Talked a B2B SaaS founder out of using AI for everything last week

I was all in on AI for every part of marketing. Then I sat down with a guy who runs a logistics software company in Nashville. He told me he tried using AI to write all his case studies and they all sounded like robots. He said his best leads came from a single handwritten email he sent to 12 CTOs. That hit different because I saw his revenue numbers. Now I use AI for brainstorming and rough drafts but I make sure real people handle the final touch. Has anyone else found that balance between AI speed and human trust?

2 comments

2 Comments

lilyo301mo ago

That phone video story is wild but makes total sense. Did you notice if that human connection stuff works better for certain types of businesses or industries than others? I keep wondering if some founders can get away with fully automated content if they're in a boring enough space.

val2231mo ago

Preach. I had a client who used AI for all their LinkedIn posts and you could just tell. Every single one had that same rhythm and word choice, nobody engaged with them. But then they posted a stupid phone video of their team unboxing a server rack and it got like 200 comments. People want to know there's a real human behind the brand, not just a chatbot spewing optimized copy. The trick is using AI for the boring grunt work and letting actual people handle the stuff that builds trust.