The writing world has seen immense changes in recent years with the rise of AI writing technologies like ChatGPT. These tools can generate human-like content at speeds unmatched by any human writer. For many businesses, especially content agencies and SEO professionals, this technology seems like a dream come true. Need a blog post written? An entire website of content created? No problem, just feed the AI some prompts and watch the content pour out. This has led some to declare the end of human written content. Why pay a writer when an AI can produce passable content for a fraction of the cost?
But is it really so simple?
The Dangers of AI-Written Content
There’s no doubt that AI can produce content quickly and cheaply. But this content often lacks the nuance, accuracy and care that only human writers can provide.
AI tools rely on analysing patterns in existing content to generate their own. This can lead to factual errors, plagiarism issues, and text that simply doesn’t sound quite human.
For businesses that value high-quality, engaging content that builds trust with readers, AI-written content poses some serious risks:
- Factual inaccuracies. AI cannot reason or think critically, so errors and false information easily slip through. This can damage your brand’s reputation.
- Lack of original voice. AI mimics patterns in writing, resulting in content that lacks originality. This makes it difficult to build a distinct brand voice.
- No natural flow. While grammar and spelling might be fine, AI content often doesn’t have the natural cadence of human writing. The text can sound disjointed or nonsensical.
- Plagiarism concerns. AIs frequently rework content they find online, leading to duplicated or scraped content that poses plagiarism issues.
- Search engine penalties. The low quality of AI content means search engines like Google are less likely to rank it well, resulting in lower visibility.
For businesses that value search engine optimisation, using AI content poses particular concerns. Google has warned against publishing low-quality, duplicated content churned out by AIs. Such content is unlikely to rank well in search and could even lead to manual or algorithmic penalties from Google.
The Continued Need for Human Written Content
Does this all mean that human written content is obsolete in the age of AI? Absolutely not. While AI tools have their uses, human creativity, critical thinking and writing skills remain indispensable for quality content.
Here are some key reasons human writers still matter:
- Expertise. Human writers have knowledge and experience in specific topics that AIs lack. This allows them to create authoritative content full of insider insight.
- Original perspectives. Humans can share unique opinions, stories and analysis that cuts through the noise. This helps engage audiences and build brand loyalty.
- Strategy. Human writers plan content around goals like driving conversions or boosting SEO rankings. AIs simply produce generic content.
- Engaging style. Human writers have their own voice that connects with audiences better than AI mimicry. A compelling style holds attention.
- Research. Human writers do in-depth research to create accurate, well-informed content. AIs rely on surface-level information.
- Responsiveness. Human writers can respond to feedback and new information. AIs continue generating the same types of content.
- Nuanced messaging. Humans can create subtle, meaningful messaging that resonates. AIs struggle with nuance.
For businesses seeking high-performing content tailored to their goals and audiences, human written content remains the best option.
Integrating AI Content Responsibly
Does this mean you should abandon AI writing technology altogether? Not necessarily.
When used responsibly as a supplement to human writing, AI tools can bring some benefits:
- Efficiency. AI can help human writers research and produce more content, faster.
- Draft creation. AI drafts can give human writers a starting point to work from.
- Lower costs. AI can reduce costs for very short, repetitive content that doesn’t require originality.
The key is integrating AI as an aid to human writers, not as a replacement. Used irresponsibly, AI will damage content quality. But under human oversight, it can enhance human capabilities.
AI Content Requires Human Editing
For businesses that do choose to use AI writing tools, human editing is an absolute must. Without editor intervention, unchecked AI content will inevitably contain errors, reused phrasing, grammar mistakes and a disjointed, inhuman style.
Professional human editors are needed to catch these issues and transform AI content into publishable work. Editors can:
- Fix factual errors. Editors verify details and sources to ensure accuracy.
- Smooth out phrasing. Editors rework sentences and transitions so the text flows naturally.
- Add original flair. Editors punch up bland text with unique descriptions and word choices.
- Improve messaging. Editors strengthen messaging and structure so content is impactful.
- Check for plagiarism. Editors scrutinise content to ensure it contains no duplicated text.
- Refine SEO. Editors optimise content for search engines by adding keywords, links, media and more.
- Proofread for mistakes. From typos to punctuation issues, editors give text a final polish.
- Ensure brand consistency. Editors keep language, tone and voice aligned with brand style guides.
Without the refinements of a human editor, businesses risk publishing low-quality content under their brand name. The unsafe use of unedited AI content may save money initially but can destroy brand reputation.
Partner With Human Writers and Editors
The AI writing landscape will continue rapidly evolving. But one thing remains constant: high-performing content requires human creativity, strategy and oversight.
Rather than viewing AI tools as a way to eliminate human writing, businesses should see them as an aid to writers and editors. Partnering with experienced human writing professionals remains the smartest way to create engaging, effective content.
For help crafting human written content tailored to your brand and goals, contact us today for a custom content quote. Our team of expert writers and editors is ready to deliver the high-quality content you need to succeed.