When the first wave of artificial intelligence tools swept through workplaces in late 2022 and early 2023, many freelancers and creative professionals feared for their futures.
Leanne Shelton, who was running a copywriting and content marketing agency at the time, recognised the threat. But she also saw the writing on the wall and decided she wasn’t going to miss an opportunity.
“I knew that AI was here to stay. I could bury my head in the sand, or pull my hair out, or rock in the corner and think my life is over. But in reality, I had to find a way forward,” she told The AJN, explaining that she was hearing from others in the industry that their conversions had dropped as well.
“People were saying, ‘I’m not spending $500 for you to write a media release. I just got AI to do it’,” Shelton explained. “I knew that was going to happen more and more, but people don’t know what they don’t know. So, let me be that voice of reason and show people how to do it.”
Shelton has been a writer since childhood. Her business was built on storytelling. But, suddenly, she found herself competing with free, instantly available AI tools churning out articles and website copy in seconds. As Shelton explained, while AI has actually been around for ages in terms of some of the technology already in use, Google Maps, Siri and Alexa for example, this was the first time AI was accessible to the average person who doesn’t have an IT or coding background.
But, as Shelton pointed out, the output was less than ideal.
“They’re pumping out generic, lifeless, robotic content. It’s not high quality, and everyone else is reading it and hating it; it’s just not serving anyone,” she said. “So, if you can’t beat them, join them.”
Shelton knew that she had the expertise to help people who were frightened of AI and its impact on their livelihoods. She knew she could teach them how to use it effectively. So that’s what she did, spending the past few years running webinars and presenting keynote addresses on how to create high-quality AI-assisted content without losing the human touch.
“If your brain isn’t working hard when you use AI, you’re not using it right.”
She has now published her first book on the subject, AI Human Fusion, a non-techy human-first approach to AI for busy leaders.
One thing Shelton warns readers against is the knee-jerk reaction of replacing staff with bots.
“AI is still like a toddler right now; I wouldn’t be replacing humans, left, right and centre with AI,” she said, explaining that it’s all well and good to think AI is solving all your problems but do people want to speak to bots if you sack all of your humans?
“No. Incorporate AI in the process, but humans [are] still in your customer service team to respond,” she advised.
It’s a philosophy that resonates in industries like media, education, and community services where connection matters.
“Straight away people just trust you that little bit less. You don’t know where the human began and the bot ended, and vice versa,” she said.
For Shelton, another real danger is the misuse of AI.
“Too many people aren’t educated enough, and they are just using it out of laziness; they’re just trusting that the tool knows what it’s doing and going with whatever it spat out as a first draft,” she said. “I call it the productivity trap. But, if you haven’t bothered to train it on your brand voice, it’s just going to fall flat. More people are developing that sixth sense about AI content straight away, so the trust factor is just gone.”
Shelton also stressed the importance of training AI on your brand voice, particularly your values, and your audience. Plus, she said, you must always review and refine the output.
But while AI can save hours, Shelton is adamant that it should free people to focus on deeper, more meaningful work.
“If you do save time with AI, that means you should be taking a proper lunch break or going home earlier, spending more time with your family,” she said. “Or you have the time to actually pick up the phone and speak to your clients, or have coffee meetings. Human connection should actually get stronger, because AI handles those little things that take up unnecessary time.”
Shelton is clear that even as an AI trainer, coach, and author, she doesn’t live and breathe every new tool, saying that just because AI can do something, it doesn’t mean it should. Rather, she said she focuses on doing the work that she actually enjoys, and automating the rest. It’s what keeps her brain fresh.
For those still hesitant to dip their toes in, Shelton’s advice is simple: start small and keep it safe.
“Just get started,” she said, suggesting a play around with ChatGPT. “Don’t get caught up in all the various tools, just start with opening it up and have a conversation. Treat it like a human assistant. It wants to help you, but it needs to know context. It needs to know what you’re about.”
She also emphasises privacy. “Be mindful. Don’t put in addresses, phone numbers, or sensitive data. If you need to, replace names with placeholders. You can still get good results without giving away personal information.”
“Straight away people just trust you that little bit less. You don’t know where the human began and the bot ended, and vice versa.”
Shelton encouraged people to see AI as a partner in problem-solving, not as a replacement for critical thinking. “AI can help you get started on a project when you’re stuck. But you should always take over, make it your own, and, if in doubt, get a second opinion from a human.”
For her, this blend of efficiency and authenticity is where AI shines. It can help with the little things that don’t need to take up brain space, whether that’s a tricky email, a meal plan, or a travel itinerary, while leaving the big decisions to humans.
Shelton knows AI will only become more sophisticated, and she’s realistic about the need for guardrails. “We have to pick and choose where it belongs in our lives,” she said. “And we need to set our own boundaries and make sure we’re using it healthily.”
Her bottom line? AI is a tool, not a substitute for human connection.
And as she always reminds her audiences, there’s one simple test: “If your brain isn’t working hard when you use AI, you’re not using it right.”
AI Human Fusion is published by Major Street Publishing, $32.99
comments