--- title: Why you need to know your topic before you use AI description: Get Gen AI to help you research, copy-edit and restructure your next thought piece, but lean on AI alone, and you'll get lost in the sea of average. image: https://www.missiondrive.io/hubfs/pexels-alex-green-5699469.jpg --- [Skip to content](https://www.missiondrive.io/blogs/little-missions/why-you-need-to-know-your-topic-before-ai#main-content) Close - [Services](https://www.missiondrive.io/services) - [Hubspot](https://www.missiondrive.io/services/hubspot) - [Inbound Marketing](https://www.missiondrive.io/services/inbound-digital-marketing) - [Digital Sales](https://www.missiondrive.io/services/digital-sales) - [Creative Content](https://www.missiondrive.io/services/creative-content) - [Ethical Digital Marketing](https://www.missiondrive.io/services/ethical-digital-marketing) - [Data Training & Consultancy](https://www.missiondrive.io/services/data-training-and-consultancy) - [Contact](https://www.missiondrive.io/contact-us) - [About](https://www.missiondrive.io/about-mission-drive) - [Resources](https://www.missiondrive.io/resources) SEARCH [![logo](https://www.missiondrive.io/hs-fs/hubfs/LOGOTYPE_positive-100-2.jpg?width=1039&height=427&name=LOGOTYPE_positive-100-2.jpg "logo")](https://missiondrive.io/)[![Mission Drive](https://www.missiondrive.io/hs-fs/hubfs/logo.png?width=125&height=51&name=logo.png)](https://missiondrive.io/) - [Services](https://www.missiondrive.io/services) - [Hubspot](https://www.missiondrive.io/services/hubspot) - [Inbound Marketing](https://www.missiondrive.io/services/inbound-digital-marketing) - [Digital Sales](https://www.missiondrive.io/services/digital-sales) - [Creative Content](https://www.missiondrive.io/services/creative-content) - [Ethical Digital Marketing](https://www.missiondrive.io/services/ethical-digital-marketing) - [Data Training & Consultancy](https://www.missiondrive.io/services/data-training-and-consultancy) - [Contact](https://www.missiondrive.io/contact-us) - [About](https://www.missiondrive.io/about-mission-drive) - [Resources](https://www.missiondrive.io/resources) Quick results for "{search\_term}" - Menu Item 1 - Sub-menu Item 1 - Another Item - Sub-menu Item 2 - Menu Item 2 - Yet Another Item - Menu Item 3 - Menu Item 4 - Menu Item 1 - Sub-menu Item 1 - Another Item - Sub-menu Item 2 - Menu Item 2 - Yet Another Item - Menu Item 3 - Menu Item 4 - Menu Item 1 - Sub-menu Item 1 - Another Item - Sub-menu Item 2 - Menu Item 2 - Yet Another Item - Menu Item 3 - Menu Item 4 - Menu Item 1 - Sub-menu Item 1 - Another Item - Sub-menu Item 2 - Menu Item 2 - Yet Another Item - Menu Item 3 - Menu Item 4 - Menu Item 1 - Sub-menu Item 1 - Another Item - Sub-menu Item 2 - Menu Item 2 - Yet Another Item - Menu Item 3 - Menu Item 4 - Menu Item 1 - Sub-menu Item 1 - Another Item - Sub-menu Item 2 - Menu Item 2 - Yet Another Item - Menu Item 3 - Menu Item 4 ![shutterstock_558507064-595946-edited](https://www.missiondrive.io/hs-fs/hubfs/shutterstock_558507064-595946-edited.jpg?width=300&name=shutterstock_558507064-595946-edited.jpg) ###### An inexpensive, quick and easy way to build beautiful responsive website pages without coding knowledge [LEARN MORE](https://www.missiondrive.io/guides-and-tools) HubSpot Our certified experts help you use HubSpot to power growth with automation, data insights and AI. 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[Download now](https://www.missiondrive.io/guides-and-tools) ###### Keep up to date with all of our latest blogs, events, webinars and new content [Subscribe](https://www.missiondrive.io/en/blogs#Newsletter-sign-up) ![An image of a young woman intently writing on a pad with a pen.](https://www.missiondrive.io/hs-fs/hubfs/pexels-alex-green-5699469.jpg?width=300&name=pexels-alex-green-5699469.jpg) [Simon Bullmore](https://www.missiondrive.io/blogs/author/simon-bullmore)15/4/2024 16:11 AM1 min read # Why you need to know your topic before you use AI [Previous](https://www.missiondrive.io/blogs/little-missions/know-the-difference-the-web-the-internet) [Next](https://www.missiondrive.io/blogs/you-need-domain-knowledge-to-know-if-gen-ai-is-performing-badly) It may seem that Generative AI is lowering the bar for content writing, making it easier for non-specialists to write about a new topic, but the truth is more nuanced. Google's new AI-powered search feature, SGE (Search Generative Experience) is one reason why that nuance is important for marketers and content creators to understand. Gen AI allows anyone to write a fairly authoritative-sounding piece on a topic. What it doesn't allow you to do is offer novel insights and a useful take on that topic, because that requires domain knowledge. Domain knowledge is an insider view of a subject that allows you to have an opinion rather than a simple understanding. It's the difference between seeing the truth behind facts and being able to critically evaluate whether that truth still holds true. Without domain knowledge you can only ever hope to churn out average content. That's how Generative AI works - it looks across all its data and offers up another word based on what you, and it, expects to make sense next. To do that, it takes the average of what it knows. "On average, this is the word that makes sense next". This is why Generative AI's writing is so samey and bland. This is why uou can't get to something truly interesting and engaging with AI alone. And being "average" is not what the creative act of writing for marketing should be about. With its personalised search results, Google's [SGE](https://blog.google/products/search/generative-ai-search/) (Search Generative Experience) aims to provide highly contextually relevant answers to your Google search. This means Google will be looking for what it believes to be genuine expertise, not regurgitated guff. Domain expertise has always been the counterbalance to data-powered technology. Back in 2018, I was part of an EU-funded research project that found the same thing about data science - insight without domain knowledge is risky. So, by all means, get Gen AI to help you research, copy-edit and restructure your next thought piece. Use AI to help you develop your skills so you can become a domain expert. But lean on AI alone, and you'll get lost in the sea of average.   --- Found this Little Missions interesting? [Subscribe](https://www.missiondrive.io/blogs#Newsletter-sign-up) to get Little Missions delivered straight to your inbox.   ![avatar](https://app.hubspot.com/settings/avatar/a02d4d979773954384fd0540d5ec91c7) #### [Simon Bullmore](https://www.missiondrive.io/blogs/author/simon-bullmore) Simon helps our clients develop effective growth strategies and data literacy programmes. With a background in business psychology, Simon has worked in data, business development and training for over 17 years. This includes leading the learning programme at the Tim Berners-Lee founded Open Data Institute, and the launch of Harvard Business School's first European office. [mailto:simonb@missiondrive.io](mailto:simonb@missiondrive.io) ## RELATED ARTICLES ![widescreen background_whiteongrey ](https://www.missiondrive.io/hs-fs/hubfs/widescreen%20background_whiteongrey%20.png?width=300&name=widescreen%20background_whiteongrey%20.png) ![Mission Drive Logo - white](https://www.missiondrive.io/hs-fs/hubfs/Mission%20Drive%20Logo%20-%20white.png?width=100&height=41&name=Mission%20Drive%20Logo%20-%20white.png) Helping business leaders, innovation teams, L&D & HR engage effectively with their audiences about data. 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© 2003 - 2026 ```json { "@context" : "https://schema.org", "@type" : "Organization", "address" : { "@type" : "PostalAddress", "addressCountry" : "United Kingdom", "addressLocality" : "Brighton", "addressRegion" : "Sussex", "postalCode" : "", "streetAddress" : "Mission Drive HQ" }, "knowsLanguage" : "en", "logo" : { "@type" : "ImageObject", "url" : "https://cdn2.hubspot.net/hubfs/3064814/LOGOTYPE_positive-100-2.jpg" }, "name" : "Mission Drive", "url" : "https://www.missiondrive.io/blogs/little-missions/why-you-need-to-know-your-topic-before-ai" } ``` ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "abstract" : "Get Gen AI to help you research, copy-edit and restructure your next thought piece, but lean on AI alone, and you'll get lost in the sea of average.", "author" : { "@type" : "Person", "name" : "Simon Bullmore" }, "dateModified" : "April 15, 2024 10 AM", "datePublished" : "April 15, 2024 10 AM", "headline" : "Why you need to know your topic before you use AI", "image" : "https://missiondrive.io/hubfs/pexels-alex-green-5699469.jpg", "inLanguage" : "en", "keywords" : "[Technology, Little Missions]", "mainEntityOfPage" : { "@type" : "WebPage" }, "name" : "Why you need to know your topic before you use AI", "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://cdn2.hubspot.net/hubfs/3064814/LOGOTYPE_positive-100-2.jpg" }, "name" : "Mission Drive" }, "text" : "It may seem that Generative AI is lowering the bar for content writing, making it easier for non-specialists to write about a new topic, but the truth is more nuanced. Google's new AI-powered search feature, SGE (Search Generative Experience) is one reason why that nuance is important for marketers and content creators to understand. Gen AI allows anyone to write a fairly authoritative-sounding piece on a topic. What it doesn't allow you to do is offer novel insights and a useful take on that topic, because that requires domain knowledge. Domain knowledge is an insider view of a subject that allows you to have an opinion rather than a simple understanding. It's the difference between seeing the truth behind facts and being able to critically evaluate whether that truth still holds true. Without domain knowledge you can only ever hope to churn out average content. That's how Generative AI works - it looks across all its data and offers up another word based on what you, and it, expects to make sense next. To do that, it takes the average of what it knows. \"On average, this is the word that makes sense next\". This is why Generative AI's writing is so samey and bland. This is why uou can't get to something truly interesting and engaging with AI alone. And being \"average\" is not what the creative act of writing for marketing should be about. With its personalised search results, Google's SGE (Search Generative Experience) aims to provide highly contextually relevant answers to your Google search. This means Google will be looking for what it believes to be genuine expertise, not regurgitated guff. Domain expertise has always been the counterbalance to data-powered technology. Back in 2018, I was part of an EU-funded research project that found the same thing about data science - insight without domain knowledge is risky. So, by all means, get Gen AI to help you research, copy-edit and restructure your next thought piece. Use AI to help you develop your skills so you can become a domain expert. But lean on AI alone, and you'll get lost in the sea of average. Found this Little Missions interesting? Subscribe to get Little Missions delivered straight to your inbox.", "url" : "https://www.missiondrive.io/blogs/little-missions/why-you-need-to-know-your-topic-before-ai", "wordCount" : "466" } ``` ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Simon Bullmore", "url" : "https://www.missiondrive.io/blogs/author/simon-bullmore" }, "dateModified" : "2024-04-15T10:35:27.221Z", "datePublished" : "2024-04-15T10:16:18.000Z", "headline" : "Why you need to know your topic before you use AI", "image" : [ "https://www.missiondrive.io/hubfs/pexels-alex-green-5699469.jpg" ], "mainEntityOfPage" : { "@id" : "https://www.missiondrive.io/blogs/little-missions/why-you-need-to-know-your-topic-before-ai", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://www.missiondrive.io/hubfs/LOGOTYPE_positive-100-2.jpg" }, "name" : "Mission Drive Marketing LTD" } } ```