We’ve had a lot of conversations at K2 and Company about how to use AI in a way that actually adds value. It can help streamline processes, organize ideas, and get something on paper when you need a starting point. Used well, it can help move work forward and create efficiency where it matters.
At the same time productivity is improving, we are navigating what many others are, too. The implementation of AI is complex and nuanced, especially in a field where voice, credibility, and originality matter. As a team that stays caught up on the trends and new tools in the field, we are thoughtful about where AI fits and where it does not. The goal is not just to keep up, but to maintain the standard of work our clients expect while using the right tools to support it.
Recently, we had a conversation with an editorial editor at a major newspaper in the Twin Cities who said they are not accepting submissions that feel like they were written by AI. If they suspect it, they move on, pretty much immediately. They want original, and that ChatGPT essay is not going to cut it.
Content may be easier to produce than ever before, but because of this, truly original content is becoming more valuable. When everything starts to sound and look the same, the pieces that are grounded in real perspective and experience stand out quickly.
This matters for anyone focused on thought leadership, media engagement, or audience growth. Strong content is not just about getting something written. It is about offering a point of view that feels informed, clear, and credible. That is what earns attention and builds trust over time.
AI can support that process. It can help with structure, research, and momentum. But it cannot replace judgment, experience, or voice. Those are the elements that make content worth reading and worth sharing.
There is also a practical reality. Just as people are getting smarter at using AI, audiences are getting better at spotting AI generation content. Text or content that feels generic or overly polished tends to fall flat. It does not drive engagement, and it does not create connections. The same is true for the media. Editors and reporters are looking for substance, not filler.
So the question is not whether to use AI. The question is how to use it well. In a world where anyone can generate content, originality is no longer optional. It is the difference between being seen and being quickly ignored.
-Allison Housley, Account Executive