Short answer: usually not on its own, and the reason comes down to how attention works.
One of content's biggest roles is to help you stand out. But as more and more companies use AI to generate it, a lot of that content ends up looking like everyone else's, so the thing that was meant to get you noticed actually makes you blend in.
To understand that, let's look at an example of content that used to stand out, and we'll go specifically with good-looking video, since that's what we have experience with at INX Films.
Looking good used to be rare
For a long time, polished video was hard and expensive to make. A clean explainer or a slick product video meant hiring a top freelancer or a studio, paying a pretty penny, then waiting a few weeks for the result.
Because of that, there wasn't that big a stream of good-looking content competing for people's attention. If yours looked professional, it already stood out, simply because most of what sat next to it in someone's feed didn't.
A sea of decent-looking content
People pay attention to things that are different from what they're used to, and back then, looking good was different. But in the meantime, AI changed that by making polish quick and cheap.
Today, anyone can make something that looks decent in a couple of minutes. If you don't come from a creative background, AI helps you put out something that looks better than what you'd have made alone, in the same amount of time, and for a founder who's jumping between sales and team calls all day while also trying to market their business, that's valuable.
The catch is that everyone else got the same upgrade at the same time. So now there's a sea of decent-looking content out there, and anything you generate is one more droplet in it.
The end goal was always getting people to pay attention to what you're telling them, and looking good used to be a reliable shortcut to that. When everything looks good, the shortcut stops working, so the bar for turning heads just went up significantly.
The question now is what still clears that bar.
What always makes people stop
Being different only works if it's different in a way your audience cares about, which is why knowing who you're talking to still matters as much as it ever did. If your buyers are operations leads who've already scrolled past a dozen near-identical carousels this week, the post that gets their attention is the one that names a problem from their actual workday, in words they'd use themselves, and presents it in a new way.
The audience insights behind the content are just as important as before, as are the ways you distribute it. A sharp idea posted where your buyers never look still goes nowhere.
So if you're deciding how much to lean on AI for your content, it's worth asking a different question first: what would make this piece feel different to the specific people I want to reach? Once you know that, you can pick whichever tools get you there.
