Writing an insightful blog post or creating visuals takes a lot of effort and time. But since Artificial Intelligence joined our daily life a few years ago, it is getting very temptful to completely load off the content creation work.
But this is not really a good idea! Let’s see why it’s not benefitial to use AI to do the creative work and how you can still use AI for content creation.
What is AI-generated content?
In broad terms, AI-generated content is every piece of textual or visual piece of content, that has been created solely by artificial intelligence without any human intervention. (besides the prompting of course)
“Definition and how it works
Overview of AI tools like ChatGPT, Jasper, Copy.ai” Include a simple example of AI-generated vs. human-written content
What kind of content can AI generate?
AI is able to generate different kinds of textual, both long-form and short form, as well as visual content.
For example (text):
- blog posts
- articles
- newsletter
- tweets
- copy
- summaries
- etc…
or visual:
- banners
- infographics
- portraits
- headshots
- you name it!…
Should I create content with AI?
The short answer would be yes!
AI content is flooding the internet and both, individuals and companies, are making millions by leveraging AI in their content creation process.
However, you should be aware of all the pro’s and con’s when creating your content with AI.
Pro of AI-Generated Content
Creating content with AI saves time and money. AI can automate different steps in the content creation process and run asynchronous to human intervention.
Scalable content production. Due to it’s possibility to run automated (AI Automation), you can scale it up as much as you like. You could give it a list of 100 content ideas and it could generate a blog post for each of these ideas in no time.
AI supported content creation is extremely helpful for brainstorming & overcoming writer’s block. Especially, if you don’t know what to write about or if you don’t have the necessary background knowledge of the topic you want to write about, AI can help you research the topic thoroughly.
It can improve SEO if used correctly. The way we search for information on the internet is changing drastically since AI has become an everyday tool in 2022. Keyword research is getting less important nowadays and the focus is moving over to intent-based and more in-depth content. AI can help identify related topics and build topical authority – Better than any keyword research tool could.
Cons of AI-Generated Content
Risk of generic or low-quality content. Especially, when you use general AI like ChatGPT, the content itself is rather low-quality. It’s good enough to get a first overview about a topic but it lacks individual experience. Ask yourself: Did you google or ask AI the last time you wanted to learn something about a new topic?
AI lacks creativity and personal experience. When was the last time you really thought “wow, that was helpful” when reading an article online? Usually, it’s when there’s a new, creative way to solve a problem or if it’s written from the perspective of someone’s personal experience. AI won’t be able to create this kind of content. It’s simply reusing already existing content.
Possible SEO risks (Google’s stance). Although, AI can be very helpful for SEO, it can also be a potential risk at the same time. If the content is being created unsupervised, it will create a lot of duplicate content which will finally be seen as such by google or – even worse – your site will get marked as spammy.
Ethical concerns & plagiarism. AI is extremely helpful analyzing a huge amount of data. This is basically, how LLMs work. They are trained on publicly available data and generate content, based on this training data. Because of this, there might be some ethical concerns when reusing someone elses ideas and experience from the training data.
Hallucinations and misinformation. As mentioned before: AI is using existing data to generate it’s outcome. But, because of the sheer amount of training data, it is impossible to ensure the data’s overall quality. (How much BS is on the internet?) So the risk of hallucinations and misinformation is pretty high when working with AI.
How to use AI for Content Creation the right way
After seeing all the pro’s and con’s of AI supported content creation, what would be the correct way to create content with AI?
Combining AI with human editing is a good starting point! Don’t solely rely on the AI’s output but leverage it’s capabilities in research and summarizing.
Maintaining brand voice & authenticity is a very important point! Whether you are an individual, Entrepreneur or big company – You are a brand! And it is important to stay consistent in your tone of voice and visual appearance.
Another crucial aspect is fact-checking and improving AI-generated content. AI is amazing at generating high-level overviews and do basic research. But as soon as you dig deeper into a topic it tends to lose some of it’s output quality. Checking the facts and manually improving the generated results is a must if you want to create high-quality content!
AI is for brainstorming & outlines, not final drafts. Be careful where you actually want to integrate AI in your workflows. The level of trust you want to put into Artificial Intelligence is totally up to you. However, I would suggest to use AI where it’s really benefitial and can save you some time without losing the quality of your work.
Best AI Tools for Content Creation
The easiest way for AI to support with any kind of content creation is to use general AI tools like ChatGPT, Bard or Claude. They get the job done but generate comparably low-quality outcome when it comes to content creation.
A more sophisticated approach to create content with AI would be to use specialized AI tools like Jasper or Copy.ai that are specifically trained to generate higher quality content.
However, the most profound solution would be to create your own, individual AI content creation workflow with custom-trained Large Language Models (LLMs).
By the way. There are even more ways to use AI Automation for SEO. I have collected a few example of possible Automations here.
AI & SEO: Does Google Penalize AI Content?
Google does not penalize AI content! And let’s be fair… As long as it’s helpful, why should the content be penalized? SurferSEO wrote an interesting article about this on their blog.
However, This is only the current situation (March 2025) and Google is known to change it’s algorithms and adjust the Helpful Content Guidelines so it might be penalized in the future.
My personal take on this: Having fully AI generated content is helpful in the short-term. Because of the speed and scalability, you can see some positive results from Google within a few weeks. But overall, this kind of content lacks personal experience and depth, which users will pick up really quick. If you want to build long-term success and trust with your users/customers, don’t solely rely on AI generated content but spice it up with some personal experience.
Who should (and shouldn’t) use AI for Content?
Everyone who is in the content marketing space should leverage AI somewhere in their content creation process. The benefits of integrating AI are so big that it’s literally a waste of time and money to do everything manually.
However, if you are in a highly creative or super specialized niche, you should be very careful using AI.
A good example for a super specialized niche would be my personal, professional niche I work in: Time-series based Market Data Automation for energy & commodity trading.
My Take: Should you use AI for content?
So, in conclusion, the simply answer is Yes, you should absolutely use AI for content generation. As long as you integrate it carefully into your workflow and use it as a supportive technology.
AI is flexible, scalable and saves a ton of time. Especially for SEO, it can be more helpful than any Keyword research tool out there when it comes to find new topics to write about.
However, the generated output often lacks quality and is known to hallucinate a lot when you dig deeper into some topics.
That’s why it’s important to understand and only leverage the strengths of this technology, while keeping human control over the process and focus on higher-quality aspects of the worklow.
