Using AI To Write Content: Dos and Don’t

The fast evolving nature of artificial intelligence can feel new and exciting, and it can be tempting to let it do your work for you. Whilst it’s beneficial to keep up and adapt with the changing digital landscape, it’s important to use AI responsibly. It should be used as an assisting tool, not a crutch.   

AI definitely has its place in digital marketing when used correctly. We’re going to cover some of the do’s and don’ts when using AI to write content.

Do: Utilise AI tools to help structure and plan your content 

Artificial intelligence tools such as Gemini and Chat GPT are excellent for idea generation and structure support when planning content.

The way these tools work is by pulling the most relevant information related to your query from all areas of the internet and providing it in a concise list at the touch of a button. It can seriously speed up the research phase and avoid wasting time trawling the internet looking for the information you need. 

If you struggle with structuring your content, it can also provide you with the best way to outline your blog or web page in a way that makes sense.

 

Don’t: Copy & paste whole pieces of content from AI tools 

Once you’ve gathered your ideas and have the basis of your content ready to go, it’s best to build on this yourself rather than asking AI to write the whole piece for you.

The problem with copying and pasting large pieces of content from AI tools and claiming them as your own is that you’re not producing original content. Whilst Google doesn’t prohibit the use of artificial intelligence, it does prioritise people-first, original content and you could be penalised if you’re churning out larger pieces of content solely written by AI.

It can also be quite obvious when someone has only used AI and there’s plenty of tools available now for others to check this – which may affect your credibility. 

 

Do: Fact check AI content 

Don’t just blindly take something written by AI and share it as your own without proof reading and fact checking it. 

AI tools gather information from a variety of sources and whilst it’s extremely smart, it’s not necessarily factual. It can get things wrong from time to time so fact checking is essential in order to avoid misleading your audience or sharing incorrect information. This is especially important to consider when writing about sensitive topics or areas that require precise data or statistics. 

 

Don’t: Lose your brand voice to AI 

When sharing content as a business or an individual, you want to sound like you. AI can sometimes overuse very sophisticated language that can end up sounding unnatural and will stand out if that’s not your usual tone of voice. A lot of AI produced content can be quite generic too, therefore it lacks authenticity which could be detrimental to your overall brand and credibility. 

If writing branded or personal content especially, you will always know more about your own business than AI will. Letting AI lead this type of content means it’ll lack depth and uniqueness which is essential when wanting people to connect with your brand.

If you’re using AI for anything, it should always be checked and edited to suit your own tone of voice and ensure it matches your existing content style.

 

Don’t be put off by AI tools as they definitely have value, but be vigilant and aware of the risks of letting it do all the hard work for you. If you need more advice or help with producing high-quality content, our SEO services in Northampton can support you with this.