Stop Posting AI Filler: 10 Human-First Filters for Content That Converts

AI and Automation: A human-first, AI-enabled framework for standout thought leadership

AI is changing how we create content - sometimes for the better, often for the blander. What used to be distinct now reads like it came from the same template. LinkedIn should be full of sharp perspectives; instead, feeds look generic, even as the platform works to limit low-quality posts.

We don't have to accept filler as the baseline. AI can speed up process, but it can't replace the perspective, lived experience and specificity that make your ideas worth reading. For PR and communications leaders, that's the edge: human-first content, AI-enabled execution.

Content that converts

Before you publish, ask: does this reflect who I am and what I actually think? The best thought leadership blends three elements:

• A specific insight: What do you know or believe that's worth saying?
• A personal lens: Why you? What experience or point of view are you bringing?
• A distinct voice: Would someone recognize this as yours, not a sanitized brand line?

If those don't show up, the post might be fine. But it won't move anyone-and it won't convert attention into pipeline, referrals, or deals.

Thought leadership isn't the goal. Traction is. Done well, it moves an executive from "visible" to credible, influential, and worth doing business with. Measurable outcomes matter: investor intros, speaking invites, qualified DMs, profile views from the right people.

The 10 filters for human-first content

Run every post through at least three of these filters. If it doesn't hit three, edit until it does.

• Point of view: "Too many leaders confuse visibility with influence. One gets you seen. The other gets you heard."
• Personal detail: "The first time I fired someone, I cried in the bathroom for an hour afterward. No leadership book prepared me for that."
• Quirky language or voice: "We didn't pivot. We pinballed."
• Contrarian take: "I don't think 'fail fast' is good advice. Most teams don't learn from fast failure - they just fail faster. Reflection matters more than speed."
• Self-awareness or vulnerability: "Last year I almost sold my business because I was crumbling under the pressure. I didn't think I could lead at that scale. Turns out, doubt was the most useful teacher I had."
• Audience empathy: "If you're a founder pitching investors on two hours of sleep and three cups of terrible coffee, this is for you."
• Timeliness or relevance: "There's no shortage of hot takes on AI replacing jobs, but I think we need to shift the focus. It's time to dig into how AI will reshape trust between employees and employers."
• Signature expertise: "Most crisis comms plans don't account for Slack screenshots going public. Ours do."
• Story or scene: "Our CMO spilled coffee all over their notes three minutes before going on stage. Here's how we recovered."
• Emotional resonance: "I saw my kid's face light up at a coding camp I couldn't have afforded at his age. That's why this matters."

Memorability isn't vanity. It's how you earn trust, spark conversations, and open doors that affect revenue, recruiting and reputation.

From posts to performance

AI isn't going away. Use it to brainstorm, draft, beat writer's block and polish. But if you let it think for you, your content becomes noise. Noise doesn't build pipeline, close partnerships or attract talent.

The best content does more than inform. It builds credibility, nudges relationships forward, and creates trust that translates into leads, sales, investments and hires. Your feed shouldn't be filler. It should be a system for demand and opportunity.

How to use this framework in 30 minutes

• Pick one sharp insight: Write the point in one sentence a smart peer would debate.
• Add your lens: What did you see, try, or learn that most people miss? Include one detail.
• Draft 150-200 words: Write the way you speak. Cut corporate buzzwords.
• Run the 10 filters: Hit at least three. If not, add specificity, a scene, or a contrarian angle.
• Use AI to tighten: Ask for clearer phrasing and stronger verbs-don't let it flatten your voice.
• Publish, then track: Watch saves, comments, DMs, profile views from ICPs. Repurpose winners into threads, op-eds, and pitches.

Pro guardrails for comms teams

• Create a "voice file" with phrases you use, stories you tell, lines you'd never write. Feed it to your assistant for consistency.
• Ban generic intros and conclusions. Start with the insight, end with a clear takeaway or question.
• Inject proprietary data, anecdotes, or client patterns you can share. Specific beats slick every time.
• Never outsource your point of view. Use AI for speed. Keep the thinking human.

Make your feed a pipeline

This is the opportunity: human-first, AI-enabled content that earns attention, builds trust, and moves business forward. Not more posts-more impact.

If you want structured practice building AI-enabled workflows for comms, explore these courses by job.