The Impact of AI on Written Content Creation

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Megan Bradbury

You will probably be aware of existing AI tools, and may have even used them to create content for your website, product descriptions or blog. Perhaps you’ve published the content to your website and ticked a task off your long list of to-dos.

Maybe you’ve even decided that your copywriter is no longer valuable to your business.

Think again. While these tools can be beneficial to your business, they should not be solely relied upon for creating your written content.

The need for human content creators has been questioned since the invention of AI, but AI tools alone cannot replace the work of human writers; they can, however, be incorporated into the job to assist writers with their work.

In this article we will be weighing up the pros and cons of AI generated content, and looking at ways AI writing tools can be utilised to benefit your business.

What are AI writing tools?

AI, or artificial intelligence, writing tools are tools such as ChatGPT or that create a piece of writing subject to your requirements. You offer a set of guidelines to the AI generator such as the topic, length, tone of voice etc and it will produce copy that fits these specifications almost instantaneously.

You can also ask it to rewrite a section of copy, write you a poem, or even a screenplay. Your instructions can be as detailed or vague as you wish, and the tool will use them to create something that fulfils your request by scanning information and data that is available on the internet and using it as the basis for its own text.

The way that AI works is that it filters through existing content that is available to it and that has already been published on the internet. It then uses this information to base its creation on. It can not create original content, it paraphrases, edits and amalgamates other people’s work.

What does my written content need for search engine optimisation?

When it comes to writing for the internet, you want your content to follow the rules of search engines, such as Google, so that you are not penalised for having “bad” content and your rankings aren’t jeopardised.

Your content should be original, high quality, written with the user in mind, and should demonstrate E-E-A-T . This stands for Expertise, Experience, Authoritativeness and Trustworthiness.

Search engines wish to promote content that they believe to be the most useful for users. This means that it needs to meet its purpose, be factually accurate, be accessible to audiences and be written by a trustworthy source.

Creating any content that is designed to manipulate search engine rankings is a violation of Google’s spam policies, so cramming keywords together does not make your content more desirable.

Seek to produce content that addresses your audience’s needs and interests, and is written well. This means writing should demonstrate minimal spelling or grammatical errors, be clear, accessible, and of substantial weight. Make sure you answer the audience’s questions to the best of your ability, whilst trying not to convolute the information.

What is the problem with using AI generated written content?

The real problem with using AI generated written content is that the information it uses is existing content from the web, which means that you cannot guarantee with certainty it will be 100% accurate.

Any errors that have been made in the original content could be translated into your content, which could lead to you being penalised for publishing copy that is untrustworthy. Therefore, jeopardising your own credibility as a source.

When you include facts or statistics in a piece of writing you should be citing your sources and linking to them, wherever possible, for your credibility and trustworthiness. AI is incapable of referencing sources as it sometimes makes up the facts and figures, this could be detrimental in spreading misinformation.

Another problem is that if you ask AI to rewrite content for you, it may pull words from a thesaurus. These words may fundamentally have the same meaning as those they are replacing, but they may not necessarily read well within the sentence. User experience is very important when writing online, so you need your content to be understandable.

Most AI writing tools will write in US English, so you need to be checking for spelling and grammatical errors that will not be picked up by spelling and grammar tools. It can be confusing for your audience if you switch between UK English and US English.

AI writing tools do not possess a deep understanding of your context, audience and purpose etc so you cannot be sure the content it produces will properly fulfil your needs. Writing for a purpose requires complex thought that AI does not have the capacity for.

Can AI writing tools be used to produce written content?

That being said, AI writing tools can still be used during the creative process of producing your written content. They shouldn’t be used without human intervention, but do act as an extremely useful tool for copywriters when used wisely.

Using AI generated content as a guideline or jumping off point can massively speed up the writing process, saving time, money, and even helping to avoid those awful instances of ‘writer’s block’.

The key to incorporating AI into your writing is to understand its limitations, and ensure you have human writers checking the content and providing considerable edits before you publish it online or onto your website. AI can be a great partner for writers, but cannot replace them altogether.

Consider your AI generated content as a first-draft or guide. You should be taking the time to check all the facts are correct, make sure your brand’s tone of voice is being portrayed authentically, and ensure you are not committing plagiarism.

Any tasks that include AI need to be supervised by an experienced human copywriter to make sure your written content is free from errors and displays originality.

Benefits of AI generated content

Increase your speed and efficiency

Once you have inputted your instructions, the AI copywriting tool can generate draft copy almost immediately. You could be presented with a list of ideas for your content, or even an entire first draft of a blog, within a matter of seconds.

This can majorly reduce the time your content team spends during the initial stages of content creation, saving you money in the long run as the process is streamlined.

Benefit from large datasets for accuracy and consistency

AI tools can tap into extensive datasets to pull figures from, contributing to the guarantee of factual accuracy and maintaining uniformity in style, tone, and messaging in the content.

Upload large datasets and AI can quickly summarise your findings, picking up the majority of the grunt work and presenting you with the information you need. Remember to double check the results.

Leverage advanced analytics

Your AI copywriting tools can help you to optimise your content, effectively maximising its performance and impact, by offering data-backed insights.

They possess the ability to examine important elements of your written content such as the most effective vocabulary choices, the ideal length of your content, the desired reading level and time, which sentiment you should be putting across to your audience, and more.

Streamline tedious tasks

Utilise AI tools for the tasks that take up your copywriter’s time such as transcribing audio to text or brainstorming keywords. With a few quick instructions, you can have a detailed report to kick-start the creative process, or a fully translated script to work from.

By giving AI the more mundane, time-consuming tasks, it frees up your copywriters to dedicate their time to more complex tasks that require their input, saving both time and money.

Limitations of AI generated content

Lack of originality

Human copywriters are able to use their imagination and pull from experiences to fuel their creativity and produce new ideas that resonate with people. This original thinking cannot be replicated by AI because it only has access to pre-existing ideas.

If you are working within a niche market it is possible that the results will not be appropriate, nor will they resonate with your audience as there is not enough information to call upon. This may cause the outcome to be unreliable.

AI relies heavily on machine learning models trained on vast datasets, which means it isn’t capable of emotional connections, metaphors or original ideas. Human creativity still surpasses its abilities.

Low emotional intelligence

Content needs to be written for your audience. Depending on your target market, there are cultural, psychological and social elements that must be considered in order for you to connect with them.

AI is slowly getting better at analysing context and human emotions, but human copywriters still have an edge when it comes to understanding more complex emotional nuance and connection.

Data dependent

AI can only access data that is readily available to it, if the data is limited, so is the AI’s ability to produce accurate and impactful results.

In order for AI to generate new copy, understand language and learn from examples, there has to be sufficient data, which is not easily obtained, and AI relies on humans as they input the data that AI learns from and references.

Breach of ethics

AI uses existing data to create content, which makes it susceptible to bias within data as well as passing on misinformation. This is a real concern as misleading and inaccurate information could cause harm to a reputation or emotional damage to a person.

AI doesn’t possess the knowledge to be able to question information it finds online, so it will relay its findings into “new” content unknowingly spreading fake news.

Ways to incorporate AI into your business

Social media

When it comes to writing posts and ads for social media there are often rules about the length of your posts, so AI can help you to word your message subject to constraints from your chosen platform.

AI can also analyse successful posts, hashtags and trending topics to optimise posts for increased traffic and engagement.

Human copywriters can take the suggestions and then choose which ones work best and edit them to make sure they relay the perfect message for your specific audience.

Product descriptions

Another way to utilise AI’s ability to analyse is using these writing tools for product descriptions. There are thousands of similar products online and AI can easily sift through them to help you construct your own.

Once AI has generated some ideas, human copywriters can use them as a foundation to build upon, making the necessary tweaks to ensure they are original and tailored to your product specifications.

Blog ideas

If you’re struggling to come up with ideas or themes for your blog posts you can ask AI to come up with some suggestions for industry specific titles that will help to boost your audience engagement.

Once you have some initial ideas, your copywriters can take these headings and write blogs that are specific to your business.

You can also ask AI to come up with some subheadings and sections for the blogs to make sure you are answering the necessary questions and keeping up with your competitors who may be trying to rank for the same keywords/phrases.

Email marketing

If you want to increase your open and click-through rates, as well as ROI, you can use AI to determine things such as subject lines, content ideas and CTA buttons to make your email campaigns more desirable to your audience.

Once you have a clear template for your email campaign and some ideas for your content, your copywriters can use this to create a fully optimised campaign that will help you to boost your business.


The introduction of AI into your business should not be as a replacement for human copywriters, but as a way to optimise their efficiency and maximise their work output.

AI writing tools can be a great addition to your content team as they can speed up the creative process and analyse huge amounts of data quickly and easily. Utilising these tools means that your writers can produce more content for your business in a shorter time frame.

Human copywriters are still very much needed to oversee AI writing tools as these tools are susceptible to making errors. However, the future of copywriting is clearly intertwined with AI as these tools become more and more advanced. Finding a healthy balance between human copywriters and AI will be integral for your business.

Use AI to help fuel creativity, maximise productivity and workflow, and make your content creation much more efficient. Remember to always have experienced writers checking the content to make sure it is accurately representing your brand.

At Browndog, our 100 years of combined experience has shown us that human copywriting is integral for creating marketing material that really resonates with an audience. Taking the time to understand the target market, their pain points and their emotions, can lead to exceptional campaigns and strategies that establish brand loyalty and boost revenue.

While we understand the rise of AI and its capabilities, we still hugely value our copywriters and support their work. AI is extremely generic when it generates content, but human writers are able to feed the connection between businesses and their audiences. This gives human copywriters a creative edge when it comes to producing successful content.

Don’t be afraid to discuss AI with your copywriter. We can chat to you about how you can incorporate it into your strategy to make the most of your time, and most importantly, when not to use it!

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