Unless you are not living under a rock, just like every other digital agency in World, you must have heard about the buzzing AI-writing tool, ChatGPT, Google Gemini, Jasper or Claude.
Everyone is talking about the mighty open-ended tool and for a valid reason.
Let’s say a blog writer in an SEO agency in Parramatta writes one 1000-word article in 3 hours. An AI tool like ChatGPT, Jasper, or CopyAI can churn a heap of content at the same time. Realistically, it won’t take these AI writing tools more than 3 minutes to write the same article.
So clearly, AI tools win the race of churning out content quickly in large quantities.
And it’s adequately helpful, since content marketing is one of the most lucrative strategies. As per reports, 67% of marketers say that content marketing is effective at generating leads, and an independent 72% find it helpful to educate the audience. So you need large content output.
So does it mean you can completely rely on AI writing tools to generate content?
No, you absolutely cannot! Not entirely, at least.
Why? Let’s understand what the content marketing experts at Netplanet Digital, your local SEO company in Sydney, Australia, think –
Why Can’t an AI Writing Tool Be Your Go-To Content Pal?
Well, for starters, pushing out content in large quantities has a minuscule impact on the larger scheme of content and its ranking. The Internet is only getting more saturated by the day. So nobody is suggesting publishing one blog post, and three social media posts daily are crucial to attracting significant reach and numbers.
Moreover, Google has repeatedly established that its highest preference for ranking is quality content. Its E-A-T = Expertise, Authoritativeness, and Trust guidelines are stricter than ever. If it recognises low-quality content, it wastes no time to derank it.
When we gauge the AI writing tools from this perspective (quantity, quality, and Google’s stance), here’s what we found –
AI Content Can Quietly Tank Your Rankings
We all love a good tool that helps streamline the process. But, and this is a big but, Google has made it crystal clear that content created only for search engines, and not for users, is a red flag. The moment you let AI run wild without supervision, you risk falling into a pattern that Google defines as scraping or scaled content abuse.
Scraping, in Google’s terms, means pulling content from other websites, sometimes changing a few words here and there (like swapping synonyms or automatically rephrasing sentences), and then reposting it like it’s something new.
AI tools are notorious for doing just that. They’re trained on a mountain of existing data and, unless guided by a human with a clear goal, they tend to replicate what’s already out there.
That’s a major problem because Google sees that and notices that you’re not adding any value here; you’re just recycling content to try and climb rankings. That violates their spam policies, and it can lead to lower rankings, or worse, removal from search altogether.
Scaled content abuse is an even more grievous offence in Google’s books. This happens when someone uses AI or other automation tools to mass-produce hundreds or thousands of pages (which are usually very thin on value, repetitive, or just plain confusing to read).
We’ve all landed on one of those sites where every page feels like a poor copy of the last, and none of it makes sense except for the awkwardly stuffed keywords. That’s scaled abuse. And even if it’s not maliciously intended, it is penalised still.
Here’s what Google flags under scaled abuse:
- Generating loads of pages using AI tools without adding anything helpful or original
- Stitching together content from different sites just to appear informative
- Auto-translating, synonym-swapping, or paraphrasing existing content without any real editorial input
- Creating clusters of nearly identical websites to hide how mass-produced the content really is
- Writing content that technically includes all the right keywords, but makes no logical sense to a human reader
Most generic AI content checks one or more of those boxes unless someone steps in to refine it. If you’re planning to just churn out AI-written articles, slap your logo on them, and publish them as-is, you should just know that’s a risky game because Google will eventually catch on.
Their spam detection is automated and also backed and verified by actual human reviewers. That means even if something slips through at first, a manual action could knock it down later.
AI Writing Has Errors
It’s fascinating to watch an AI writing tool create paragraph after paragraph in a few seconds out of thin air.
But AI tools do not generate fact-check content every time. A lot of times, its content is full of errors, wrong details, and even offensive and discriminatory answers.
The AI writing tools are not built for accuracy, not yet, at least. So the problem with using it with blinders on is you won’t know if the content is wrong unless you know the answer. As a result, you will be riding high on the risk of publishing inaccurate content for your target audience, losing their trust and your authority.
AI Content Can’t Replicate Human Emotions
AI writing and human writing have one critical unparalleled difference – the human touch – which the former can never fight.
Human writing has human emotions. It has style, flair, empathy, emotion, colour, and life. The content piggybacks on the writer’s experiences, expertise, writing style, and perspectives.
On the other hand, AI content is generic, repetitive, dull, and robotic. It won’t have the same flow, sentence variety, or engaging language. Moreover, it will lack the depth and empathy of a human — which makes a world of difference.
Even if your AI content gets the green light from search engines, you can’t fool your audience. They will see right through the artificialness of your subject, abandoning it for a content piece written by an expert with practical insights and an empathetic voice.
Don’t Let AI Ruin Your Content Strategy
Most businesses and marketers find AI writing tools tempting because they can produce huge amounts of content in minutes. To add to it, they generate coherent content, so one will feel comfortable copying it with little to no editing.
However, if you wish to put out high-quality, Google, and user-approved content that can fuel your content marketing efforts, you have to intervene. You need to edit the content logically and add the element of human writing to make it helpful for website visitors.
Relying solely on AI writing tools with your eyes closed simply means you’re playing with fire and will probably end up hurting your existing content marketing strategy.
Instead, use these tools as they are – an occasional helping hand to get out of your writer’s rut or generate some out-of-the-box content ideas.
If you’re struggling with content creation in this content-saturated market, our digital agency in western Sydney can help. At Netplanet Digital, a professional website builder company and web agency, we help you create streamlined content strategies to skyrocket your content marketing results.
Book a 30-minute SEO strategy call with our SEO Expert and content marketing specialists today.
