What Shapes the Work: Authentic Content in the Age of AI

Join host Molly Baker and our guest for a thoughtful conversation about building meaningful work in a rapidly evolving professional landscape. From navigating the rise of AI to finding and protecting an authentic voice, our guest shares insights from years of working closely with leaders and creators behind the scenes. This episode explores what it means to balance efficiency with integrity, intuition with strategy, and growth with intention. Whether you are rethinking how you show up professionally, developing your own point of view, or curious about how human work fits into an increasingly automated world, this conversation offers clarity, perspective, and grounded insight.

MB (Molly Baker): Without telling us who you are, what is top of mind for you professionally?

SG (Sarah Greenberg): For many marketers, it is AI. The core question I am focused on is how to use AI to increase efficiency without compromising the proprietary and personal nature of the content I work with. It is something I am actively navigating, and it is a conversation many others in my field are having as well. AI is not a passing trend. It is here to stay.

MB: Are people approaching that conversation with more fear or excitement?

SG: It is a mix of both. I tend to gravitate toward people who hold a balance of cautious optimism and ethical awareness. The implications of AI are far-reaching, so it requires nuance. I understand the fear, but I do not think fear-based conversations are productive. Thoughtful and ethical engagement is far more valuable.

MB: What are you particularly good at?

SG: I am good at helping people identify strengths they may have downplayed or overlooked. Early in my career, I began transcribing interviews, coaching sessions, and presentations as a side hustle. I initially minimized the value of that work, assuming it was simply listening and typing. Over time, I realized that human transcription remains essential and meaningful. That work placed me in close proximity to subject matter experts and leaders who are deeply invested in their ideas, especially within the thought leadership space.

MB: Many people assume transcription is fully handled by technology now. What is the value of a human transcriber?

SG: Audio quality varies widely, and even advanced AI tools struggle with accents, glitches, and unclear recordings. Many of the conversations I work with are highly technical or industry specific, which requires contextual understanding and research that AI cannot reliably provide. A human transcriber can verify terminology, ensure accuracy, and format content to a client’s needs. There is also a trust component. Many clients want to know a human is handling their proprietary information rather than relying solely on automated tools.

MB: AI outputs also require review.

SG: Absolutely. Even when AI is used for an initial capture, a human still needs to listen carefully and refine the content. AI is a tool, not a finished product.

MB: What has been the most rewarding aspect of your work?

SG: Seeing work I supported appear publicly has been incredibly fulfilling. I have worked on memoirs for former CEOs of very large companies, and seeing those books on shelves, even knowing my role was behind the scenes, is meaningful. More broadly, I find deep satisfaction in helping people recognize that they have something worth saying and helping them translate those ideas into content that serves an audience.

MB: How do you continue to grow professionally?

SG: I place a high value on in-person experiences. While remote work offers flexibility, collaboration is essential for me. Conferences, panels, and local marketing events provide opportunities to learn from others, exchange ideas, and gain perspective. I prefer being the small fish in a larger pond because that environment encourages growth.

MB: Which relationship has had the greatest impact on your career?

SG: My mentor, who gave me my first salaried full-time marketing role in my early twenties. She led an internal marketing agency within a larger organization, and I learned a great deal by observing how she managed clients and teams. We remain in touch, and she has continued to advise me throughout my career. I hope to offer that same guidance to others in the future.

MB: Tell us who you are and what you do.

SG: My name is Sarah Greenberg. I am a ghostwriter and thought leadership partner for B2B leaders.

MB: Ghostwriting often carries misconceptions. How would you describe what the work actually involves?

SG: Ghostwriting is fundamentally a collaboration. Clients bring ideas, perspectives, and expertise, but may lack the time or specific skill set to refine those ideas into polished content across formats. My role is to help shape and articulate their thinking in a way that resonates with their audience. The process is more involved than many people realize and requires consistent dialogue to ensure the final work reflects the client’s authentic voice.

MB: How do you capture and maintain someone’s voice?

SG: The approach depends on the individual. Some clients prefer to write initial drafts or provide written notes for refinement. Others communicate best through conversation, so we rely on calls. I pay close attention to recurring language, emphasis, storytelling patterns, tone, and even how they write emails. These details inform not only the writing itself but also which platforms and formats are best suited to them.

MB: Why does ghostwriting sometimes feel controversial?

SG: There is a misconception that ghostwriting equates to dishonesty. In reality, it is often a necessity for busy leaders. Audiences are perceptive and can easily identify content that lacks authenticity. A skilled ghostwriter helps clarify a client’s perspective and ensure their content is genuine and impactful.

MB: What has been your favorite project so far?

SG: Supporting the memoir of the former CEO of Coach was particularly meaningful. The book was created with a high level of intention and care. I supported the lead ghostwriter through transcription, editing, and live reads, and I was able to attend the launch event in New York. It was an exciting and rewarding experience.

MB: How do you balance intuition with data when advising clients?

SG: I begin by considering the audience and their needs. That is the intuitive component. From there, I layer in data related to distribution and engagement. For example, if a blog feels like the right medium but a client’s website lacks traffic, we may begin with micro-blogging on LinkedIn or long-form posts on social platforms before directing readers to the website. Both intuition and data are necessary to create effective strategies.

MB: You also suggested something unexpected for me.

SG: Yes. Based on your work, I believe you could write a book in the future. A book requires a clear point of view and readiness to take a definitive stance, but when an idea sparks a strong reaction, that is often a sign it is worth exploring. There is something compelling about agency leadership and ownership that feels well suited to that format.

MB: What is something you wish you had known earlier in your career?

SG: I used to underestimate myself. I believed I could not handle multiple responsibilities and would often remove myself from opportunities prematurely. Over time, I challenged that belief by gradually taking on more responsibility and proving to myself that I was capable. Even now, I sometimes encounter that initial doubt, but I am better equipped to recognize and work through it.

MB: What advice would you give someone just starting their career?

SG: You do not need to accept every piece of advice or feedback you receive. It is important to be discerning about whose input you internalize. Feedback should be considered, but not all of it needs to carry equal weight. Treat advice as information, then decide what is useful for you.

MB: To close, do you believe AI will ever remove humans from this type of work?

SG: I do not. People want to protect their ideas, and thought leadership requires vulnerability and human perspective. Audiences can distinguish between content that is generated and content that is thoughtfully crafted. The human element remains essential and will continue to be.

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