How SaaS Companies Can Humanize AI-Generated Content to Improve Customer Engagement

More than half of consumers, 52% to be exact, say they feel less engaged with content if they believe it was generated by AI. That’s a significant chunk of your audience. And for SaaS companies using AI to power content creation, it’s something to take seriously.

AI can write fast. It can churn out blog posts, help articles, and onboarding messages in seconds. But speed alone doesn’t create connection. When content sounds mechanical or flat, people pick up on it—and they start to tune out.

If you want your audience to stay engaged, your content has to feel like it came from a real person. In the sections that follow, we’ll break down why that matters and how you can add the human element back into your AI-generated content without sacrificing efficiency.

Why Humanizing AI-Generated Content Matters

Most readers can tell when a machine wrote something. The phrasing is off. The tone is flat. It feels more like a search engine result than a real conversation. And while AI is great for speed, scale, and consistency, it struggles with emotional nuance — the very thing that builds trust.

This matters because SaaS content has a big job to do. You’re not just informing; you’re guiding people through decisions, friction points, and sometimes even frustration. If your blog post or help doc reads like a robot wrote it, readers won’t stick around. Worse, they may start questioning the reliability of your brand.

That’s why it’s crucial to humanize AI-generated content. When you shape it to reflect empathy, clarity, and real human voice, your message lands stronger. People listen. They respond. They trust.

Ultimately, connection beats convenience. And if your content isn’t creating that sense of connection, it’s not doing its job — no matter how quickly it was written.

How to Make AI Content Feel More Human

Even the most advanced AI can’t fake genuine connection — that part’s still up to you. But with the right tweaks, prompts, and editorial habits, you can shape AI-generated content into something that actually resonates. Below are five practical ways to add a human touch, starting with the foundation: relevance.

1. Create Content Around Real User Needs and Pain Points

AI can draft content in seconds, but if it’s solving the wrong problem, it doesn’t matter how fast it was written. Humanizing content starts with relevance — and relevance begins with understanding what your users actually care about.

Skip the surface-level listicles. Instead, dig into support tickets, onboarding feedback, and sales call notes. What questions keep coming up? Where do people get stuck? What frustrates them or makes them hesitate?

Build your content around those moments. When users feel like your article is speaking directly to their experience, they’ll trust you more.

This approach doesn’t fight against AI. It sharpens it. By feeding AI the right prompts, grounded in real user concerns, you’ll generate output that’s already heading in the right direction — content that starts smart and ends human.

2. Maintain a Consistent, Human Brand Voice and Tone

AI loves neutrality. Left unchecked, it will churn out content that’s technically correct but tonally lifeless, the written equivalent of beige. That’s why your brand voice needs to be front and center.

Start by defining how your company sounds. Is it conversational? Dry but clever? Warm and supportive? Whatever it is, that tone should show up in everything you publish, even the AI-assisted stuff. Don’t let your content drift into robotic phrasing or generic fluff.

Use prompts that include clear tone instructions. Better yet, train your AI writing tools on samples of your existing writing so they “learn” your style. But don’t stop there. A human still needs to read it through, tweak the flow, and inject personality where the AI fell flat.

3. Use a Conversational and Empathetic Tone

You’re not writing a whitepaper. You’re talking to a person, someone with limited time, competing priorities, and a real need to feel understood. If your content sounds like it was pulled from a textbook, it’s going to lose them fast.

Start by loosening up your language. Use contractions. Ask questions. Write in second person. Instead of “Users may encounter difficulties with integration,” say “If you’re running into issues connecting tools, you’re not alone.” That shift alone can make your writing feel warmer, more personal, and more helpful.

Empathy matters too. AI won’t intuit frustration or confusion, but you can. Add simple phrases like “We get it” or “That part can be tricky” to acknowledge what the reader might be feeling.

This doesn’t mean being casual for the sake of it. It means sounding like someone who’s been in their shoes, and who genuinely wants to help. That’s what keeps people reading.

4. Include Personal Stories, Examples, and Unique Insights

AI can summarize. It can rephrase. But it cannot draw on personal experience, which gives you your advantage.

When you illustrate a point using an anecdote, or even a quirky observation, your content becomes more memorable. Don’t be afraid to mention how your team handles something internally or share a lesson learned from helping a customer. Even if it’s brief, it adds dimension. It signals, “This came from a human.”

Likewise, include insights that go beyond the obvious. If the AI draft says, “Personalization improves onboarding,” go further. What kind of personalization? How have you seen it work (or backfire)? The more specific you get, the more relatable the content becomes.

Stories build emotional connection. Insights build authority. AI can’t fake either one well — but you can supply both with just a few well-placed lines.

5. Have Humans Edit and Refine the AI Content

Think of AI as a fast, tireless junior writer. It can get the ball rolling, but it shouldn’t have the final say. The last draft needs a human.

Editing is not just about correcting grammar. It’s where you smooth down rough transitions, reduce redundancy, and identify parts that require warmth, clarity, or context. You might replace a flat sentence with one that has rhythm. Or cut a paragraph that rambles without expressing anything useful. These small adjustments build up fast.

You’re also fact-checking. AI can make confident-sounding claims that are neither genuine nor up to date. A human eye ensures accuracy, consistency, and tone alignment with the rest of your brand voice.

The goal? Make the piece feel like it never saw a machine. When editing’s done right, your readers won’t think, “Did AI write this?” They’ll think, “That was helpful.” That’s the reaction you want.

6. Learn and Adapt from Audience Feedback

The final touch isn’t in the writing — it’s in the listening. Once your content is out in the world, pay attention to how people respond. Are they clicking? Commenting? Skimming and bouncing?

Analytics tell one part of the story. Direct feedback tells the rest. Ask your support team what readers bring up. Invite input in your newsletter. Even a simple “Was this helpful?” poll can surface what’s working and what’s falling flat.

Over time, these signals help you fine-tune both your AI prompts and your human edits. The more you adapt to what real readers want, the more your content will feel like it came from someone who gets them.

Bringing the Human Edge Back to SaaS Content

AI isn’t the enemy of great content, but bland, robotic writing is. The real risk for SaaS companies isn’t using AI-generated content, it’s using it without a human filter. When content loses personality, it loses power.

The fix isn’t complicated. Stay close to your users. Keep your voice consistent. Say things like a real person would. And never skip the human review.

In a space where everyone’s automating, the brands that connect will be the ones that still sound human. That’s not fluff — that’s your competitive edge. And it starts with treating AI as your assistant, not your author.