AI-generated content is everywhere, and if you’re in digital marketing, you’re probably already using it in some capacity. The problem? Too many people treat AI as a content factory rather than a tool for enhancing their existing ideas. Years ago, I had conversations with clients about the right way to leverage AI for content, and these issues still tend to come up at least once a year since AI took over.
The Misuse of AI in Content Creation
One of my past clients had asked how to drive more traffic to their site. I explained that producing meaningful content that connects to their services is one of the best ways to increase visibility. I had previously written a blog about how to use AI while keeping content authentic, so I walked them through my approach:
- Record your thoughts on a subject. Use a phone, a voice recorder: whatever is easiest.
- Give AI clear instructions. Treat it like a child that needs guidance on tone, structure, and intent.
- Ensure AI maintains your voice. Be explicit: “Keep my tone of voice, deliver my message as intended, and don’t change the structure.”
- Use AI to refine, not replace. It should enhance your content, not create it from scratch.
I laid it all out, but my client flatly refused, saying, “I’m not going to write content, and I’m definitely not going to do that.” No problem. But a few days later, they sent me three blogs, all completely AI-generated.
Each one read exactly the same. The structure, phrasing, even the cadence were identical. It was painfully obvious that they had let AI do all the work without adding a human touch. I explained that this approach wouldn’t work and handed the content to my team to use as a rough outline for a rewrite.
A week later, the client sent back the revised content, saying they had used AI to “touch up” certain parts. Then they asked, “Is that okay?”
Our content writer, thinking from an AI-detection standpoint, responded, “Yeah, the AI flagger won’t catch that.” While technically true, the real problem wasn’t about AI detection; it was that the client didn’t understand the broader context. While small AI edits might not get flagged, this particular client would take that response as a green light to generate all their content using AI. That was the real issue; ensuring they understood the balance between AI assistance and human input.
The Importance of Keyword Intent
Another past client had fallen into the same trap, but in a different way. They used AI to generate a blog that got a ton of traffic, but the topic had nothing to do with their actual business.
The blog? “What Does It Mean When You Dream About a Car Accident?”
It was a well-written, thoughtful piece on dream interpretation, but this client was a personal injury lawyer. At the end of the AI-generated blog, they awkwardly tacked on: “If it wasn’t a dream and you’ve actually been in a car accident, contact us today.”
That’s ridiculous.
In SEO, intent is everything. The person searching for dream interpretations is wildly different from someone searching for legal help after an actual car accident. Sure, that blog drove traffic, but it was the wrong traffic. It didn’t attract potential clients; it attracted people trying to decipher their subconscious.
If you’re a lawyer, your blog should be answering questions like:
- “What do I do after a car accident?”
- “How long do I have to file a personal injury claim?”
- “What damages can I recover after a crash?”
These topics align with what your audience actually needs, increasing the likelihood of conversions. Writing for clicks is useless if those clicks don’t turn into business.
AI Is a Tool, Not a Shortcut
AI should never be used to mindlessly churn out content. It’s there to help refine and expand on your existing knowledge. Think of it as having a conversation:
- What message do you want to convey?
- How does that message connect back to your product or service?
- Does it add real value to the reader?
If AI-generated content doesn’t serve a purpose beyond ranking for a keyword, then it’s a waste of time. High traffic means nothing if those visitors don’t engage with your brand or convert into customers.
The Final Thought
Over the years, I’ve seen many clients get excited about traffic spikes from AI-generated blogs that had nothing to do with their business, and it seems to happen at least once a year as AI continues to evolve. They see numbers go up and assume it’s a success. But all traffic isn’t good traffic. A viral blog with no relevance to your services does nothing for your bottom line.
If your goal is to drive visibility, great, write whatever you want. But if you’re trying to sell a product or service, your content has to be focused. Otherwise, you’re just entertaining an audience that has no intention of buying from you.
So the next time you think about using AI to write a blog, ask yourself: Is this helping me sell my product or service, or am I just wasting time on content that ultimately leads nowhere?