8 reasons why you need a human editor for AI-generated content

As technology evolves, so do language services. Beyond translation and proofreading, these services also include localising content for cultural relevance and editing text generated by large language models (LLMs) or AI. With the rise of high-volume content creation, SwissGlobal has added AI content editing to its portfolio ─ a critical service in today’s automated world.

Just as machine translation requires human post-editing for accuracy, AI-generated content needs a human touch to transform drafts into polished, engaging pieces. While AI excels at speed, it struggles with tone, cultural context, and audience targeting differences.

Here are eight reasons the human touch is vital for creating high-quality AI content.

1. Context: the difference between information and meaning

Assembling information quickly is one of AI’s strengths. However, understanding context requires a deeper insight into a specific topic.

For example, prompting AI to write about a recent corporate restructuring. The output might look as follows: “The company will lay off 20% of employees.” That’s factual but sterile.

An editing expert, however, grasps the emotional weight behind the statement and would reframe the message: “To strengthen our future, we’re unfortunately reducing our workforce.” This balance between fact and sensitivity reflects a more thoughtful approach that AI often misses.

2. Cultural and regional adaptation: avoiding blunders

While AI tools can handle translations and language generation, they often miss the subtleties of regional variations and cultural sensitivities.

For instance, terms like “flat” in the United Kingdom versus “apartment” in the United States or “holiday” (UK) and “vacation” (US) may lead to confusion or even alienation if not tailored for the specific audience.

Additionally, cultural context matters as much as language differences. AI may struggle with using or translating idioms, metaphors, or culturally nuanced expressions. Take the phrase “break the ice,” for example. Directly translating this into another language could create confusion or lose meaning entirely if the phrase doesn’t exist in the target culture.

With their deep understanding of language and culture, professional editors can adapt idiomatic expressions into appropriate equivalents. They catch regional and cultural mismatches and inject local relevance into the content, aligning the text perfectly with the audience’s linguistic and cultural expectations.

Research shows that 76% of global consumers prefer engaging with content tailored to their cultural context ─ something AI can’t always comprehend.

3. Creativity: more than just filling space

AI might give you an efficient starting point, but creativity is its Achilles’ heel. It can churn out fact-based content but trips at the hurdle of humour, storytelling, or a unique voice.

Unlike technology, a human editor can add wit or personal experience that transforms generic AI content into engaging and memorable descriptions.

An example would be a generic description, “The beautiful beach has a lush landscape.” Compared to an editor adding their personal experience to the sentence, “Colourful seashells line the shore of Almyros Beach in Crete, where soft sands meet the shimmering waters.”

4. Factual accuracy: going beyond just ‘knowing’

Although AI is useful for gathering facts, it doesn’t always distinguish between accurate, outdated, or incorrect information.

Imagine AI pulling financial statistics from a report published five years ago when more recent data is available. Alternatively, compiling an article about a current health crisis based on a previous or unrelated outbreak. It’s nearly impossible to determine which sources AI uses to collect information.

An editor uses critical thinking and cross-checks facts to confirm current and credible content, especially in fast-evolving industries like technology and healthcare. A lack of factual accuracy could be disastrous and most likely diminish readers’ trust, making human oversight vital.

5. Tone of voice: consistency is key

The inconsistency between formal and casual tones in AI-generated content can disrupt the reading experience, harming a corporate brand’s image. This oscillation creates a confusing and unprofessional narrative that can undermine trust and credibility.

For example, a business proposal that begins formally with, “We propose to increase efficiency …” might end casually with, “We think this will work great.”

Human editors understand the importance of a unified voice, tailoring the tone to align with your brand’s identity throughout the content, creating a cohesive message.

6. Word choice, grammar and syntax: clean copy for improved readability

Even though AI-generated content typically follows basic grammar rules, it often lacks the fluidity and nuance that make writing feel natural. For instance,

AI might produce sentences like, “The meeting was held at 3 p.m., and the meeting discussed important topics.”

While technically correct, the repetition makes it feel awkward. A human editor would refine this: “The meeting, held at 3 p.m., covered important topics,” creating better flow and reducing redundancy.

AI also tends to rely on generic or overused terms such as “maximise,” “delve,” “leverage,” or “elevate,” leading to bland and repetitive language. A sentence like, “The report was good,” would benefit from the human touch, transforming it into something more specific, like, “The report was thorough and insightful,” bringing clarity and depth.

Conclusions are another weak spot for AI. It often closes with vague statements like, “In conclusion, this is important,” which lacks impact. A human editor would craft a more engaging ending by summarising key points, drawing an insightful opinion, or offering a clear call to action, leaving the reader with a strong impression.

7. Target audience: personalisation over generalisation

AI-generated content is often too generic for industries with specific audience needs. For instance, imagine an AI drafting content for seasoned investors but offering beginner-level explanations. This mismatch can alienate the target audience and make the message seem out of touch.

On the other hand, a human editor would begin by researching to understand the audience’s expertise better. For example, if writing for experienced investors, the editor would explore market reports, financial publications, and even case studies to grasp the audience’s current trends and challenges. Additionally, they might create an audience persona ─ detailing these investors’ demographics, interests, and pain points ─ to fine-tune the content’s complexity and tone

8. Industry-specific knowledge: expertise matters

Although industry-specific LLMs have made significant advancements in generating more accurate and tailored content, they can be costly compared to widely available options like ChatGPT. These specialised models are designed to understand and address the complexities of certain fields, such as law, finance, or medicine, with greater precision.

However, while free tools like ChatGPT offer convenience, they’re still generic and require further refinement to handle niche topics effectively.

For example, since legal terminology could differ from country to country depending on the jurisdiction of the matter, AI might write a legal contract with incorrect phrasing or miss crucial legal terms. A human editor with expertise in the field will ensure the content is precise, clear, and legally sound, mitigating the risk of costly misunderstandings.

Transform your AI content with SwissGlobal’s expert touch

While AI content generation is swift and practical, the input of human editors is essential to maintain its relevance, accuracy, and impact. At SwissGlobal, we blend advanced AI technology with the skills of our expert translators and editors to make your content engaging and finely tuned to your audience. Contact us today.