Relying solely on AI-generated content could cause your business to sink in the long run.
Of course, it might save you money, but it can cost you in quality content, SEO rankings, website credibility, and, therefore, revenue. Keep reading to find out why!
According to Google Cloud, AI is a technology that allows computers to perform various functions, including reading, translating, writing, analysing data and making suggestions.
However, it’s impossible to truly define AI, as AI scientists, practitioners, and engineers alike are unable to ultimately decide on a definition.
Essentially, AI pulls existing data to create text, and in this context, the copy for your website.
ChatGPT is the world’s leading model, but Jasper and Copy.ai are other prominent examples of generative AI.
Many businesses are turning to AI because it’s fast and cheap. This means no hiring process, salaries and bulk content after a few clicks.
AI-generated content is tempting for several reasons if you’re on a budget.
Hiring a professional copywriter or content writer can be expensive–whether it’s in-house or freelance–while AI offers low-cost and high-speed content production.
Mass production of content may save time, but AI tools like ChatGPT pull information from the internet. This means a real lack of originality–something which is essential for content in 2025.
Ask AI to generate a report, a landing page, a white paper, or long-form content, and you’ll have thousands of words in minutes.
It’s ideal for a startup that needs content ASAP. However, this comes at a cost.
Mass-produced AI content regurgitates information from other websites, and one of Google’s ranking policies is originality.
If you mass-produce unoriginal content, you’re just adding to Google’s infinite article void rather than flexing your expert knowledge in a competitive market to help your visitors.
Sometimes, you just want simple facts. AI might be useful when you need pages online.
Small business owners or startups with a small budget might see AI as the short road to success.
But remember, there’s no such thing as a free lunch. On the surface, this resource has infinite potential to save money and time, but it can cause considerable long-term damage.
When you take a look, research and data suggest that AI-generated content is harmful to your website. While it’s a cheap and short-term solution, it’s not the answer to your business.
After Google’s 2025 Algorithm Update, the search engine prioritises human expertise following the E-E-A-T framework–something AI can’t replicate yet.
AI lacks human experience and emotion because it can’t experience life like real copywriters, meaning it can’t trigger emotions or display authority through experience.
In turn, this means your website content will struggle to rank.
For example, Bonsai Mary, a website filled with AI-generated content, saw a 95% decrease in traffic after Google’s update.
AI gathers data from existing information, leading to a lack of original insight, opinions and expertise. As we gathered, this is damaging.
Often, AI won’t verify facts and can pull outdated or incorrect data. Plus, AI sounds robotic; it lacks the style that makes writing unique. It’s soulless.
Nobody will resonate with the robotic copy. Why? Well, it will fail to engage readers emotionally, which is a key aspect of marketing.
As AI can copy existing material, you risk copyright issues with other businesses. On top of this, duplicate–known in the SEO-sphere as cannibalised–content is harmful to your website’s SEO.
Alternatively, let’s say you’re searching for legal advice and land on a page riddled with incorrect information. How likely are you to trust this website?
To warn others, you might even report the page or leave a bad review on Google or Trustpilot, damaging credibility and trustworthiness.
AI can’t replicate a brand’s tone, humour or emotional appeal.
Think of brands like Ryanair or Duolingo, entertaining, and, most importantly, unique.
Customers can’t get enough of their entertaining tone of voice, thanks to a talented team of writers who understand the business’s mission, target audience, and goals.
Simply put, AI is not yet capable of this, and if you’ve ever asked AI to write jokes or witty comments, you know what we mean.
It’s easy for readers to spot AI-generated content; it’s generic, follows the same structure, and lacks the unique human touch that creates engaging writing.
Worried your team is using AI to produce content behind your back? Or are you considering AI to produce some of the content on your website?
Well, platforms like Originality.ai and ZeroGPT are among the highly-rated tools to help you detect AI content.
These tools scan for typical characteristics, word predictability, and sentence structures and differentiate them from human writing.
Honestly, the list goes on. Keep these in mind, and you’ll spot hundreds, if not thousands, of articles online generated by AI.
Of course, humans can write like this, but if you spot these phrases multiple times throughout any copy, the likelihood is, the content is AI-generated.
Similarly, if sentence length doesn’t vary, the robotic writing structure is a dead giveaway.
But how can you avoid being punished for AI-generated content?
The main reason AI-generated content faces penalties isn’t the overused and unnecessary phrases. Nope, it’s the usefulness of the content.
How are you helping potential customers? Is this something they can read elsewhere? What have they gained by clicking on your website?
Often, AI-generated content lacks these vital characteristics that make quality content.
If you must post AI-generated content, go through it. Add your knowledge. Add your passion. Add your expertise. After all, you run a business in your chosen niche for a reason.
For example, if you own an eCommerce coffee business, add your recommendations, experiences, preferences, and knowledge to your content. Tell stories or recommend new recipes or hacks for the ultimate cappuccino. It’s valuable.
Think of additional content that AI hasn’t considered. Think of gold dust that makes the information on your website irresistible to your customers. It makes a difference. Share your passion and knowledge with the world!
The image below shows what can happen when you publish too much AI content. We noticed this when a new client approached us, asking us to diagnose their decreasing traffic!
What do copywriters bring to the table that AI doesn’t? Copywriting has a psychological aspect: storytelling, emotional appeal, and personal experiences relate to humans to make copy far more persuasive.
Simply put, AI can’t beat a quality copywriter. However, poor, unoriginal copywriters could be left in the dust.
Professional copywriters create unique, emotionally triggering, engaging content through real-world examples and experiences.
According to Forbes, emotion is the “super weapon” of marketing and advertising.
For now, this is why human-written content stays on top. Humans feel emotions, witness life-changing events, and think deeply with complete individuality.
In the end, robotic content fails to convert traffic into paying customers, and your SEO game will fall off.
Quality and original content rank higher as they align with Google’s E-E-A-T principles. Hiring an expert copywriter in your field will achieve high traffic and significant results.
A medical copywriter for a medical brand will produce trustworthy, expert content with plenty of authority compared to ChatGPT or Copy.ai.
Why? Well, a medical writer is likely to have qualifications or expertise, leading to original perspectives in copy that readers will find helpful or trustworthy, and Google will push the content to the masses.
Quality copywriters understand and research a brand’s audience to nail the tone of voice, pain points, and emotional concerns, making the content far more relatable than AI.
AI might save you money, but in the long run, robotic, generic, error-riddled copy costs you traffic, credibility, and revenue.
Listen, AI is a powerful marketing tool. We aren’t AI haters. In fact, if you aren’t using it, you’ll fall behind. Marketers around the world are using AI to boost consumer marketing.
Cleverly using AI throughout your marketing, like copy, is a productive strategy. Combining creative marketing minds and AI will create a successful strategy.
AI can assist with SEO content recommendations, creative ideas, quick research or time-consuming tasks like workflow management.
Check out our AI content hacks:
So, if you’re looking to write your own content, here is a step-by-step guide to creating content without AI.
What questions are people asking? What are people searching for? What issues do your potential customers have?
By addressing these queries, you have helpful content. Discover these questions through keyword research, Google’s People Also Asked (PAAs), social media, and chat forums like Reddit.
Now, set up a blog or create landing pages to address the issue. Use basic SEO tools to guide you through the process and create engaging, helpful content without AI by using your expert subject knowledge.
Time after time, websites give up. They just stop posting content. Obviously, this is a big mistake, as consistency is key. SEO is a long-term strategy.
Continue to post original content to help searchers, build a community with your helpful information, and boost your website’s SEO.
While AI is cheap, investing in experienced, quality copywriters is a long-term investment that will help your business succeed.
At CreateTheWeb, we know that quality copywriting is essential for success. Triggering emotions, turning features into benefits, and displaying expertise will create top-tier content for your website.
Don’t sacrifice your SEO, credibility, and brand’s future revenue for short-term savings. Get a free quote and let us revolutionise your copy to increase traffic and convert.
Want more answers? Below are some of the most common questions we get asked about this topic. If there’s anything else you’d like to know, feel free to get in touch with us.
Google will not directly penalise AI content, but uploading low-quality, spammy content will be penalised. It’s a case of providing original content, which, at the moment, AI can’t produce. Therefore, uploading lots of AI content will damage your website’s SEO.
Absolutely! AI can assist with article subjects, crafting headlines, market research, content improvement, and sometimes, SEO. Using AI to brainstorm or avoid staring at a blank page is a luxury that 20th-century copywriters dreamed of. Just remember to write the content yourself, and only use AI for planning or structure.
To build relationships with customers, your website must be credible and trustworthy. And this is exactly why Google promotes E-E-A-T for SEO. Human writing with expertise will create helpful content for customers and build long-lasting relationships.
If AI-generated content doesn’t relate to the given audience, it will struggle to persuade the audience to convert. Without personalisation or emotions, it will fail to communicate benefits to visitors and reduce the conversion rate of your copy.
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