If you’ve been following our recent discussions on AI in digital marketing, you’ve probably noticed that content has been a recurring theme. We’ve explored it in the context of AI in SEO and AI in digital PR, and now it’s time to focus entirely on AI’s role in content creation.

You might say we’ve saved the best for last. As the well-known phrase (often attributed to Bill Gates) goes, “content is king.” Over a year ago, we affirmed our agreement with that statement.

But what about today?

But what about today?
BWith AI-generated content flooding the internet, does content still hold the throne?
We believe it does! And while we‘ve covered a lot on this topic, we still have valuable insights and practical advice to share. So, let‘s dive in.

AI should not be used to mass-produce low-quality content, as it can damage your brand and leave you vulnerable to Google‘s algorithm updates. Instead, AI is best leveraged as a tool for content research, review, and repurposing—enhancing the value of what you create rather than replacing human authorship.

Is AI-Generated Content Bad?

Let‘s tackle the obvious question:Is AI-written content inherently bad?

We‘ve addressed this in previous discussions, but to reiterate—no, it‘s not inherently bad. AI-generated content can be valuable, providing useful insights, and even Google doesn’t outright prohibit AI-authored content. In fact, with AI-generated snippets appearing more frequently in search results, it wouldn‘t make sense for Google to devalue its own features

However, Google does stress two key requirements for AI content:

• 1. Transparency in authorship - AI-generated content should be clearly disclosed when possible.
• 2. Content must provide real value - It should enhance the user experience rather than dilute it.

This distinction is crucial.

• Using AI to enrich and support your content creation process? No problem.
• Overusing AI to mass-produce generic, low-value content? That’s a risk.

We‘ve long advocated for this approach, and recent Google algorithm updates reinforce the same principle. Google‘s March Core Update focused on maintaining quality and reducing spam—not outright banning AI content. As long as content continues to provide real value, content remains king.

How We Use AI in Content Creation

We believe in transparency, so let‘s lay our cards on the table: we have never published fully AI-generated content—and neither should you. The human element is what gives content authenticity, helping brands connect with their audience in a meaningful way. That said, AI still has a valuable role to play in content marketing. Here’s how we use it effectively.

AI in Content Research & Ideation

The blog you‘re reading right now is 100% human-written (yes, really!). We firmly believe in human-led content creation, and Google‘s recent updates reinforce this approach. One of our key partners saw record-breaking growth after the March 2024 Core Update—a 72% increase in year-over-year traffic, surpassing our target by over 150,000 sessions. This success was built on carefully researched, human-written content.

However, dismissing AI entirely would be shortsighted. AI can be an excellent tool for research and ideation, helping streamline the early stages of content creation. For instance, we use AI to:

• Generate keyword suggestions - AI helps us identify potential keywords, which we then validate using traditional SEO tools.
• Overcome writer‘s block -Struggling to get started? AI can provide rough content structures or suggest angles to explore.
• Fine-tune messaging - AI can offer tone, style, and audience insights to help shape the direction of a piece.

While AI provides a solid starting point, we always rewrite and fact-check everything before publishing.

AI for Content Repurposing & Optimization

Once content is created, AI can assist in repurposing and optimizing it. This includes:

• Adapting content for different platforms - A long-form article can be condensed into social media posts, email snippets, or landing pages.
• Improving formatting & engagement - AI helps fine-tune text for better readability, structure, and impact—especially useful when producing high volumes of content
• Ensuring consistency - Whether it‘s maintaining brand tone or adhering to specific word counts (e.g., for social media character limits), AI helps streamline the process.

In these cases, AI supports the creative process rather than replacing it.

AI in Content Review & Editing

Beyond content creation, AI is also a valuable editorial assistant. Instead of focusing solely on generating text, AI can:

• Proofread for grammar, readability, and structure - A time-saving tool for catching small errors.
• Optimize SEO - AI-driven SEO tools, like SEMrush‘s Writing Assistant, help refine keyword placement and readability.
• Enhance clarity - AI can suggest alternative phrasings or eliminate redundant text.

Again, AI doesn‘t replace our editorial team—it assists in refining content for better performance.

The Verdict: AI & Content Should Work Together

Our recommendation? Use AI to enhance content, not replace human writers.
Fully AI-generated content still lacks originality, human insight, and emotional depth. It often feels formulaic, prone to factual inaccuracies, and devoid of a personal touch. Plus, Google‘s evolving algorithms are becoming more adept at identifying and filtering out low-quality, mass-produced AI content.
That doesn‘t mean AI has no place in content marketing. It‘s an excellent tool when used strategically, helping with research, editing, and optimization. However, it should never be relied upon as a substitute for human creativity, critical thinking, and storytelling.

AI is a powerful tool—but human writers are irreplaceable.

Our recommendation? Use AI to enhance content, not replace human writers.
If you‘re already using AI for content creation—or considering it—proceed with caution. AI can be an asset, but overreliance can lead to unintended consequences.
Looking for a balanced approach to AI in content marketing? We can help. Our expertise combines the best of AI-powered tools with skilled human writers, ensuring your content remains valuable, engaging, and effective. Reach out today, and let‘s build a content strategy that sets you up for success.