The demand for AI writing tools has spiked over the past few years and millions of websites already publish AI-generated articles. Since churning out creative, engaging copy takes so much effort, it’s naturally tempting to automate the task. But can you go so far as to replace your creative team with AI systems?
Good AI versus bad AI?
It’s easy to see why AI-generated content has become so popular so quickly. Thanks to advances in programs like ChatGPT, business owners can enter a few simple prompts and be met with a variety of copy to choose from that has the advantage of a quick turnaround time and improved quality control. However, using AI writing tools has several potentially disastrous downsides for your business website.
- Find out more about what ChatGPT is and how it works
Lack of human engagement
While AI may be able to produce informative and technically sound content, it’ll often lack the human touch required to connect with your audience on an emotional level. The level of nuance that comes with a person writing from experience is far more likely to engage readers than content generated through procedural searching.
Limited understanding of language intricacies
AI models can also be very limited in their understanding of the nuances of human language, so they can’t fully comprehend the meanings behind certain phrases, sayings, metaphors, or regional dialects. The result could be content that is inaccurate, irrelevant, or in the worst case, offensive.
Non-adherence to Google’s SEO guidelines
Google announced a broad core update on helpful content guidelines in August 2022. The new rules junk redundant, irrelevant pages and prioritise people-first content. For this reason, Google doesn’t classify AI-generated pieces as “helpful”. Since these articles only pull data from existing sources, i.e., publications, and possibly your competitors, they give no new insights into their respective topics. Repetitive content will only get penalised.
The legality of the content
Content produced by AI, especially content relating to law, business practice, and so forth, could run afoul of copyright or other legal issues. This can happen if the AI algorithm is not properly trained to recognise and avoid plagiarism or other forms of intellectual property infringement.
Your business branding
Your website business content is an integral part of your brand identity and as such, should reflect this. Content produced through AI generation may not accurately capture the unique voice and tone of your business, which can lead to inconsistencies in both image and messaging to your customers.
While AI-generated content is efficient and accurate, it isn’t always the best choice for creating engaging and authentic website business content. That’s why it’s important to weigh the potential benefits against the potential drawbacks when you consider using AI for creating your content.
If your business is looking for a bespoke, custom build domain service, then look no further than Vodacom Business. At Vodacom Business, we see opportunity in challenges. When you're looking to turn problems into new potential, turn to us.
