights into readable posts with: strong hooks clean flow concise phrasing clear takeaways For professionals with genuine expertise, AI can act like an editor rather than a creator. 3. More leverage from existing knowledge AI is very good at: summarising long thoughts extracting themes generating variations adapting tone for different audiences One real experience can become: a post a thread a client insight a newsletter intro sales enablement content That’s valuable for consultants, founders, recruiters, marketers, and operators. 4. Helps non-writers participate Some people have deep expertise but struggle with: confidence writing fluency English proficiency tone AI lowers those barriers and makes professional communication more accessible. 5. Reduces emotional friction LinkedIn posting is psychologically uncomfortable for many people: fear of sounding stupid fear of judgment perfectionism over-editing AI can help people move from “thinking” to “publishing.” Cons 1. Homogenisation This is the biggest problem already appearing. AI pushes people toward the same: cadence phrasing storytelling structure emotional tone vocabulary You start seeing: “One thing I learned…” “Here’s the truth…” “Most people don’t realize…” “Game changer” “Let that sink in” The result is a flattening of professional identity. 2. Loss of actual thinking AI can make people appear thoughtful without doing much thinking. Some professionals start outsourcing: synthesis framing articulation reflection Eventually the content becomes: polished persuasive strategically empty This is dangerous because LinkedIn rewards presentation more than depth. 3. Trust erosion People are becoming increasingly sensitive to “AI smell”: generic inspiration vague authority synthetic vulnerability over-optimized storytelling If someone’s entire presence feels machine-generated, credibility can quietly decline. Especially for: founders consultants coaches executives agencies where trust is the actual product. 4. Inflated expertise AI makes it easy to sound competent in areas where someone lacks depth. That creates: shallow thought leadership misinformation recycled insights fake authority ecosystems LinkedIn already had this issue; AI accelerates it dramatically. 5. The personal moat disappears Before AI, strong writing itself was differentiation. Now: everyone can sound polished, everyone can mimic authority, everyone can produce volume. So differentiation shifts toward: original experience unique perspective real-world execution specificity reputation evidence The future advantage is less “good writing” and more “provable insight.” The healthiest use of AI on LinkedIn The strongest professional use is usually: human experience, human judgment, AI-assisted refinement. Weak use: “Generate me a viral LinkedIn post.” Strong use: “Here’s what happened in a client meeting. Help me structure the insight clearly.” The difference is whether AI is replacing thinking or amplifying it. Used well, AI acts like: editor strategist clarity partner brainstorming assistant Used poorly, it becomes: personality replacement credibility cosplay content spam engine And audiences are getting better at telling the difference.
Discover how content days at Grover ARC capture real work and expertise to build trust, create authentic social content, and support long-term marketing.
Learn why consistency is the key to a successful 2026 content strategy. Discover how regular marketing and social media content improves brand visibility and trust.
Go behind the scenes of a Digity content day with Exact Kitchens and discover how strategic video and photography build trust and brand authority.
Client: Grover Accident Repair Centre Sector: Automotive, B2C Platform: Duda Timeframe: 2 months URL: www.groverarc.co.uk The Challenge Grover Accident Repair Centre, a leading accident repair specialist with decades of experience, wanted to modernise their online presence to better reflect their expertise and professionalism. Challenges included: An outdated website that didn’t showcase the quality of their work Limited online visibility, reducing potential customer reach Lack of authentic imagery to convey the precision and care behind their services Inconsistent social media output, leaving customer stories and results untold Grover needed a modern, credible digital presence that would build trust, drive enquiries, and visually represent the skill and pride of their team.
I’ve noticed something over the years. Most founders can tell me exactly what they spend on rent every month. But when it comes to marketing, the answer is usually vaguer. “I guess, in total… with the time various people put into it… we spend about…” “Well, it changes depending on the month and how it’s working…” “Whatever’s left after everything else…” The truth is: most marketing “budgets” aren’t budgets at all. They’re leftovers. And when you really think about trying to compete using leftovers, it becomes clearer why growth so often feels like hard work. Don’t get me wrong, I get it. Cashflow matters. Committing spend feels risky. Marketing results are never guaranteed. And it’s easy for anyone in my position to say “ just spend X% of turnover and everything will be fine. ” But here’s the issue. When you cut back on marketing, you rarely feel it straight away. The impact comes later on, when enquiries slow, pipelines thin out, and suddenly it feels like you’re pushing uphill to get momentum back. That’s usually when confidence drops, spend tightens further, and marketing gets blamed for not working. From the businesses I’m introduced to by accountants, bank managers and business coaches, I see the same pattern repeatedly: marketing that feels time-consuming, dull and frustrating. That isn't because marketing doesn’t work, but because the plan was never properly set up or backed in the first place. Underfunded marketing doesn’t become lean. It becomes random. A simple way to bring some clarity (no spreadsheets required) is to answer three questions honestly: Roughly what is one new customer worth to you? (If you have multiple client types, pick a good one.) How many more would you actually like to win this year? What would you be comfortable paying to acquire each one? Sharing those answers with whoever leads your marketing should change the conversation completely. No more speculative spend. No more “nice to haves”. Just a structured approach built around commercial reality. If you do nothing else after reading this, ask yourself: Could I clearly explain why our marketing budget is what it is? Or is it just the number we landed on? This is often the very first conversation we have with founders before tactics, channels or tools even come into the picture. More on this to come in future blogs but if you want to discuss this further, feel free to get in touch with me direct. If you're new to me/Digity, click here to book an call with me and we can talk it through.
Our Values.
1. Focused
At Digity, the focus is on you. This is how we’re able to help you nurture your ambitions - we work for you, as though an extension of your own team, to help you achieve your goals.
2. Committed
If you want a partnership, you’ve got it. We can provide marketing plans for you that last as long as you need them to, ranging from social media posts to email campaigns to help spread the word.
3. Transparent
Yes we work in an industry full of anacronyms and naturally, we're prone to using them but we don't set-out to baffle clients, quite the opposite. It's our role to educate you to make the right decisions for your business.
4. Effective
Our talented team understand the current trends and work them to your advantage to help hit your goals. Digital marketing is a competitive world to work within so we have to play smart with the assets at our disposal.
5. Proud
We've built a business which has grown hugely thanks to the incredible referrals we inspire so when we do a job, we put a lot of effort in to doing it right. Our approach is very collaborative and we're proud of the impact we make for clients and ourselves.
...and yes, we love coffee too - so why not get in touch and pop in soon.
