AI Content Writing: Important Facts About Using AI to Write Content

In March last year, Google released an important update that changed the way we all considered AI. It urged us not to use ‘unhelpful’ content generated by an AI tool or generator. Since then, although people are using AI in various ways in their businesses, they are unsure how to use an AI tool to create marketing content (like blog posts, product descriptions, social media posts, etc). We are aware that these days, AI tools should be used as content assistants, to help us create content, instead of creating the content itself.

For instance, when I create a blog, I use an AI tool called Claude to check that the content I intend to write is in the correct order and that I’ve included all the topics necessary to cover the subject matter. But I won’t ask Claude to write the blog for me. Once the blog is written, I will also ask Claude to tell me whether it sounds like a human or an AI tool wrote it.

As far as I can understand from all the Google Updates that have been published, AI content generator tools like ChatGPT, Writesonic, RYTR, Jasper, and of course, Claude and ChatGPT, are great tools to use as writing guides. But you need to generate human content yourself. That should be your first step.

What Google Considers ‘Good’ SEO Content

Since March 2024, Google isn’t saying that using an AI tool for content marketing is a bad idea; it’s asking you to use this software with caution. Content creators should write ‘high-quality content’, relevant content that users want to read and use. That’s the type of content generation you need to use in marketing, whether it’s a blog or a post on social media, for product descriptions, etc.

Disadvantages of Using AI to Write Content

An article on WebFX that discusses AI content writing and SEO keywords tells us why we mustn’t copy and paste material that artificial intelligence software generates:

• This copy tends to be biased. It tells us that AI content doesn’t consider the user experience. Human copy uses content to provide material that the reader or customer wants and will use. This is important for SEO content generation plus for marketing purposes.
• AI content doesn’t offer updated insights – there’s nothing new about the material provided. The content is not ‘helpful’ or ‘reliable’; that’s why it’s not recommended to use.
• When using content we create with AI tools, Google doesn't give that content a high ranking, the article tells us. It mentions a website called Bonsai Mary that was found to be "full of AI-generated content". When Google released its core update in March, "organic traffic on that website decreased by 95%” because the new Google platform update included algorithm changes to “improve the quality of search results and offer new spam policies”.
• AI generator tools don't provide competitive content, the article says. Search Engine Results Pages, or SERPs, are competitive. These pages are ones that a search engine like Google generates when a person searches for something. SERPs provide a list of results that a person can use for marketing. To rate highly in SEO, the content you use must stand out in the search results, and it does that by offering “unique insights or presentations of information”. Unlike human copy, AI tools like ChatGPT or Frase don’t create marketing content that uses unique insights or new perspectives; they only repeat existing information. This is why it’s crucial to use these tools as an assistant, not to write the content for you.

What is Good Quality Content for SEO?

• Now that we know what we should not consider good SEO content, let's look at the type of content we should write and use to score high in search engines. This content is the exact opposite of what Google believes AI writing signifies.

Human content is better because:

• Human content writing isn’t robotic. 
• It offers value to the reader.
• It is timeless content that answers common questions, which means it’s ‘evergreen’. 
• It’s factual – you have checked the facts using good resources – ones you can link content to, to show that it's authentic.
• The material is updated and newsworthy. It is current and relevant, whether it’s a list, marketing content, personal content, product description, reviews, social media posts or sales material.
• This is original material that has not been used over and over. It’s fresh, newsy repeated.
• The content offers useful information, and material that the reader can use to learn.
• This is fascinating content that wasn’t created to boost Search Engine Optimisation. Using an AI tool or platform for writing is considered the antithesis. Consider this every time you write a blog.

What Humans Do That AI Can’t

1. AI tools like ChatGPT don’t offer readers a ‘User Experience’ (UX): Create a website that provides a positive experience. The site should offer content that makes the user er enjoy reading it so much that they want to return to your website to read other content. This type of ‘user experience’ is a great marketing tool. The UX certainly has an impact on a website’s search results. This is the type of content Google and other search engines are looking for. It’s important to provide website visitors with the best, most relevant information and a positive experience. Humans do what an AI platform can’t – they create a positive UX. 
2. AI content generator tools don’t write like humans: With content creation, we’re prone to using personal stories, adjectives, and other emotional words when we write copy. We also don’t structure the content perfectly, which is what gives it a human aspect and charm. An AI platform or content generator tools cannot do that. They can’t talk like a person and make humans react to the writing. They can only provide basic data, that’s all. There’s no human interaction. Use your human emotions whenever you create marketing content, social media posts, articles or other pieces. Let AI be an assistant, not your content creator.
3. Google has set a standard for writing that it calls 'E-E-A-T'. This content will rank well on Google, who describes it as “original, high-quality, people-first content”.

E-E-A-T translates to:

• Experience
• Expertise
• Writing with Authority
• Writing Trustworthy material

According to Google, content that ranks high is content that experts write with authority. It shows that your business has the knowledge and expertise in your industry to offer valuable information for a blog and other marketing content. Your business needs to show that it is trustworthy; this is how people will consider your data valuable.

When is AI Good? 

• AI tools like ChatGPT can be great assistants. They can inspire you and offer ideas. (But don’t copy and paste the data. Don’t take AI tools for granted; don’t believe that what AI tells you is factual and has sources to back it up. Use your judgement, and do your research.)
• These tools help you become more efficient by simplifying the topic for you.
• AI tools also show you how to gather information effectively.
• These tools make the process of creating content, product descriptions, posts, meta descriptions or blogs less time-consuming. As time is money, it’s saving you money, too.

Beware of This When AI Writes for You

• If you use AI to write content, you must check whether it’s accurate and factual. You can’t take it for granted that the material has a reliable source. This is time-consuming but necessary with AI writing. Sadly, you won’t always find the answer, and the content could provide incorrect facts, or be biased.
• People use this content and topic everywhere, so it’s not considered good quality. If you research the content for a blog or marketing material, what you find that is relevant can be written so that it is high quality, factual content. This is particularly true if you are an expert in your industry and provide insightful information. Usually AI tools produce little original or insightful content. Google asks us to use top-quality data, and an AI tool for content creation does not provide that.
• AI tools produce ‘hallucinations'. This is what we call data that predicts the wrong outcomes. Hallucinations include everything from quotes that nobody ever said to false information. Using these can cause legal arguments and other problems.

The Bad News

News website Axios published an article about plagiarised content created by AI. The article discussed plagiarising detector, Copyleaks. People working on Copyleaks discovered that 60% of the material generated by OpenAI GPT-3.5 was plagiarised. That’s not the type of sales, marketing content, blog copy or templates any marketer should be using.

This is important to be aware of, as various people, including professional content writers, authors, and copywriters, even songwriters, have had to go to court to report when AI tools have plagiarised their content. So, if you use AI writing tools, you have to take responsibility for the content in your marketing material, meta description or blog. Ensure it is unique, factual and accurate. Only use this content when you’re 100% certain about the facts.

If you are writing a post using AI content, it’s important to check whether the copy has been plagiarised, how much of the content is considered AI writing, and what the percentage of human content is. Be careful about the content details you use. Use the AI tools available to check this; some are free, and others require payment. Google is known for using Plagiarism Check and offers this free to Google account holders. Whether they are free or you must pay for them, these tools are crucial, so sign up.

What is Missing in AI Content Writing?

This is what’s missing when you use AI to generate material instead of inputting material yourself:

• Your knowledge and experience.
• The personal touch.
• Unique, original content. According to Google, the data needs to be original. Authors who write content or articles have to research and analyse the data. The result is ‘insightful analysis’ and ‘interesting information’ that is ‘beyond the obvious’.
• According to a piece in Google Petspectives discussing SEO trends in 2026, a human writer should share different views on subjects and provide engaging content.
• The author should be an expert in his/her field, and provide background information so readers can check their credentials.
• The heading must be descriptive and offer an idea of what the piece is about.
• The writer must provide well-written content that provides value to the reader.
• You should never use content with spelling or grammatical errors.

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