The pros and cons of using AI to write your content

Real or AI-generated beach sunset? Scroll to end to find out!

A little over two years ago, I published a blog post about a new kid on the block, Chat GPT. The post looked at whether ChatGPT would replace content writers. It explained what it was, some limitations and problems, and how it could help with content creation.

Fast forward to today, and things have moved on rapidly. We now have other conversational AI tools like Google Gemini. AI Overviews* pop up in our search results and many people, especially younger generations, prefer to use tools like Chat GPT instead of traditional search engines.

AI is now found everywhere in business, from finance and customer service, to operations and marketing. A recent survey revealed that 51% of companies use generative AI for content creation, customer support, and process automation. When it comes to content, AI can help write blogs, generate images and graphics, and even create captions for social media.

Sounds great?

Well, yes, but there are a few things to watch out for.

In this post, I’ll take you through some pros and cons of using AI to write your content, and how to get the best out of it. It may seem odd for a content writer to share tips on using AI for writing. But the reality is, AI is already being used, and that’s not going to change. So, I want you to get the most from it.

Short on time - here are the main takeaways

• AI is a great tool, but still needs a human touch. It can help with ideas, research, and editing, but adding your own personal voice and life experience is essential.

• Understand AI’s limitations. Issues like accuracy, bias, and lack of personal connection can affect the quality. Always double check the facts and add your own personality.

• Focus on quality over quantity. Google cares more about useful, original content than how it’s written and how much you produce. Always aim for high-quality, helpful content, regardless of how you write it.
  

*Note: In early 2025, I shared more about AI Overviews and Generative Search in my blog post: SEO blogging strategy in 2025

The pros and cons of using AI to write your content

If you use AI to write your marketing content, and think people won’t notice, think again. Recent studies show that most consumers can easily spot AI-generated text and images.

Is that a problem?

The answer depends on your brand, your customers (and their age), and how you’re using AI.

This survey from Hookline& showed that nearly 30% of older readers, people most likely to be the decision-makers at companies, don’t like reading AI-generated content. The survey also showed that over 40% of respondents would think less highly of a brand if they knew it used AI to generate its content.

Side note: This post is all about written content but I did find the image comparison survey interesting too, so here’s the link for that.

When AI can help with writing content

In the same Hookline& survey, only 22.8% of people thought it was acceptable to use AI for writing content. But there were other tasks where more than 50% thought it was ok to use:

• Brainstorming new ideas

• Gathering research

• Data analysis

• Editing content
  

I’ll add to that list with a few of my own:

• Outlining blog posts

• Overcoming writer’s block

• Creating summaries or key takeaways

• Getting started with keyword ideas

• Writing short product descriptions for eCommerce sites
  

I genuinely believe AI has a place, but it still needs that human touch.

When I work with clients, they want someone who understands their brand, their strategy, and their voice. They want a person who can take all that, along with their topic ideas, and write content that connects with their customers.

But I get it, not everyone has the budget for a content writer.

If that’s you, here’s my advice. Use AI to help with the tasks mentioned above. Heck, you can even ask it to draft an outline. But then, and this is important, once you’ve got that, add your own voice, your brand, and your stories. Give it personality.

What to watch out for when using AI to write content

So, why do some people dislike AI-generated writing?

Here are a few of my thoughts:

• Accuracy concerns - the places it pulls information from can be old data or blog posts, meaning it’s not always current or accurate

• Robotic writing - AI lacks the human touch, missing personal stories, anecdotes, and lived experience

• Plagiarism worries - AI pulls from pre-existing work, which raises concerns about originality

• Potential for bias - AI can sometimes reinforce stereotypes or overlook marginalised groups

• Lack of brand connection - human-written content tends to feel more authentic, relatable, and conversational

• Ethical dilemmas - because AI uses pre-existing work there are potential intellectual property issues, which can damage brand reputation
  

Interestingly, Google does not penalise AI-generated content just because it was created by AI. But it does focus on the quality and usefulness of content, regardless of how it was created. Its quality raters are also instructed to watch out for pages where the main content is created by AI and rate them as lowest quality.

In other words, it’s fine to use AI but your content needs to be original, high-quality, and offer real value to your readers.

How to get the best out of using AI to write your content

If you want to use AI to write your content, here are a few tips to get the best out of it:

Use it as a writing assistant

AI works really well as an assistant, brainstorming ideas, gathering research, summarising data, and even drafting sections. But you then need to add your own personal touch and life experiences.

Edit and personalise

Always tweak AI-generated content with unique insights and ensure it reflects your personality and brand. This will help make your content connect with readers.

Check for accuracy

AI is brilliant for gathering and summarising large amounts of information, but it’s not always accurate. It can pull information from old outdated sources so always double check any facts and statistics before publishing.

Still consider SEO

AI can help you come up with keyword ideas but may not always have the most recent data. You’ll also need to optimise your content with keywords, and make it user-friendly to read.

For more help, read: SEO blogging strategy in 2025

Summary

AI has changed the way we create content. It can help with writer’s block, research, analysis, and even editing blog posts. But it needs your input too.

Whilst it can help you save time, AI can’t replace your personality, your life experience, and your - well, your human-ness. You’ll need to check for accuracy, make sure there’s no bias, and add your own voice to create an authentic connection with your readers.

The big thing to remember - whether you use AI or write yourself, always focus on creating helpful original content that connects with your audience.

Get in touch to chat about how I can help you with human-written, high-quality SEO content

PS. The image at the start? It’s real, taken at Barmouth, Wales, in April 2025