The integration of AI into content creation is inevitable. It is happening, and it is happening fast. Yet, whenever AI-generated content enters the public eye, the debate often veers off track. Instead of focusing on the effectiveness of the content—the emotional impact it creates, the value it delivers, or the narrative it builds—the conversation frequently fixates on the process itself. This was the downfall of Volvo’s AI-generated "Come Back Stronger" campaign, where AI became the headline rather than the tool.

This raises a crucial point: once AI becomes indistinguishable from human creativity in style and execution, does it matter if content is AI-generated? The answer is no. Just like with a well-prepared meal, a gripping novel, or a blockbuster movie, audiences care about the experience, not the machinery behind it. We don’t want to know how the sausage is made.

When the Process Overshadows the Product

The controversy around Volvo’s ad wasn’t really about storytelling—it was about AI. The fact that the visuals came from Midjourney, production was handled by Runway, and the script was refined by ChatGPT became the focal point. But this debate misses the bigger picture. The problem wasn’t AI; it was that the campaign drew too much attention to the AI itself rather than the message it was meant to convey.

Take Coca-Cola’s 2024 AI-generated holiday ad as another example. Initially, the ad received positive engagement. It successfully evoked nostalgia, and its storytelling resonated with audiences—until they found out it was AI-generated. At that point, criticism took over, with claims that the ad felt “soulless.” The AI had become the story, and that shift completely altered how audiences perceived the content.

These reactions highlight a paradox: AI in storytelling is seen as problematic not because of what it produces, but because it forces people to confront its presence. When the process becomes the focus, the emotional experience—the part that truly matters—is overshadowed.

The Future: When AI Is Just Another Tool

The key takeaway from these incidents is that AI should not be the headline; it should be an invisible force behind compelling content. This shift will happen naturally. AI is improving at a rapid pace, and soon, the distinctions between AI-generated and human-created content will be imperceptible. When that day comes, the discussion will no longer be about how content is made but rather what it achieves.

Consider ghostwriting. Many public figures, business leaders, and even novelists rely on ghostwriters. Their audiences don’t care about the technicalities of authorship as long as the final product aligns with the brand, voice, and expectations they’ve come to trust. The same will be true for AI-driven content. If an article, ad, or video perfectly captures the tone, style, and strategic goals of its creator, does it really matter that AI played a role in its formation?

What people truly care about is the end result. They want stories that move them, marketing that resonates, and content that informs, entertains, or inspires. They don’t need—or necessarily want—to know what went on behind the curtain.

Embracing AI Without Making It the Story

For businesses and brands leveraging AI in content creation, the lesson is clear: don’t draw unnecessary attention to the process. Instead, let the content speak for itself. If the work aligns with the brand’s values and voice, then its origin is irrelevant.

This doesn’t mean that AI shouldn’t be acknowledged or discussed—it absolutely should. Transparency has its place, especially in ethical considerations and when building trust with an audience. But transparency should serve the story, not become the story.

The real success of AI-driven content will be measured by its ability to seamlessly integrate into brand narratives, becoming indistinguishable from human-created work. When that happens, AI will no longer be a controversy—it will simply be part of the creative landscape. And just like we don’t think about the logistics of how a blockbuster movie was filmed or how a bestselling novel was edited, we won’t care whether an article, an ad, or a video was written by AI or a human. We’ll just care that it’s good.

So let’s stop obsessing over how the sausage is made. The only thing that matters is whether it tastes good.