Following the launch of ChatGPT in November 2022, content marketing was shaken, but people eventually distinguished AI-created content from human-created content, increasingly choosing the latter as it felt more human. AI is now useful as a separate category, aiding research, idea generation, and structuring content. Clients are fine with AI use by human creators but want disclosure on its use. Currently, 40 percent of marketers use ChatGPT regularly, and prompt engineering is considered a very important skill. Pitfalls include uncertainty about content provenance, the need to check cited references for accuracy, and formulaic, repetitive output lacking real human emotion. A partnership between generative AI and humans is suggested, as honestly created content based on real-life experiences will always resonate more.