Generative AI is changing content marketing since it makes it cheaper and faster to produce large volumes of content. This change, however, also comes with strategic threats, including the interchangeability of content and the increasingly skeptical audience. This article discusses the impact of generative AI on the marketing cycle and how much productivity can be increased in comparison to the threat of sameness of creativity. We suggest that the competitive advantage lies not in its volume, but in what can be difficult to automate: a unique brand voice and an inimitable insight that can never be duplicated by your competitors. An actual running model is suggested that will explain when automation is valuable and when human judgment is critical. We also outline a governance structure that controls the credibility and trust-related risks. Lastly, falsifiable hypotheses are provided to demonstrate how audience trust and performance can be preserved and the productivity benefits of AI-enabled systems.