AI writing tools

In a world where AI is all set to become an intrinsic part of our everyday lives, it's no surprise that AI writing tools, such as ChatGPT, are making unprecedented waves in the content marketing industry.

While there is no denying that ChatGPT can create grammatically flawless and coherent articles, blogs, and even web copies within seconds, can that content rank high on search engine results pages? Is it capable of emulating the authenticity and authority Google deems worthy of a high ranking?

While we understand the appeal of churning out content for your blog or website as quickly as possible, can AI writing tools offer credibility and high-quality content produced by professional writers? Can ChatGPT replace content writers?

The truth is that ChatGPT is a proficient, remarkable AI writing tool that presents businesses with the lucrative avenue of producing content quickly. However, the existence of ChatGPT does not mean it can replace professional content writers.

ChatGPT is meant to be used as a tool, a writing assistant, rather than an outsourcing solution to fulfill your content management needs. The content it produces requires human supervision and editing before you can use it for your business.

Before we delve into reasons content produced by AI writing tools requires professional human management, let's explore how ChatGPT, inarguably the most popular AI writing tool, operates!

How Does ChatGPT Work?

ChatGPT is an AI chatbot or a natural language processing tool powered by artificial intelligence. It was optimized for dialogue through Reinforcement Learning with Human Feedback (RLHF). RLHF is a method that employs human responses, demonstrations, and preference comparisons to guide the chatbot toward the desired behavior.

Unlike previous AI writing tools, ChatGPT created a significant buzz due to its undeniably exceptional ability to engage in human-like exchanges. ChatGPT can mimic human responses because it has been trained on copious amounts of data written by humans on the internet.

The system is designed to maximize the similarity between the AI model's output and the data it was fed. It enables this AI writing tool to produce answers to prompts with a lightning-quick speed. It also follows a conversational pattern and enables you to provide follow-up prompts and corrections.

That said, OpenAI, the company that produced this conversational AI model, gives a disclaimer that the data ChatGPT churns out might occasionally be inaccurate, misleading, and untruthful as it is based on the source material, i.e., the internet. It is precisely why the content produced by ChatGPT requires fact-checking and human intervention.

Now, let's explore why ChatGPT is not the sole answer to your content production needs.

AI writing tools

Google Updates on the Use of AI Writing Tools

First things first, what does Google say about the use of AI writing? The truth is that using AI strictly to manipulate or boost your SERP rankings violates Google's spam policies.

Google considers content spammy and automatically generated when it is created programmatically and lacks original or valuable information for the target audience. The primary purpose of such content is to manipulate search engine rankings.

It can be content generated using paraphrasing, synonymizing, and needless complications or text containing keywords that don't make sense to the reader.

Google can also flag content as spammy when it's generated through an automated tool without assessing its quality. Lastly, it flags content with stitched-together information from various web pages without adding value.

Ultimately, you need to remember that Google's ranking system rewards original, top-quality content that demonstrates E.E.A.T. (expertise, experience, authoritativeness, and trustworthiness) qualities and is designed to prioritize the target audience's needs.

AI writing tools require human insight, carefully-worded prompts, and comprehensive management to generate content that presents E.E.A.T. There's no denying these tools are beneficial aids in the content writing process. However, without human intervention, they cannot produce high-quality content that offers value and ranks high on SERPs.

Will AI-Generated Content Rank Highly on SERPs?

The truth is that AI content and search engine optimization are mired in an uncertain period. We simply cannot assume how Google will react to AI-generated content in the future as it has yet to take a distinct stance.

All we can say for certain is that its reaction will continue to evolve with more AI advancements. However, not knowing how inarguably the biggest search engine will react to AI content translates into serious risk.

Google might decide to strictly prohibit the use of AI by devaluating content written by AI or putting a site-wide penalty on AI use. In both cases, your SERP ranking and website credibility will suffer.

Content Quality Matters

Ultimately, Google wants content to have E.E.A.T. qualities and be useful and original for the target audience. Content produced solely using AI does not fulfill these requirements to rank high on SERPs.

However, if the generated AI content is credible and has a people-first approach, Google does not currently care about its source, as evidenced in this tweet from Google Search Liaison:

AI writing tools

Watermarks for AI Content & AI Detection Tools

While there is currently no restriction against using AI to produce quality content, OpenAI is creating watermarks for content produced by ChatGPT so that it's easily detectable as AI-written content.

If OpenAI chooses to publicize its AI detection tool, Google might start using it to flag GPT content. Moreover, Google can use similar technology to detect and flag AI-generated content. It might also introduce an update centered on flagging mass-produced AI content focusing on quantity rather than quality.

If OpenAI chooses to publicize its AI detection tool, Google might start using it to flag GPT content. Moreover, Google can use similar technology to detect and flag AI-generated content. It might also introduce an update centered on flagging mass-produced AI content focusing on quantity rather than quality.

After all, Google is undoubtedly invested in flagging spammy content, which includes spam-like AI content. So, it's fair to assume it has or is actively working on a comprehensive AI detection tool that it might or might not release to the public. But it will surely use AI detection to flag content it deems valueless and produced merely for search engine rankings.

What Should You Do?

With the future of AI-generated content and its impact on your SERP rankings up in the air, it's best to treat AI as a helpful writing tool rather than relying on it solely to produce content for your business.

Simply put, if you need to use AI content, make sure it's high-quality content. To ensure that, you will need professional human writers and editors to make AI content SEO-friendly, original, valuable, and creative.

With E.E.A.T. qualities reflected in your content, you can ensure your website users don't bounce from your webpages, preventing a downfall in traffic and your rankings.

Related FAQs

Is AI-generated content against Google Search's policies?

Appropriate use of AI or automation is not against Google's guidelines, but if you use AI to generate content to manipulate search rankings, it will be flagged as it is against Google's spam policies.

Why doesn't Google ban AI content?

Google understands the value of using AI for automated tasks and content creation that does not require the human element, such as sports scores, weather forecasts, etc.

Google might also update its AI policy in the future, but it's a waiting game for businesses relying solely on AI writing tools.

How does Google Search determine if you have used AI to create content?

Google has a variety of systems and algorithms in place, including its helpful content system and SpamBrain, to analyze signals and patterns to identify spam content. That does not mean that it will flag human-generated AI content that offers value to its readers and possesses E.E.A.T. qualities.

13 Reasons AI Writing Tools Need Human Supervision

If you're thinking of using AI writing tools like ChatGPT, Bard, Quillbot, ChatAI, etc., to create content for your business, you might benefit from the expertise of professional content writers trained in AI use.

Here are thirteen reasons why using content solely produced by AI writing tools like GPT-3 and its subsequent models without any expert human monitoring and management might not be the smartest move:

Data Availability & Reliability

ChatGPT runs on a limited knowledge base of 2021 data and information. Additionally, the chatbot occasionally produces wrong, biased, or harmful content. Since it is not connected to the internet and cannot fact-check its information, you cannot fully rely on the content produced by ChatGPT.

Moreover, OpenAI has shared that ChatGPT can make up facts or produce hallucinations. It means the chatbot can draft seemingly coherent content that is outright false in reality. It directly puts your business reputation at risk.

However, GPT-4 significantly reduces hallucinations compared to the previous models. It scores 40% higher than GPT-3.5 on OpenAI's internal adversarial factuality evaluations.

Chat GPT Graph

Moreover, you cannot dismiss the potential such an unprecedented AI writing tool possesses. ChatGPT can learn from the prompts it gets and also has a thumbs-down icon that the user can click to show their disapproval of the answer it generates.

The AI model essentially uses its conversations for training and improving its responses. Open AI also continues to release new, better-trained models of GPT and is expected to introduce GPT4.5 in the third quarter of this year.

Search Engine Optimization

ChatGPT and other writing tools don't use SEO tactics when writing content. There is an existing argument that since AI writing tools already borrow content from existing high-ranking pages on search engines, they don't need to optimize their content. That said, they don't have the ability to perform keyword research and use credible sources throughout their writing to improve your site's visibility.

Your content needs to offer value to your readers and have accurate high-ranking keywords, along with other on-page SEO aspects. Since AI writing tools have a limited understanding of language, context, and search intent, they struggle to find appropriate keywords and produce SEO-based content.

If you use AI-generated content without editing and optimizing it to rank high on SERPs, you will end up with low site visibility. Google might even flag your content if you continue to post new AI content in bulk. However, if you want to use AI's ability to churn content quickly, combine it with the expertise of seasoned content writers for AI-generated, human-managed content that also ranks high on SERPs.

Possible Biasness

ChatGPT only has complete access to information till 2021. It cannot accurately present factual data beyond that point in time. Even the latest version of ChatGPT, the paid GPT-4, can only accurately present factual data till September 2021.

It is important to note that AI writing tools are only as reliable and accurate as the data they are trained on, so the chatbot is susceptible to bias and false information.

For instance, we asked the free version of the chatbot, "Which tennis player has won the most grand slams?" The AI model stated the names of three male tennis players, clearly displaying its bias.

When asked why it only mentioned male players, ChatGPT revised its answer and correctly highlighted that Margaret Court has won the most Grand Slams across genders.

You can view the prompts and the replies here:

AI writing tools

When we looked up the stats for both male and female tennis players, we found out that as of January 2023, Rafael Nadal and Novak Djokovic hold the record for the most men's tennis Grand Slam titles (22) each, and the retired Margaret Court retains her record among female tennis players.

Biases from the Training Data

The above-mentioned example highlights that AI writing models can develop biases from their training data. Based on the data it was fed, it can perpetuate prejudices, stereotypes, and other types of discrimination.

You cannot ensure that the training data used is diverse or representative of different writing styles and audiences. Even though ChatGPT has been praised for weeding out potentially sexist or racist information, AI-generated content could still have other unchecked biases toward marginalized groups.

So, you cannot blindly rely on ChatGPT to present facts and impartial information. You will ultimately have to fact-check everything it creates while keeping the bias factor in mind and eliminating possible inaccuracies.

For instance, you cannot expect the AI model to produce high-quality historical, medical, math, or other technical or scientific blogs and articles that demand precision and factual knowledge.

On the flip side, you can benefit from AI content with comprehensive fact-checking and input from professional content writers and editors for a vast array of industries.

CTAs & Content Stickiness

Most types of content businesses produce aim to achieve a specific goal. That goal can be converting readers into buyers, offering a new service or product, generating an email list, etc.

Regardless of the nature of your goal, enticing calls-to-action or CTAs can help you achieve those goals. A great CTA helps give meaning to your content, tackles decision fatigue, and stirs deeper engagement.

Similarly, you need content stickiness, i.e., the ability of a piece of content to stay in your reader's mind and force them to return to your website and repeatedly perform the action you want them to perform.

It is generated when the content is written in the brand's distinct voice and reflects its personality. Sticky content tends to stand out in its originality and ability to connect with the target audience. It's highly relevant, nuanced, personalized, and authentic and successfully evokes the right response.

While AI writing tools can write the type of content you want quickly with the right prompts, they lack the ability to understand your customers' psyche.

ChatGPT can produce a basic model of content that seasoned content writers can build on and revamp with impressive content stickiness and highly converting CTAs to appeal to your customers.

Quality Content Funnel

As a business, you need to rely on your content production and marketing team to leverage existing and new content to attract potential customers. They need to be able to guide them through their journey till they reach the end goal, which is only possible through a quality content funnel.

Regardless of the end goal, you will need content for every stage of the buyer journey. These stages include:

  • TOFU: Top of the funnel to create awareness and attract attention
  • MOFU: Middle of the funnel to generate leads and help prospective customers browse your offerings
  • BOFU: Bottom of the funnel to drive conversion by convincing the prospective customer to become a buyer

Your target audience requires diverse content for each stage of their journey. An AI writing tool doesn't have the ability to understand search intent and present content that fully aligns with your content funnel requirements. It might produce content with a one-size-fits-all approach you cannot use to drive conversions.

You need expert content writers and managers who can devise an effective content funnel for your audience based on their distinct wants and buyer journey. While you can employ AI for your content production needs, you will need experienced hands on deck who can ensure that content helps you achieve your targets at each stage of the marketing funnel.

Unintentional Plagiarism

When creating a blog post or web content, thinking creatively and catering to the target audience's needs is essential. You need to come up with unique concepts that are of interest to your audience.

While AI-generated content might be grammatically sound, it is essentially created by scraping webpages. AI writing models don't comprehend the text they generate. The process is a simple chain of data collection, rewording, synonymizing, formulaic paraphrasing, etc.

It results in unintentional plagiarism since AI writing models are solely trained on existing data and mimic relevant styles and templates of writing. If not used smartly, the tried and tested templates and pre-existing text AI uses to produce content can become a roadblock in developing your brand personality.

That said, expert prompt engineering followed by trained human input can help you use AI to create your distinctive brand image and generate unique or creatively different content. But using the text generated by AI as is will keep your brand from fully realizing its potential.

Mechanical Writing Style

Mechanical Writing Style What separates content written by an expert writer from AI-generated content is that the former reflects the writer's beliefs that are translated into the services and products of the company. An AI writing tool cannot replicate that passion and belief system.

Professional content writers have the expertise to create personalized content that resonates with your audience and encourages engagement. They can present your products and services in a way that aligns with your audience's needs. AI-powered tools cannot provide such content as they lack the emotional quotient, empathy, and deep understanding of human nature. They also can't use metaphors or real-life experiences to make content relatable for the customer.

Content that converts is usually written for the reader and reflects the source's experience, trustworthiness, and authority. It's written based on a deep understanding of the reader's thoughts and feelings, containing personal experiences, analysis, opinions, and more. Without this form of personalization, your content is less likely to rank well on SERPs.

It's why using the content produced by ChatGPT and other AI writing tools without human input might not be fruitful for you. Comparatively, if you invest in human-managed AI writing services, you can get the expertise of seasoned content writers and the swift content production of AI for effective content pieces.

AI writing tools

Text Predictability

AI language models, like ChatGPT, run on human prompts to produce content. It means that writing on the same topics can result in similar writing.

While you might not notice the formulaic template of the content at first glance, a deeper look will reveal the text to be predictable and unnatural. So, even though it could be well-written, the text will not include precise information, unique story angles, or highly accurate industry insights from credible sources that allow it to stand out.

The consistent, standardized output offered by AI tools has surface-level information your readers must have skimmed through countless times. The only way to produce original content is by giving the AI tool highly-specific writing prompts, which take time and specialized training.

No Distinct Brand Voice & Strategic Insight

An AI writing tool cannot develop an understanding of brand personality or emulate your brand's voice without accurate prompt engineering and subsequent human input. It also cannot follow your strategic insight to help you achieve distinct goals with your content.

Your brand's consistent voice and tone should be unique to the persona you have created over the years. It helps you enhance your business's credibility, recognition, and value. Losing that in your content can be risky, as your customers will no longer be able to relate to your business and could lose their trust in you.

AI cannot capture the subtleties and nuances that make your brand's personality shine through your content. Moreover, if the content is riddled with errors or irrelevant information, your audience will stop entrusting you as a reliable source of information.

It's why you need the expertise of professional content writers and editors who can work with AI to produce content that emulates your brand voice quickly. They can also fact-check the content AI produces while injecting it with your brand's distinct personality to maintain your prized connection with your readers.

Unique Writing for Various Content Segments

AI writing tools struggle to adapt different tones and styles of writing to attract different audience segments. An AI writing model cannot produce precise customer personas or mold its content accordingly. Even if it does, the writing style is not consistent in long-form content.

It has a standard form of writing that can vary slightly depending on generic prompts, but it will not result in a smooth transition to align with diverse audience needs. It will make your readers feel disconnected from your content and perceive it as inauthentic or not valuable.

However, with careful prompt engineering and human supervision and writing, you can use AI for your content production needs. A professional content creator knows how to switch from casual to formal writing, depending on the type of content they are writing.

When trained to operate AI effectively, they can generate the writing style required for blogs, B2B articles, web copies, long-form news articles, etc. Moreover, you will need them to read between the lines, conduct thorough research, and understand your audience's needs and behavior patterns.

This way, your content will align with the tone needed to address your audience. You will have relevant content that resonates with your target audience and inspires them to take desired actions.

Understanding of Complex Tasks

All writing tools like ChatGPT can easily churn generic content on everyday topics, but they might falter when faced with the mammoth tasks of producing high-authority, niche-based content.

You need precise information, technical language, and intricate details to create content for medical, legal, and other specific industries. AI does not have the critical thinking powers,

research skills, or problem-solving capabilities to understand complex, multi-faceted problems and deliver relevant content.

For instance, you cannot rely on AI content creation models alone to produce documents that contain clinical trial data, legal reforms, scientific discoveries, historical facts, financial insights, mathematical processes, philosophical ideas, etc.

AI might give you a base structure for your content, but it might contain inaccuracies. You need human intervention, insight, research, and supervision to turn it into top-quality content, as it demands high subject authority and expertise.

Limited Cultural Knowledge& Contextual Understanding

Even though AI can create content in diverse languages and contexts, it struggles with the cultural nuances, references, and idiosyncrasies intricately woven into each culture. Even if AI adds cultural nuances to your text, it might be clichéd information. It will lead to quick but ineffectual content production, lowering your ranking in SERPs.

Alternatively, you work with a native content writer trained to use AI; they will effectively pepper the content with cultural references, updated research, and lived experiences your audience will resonate with. This directly translates to better engagement. They will also comprehensively understand your topic, helping you deliver the desired information in a digestible format.

Keeping Up With the Latest Trends

When it comes to producing relevant, industry-related content, you need to stay updated with industry trends. AI cannot keep up with the latest trends in your industry and fully contextualize information for your audience without relying on already existing information, which can also be faulty.

That said, you can trust a content writer with AI writing tool expertise and training to use prompt engineering and curate unique content for your audience based on the latest industry trends. They can also employ their own research skills and use reputable online sources, fact-check everything, and more. Ultimately, you will get content that aligns with your industry, business, and customers' needs for enhanced engagement as quickly as you need.

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The Need for Human Involvement

While there is no denying the convenience and quick content output ChatGPT and other AI writing tools bring to the table, they still require trained human eyes for high-quality content production.

Content created using these tools needs to be assessed, humanized, fact-checked, and edited to rank high on SERPs. It must also be curated using highly specific prompts to ensure relevancy, originality, and value to your target audience.

AI-generated content demands human management to ensure it carries your brand personality and meets your distinct goals. While you can do that labor yourself, it's always better to trust professionals to manage your content production needs. It will free you up to focus on business tasks that require your express attention.

With a skilled content marketing team managing your content production needs with AI involvement, you will not have to worry about output speed, work quality, reliability, tone, fact-checking, and editing. You will also get SEO-friendly content with highly relevant, invaluable information and links to credible sources to rank high on Google SERPs.

Websites That Suffered Because of AI Writing Tools

According to the Washington Post, a tech news site, CNET, published dozens of feature articles generated completely by AI. Even though the website claimed this move was experimental, it backfired for them when another tech website Futurism pointed out how some articles contained "very dumb" errors. CNET published notices that acknowledged it was reviewing its AI-generated articles.

CNET's sister publication Bankrate also published bot-written stories and then disclosed qualms about their accuracy. Both websites issued statements about reviewing all their AI-assisted pieces to remove any inaccuracies and conduct necessary corrections. The move to use content solely generated by AI severely impacted the credibility of these websites.

Moreover, NewsGuard, an organization that tracks misinformation, has discovered that 49 news sites are almost entirely written by AI software. One of these websites was It published the news that the president was dead.

This piece included the headline, "Biden dead. Harris acting president, address 9am ET". The site elaborated that American President Joe Biden had "passed away peacefully in his sleep,” and Vice President Kamala Harris was taking over his position.

The website also has other highly inaccurate and misleading information pieces written by AI that have significantly impacted its authority.

Smart Use of AI Writing Tools

So, what is the solution? How can you use AI writing tools for quick content generation without getting penalized by your peers, target audience, and Google?

The solution lies in thinking of AI not as the ultimate solution to your content production needs but as a helpful tool used efficiently by industry experts.

After all, AI writing tools have a long way to go before you can solely rely on them to produce high-quality content that aligns with your business objectives, customers' needs, and Google's policies.

So, instead of using these tools in isolation, put your trust in human-generated AI content produced by professional content writers trained in using AI writing tools. It will ensure your business credibility, brand voice, and SERP rankings stay on the up.

 woman in blue suit jacket

What will this entail?

Simply put, using AI writing tools for smart content generation will involve the following:

  • Human management throughout the content production process
  • Carefully architecture prompt engineering
  • Editors trained in editing and fact-checking AI content

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