Should You Use AI To Create Content?

April 18, 2024

The rise of new technologies has created a new world of opportunities and difficulties for businesses and agencies, which must adapt to such changes. One is artificial intelligence, which has divided opinions around the Internet.

AI is a relatively new tool that helps people generate ideas and create content faster and more. However, many websites exploit its benefits to create nonstop low-quality content that only ends up as spam, providing no real value.

Addressing potential risks and issues is very important for companies that want to employ AI as part of their work tools to succeed.

How AI Content Works

Using AI to create content is a process where chatbots simulate human intelligence to provide text after examining vast amounts of data. Software like Google’s Bard or ChatGPT have access to all of the Internet info, allowing them to generate almost anything.

Such broad access to data all around the web allows AI to generate content like articles or images with the help of user-generated prompts. Results are almost instant, giving thousands of words in seconds, making them extremely attractive to many.

While systems can create useful and informative blog posts, generative AI requires prompts regarding tone, length and language that can limit them. Prompts usually include keywords related to a specific topic, potential user questions or a search intent.

Even with all these fast opportunities to create, AI still needs to gain the creativity, experience and wisdom that specialists and human writers have. Chatbots don’t understand audience pain points and cannot know what makes customers turn from observers to buyers.

Impact on SEO

One of the main reasons why AI is used for content creation is because it can have an impact on SEO. This content must be done for humans, but there’s a risk of being penalized if it’s low-quality. Tweaking the content with human supervision can help to fix this.

Google doesn’t automatically detect if the content is AI-made or not without a human reviewer. This allows specialists to enhance, modify, and improve AI-generated content, giving it an authoritative, relevant, and helpful approach for users.

Issues with Plagiarism

What makes these tools so controversial in the community is the issue of plagiarism. AI pulls its data and information from other parts of the Internet, examining its information for patterns and assembling it into something that makes sense to new text.

The problem arises when the generated images or words come from something protected by copyright. This can be problematic in some cases, although it can be checked by plagiarism detectors and solved.

Things to Avoid When Creating with AI

Following specific steps is very important when creating website content using artificial intelligence. Its tempting features make specialists have to be cautious about its use, but this generative software cannot be the only source of content.

In this case, there are some “rules” that must be followed, to avoid specific common issues websites suffer when using AI, such as:

Publishing and Blog-post Creation

Generative artificial intelligence software is only as effective if the information is found online since it cannot be invented. Relying on AI to do tasks such as blog creation can be risky without human supervision.

Not checking can lead to mistakes and inaccuracies that will hurt the website’s reputation, put you in the crosshairs of copyright violations or rank down visibility. Proper care with the human eye can solve this issue, and texts can be modified accordingly to avoid this.

Image and Art Development

While sites like ChatGPT or Writesonic are really good at what they do, these sites search around the web to generate artwork and images. This means they don’t credit the original artists when creating such prompts.

This means that artificial intelligence is copying its work from actual artists. Hence, it’s wiser for websites to use original, royalty-free art or find a workaround to avoid using these methods if there’s a financial gain behind them.

Subject-matter Expertise

Artificial intelligence is really good when it comes to simulating human intelligence, but it cannot replicate it properly and show its own experience with it. ChatGPT isn’t an expert in a field or industry, nor does it have a background to back it up.

Since AI pulls its information from other sources, there’s a chance that it could be doing it from the competition. In case a website relies only on AI instead of mixing it with human reviewing, you could be publishing competitor’s insights instead of the company’s.

When and How to Use AI Content?

To use AI to create content, it’s vital to think of it as a “secondary tool” that can help boost content rather than fully rely on it. Proper use can provide great benefits to content generation, such as:

Developing Content Briefs

Content briefs are a very important aspect of content creation that specialists must take care of. They merge information from different stakeholders into a single document. AI can simplify this process, creating a useful outline that humans can later flesh out.

Improves Social Media

Artificial intelligence is known for easily boosting social media engagement. It can generate widgets for platforms like Facebook or X, scout the Internet and gather a massive amount of information.

This technology can pinpoint what data is useful for each audience and what’s more appealing for each user. After this information is generated, AI can create an engaging post with catchy headlines to attract even more clicks and visibility.

Brainstorming Sessions

Even seasoned specialists can get the “writer-block” sometimes, delaying the process of content creation. AI is of huge help during this moment, answering certain questions about different topics and giving handy results. After that, SEO experts can polish the results.

Rewriting Content

Experts often use generative artificial intelligence to rewrite case studies and articles, providing great results. After that, SEO specialists and writers review the content, checking for mistakes, inaccuracies, and more, and have a great content article ready to publish.

These tools are also helpful in generating other content that some writers struggle with, such as headlines, meta descriptions and titles. AI provides many suggestions, and users can get the most fitting one and even upgrade it with their own ideas.

Developing Images

While it’s not suggested to use AI to generate images, this technology can be helpful in providing ideas or sketches for creating original artwork or designs. Other tools like DALL-E, for example, can generate original images with text prompts.

Why Are Opinions About AI Content Creation So Divided?

After acknowledging what must be avoided when using AI to create content and comparing it to its benefits, it’s highly clear that there are more pros than cons. This makes the question of why opinions about it are so divided more alive than ever.

The truth is, many websites have lately been using it without care or in excess, not caring about its consequences. Many black-hat techniques employ such strategies, which promise a fast growth of visibility and the expense of violating Google guidelines.

Link Farms

One of the main reasons why pages and specialists around the Internet oppose the use of these techniques without human control is link farms. This black-hat technique is a manipulative strategy popular among niches that prefer the non-organic route.

These farms or mills are one of the main reasons why Google has been actively working to penalize AI content and spam with their updates throughout 2023 and this year. Such sites often have computer-generated features that provide no real value to users.

It’s important not to let these SEO metrics trick users. When websites have a well-designed and relatively high DR, it doesn’t mean they’re using link farms. Many metrics can be manipulated, with owners boosting such metrics to sell even more links.

Looking at the site’s organic traffic and organic traffic history is one of the best ways of checking metrics. This can give a proper idea of the site’s growth process and whether it actually attracts people.

This method is illegal since it goes against the guidelines, and those websites caught end up losing all of the website rankings in the SERPs. Such sites are manually penalized by Google.

These networks exist for a simple reason: they actually work and are hard to detect for search engines, since backlinks are the strongest ranking factor for Google. It’s an honest way for sites to say a page is valuable and provides helpful content to users.


Whether to use AI for content creation depends on various factors including your specific needs, resources, and ethical considerations.

Artificial intelligence can streamline processes, boost productivity, and generate content at scale, but carefully assessing its limitations, such as the potential for bias or lack of human creativity and intuition is vital.

The decision should prioritize authenticity, preserving brand integrity, and delivering value to your audience. Employing the expertise of agencies like Kala can be the solution to your needs, giving that needed human oversight to avoid issues, and ensuring good quality content.

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