Generative AI has swiftly become popular among marketers and has the potential to grow to a $1.3 trillion industry in the next 10 years. OpenAI’s ChatGPT is just one growth example—rocketing to over 100 million users in just two months of its release. Many have hailed generative AI as a process-changing tool that can quickly produce swaths of content with minimal human intervention, drastically scaling content production. That’s the claim anyway. But as AI becomes more prevalent, its use in content production opens several questions — does generative AI actually produce quality content? Can it match what human marketers can produce? With the digital landscape already saturated with content, marketers in the AI era need to fully understand the strengths and weaknesses of current generative tools so they can build (and protect) high-quality connections with their audiences.