The irruption of Artificial Intelligence -and specifically ChatGPT- in content creation presents a peculiarly complex challenge for authors and creators. Not that it is very difficult to learn how to use it. On the contrary, it is simple.

Paradoxically, in this simplicity lies the “trap”: in minutes, ChatGPT can obey a creator's command and “write” a text of a certain dimension on a given topic. And that's it?

The task may seem complete, but it is from an outline or base text that the real work begins. And it is not just a matter of verifying sources and achieving stylistic unity. It is much more than that. The expert level, which comes with practice and training, uses this first production as the tip of the ball to add value and create something new, of higher quality.

So, have you ever wondered if you or your team are just using AI in a basic way, or if you're getting the most out of it? The value of generative AI isn't discovered through blind copying and pasting. It lies in how we use it.

For business and HR leaders, the key word is: discernment.

Three levels of AI usage: from passive to powerful

Understanding how people engage with AI is crucial. We can think of AI proficiency in three distinct levels:

1. Uninformed use — the copy-paste crowd

 At this stage, users treat AI as a black box: input a prompt, take the first response at face value, and move on. There’s no editing, no context, and no ownership. The result? Content that’s technically correct but emotionally flat. It is like a form letter pretending to be a love note.

2. Informed use — the thoughtful editors

 Here, users begin to engage. They don’t just accept output — they assess it. They revise, inject their tone of voice, align with audience needs, and discard what doesn’t fit. It’s a level of awareness that starts to bridge the gap between automation and authenticity.

3. Expert use — the creative orchestrators

 These users don’t simply edit AI output: they use it as raw material to build something better. They prompt with precision, combine machine-generated insights with deep domain knowledge, and craft messages that resonate. It’s less about shortcuts and more about symphonies.

Why moving up matters

AI can write, draw, summarise and analyse. But now the competitive edge lies not in doing, but in discerning. Knowing when to say, “That’s good enough,” and when to say, “That’s not us.” In other words: AI may generate the words, but only humans generate trust.

So how do we support employees in evolving from uninformed to expert? Here are six practical steps to guide the journey:

1. Teach the fundamentals

 Tools like the Elements of AI course help demystify how these systems work, what they can and can’t do, and how to approach them responsibly. Foundational understanding fuels smarter usage.

2. Practise like you mean it

 Great prompting is an art. Encourage teams to explore how small changes in phrasing yield different results. Use prompts like: “Make this more concise,” or “Rewrite for a sceptical audience.” Treat it like business writing with a creative twist.

3. Personalise the output

 AI-generated content should never be the final product. Ensure your team adapts it with their tone, customer insights, and context. It's about writing smarter, and with more relevance.

4. Blend machine with experience

 Whether it's a policy proposal or a leadership message, the AI draft is just scaffolding. Human insight fills in the blanks with nuance, foresight, and purpose. Let AI organise the facts, but let people tell the story.

5. Add the human layers

 Connect, not just inform. AI can summarise and structure, but only humans can add emotion, irony, or metaphor. Transform information into impact by layering in personal perspective and storytelling.

6. Master the art of the prompt

 Invest time in teaching prompt engineering. A vague prompt is like a half-baked brief. A clear, detailed input leads to sharper, more tailored output. Great prompting is the new digital literacy. There are many ways to learn this technique and more and more spaces and experts that can guide a writer interested in raising the level of his or her production. 

Why AI can't replace us (and never should)

AI can mimic tone, replicate formats, even generate poetry. However, it lacks judgement, empathy, and ethics. It cannot understand the “why” behind the message, nor navigate the grey areas of leadership and values. Most importantly, it cannot create something that does not exist. Texts written exclusively by ChatGPT will always be a reorganization, better or worse achieved, of already existing contents. If we fall into the temptation to settle for the basic level of creation, we will start repeating ourselves ad infinitum. Human creation will enter a kind of predictable and boring loop and, essentially, we will have given up what defines us as humans: creativity. This is not an apocalyptic statement, it is real and more likely than we think.

Creative professionals, writers, and leaders must see AI as a co-pilot, not an autopilot. Let it help with the heavy lifting, but keep their hands on the wheel.

In the ideal “hybrid,” artificial intelligence and human intelligence create value together. This is what is known as “augmented creativity.” To get the most out of this alliance, we need to understand the limits (at least the current ones) of AI.

So, it is useful to remember that AI struggles with:

• Critical thinking: It can analyse, but it can’t weigh consequences.
• Creativity: It remixes past patterns, but rarely invents the new.
• Emotional intelligence: It simulates, but doesn’t feel.
• Strategic vision: It executes, but does not dream.

These are the distinctly human attributes that matter in leadership. As McKinsey research points out, AI may automate up to 70% of tasks, but only if people are equipped to collaborate with it meaningfully.

Creating a culture of confident AI users

To ensure your workforce thrives in the AI era, invest not just in tools, but in people:

Upskill broadly: Leverage platforms like LinkedIn Learning or bespoke training to build AI capabilities across roles, not just within IT or marketing.

Normalise experimentation: Encourage daily AI use in brainstorming, outlining, or drafting. Make AI collaboration a muscle, not a moment.

Frame AI as a partner, not a threat: When people feel empowered, they engage creatively. Position AI as an enhancer, not a competitor.

Embed ethical awareness: Teach employees to identify bias, uphold privacy, and maintain brand voice. Responsible use builds long-term credibility.

Safeguard your culture: Avoid AI burnout. Remind teams that their humanity is still the differentiator. Value well-being and authenticity above output volume.