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Asking AI the Pros and Cons of using AI for Site Content

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AI designing a website page

A number of my clients have been using AI with varying degrees of success to create text content on their websites. I’ve been looking into AI myself for a short while so that I can advise my clients on how to get the most out of this technology. Now, I’m not completely up to speed yet, so I decided to as ChatGPT 3.5 what it thinks are the pros and cons for using AI within website content creation, and here’s what it came up with.

Top Five Pros

  • Efficiency and Speed: AI can generate content rapidly, significantly reducing the time it takes to produce text for websites. This allows businesses to scale content production quickly and meet tight deadlines without sacrificing quality.
  • Cost-Effective: utilizing AI for content creation can be more cost-effective than hiring multiple writers, especially for high-volume content needs. AI tools can produce large amounts of text at a fraction of the cost, making it an attractive option for budget-conscious businesses.
  • Consistency and Quality: AI can maintain a consistent tone and style across all content, ensuring uniformity throughout a website. This is particularly useful for large websites that require cohesive messaging and branding.
  • Personalization: I can analyze user data and tailor content to specific audience segments, enhancing user engagement. Personalized content can lead to better user experiences and higher conversion rates.
  • 24/7 Availability: AI tools can operate around the clock, producing content without the limitations of human working hours. This continuous productivity can be beneficial for maintaining a steady flow of new content and keeping websites updated.

Top Five Cons

  • Lack of Creativity and Originality: AI-generated content can sometimes lack the creativity and originality that human writers bring. While AI can produce coherent and accurate text, it may struggle to create truly unique and engaging content that resonates on a deeper level with readers.
  • Contextual Understanding: AI may have difficulty fully understanding complex contexts, cultural nuances, and emotional subtleties. This can result in content that feels flat or misses the mark in terms of tone and appropriateness for specific audiences.
  • Dependence on Data Quality: The effectiveness of AI in generating high-quality content depends heavily on the quality of the data it’s trained on. Poor or biased data can lead to inaccurate or inappropriate content that could harm a brand’s reputation.
  • SEO Limitations: While AI can help with SEO by incorporating keywords, it may not always understand the latest SEO trends and algorithms as effectively as a human expert. This can result in content that is not fully optimized for search engines.
  • Ethical Concerns: The use of AI for content creation raises ethical concerns, such as the potential for job displacement among writers and the possibility of generating misleading or low-quality content. There is also the risk of AI being used to create fake news or manipulate information.

Balancing the advantages and disadvantages of AI-generated content is crucial for businesses looking to leverage this technology effectively. While AI offers numerous benefits in terms of efficiency and scalability, it is important to address its limitations and ensure that content remains high-quality, engaging, and ethically produced.

So there we have it, straight from the horse’s mouth.

What Can I Do?

While AI can speed up the process of creating content, you should not blindly ask the system a question and then copy and past the result into your website. Yes, speed is important to many people, but the quality of the text is more important. Think about it, if you pulled up a page of vague sounding emotionless text that gave you nothing new, would you read it? I know I wouldn’t. So to get quality text from an AI program, you need to perform the following steps:

  • Ask the right question, and while asking it, provide context.
  • After generating the result, place that into your word processor and add the human touch. Often the resulting text will be plagued with:
    • repetition of content through the document,
    • awkward phrases,
    • words that people don’t use in day-to-day live,
    • repetition of content through the document (you got me).
  • While adding your own touch, incorporate your own insights and experiences – use your industry-specific knowledge and first hand experiences to add authenticity to the reply – people communicate through stories, so add your own to the mix.
  • Add variations to sentence and paragraph lengths to keep the reading experience interesting,
  • Add emotion and empathy where appropriate to create a connection with your reader,
  • Run your passage through a spell checker! A reader’s perception of your professionalism and trust is heavily affected by typos and spelling mistakes. Given that OpenAI and others have scraped data from the entire internet, spelling mistakes can and will happen. And not even mistakes, I’ve seen text with different spellings of the same word only inches away from each other.
  • Check your content with an AI detector such as Quillbot

The Takeaway

So what should you do now? Well, if you have time and the inclination, give it a go. ChatGPT 3.5 is free, as is Microsoft CoPilot (which is built on the back of ChatGPT 4). Get used to writing your requests/commands, and really take note of the output. As with any new skill, as you use it, you will get better at asking the right question. Don’t forget why you are looking into AI, and remember, it’s not about throwing text at the wall and seeing what sticks, it’s about connecting with your visitor and showing them that you know what you are doing.

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