That is not the question. The better question is how to blog strategically given the shifting world of AI, because, if you have a story to tell or are an expert in your field, blogging is still very much alive. It’s an impactful channel to engage with your audience and grow your business, and now you can blog while leveraging the advantages AI offers.

A Blog About Blogging in the Age of AI: It’s Not the Only Irony

The very existence of generative AI, which can create content about just about anything, has forced content marketers to iterate if they want to continue attracting organic leads. Blogging looks very different in 2025 than it did in 2015 or 2005, and the difference is that, to stand out from AI-generated answers in ChatGPT and similar answer engines, blog content must contain personal experience and expertise. As marketing expert and best-selling author Seth Godin put it, “How are you going to put more humanity into what you do, not less?”

It’s ironic: a technology designed to automate content creation has inadvertently made truly human content more valuable than ever. But there are ways to share human content and still benefit from the efficiencies AI provides. You can use AI as a powerful assistant for researching, gathering, and streamlining information while incorporating expert perspectives to carve out a unique space in your industry.

Tell Your Truth, Generate More Leads

As print service providers, you have a specific expertise and point of view worth sharing, and blogging is a way to share that firsthand experience. Here’s how.

Focus Not on Artificial but on Authentic Intelligence 

AI can’t use your products, feel your culture, or rave about your service. This is where blogging helps you stand out among competitors who rely on generic, AI-generated content. Readers want to connect, feel your emotions, and get help from an expert who understands their needs. Consider different ways to leverage your industry expertise to tell stories only your business can tell: 

• Conduct and share original research
• Poll your customers and share the results
• Share reviews from real people
• Answer questions your customers are asking
• Spotlight employees
• Share behind-the-scenes process walkthroughs
• Write about lessons learned — like navigating AI in the print industry!

Inspire Your Audience with Visionary Content

Visionary content is bigger than sharing what you know. It’s about inspiring who you know by disrupting the ordinary and driving toward goals. The Content Marketing Institute recommends that marketers “think in horizons and be the guide who says, ‘Here’s what you can do today, and here’s where we can go together tomorrow.’” Their guidelines suggest three horizons:

• Now (60%): Practical, actionable “how-to” content that solves immediate problems
• Next (20%): Forward-looking insights on trends emerging in the next few years
• Beyond (20%): Big, bold visions of what the future could look like in 5 to 10 years

AI will continue to try to predict the future, but your personal experiences and authentic vision can never be replaced by AI. Share that voice.

Build Trust Beyond Basic Content with Thought Leadership

Understand your audience on a deeper level: what are their problems, their intentions, their goals? People search for questions; answer those with your expert insight. Do your research to understand what topics are important to your ideal customer. Look at what other experts are saying, and then look at how you can answer it better. 

I recommend replacing generic ‘how-to’ blog posts — which AI can easily generate — with actual business challenges that tell a story through unique insights and a deeper level of understanding of your craft. For example:

• Generic: How to Choose the Right Paper for Your Project
• Thought Leadership: How [Customer Name] Used Paper Choice to Influence Customer Perception and Brand Value

By getting more specific, you'll create ideas that connect emotionally and cognitively with your audience, setting your brand apart from generic noise.

Work with AI to Tell Your Stories Better

From SEO optimization to brainstorming to research, AI can save you time, increase productivity, and spark your creative process. Leverage AI to create high-quality content for your audience through topic generation, content gap analysis, and data-driven insights. Platforms like Semrush and Google Analytics can help you better understand which topics perform best with your audience, and these platforms now have their own AI-powered tools and features.

Like electricity, we either embrace AI or stay in the dark. Just remember that AI is a tool: it’s all about how you use it. 

A Story As Old As Time: Human Connection

With authenticity, visionary content, thought leadership, and strategic use of AI, you can navigate storytelling in the AI world and continue to see business results from blogging. How will you measure it? In the connections — leads, conversations, and customers — that result from your marketing.

For more free marketing resources, check out thINK’s Marketing Toolkit.