Pros and Cons of AI Generated Content (2024)

Artificial intelligence (AI) has exploded in capability in recent years. Systems like ChatGPT can now generate human-like text on demand on virtually any topic.

This has led many website owners to consider using AI to generate blog posts, product descriptions, and other website content. The promise is faster, cheaper content creation without the need to hire writers.

It’s every website owner and agency’s dream come true…or is it?

Hidden between the lines of all that slick, bot-generated content lurks an ugly truth that Google and other search engines don’t want you to know.

Using AI for your website could end up nuking your traffic and getting you banned from search results forever! 😱

In this in-depth article, we reveal the pros and cons of leveraging this emerging technology on your site. We also investigate whether Google and other search engines will penalize your rankings if you use AI content.

The sheer speed of AI-powered content creation is undeniable. Algorithms can generate articles, product descriptions, social media posts, and even scripts in a matter of minutes, a feat that would take human writers hours, if not days. This translates to massive efficiency gains, allowing businesses to keep their content pipelines overflowing without breaking the bank.

Consider this: According to a 2023 report by Statista, the global AI content creation market is projected to reach $2.1 billion by 2026. This explosive growth is fueled by the undeniable scalability of AI. Unlike human writers who tire and require breaks, AI tools can churn out content 24/7, ensuring consistent content flow and meeting even the most demanding deadlines.

Pros: 24/7 Global Reach and Personalization

Cons: Bots Don’t Think, They Copy

Such capabilities sure seem like magic. But is there a dark side to leaning heavily on artificial intelligence for website content?

In a word: yes.

While AI content generation tools are impressive, they have limitations:

  • Surface-level comprehension
  • Lack of subject matter expertise
  • No inherent quality filter
  • Potential copyright issues
  • Over-reliance on existing data sets

Let’s unpack each of these drawbacks.

Comprehension Issues Lead to Fluff and Errors

Today’s AI has come extremely far in processing human language and responding coherently. However, the depth of comprehension is still lacking.

State-of-the-art models don’t truly understand concepts at an expert level. They excel at stitching together plausible-sounding paragraphs from their training data but miss critical nuances.

This leads to verbose but hollow articles packed with fluff or even factually incorrect statements. It’s easy to spot rambling, off-topic paragraphs with repeated points.

Fixing these comprehension gaps requires heavy editing, defeating much of the promised efficiency gains.

No Replacement for Real Expertise

Along the same lines, AI systems fundamentally lack subject matter expertise. Their content is only as good as their data sources.

So while they can write superficially about nearly any topic, they cannot match the depth and insights of a true expert. This remains a clear differentiator from human-generated content.

As a result, solely relying on artificial intelligence means missing out on critical perspective. The copy may read well in places but lacks the skill and wisdom of a seasoned pro.

No Filter for Quality

With their sophisticated language skills, ChatGPT and its ilk can raise your hopes with eloquent paragraphs. But they have no means of distinguishing high-quality writing from mediocre fluff.

That’s still a distinctly human judgment call. This explains why AI drafts often meander without clear direction. The AI simply generates text based on the initial prompts without discerning what points add value.

So if you’re not careful, you can end up with beautifully phrased waffle instead of compelling content that connects with readers.

Plagiarism Landmines Abound

Earlier we highlighted how AI systems craft content by pattern matching across vast data sets. Well, therein lies copyright infringement dangers.

If the algorithm borrows too liberally from source materials, then it could reproduce passages verbatim without attribution. This would place you at risk of posting duplicated or plagiarized content.

Admittedly, some tools like ChatGPT deliberately avoid extended matching to sidestep this pitfall. Even so, you must scrub any AI writings carefully to dodge plagiarism allegations.

Beware the AI Echo Chamber

A more subtle risk in relying exclusively on artificial intelligence for content is lack of originality. AI algorithms derive their output completely from what already exists online and in their training data.

Unfortunately, this means the writing can become circular—merely repeating existing ideas and perspectives back to you. So you miss out on those flashes of wholly new insight that move topics forward.

Therefore, depending solely on AI risks creating an echo chamber that stifles creativity. The copy feels a bit soulless and repetitive.

In summary, today’s AI has undeniable weak spots when it comes to comprehension, expertise, and originality. Relying on it too heavily likely means lower-quality content overall—unless you apply extensive human guidance.

Does Google penalize websites that use AI content?

Okay, so artificial intelligence clearly has pros and cons regarding content quality and creation efficiency. But what about the implications for search engine optimization (SEO)?

Could leveraging AI content attract Google penalties? Or might it eventually revolutionize content production for SEO?

While Google’s algorithms prioritize high-quality content regardless of its origin, recent core updates have shed further light on their preference for human-generated content that demonstrates certain key characteristics. Here’s a breakdown of these updates and their impact:

1. Helpful Content Update (September 2023):

  • This update emphasizes content that is informative, helpful, and relevant to users’ search queries. It prioritizes content that demonstrates expertise, trustworthiness, and a clear understanding of the topic at hand.
  • Impact on Human-Generated Content: This update encourages human writers to focus on in-depth research, authoritative sources, and providing valuable insights that address user needs directly. Content that feels generic or lacks depth might be penalized.

2. Core Update (October 2023):

  • This update focuses on overall website quality and user experience. It rewards websites that offer a positive user experience, including clear navigation, mobile-friendliness, and engaging content.
  • Impact on Human-Generated Content: This update highlights the importance of human expertise in crafting content that is not only informative but also visually appealing, engaging, and tailored to the target audience. Poorly formatted or uninspiring content might struggle to rank well.

3. Core Update (November 2023):

  • This update targets manipulative tactics and content designed to “game” the search engine algorithms. It penalizes websites that engage in keyword stuffing, link spamming, and other deceptive practices.
  • Impact on Human-Generated Content: This update underscores the importance of transparency and ethical content creation for human writers. Content that feels artificial or manipulative, even if written by humans, might be flagged and penalized.

Overall, these updates highlight Google’s increasing focus on content that is:

  • Informative and helpful: Provides valuable insights and addresses user needs.
  • Expert and trustworthy: Demonstrates knowledge and understanding of the topic.
  • Engaging and user-friendly: Offers a positive user experience and is visually appealing.
  • Original and ethical: Avoids manipulative tactics and plagiarism.

While AI can be a helpful tool for content creation, it’s crucial for human writers to understand these updates and adapt their approach to prioritize these key characteristics. By focusing on high-quality, informative, and user-centric content, human writers can continue to thrive in the evolving landscape of search engine optimization.

Remember, Google values content that ultimately benefits users. By prioritizing human expertise and creativity in your content creation process, you can ensure your work resonates with both users and search engines.

Therefore, websites relying heavily on low-quality or unoriginal AI content might face ranking challenges for these reasons. However, if you use AI responsibly and combine it with human editing, verification, and content strategy, you can create high-quality content that meets Google’s standards and performs well in search results!

Google Has Concerns But No Current Penalties

Google has been characteristically vague about AI content, but they acknowledge tracking its rapid progress.

In recent comments, Google representatives reiterated requiring unique, original content. They further hinted at downranking duplicate or thin content with limited information value.

However, they stopped short of stating policies explicitly targeting AI-generated content. As of yet, there seem to be no confirmed Google penalties tied directly to leveraging artificial intelligence.

Yet make no mistake—if Google sees a proliferation of low-value, duplicated AI content, they will undoubtedly act to maintain search quality. The safest bet is they introduce expanded duplicate content checks and potentially other signals to catch AI-generated fluff.

So penalties may still emerge, but the extent remains uncertain. For now, provided you produce helpful, unique content that meets current guidelines, AI origination alone probably won’t trigger issues.

AI-Human Collaboration: The Way Forward?

Given the lack of clear direction from Google, many websites feel perplexed about integrating AI content generation. Use too liberally, and you risk thin duplicate content flags. But ignore it entirely, and you forgo substantial productivity gains.

The solution likely lies in responsible AI and human collaboration. Tap artificial intelligence for rapid draft creation and human creativity and judgement for refinement and oversight.

The smart approach is allowing AI to bootstrap content with relevant facts and natural language. But still have human topic experts review, annotate, verify information, and rework light or duplicated passages.

This balances efficiency and uniqueness while mitigating risks since humans still actively create. We foresee Google embracing this collaborative approach, which combines AI scale and human quality.

In the Future, Search May Favor AI Content

Stepping back, there remains a longer-term possibility that Google and other engines increasingly embrace AI content as capabilities advance. We cannot rule out search algorithms leveraging neural networks and similar technologies themselves one day.

Why would Google penalize material from advanced systems similar to its own? If AI comprehensiveness and originality improves significantly, the duplication concerns fade.

Admittedly this still remains years off. However, no one can definitively declare whether search will ultimately prefer human-generated or advanced artificial intelligence content. Another reason for interest without overcommitting just yet.

The Verdict: AI Content Has Promise But Proceed Thoughtfully

In summary, artificially intelligent content holds enormous potential to accelerate content production. Yet significant quality and ambiguity concerns remain given its early stage.

Likely the ideal path forward is deliberate blending of automation with human creativity. Let AI rapidly generate raw material to feed into human-led refinement and verification. This allows capturing benefits while mitigating downsides.

If you decide to explore AI content on your website, do so slowly and strategically:

  • Start small (5-10%) to test impact
  • Manually review and rewrite to ensure uniqueness
  • Focus on draft generation rather than fully automated output
  • Ensure overall content strategy and quality governance

Avoid simply dumping machine-generated writings en masse without oversight. With prudent management, you can capitalize on productivity gains without jeopardizing ranking or credibility.

Over the coming years, expect a gradual tightening of best practices as Google clarifies its stance. Maintaining some flexibility allows you to respond smoothly.

One Prediction Seems Certain: AI Will Irrevocably Alter Content Creation

Whatever the unknowns still surrounding search engine biases, the AI genie has escaped the bottle when it comes to content.

Within only a few years, artificially intelligent systems have reached capabilities unthinkable previously. Their continued trajectory seems virtually limitless based on the rapid innovation we witness monthly.

While human judgment remains vital, automation will increasingly penetrate all stages of content generation. That includes research, ideation, drafting, revision, production and even strategy.

So brands best become reasonably fluent in these technologies now even amidst the present uncertainty. Harness prudently but evaluate aggressively because AI-fueled content proliferation is accelerating exponentially.

Those who embrace this new world judiciously stand to gain major competitive advantage. Those who ignore or block progress do so at their profound peril in this age of machines.

Can AI content detectors tell the difference between human-written and AI-generated content?

AI content detectors are not foolproof.

While they can identify some patterns associated with AI-generated content, they can be fooled by well-written AI content or miss sophisticated plagiarism techniques.

Human judgment and fact-checking are still essential.

Is AI content good enough to replace human writers?

NO! AI is best used as a tool to support human creativity and expertise.

It can generate ideas, provide outlines, or summarize existing information, but humans are still essential for editing, ensuring accuracy, and adding originality and emotional depth.

Can I get in trouble for using AI-generated content?

You could face ethical and legal issues if you plagiarize content or don’t properly attribute sources. Always fact-check AI-generated content and disclose its use transparently.

How to Use AI Content Effectively

  1. Use AI to highlight trending keywords in your industry.

This can help you identify the topics and queries that your potential customers are searching for online.

You can use tools like Google Trends or AnswerThePublic to discover the latest trends and questions in your niche.

Then, you can use these keywords to optimize your SEO and create content that focuses on them.

For example, if you are a travel agency, you can use AI to find out what are the most popular destinations, activities, or deals that people are looking for. Then, you can create content that showcases your offers and expertise on those topics.

  1. Use AI to create outlines from which your writers can work.

This can help you structure your content and cover the main points that your audience wants to know. You can use tools like ChatGPT or Frase to generate outlines based on your keywords or headlines.

Then, you can use these outlines as a guide for your writers to create engaging and informative content.

For example, if you want to write a blog post about how to plan a budget-friendly trip to Europe, you can use AI to generate an outline that includes sections such as introduction, tips, destinations, costs, and conclusion.

  1. Editing and proofreading your work before you post.

This is essential to ensure that your content is error-free, clear, and consistent. You can use tools like Proofed or Grammarly to check your grammar, spelling, punctuation, and style.

You can also use tools like Hemingway or Yoast SEO to improve your readability, structure, and tone of voice.

For example, if you want to make sure that your content is easy to read and understand, you can use Hemingway to highlight sentences that are too long, complex, or passive. Then, you can simplify or rewrite them to make them more concise and active.

  1. Testing and measuring your results.

This is important to evaluate the effectiveness of your content and SEO strategy. You can use tools like Google Analytics or Surfer SEO to track your traffic, conversions, rankings, and other metrics. You can also use tools like Ahrefs or Moz to analyze your competitors’ performance and identify gaps and opportunities.

For example, if you want to see how your content ranks for certain keywords, you can use Ahrefs to check your position and compare it with your competitors’. Then, you can see what you need to improve or change to outrank them.


AI content (like ChatGPT) can be a good idea for SEO if used properly and responsibly. It can help you save time and resources, enhance creativity and diversity, improve relevance and engagement, and optimize for search engines and users. However, you also need to be aware of the drawbacks of AI content, such as lacking human touch and emotion, requiring human supervision and editing, and raising ethical and legal issues.

To use AI content effectively for SEO, you should follow some best practices, such as allowing AI to highlight trending keywords in your industry; using AI generators to create outlines from which your writers can work; editing and proofreading your work before you post; testing and measuring your results.

AI content is not a replacement for human writers but a tool that can complement their skills and efforts. By combining the power of AI with the creativity of humans, you can create amazing content that boosts your SEO performance.