The Tool of Tomorrow: AI
Using AI as a Tool, Not a Crutch, is Essential for Success
by Heidi J. Ellsworth, Owner, HJE Consulting
(Editor’s Note: Heidi J. Ellsworth, a graduate of the University of Portland, has been working in the roofing industry since 1993. Having held positions with EagleView® Technology Corporation, Carlisle® Construction Materials, Eco-Star™, and Malarkey Roofing Products®, Ellsworth is now the founder of the roofing-focused marketing firm, HJE Consulting Group. She is also the author of “Sales and Marketing for Roofing Contractors,” a guide for small businesses in the roofing industry.)
In today’s fast-moving world of digital tools and technological innovation, Artificial Intelligence (AI) is becoming an increasingly common partner in creative and strategic work. From writing and content development to marketing campaigns and business planning, AI is being used across industries to improve efficiency and generate new ideas. But as businesses lean more heavily into this technology, it is important to remember that AI should be treated as a tool not a crutch. It is designed to support and enhance human creativity, not replace it.
Creativity lives in the minds and hearts of humans. It is rooted in emotion, curiosity, and lived experience growing out of relationships, conversations, problem-solving, and even from mistakes. AI does not have those qualities. It does not feel inspiration or wrestle with doubt. It cannot dream, empathize, or intuit. It is not capable of creating something from the deep well of human perspective.
AI tools can be extremely helpful when used to streamline parts of the creative process. For instance, content creators can use AI to generate outlines, brainstorm topic ideas, or repurpose existing materials into different formats. Marketers can use it to analyze performance data, test messaging options, or create copy variations. Strategists can evaluate trends and synthesize research faster than ever before. But this efficiency must be paired with careful oversight and human judgment.
Even with its advanced capabilities, AI still requires human subject matter experts to verify and shape what it produces. The quality of AI-generated content is directly tied to the quality of human input. Someone must ensure the work is accurate, nuanced, and aligned with brand voice. That someone must understand the audience, the industry, and the specific purpose behind the message.
This is why prompting has become one of the most important aspects of using AI effectively. Prompt engineering refers to the process of crafting questions or instructions that help guide AI models to produce better responses. A well-written prompt can help generate relevant, tailored, and actionable content. A vague or poorly constructed prompt can result in generic or off-base responses. Learning how to ask good questions and provide clear direction is not just a technical skill. It is a strategic and creative skill.
It is helpful to think of AI interactions as conversations. The more you engage with the tool and adjust your prompts based on its responses, the better the system can adapt to your preferences, voice, and expectations. Like a collaborative partner, AI becomes more effective when you invest time in helping it understand your process. While it is not truly learning in the way a person does, the algorithms respond to patterns and instructions that reflect your style and goals.
That said, using AI should never mean skipping the editing or review process. Unchecked AI-generated content can contain outdated information, factual inaccuracies, or biased language. In some cases, it may even fabricate information or sources. A 2023 article from ARM Worldwide emphasized the growing concern over AI content being published without proper human oversight.
The United States Copyright Office reinforced this point in its 2024 guidance, noting that human authorship remains essential for copyright protection under United States law. While content developed with the assistance of AI may be eligible for protection, it must contain enough original human expression to qualify. This makes it clear that AI is not a replacement for the human voice. Rather, it is a complement to it.
The most meaningful ideas still come from conversations between people. Brainstorming with colleagues, discussing challenges, and exploring new perspectives often leads to the kinds of insights and breakthroughs AI cannot deliver. But it cannot replace the energy and spontaneity that comes from human connection.
For companies, this is an opportunity to embrace both innovation and authenticity. Use AI to speed up research or enhance content structure but let your people tell the story. Encourage creativity from all departments and support continued learning about how to use technology responsibly. The more your team understands how to collaborate with AI, the more powerful your content, campaigns, and communications will become.
In the end, creativity is not a formula. It is a process of discovery, connection, and expression. AI can support that process, but it cannot replace it. The businesses that thrive will be the ones that use AI with intention, always guided by the human heart behind the message.
