The secret to standing out in the age of AI is telling stories only you can tell

I’m an ex-copywriter who loves AI. I use it every day, for all sorts of things. If it saves me time, I’m in. But when it comes to telling stories, AI content needs human creativity to be good.

People connect with stories, lived experiences, and the quirks that make writing memorable. AI hasn’t cracked that yet, so human creativity is still the edge.

If you want content that resonates and converts, it must have unique storytelling—even when the draft starts with AI.

The primary problem with genAI output is sameness — same voice, same POV, same execution. Its output is the mode of the data it trained on—the most frequently used word or phrase in similar circumstances. That’s pretty much the definition of cliché.

Ask two people to run the same prompt in ChatGPT, and you’ll get nearly identical answers.

That’s why the real differentiator is people’s ability to forge connections, craft compelling stories, and apply lived experiences that AI can’t dream up.

1. Hypothetical scenarios? Yawn.

AI is excellent at compiling information and mimicking tone. But it doesn’t have lived experience, so what you get instead are clichés and hypotheticals.

I asked ChatGPT AI for a teenage embarrassment story about concealer, and here’s what I got:

It was sophomore year picture day, and of course, that was the morning I woke up with a monster zit right on the tip of my nose.

We’ve all heard that one before.

Dig deeper: Marketers turn to AI for speed, while consumers turn away in distrust

Now here’s mine:

“As if being a middle schooler wasn’t painful enough, my arch nemesis announced to the whole class that my face was covered in acne. I ran out crying, called my mom, and begged her to bring concealer, ASAP.”

It’s raw, real and mine. That uniqueness is what sticks.

Storytelling isn’t fluff—it’s the one thing AI and competitors can’t replicate. And if your content doesn’t move people, it won’t convert them.

2. Don’t tell me how to think

Good copy shows rather than tells. AI tends to over-explain because it’s trained on patterns, not nuance.

AI says: “Our concealer covers blemishes, helping you put your best face forward.”

A human says, “You’re gorgeous. Don’t let your makeup dull your shine.”

One tells. The other shows.

Daniel Doan’s guide to persuasive storytelling breaks it down:

• Tension drives interest. Add obstacles, not flat statements.
• Relevance breeds resonance. Tap into emotions and fears AI can’t understand.
• Specificity builds credibility. Proof beats vague claims every time.

Consumers don’t want to be told what to think. They want to feel it.

3. Scalability is not everything

AI excels at speed and scale. But what’s the point of scaling bland content?

A study by Anant Goel found:

• Higher Engagement Rates: Human-written copy achieves higher average click-through rates (4.5%) and engagement rates (15.3%) compared to AI-generated content (3.8% CTR and 12.7% engagement).
• Higher Conversion Rates: Human-authored content leads to a superior average conversion rate of 3.1%, surpassing the 2.5% rate for AI-generated copy.
• Better Audience Feedback: 82% of respondents find human-written content informative and engaging, appreciating its personal touch. In contrast, 68% feel AI-generated content lacks emotional depth.

Scaling mediocrity is wasted effort. Copy that resonates pays off more.

Dig deeper: How to scale content without losing your brand voice

4. Create a character, not just “content”

AI makes content. Humans create characters—voices tied to your ICPs (ideal client personas).

For example, say your company sells POS solutions (software and hardware) to restaurants. You want to write updated copy for your “Fast Casual” service type page. By putting themselves in the perspective of your ICP (owners of small, fast casual restaurants), a person will give you:

“Lunch rush? Easy mode. When customers need speed, you’ve got a POS to match.”

That’s perspective. It reflects reality, not just features.

Craft copy that reflects your customers’ real-life experiences. Don’t create content to highlight product features and fill your calendar. Make it count, make it interesting.

5. AI assists, stories sell

AI is a great assistant for planning and optimization, but it’s not a master storyteller. Consumers already feel fatigued by generic AI copy. Relying on AI entirely is not worth the risk. If your competitors are also using AI, at best, you will blend in; if they up the ante with real storytelling, you’ll be left behind.

Facts tell. Features sell. Stories stick.

How to infuse human storytelling into your copy

Here’s a handy guide to remember all this:

• Know your ICPs. Write from their POV.
• Use lived experiences. Yours or your customers’.
• Show, don’t tell. Imply meaning rather than state it.
• Gather insights. Use real customer language.
• Highlight what makes you different. Reinforce your USP.

Dig deeper: How to craft a strong brand story with strategic copywriting

AI has its place, but stories win

AI isn’t the villain. I love it for what it does. But it can’t replace the detail and emotional resonance of human storytelling.

Until it can, brands that combine AI efficiency with human creativity will stand out. Because at the end of the day, facts tell and features sell—but stories stick.