Pretending turns us off!

You’re busy, like super busy! You’re spinning a million different plates. You want to get your message out there, but the idea of spending hours writing content that may or may not land with your audience is… exhausting. So, you start to explore options. You see AI tools promising instant blogs, clever captions, content calendars built in seconds. You think, maybe this is the answer. You feel hopeful. Relieved, even. You do a quick test, and suddenly it all feels a bit too easy.

AI is superb for productivity. It can save you time, speed things up, and take the pressure off. But it can’t connect, not on a human level, and that is a BIG DEAL!

You might have come across a platform that offers you a full “team” of AI bots: a virtual sales assistant, a copywriter, a designer… all bots. No one to talk to. No one to bounce ideas off. Just automation pretending to be human. And that’s the issue, pretending. Pretending doesn’t connect us, it turns us off!

Think about how frustrating it is when you phone a supplier to speak to a real-life human being and just get passed from bot to bot. Sure, it’s great for internal productivity, fewer calls to answer, faster turnaround, fewer people on the payroll. If you’re only looking at streamlining and cost-saving, it works a treat.

But what about the people on the other end? The ones paying the bills? The ones who just want to feel heard?

Will they stay? Maybe. If they’ve got no alternatives. But the moment a competitor shows up offering a similar service with a more human touch it’ll be adios, see you later, bye!

So yes, it might be good for short-term efficiency, but it isn’t good for long-term, respectful, human relationships. Not even remotely! If you value connection as much as conversion, you still need the human element.

AI doesn’t earn a wage. It doesn’t physically pay for products and services you choose to buy. It isn’t the one shopping on the highstreet or enjoying a tasy meal out with friends. It’s not supporting families, keeping the lights on, or sending a luxury hamper to someone it cares about. If human beings can’t earn then they stop spending. Simple.

AI doesn’t feed our basic human instincts for love, belonging, connection and community. Only other human beings can do that, and I mean truly do that!

What bothers me isn’t the tech. It’s the celebration of replacing real people. It’s this trend of cheering for fewer jobs, fewer relationships, fewer humans in business. That should make you pause. Because whether you realise it or not, you are the reason your content connects, not the tool that made it.

We’re not just logical creatures. We’re emotional. We buy when we feel a sense of trust and connection. We follow brands that reflect who we are or who we want to be. We engage with content that influences how we think, feel, and act, even if the final decision is always ours.

So ask yourself: what is your audience thinking, feeling, and doing right now when they see your content? And what do you want to influence them to think, feel, and do instead?

You can’t automate that kind of insight. Sure, you can train AI. You can teach it your tone and get it to follow your brand rules. It can write a tidy first draft. But it doesn’t feel. It doesn’t instinctively know when something’s off. It can’t bring empathy, nuance, or lived experience to the table.

That’s where the human comes in and must always remain!

At Flo Right, we use AI, we’re not going to lie. We’re not anti-tech by any means, but we are anti-disconnection. We use smart tools to support creativity, not replace it. Because your audience doesn’t just read your content, they respond to how they feel about it.

If it feels robotic, over-polished, or soulless, they scroll.
If it feels human, thoughtful, and emotionally intelligent, they stop.
They think: “This brand gets me.”
They feel: connected, seen, curious.
They do: engage, follow, buy, stay.

And let’s not forget the look! When your audience sees a post littered with those cheeky little em dashes, overused phrasing, or that same recycled AI tone they’ve seen a hundred times before, they know. It feels off. It breaks trust before you’ve even made your point.

Because if it doesn’t look like you or sound like you, why would they believe it is you?

We specialise in human-first content creation, enhanced by tech, not replaced by it. Our work is grounded in emotional intelligence. We ask the right questions and dig into strategy. We explore the emotion behind your message and the intention behind your words. We make sure every piece of content reflects you, your voice, your values, your purpose.

So if you’re thinking about handing your content over to AI completely, pause and have a wee think. What is the long term cost of this switch to my business if it doesn’t connect on a human level…

I’ll give you a quick heads up! Those humans will stop buying…doesn’t sound appealling does it?

Your audience deserves more than automation, they deserve you, and your business deserves content that connects.

If this blog has got you thinking, I mean really thinking, about how you’re showing up online, maybe it’s time we had a chat. No pressure, no pitches, just real conversation about how we can bring more human connection back into your content.

Drop us a message, tell us what’s going on for you, and let’s explore how Flo Right can support you to do content differently, with clarity, purpose, and heart.