Delegation. Not the “who’s booking the meeting room?” kind, the new kind. The one that involves ChatGPT, Gemini, Claude, and half your content calendar quietly being written by a robot while you sip your morning flat white. 

Don’t get me wrong: AI is brilliant. It’s the intern who never sleeps, never complains, and can draft an 800-word blog before you’ve finished scrolling through the news. But there is an underlying uncomfortability, a lot, if not all, of what’s being pumped out right now isn’t creative genius. It’s just… fluff.

And in B2B marketing and PR, fluff is the enemy.

AI is supposed to assist, not replace imagination

There’s a world of difference between using AI to spark an idea and using it to spit out content. When you ask a tool to “write me a blog on digital transformation trends,” what you get is something perfectly average, technically correct, grammatically neat, and completely forgettable.

It’s like commissioning a painting and getting a colouring book instead.

The magic happens when you use AI as a creative jumpstart, a way to riff on ideas, pressure-test a headline, or pull out patterns you hadn’t spotted yet. But if you’re just hitting “generate” and pasting the results into your CMS, you’re not delegating; you’re disengaging.

You can’t automate originality

The best ideas don’t come from prompts; they come from people. They come from awkward brainstorms, weird conversations, coffee-fuelled rants, and those moments of “wait, what if we did it this way instead?”

AI doesn’t get context. It doesn’t know your clients, your tone, or the weird industry politics behind why one phrase works and another doesn’t. It’s a tool, not a voice, not a viewpoint, and definitely not a strategist.

So by all means, delegate the heavy lifting. Let AI draft the structure, do the research, or clean up your copy. But the spark? That’s still your job.

Fluff doesn’t build brands

Look, every company has an “AI content strategy,” what stands out isn’t who can publish the most, it’s who can publish the best.

If your thought leadership sounds like everyone else’s, you’ve lost before you’ve even hit “post.” Real thought leadership means taking a stance, showing a bit of personality, and occasionally saying something that might make a few people disagree with you.

AI isn’t brave. It is balanced, safe, and slightly dull. Which is great if you’re writing a textbook, not so great if you’re trying to earn trust, leads or column inches.

AI isn’t stealing creativity, we’re just not using it creatively

There’s a huge difference between “AI-generated” and “AI-inspired.” One makes noise; the other makes an impact. The trick is to use these tools like a creative partner, not a content vending machine.

Ask better questions. Add your voice. Edit ruthlessly. Let AI handle the admin so you can focus on the part that still matters, ideas with the edge.

Honestly: your audience doesn’t need another “Top 10 Ways AI Is Changing Everything” post. They need to hear something you actually believe.

Delegation isn’t about offloading the work, it’s about trusting the right tool (or person, but not in a derogatory way) with the right task. AI can help you create faster, but it can’t make you care more. And the minute we start outsourcing our curiosity, our opinions, and our weird little creative quirks…we might as well let the robots take over the awards entries too.