In Episode 4 of So What: The PR Strategy Podcast, Content Manager Shelby Watkins and Senior Content Specialist Mary-Elizabeth Breslin break down what actually separates good content from forgettable content in the age of AI.

As GenAI floods the internet with fast, polished, and increasingly indistinguishable content, Shelby and Mary-Elizabeth argue that emotion, lived experience, and perspective are what make people stop scrolling. From ghostwriting and brand voice to social strategy and thought leadership, they explore how POV is built and why it can’t be outsourced to a model.

They also get tactical, unpacking how to use AI as a tool (not a crutch), how to repurpose one strong idea into an entire content engine, and why brands that fail to “read the room” risk more than just a bad post.

The takeaway: content needs to be more human.

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