AI-generated content does exactly what it says on the tin. Content which is generated using Artificial Intelligence software. And with the recent rise in AI tools such as ChatGPT popping up left, right, and centre, you may be curious to dabble your fingers in a couple.

From the lightning-fast content creation speed to the minimal human effort more and more marketers are embracing the use of AI to create their content. However, when something is too good to be true, it starts to raise concerns on ‘What’s the catch?’. One of the most talked about topics in the blogging world today is: Does Google care about AI-generated content? Many content creators, bloggers, and marketers fear that they’ll be penalised for using tools like ChatGPT to produce content. And with Google being the world’s largest search engine, we all want to be in Google’s good books. 

In this blog, I’ll introduce the different types of AI-generated content, what Google really thinks about content that is produced using AI, and ways you can use artificial intelligence to help you create content.

Types of AI-generated Content:

With machine-learning software, the possibilities are truly endless when you’re trying to up your content game. Here are a couple of types of AI-generated content that you may want to use in your marketing strategy:

1. Written Content:

The most obvious type of content is written content. AI algorithms are now capable of creating high-quality written content. Blog posts, email campaigns, and ebooks, you name it, an AI can probably write it. When using AI chatbots such as ChatGPT, make sure to input prompts that are precise. The more detail you add to your prompts, the higher-quality content you’ll receive. With the right prompts, you can push out content that aligns with your branding and includes your tone of voice. You can also input prompts that are SEO-specific, making sure your content is optimised for search engines. 

Example: Prompt: ‘Write an in-depth 1000-word blog article for ‘The use of AI in marketing’. Make sure the article is educational, informative, and in a friendly casual tone of voice. Make the content SEO optimised for the keyword: AI in marketing.’

ChatGPT’s Response: ‘In the ever-evolving realm of marketing, one technological juggernaut is making waves and reshaping the landscape—Artificial Intelligence (AI)…’

2. Graphics and Images:

Graphics and images are powerful marketing tools that can be used to really amp up your business storytelling. This type of visual content can help you capture the attention of your audience by simplifying complex concepts and making your written content pop. Tools like DALL·E take centre stage when it comes to AI-generated Images due to their ease of use and powerful content creation. 

Similarly to ChatGPT, it works from textual prompts turning them into vibrant images. With the right prompts, you can create unique graphics in seconds. The great thing about using artificial intelligence is there are no boundaries. You can input the craziest of ideas and you’ll get results that match that exact description.

Designers across various industries are using DALL·E to help bridge the gap between creativity and ideation. By leveraging AI-generated imagery, they’re able to explore new content, refine ideas, and push the boundaries of traditional design. As these types of AI start to evolve, you’ll start to see more unconventional and wacky graphics that capture your attention straight away and make you stop scrolling.

Example: Imagine: you run a travel blog and want a captivating image for an article about exotic destinations. Your prompt: ‘Sunset over a tropical destination with palm trees and a beach’. AI will then work its magic to create a unique image that matches your description. 

Microsoft Bing Powered By DALL·E 3’s Response:

3. Video Content:

With the rise of platforms such as TikTok, Instagram Reels, and YouTube dominating the social media scene, it is no secret that users are turning to video content to look for answers to their questions. And as the demand for these engaging videos continues to grow, businesses need to adapt. However, without a professional videography team by your side, you’re going to end up putting out content that is low-quality and represents poorly on your brand. This is where AI-generated video content is making its mark.

AI tools like Runway ML, Synthesia, and Lumen5 help creators produce compelling videos efficiently. With tools like these, you’re able to cut down on time during the editing process as they’re designed to do everything for you. As a result, you get a polished final product with minimal human effort.

Many of these tools work by inputting a script or theme and AI does the rest, generating a dynamic piece of content from scratch.

4. SEO content:

In order to be successful online, you need your content to be discoverable. The number one way to do that is by putting out content that is discoverable. SEO-optimised content will be your best friend in doing just that. Using AI-powered tools you can meet the ever-growing demand for high-quality and relevant content which is created with SEO in mind. AI addresses one of the key challenges in SEO content creation; coming up with fresh new ideas for blogs or articles. Thanks to tools like GPT-3, you can generate an unlimited number of content ideas. 

Machine learning software can also help you implement SEO best practices into your blog or article. From creating compelling meta descriptions to ensuring optimal keyword placement, these tools can help boost your search rankings in no time. AI not only generates content which is rich in relevant keywords but also ensures that the content adds value to your user. This helps link your concept to Google’s E-E-A-T (Experience, Expertise, Authority, and Trust) concept. And the great thing is, AI software is designed to put together content based on the most popular and SEO-optimised content.

Every brand has its own unique tone of voice and by inputting the correct prompts, you can get your hands on branded content that matches your tone of voice and style. By combining automation SEO optimisation and your own human touch, you can get your blog or article to rank higher in search engines.

Example: Prompt: ‘Give me 10 article ideas to write based on the keyword of content marketing’

Chat-GPT’s response: 

• The Power of Storytelling in Content Marketing: Crafting Compelling Narratives for Your Brand
• Visual Content Marketing: Leveraging Infographics, Videos, and Images to Boost Engagement
• Content Repurposing Strategies: How to Maximize Your Content’s Reach and Impact
• The Role of User-Generated Content in Building Trust and Authenticity
• Navigating the Future: Trends and Predictions in Content Marketing for the Next Decade
• Content Marketing Metrics: A Comprehensive Guide to Measuring Success
• Interactive Content: Engaging Your Audience with Quizzes, Polls, and Interactive Experiences
• Localization Strategies in Content Marketing: Tailoring Your Message for Global Audiences
• Influencer Collaborations: The Art of Partnering with Key Voices in Your Industry
• Content Marketing for Small Businesses: Strategies to Compete and Thrive in the Digital Landscape

Pros of Using AI-generated Content:

For marketers, bloggers, and content creators, AI has definitely been a breakthrough for those looking to up their content game. It’s not just about efficiency; AI has reshaped how we create and consume information. Let’s explore the advantages machine learning brings to the realm of marketing:

• Save time: It is a no-brainer that content which is produced by artificial intelligence reduces the time marketers like myself are spending on creating content. You can conjure up blogs, visuals, and videos in a fraction of the time it would take a human. This is perfect for businesses that have limited time to keep up with their online presence. 
• Save money: To create high-quality content you need to hire someone who knows what they’re doing. This can end up costing you a tonne. Using AI-generated content reduces the need for human resources, helping you save so much in labour costs. Many AI writing tools are free of charge or cost a small monthly subscription fee which ends up being a lot more cost-effective. This means you have a lot more budget to spend on other aspects, allocating your resources strategically. 
• Scalable: As your business or blog starts to grow you need a tool that keeps up with you. AI tools are known for their scalability. They’re able to effortlessly handle more workload without breaking a sweat. This means you can expand your content production without having to heavily increase your manual effort. Your content is going to be able to keep up with the growing demands of your audience. 
• Consistent content: AI algorithms were built with consistency in mind. Unlike us humans, artificial intelligence doesn’t experience a dip in performance due to a variety of external factors. So, whether it’s a blog post or a snazzy graphic, you can rely on your favourite AI-powered tools to have your back when it comes to increasing your brand’s credibility and reliability. 
• Endless capabilities: As I touched on previously, AI isn’t restricted to a specific type of content. Whether it’s generating written articles, designing visuals, or creating videos, there are new windows of opportunities that you can explore. This means you, as a content creator, don’t need a bunch of specialised skills or tools to keep up with your competitors. Jumping between different content formats is a breeze, unlocking a whole world of creative possibilities. This allows you to shake things up and experiment across your content strategy. 
• Refine spelling and grammar: If you have spelling issues and grammar mistakes scattered across your post, it ruins your entire brand’s image. You come off as a business that doesn’t care and isn’t professional. This is where tools like Grammarly swoops in to save the day. It’s like having a personal writing coach that helps iron out any issues with your writing as well as make your content sound crystal clear. 

To sum it up, using AI for content unlocks a wide range of benefits that shake up how you create content. From time efficiency and cost savings to consistent quality and endless capabilities, AI adds a new layer to the content game. As we dive into a much more AI-powered future, you’ll start to see a new wave of content efficiency and innovation. 

Cons of Using Content That’s Been Generated by AI:

While using AI to generate your content undoubtedly has its perks, let’s not forget about the challenges and drawbacks that come with using these types of software:

• There is no such thing as original content: AI tools are trained on existing content that is already out there. This makes it impossible for AI-generated content to genuinely add value. They lack the ability to offer unique insight or a human perspective that you would usually find in content created by humans. You’re essentially putting out a summary or rework of ideas, not exactly breaking new ground. This limitation can be a huge downside in industries where authenticity and originality is the name of the game.
• Ethical Issues: Alongside the lack of originality, you also have some ethical concerns associated with AI. Misinformation, bias, and potential for malicious use of AI are just some of the serious issues you may face when using AI-generated content. Putting out content that includes any of these concerns can seriously harm your brand’s reputation. AI is a pro at making things look real. From content that sounds convincingly true to deepfake videos that seem legit, it starts to raise alarm bells of misinformation and trust issues. To eliminate this, you need to maintain a level of authenticity in an era where AI can create seriously convincing yet fake content. 
• Environmental issues: Yes, using AI can be harmful to the planet. Those heavy-duty AI processes really do a number on the planet and contribute a significant environmental footprint. This is due to the energy and resources needed to power these tools and create content. And the more you use AI, the more harm you’re doing to the planet. 
• Impact on Employment: The rise in AI has sparked concerns about jobs in every industry, especially in the creative world. As AI gets better at creating content, There have been growing concerns that it might nudge human creatives out of their roles and be replaced by artificial intelligence. The thing is, AI is only getting smarter, and job security is getting weaker and weaker.  
• Difficulty understanding emotions: AI is a pro at spotting patterns and analysing data. However, when it comes to human emotions and the overall vibes in content, you’ll find that it hits a major roadblock. Heartfelt storytelling and personal experience is still a tricky subject for machine learning tools. So, while you’ll be able to churn out 10 blogs a day, the content will be stale and lack emotions. There’ll be no sense of relatability to what you’re putting out which can be a major turn-off for many readers.
• Content will end up sounding the same: Notice how posts written by AI end up sounding the same? The same sentence structure, monotonous tone of voice, and similar language usage are just some dead giveaways. This leads to a lack of variety and boredom for readers. Users are starting to pick up on the way artificial intelligence software writes content, which ends up in them instantly clicking off your page. So, while your content might have perfect sentence structure and no spelling and grammar mistakes, it’ll sound the same as every other piece of information that’s already floating around. This also heavily impacts your search rankings. Your content won’t be seen as high-quality and has the possibility of being flagged up as plagiarism or duplicate content. By using AI-generated content, you run the risk of being outshined by your competitors who are creating fresh and brand-new content. 
• Variance in quality: While you’re able to remain consistent with the quantity of content with AI-generated content, you end up compromising on the quality. For each piece of content that is created using AI, you’re likely to receive a different level of quality each time. This is because the response you get is based on your prompt and the available information about a topic. This can lead to inconsistencies within your tone of voice, language, and sentence structure. Be specific and consistent with your search queries to receive the same level of quality each time.

Google’s Stance on AI-generated Content:

In February 2023, Google released their stance on AI-generated content and provided guidance on the matter. They revealed this type of content isn’t against the company’s guidelines. 

The search giant has done a 180 on its last year’s stance where they were against the use of AI to create content. In fact, Google’s Search Advocate John Mueller dropped the bomb that AI-generated content was considered spam. 

The reason for this plot twist? It’s all thanks to Google’s dedication to providing high-quality content to users. The company even encourages content creators to use AI as a way to increase user-experience. As long as the content is helpful and not trying to sneak its way into a search through deceptive techniques, it gets Google’s stamp of approval. To create valuable content, it’s all about writing for people, not just the algorithms. The company still expects content to be well-written, informative, and engaging. Originality is the name of the game, and plagiarism is still a big no-no.

However, just because Google has relaxed its regulations regarding AI-generated content, doesn’t mean you can pump out 5 articles a day that were written by ChatGPT. Use AI within limits, and use it to enhance your work, not replace it altogether.

Final Verdict:

AI is an incredibly useful tool for creating content but heavily lacks that human touch. Relying solely on AI for all your content leaves your audience wondering, “Where’s the personality?”.  While your blog or article will undoubtedly sound professional, it runs the risk of causing readers to click off midway through due to boredom. 

The best way to use AI, in my opinion, is to let it handle repetitive tasks, data analysis, and blog outlines. But leave the creative aspects for yourself. Find the perfect balance in your content where AI improves your workflow rather than completely taking over.