“Use AI to make you better, use your words to make you YOU”

September 29, 2026

Quality content – authentic, relatable, credible – is more important than ever with and through AI.
Therefore curated SCRIBERS[HUB] First-class copywriters, authors and journalists for every niche and media channel.
In the interview series “Content-Buzzer”, Sabine Fäth – Founder of SCRIBERS[HUB] – Communication professionals ask these questions every two weeks…

Isabelle Rogat, Cultural Trendscout

What does content mean for you?

Content is what conveys information and emotions. An unbeatable duo that should never (ever!) be separated. At least, not if you want to stay relevant in this information-saturated world.

What was the worst content you met?

To be honest? The one I don't even remember anymore.

How does good content succeed from person to person with AI?

When I hear that people are having their entire communication (emails, articles, texts) written by LLMs, it makes my toes curl a little. Not only because there are so many incredibly talented people out there who can do exactly that – but also because content is, in a way, your personal footprint. Whether it's a brand or a personality, a magazine or a newsletter – how we write, how we formulate our thoughts, is a fundamental part of our identity. And a distinctive identity is – here the former advertising professional in me comes out – absolutely essential. So, in short: Use AI to make you better, use your words to make you YOU.

What mix of talents and skills should a content team have today?

I'm not going to list baseline requirements like tech literacy or copywriting skills here; we all know those. What's really important to me are two types of "literacy"—media literacy and cultural literacy. In other words: a native understanding of the subtle shifts and tensions within our media landscape, including platform-specific developments, and a non-judgmental, almost observational-anthropological affinity for culture. Either within a specific industry—or with the zeitgeist in general. Every company, every brand, every single piece of content never exists in a vacuum, but rather within the context of a vibrant media landscape.