AI-Generated Content: Complete Guide to Pros and Cons and Best Practices

AI-Generated Content: Complete Guide to Its Pros, Cons and Best Practices

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Artificial intelligence has seen a surge in recent years, both in terms of popularity and in terms of success; while AI was once something in science fiction, it has become an invaluable aspect of business. As it has grown and matured in its scope and ease of use, AI has begun to see use as a content generation tool, effectively replacing human writers, or significantly downgrading the amount of time required to devote to those writers. So what exactly is AI-generated content, and how is it most effectively utilized? I’ll go into greater detail in this post about what it is, why it may or may not be right for your business, and how to use it to deliver the best content ideas possible. 

What Is AI-Generated Content? 

AI-generated content is content that has been compiled and produced not through human writing, but by artificial intelligence programs. Although this content is not truly unique–instead, it draws from a host of sources, in order to develop its own content based on those sources. Content creators can use AI primarily as a baseline from which to work, or use it as a content mill on its own. It is one of many content strategies that can be used to develop and produce copy and content such as blog posts, product descriptions, and more. 

Pros of AI-Generated Content

Perhaps the most significant pro of using AI for content generation is the amount of time it requires the efficiency with which it is produced. Because AI programs may not have the same price tag as human content generators, many companies appreciate the reduction in cost. Content creation is also streamlined by using AI, as all content can be run through a single program or platform, with only basic parameters put into place. 

AI can be used for more than bulk content generation; it can also be used for content ideation and research. Because content generators using AI rely on pulling from different sources to create their own content, they can be used to identify useful sources of information. With so many tasks able to be performed by a single unit, companies using AI can see a significant increase in output and scalability. 

Content generators can also be used to customize content for different contexts, allowing you to recycle the same basic idea across several different spaces. With the ability to analyze data and identify insights in order to create content, produce multilingual content, and develop basic content drafts and outlines, AI can help produce numerous types of content from the beginning–think blog post outlines and research briefs–to the moment before publishing. 

Cons of AI-Generated Content

As previously noted, AI is not the same as a human writer, which means that any piece of content produced is going to draw from outside sources. This has led some to develop concerns over quality and the possibility of plagiarism. Without the nuance of a human touch, cultural context may not be acknowledged or respected during content creation, and the entire scope of language may not be available to an AI program. 

Also as a result of the manner in which content is generated, there are those who have expressed concern regarding inaccurate or biased information; after all, if the sources AI is pulling from are not reliable or were created with a bias in mind, the generator can mimic that bias. Similarly, the tone of voice found in content can come into question, again without the nuance and style markers of specific writers or content creators. AI-created content is certainly useful, but its dependence on training data can feel stifling to some or complicated beyond usefulness for others. 

Google’s Perspective on AI-Generated Content

Google does not automatically penalize or demote AI-generated content, a move that has been clarified by the company. Instead, Google ranks pages that can demonstrate expertise, authoritative language or information, trustworthiness, and helpfulness, all of which can be demonstrated by human-generated and AI-only content alike. While it may seem that marketing materials and content will have a demonstrably different quality of content, Google’s algorithms are designed to identify any high-quality content, regardless of how it was initially developed. Relevance, uniqueness, and usefulness of the content will determine how it performs, meaning that it is more important to invest time and energy into your AI program than to avoid it altogether. 

That being said, AI content that focuses on keywords alone rather than quality content will eventually be flagged. Google’s systems evaluate for quality, so any content that does not meet quality standards will be flagged–a move that also applies to low-quality human-written content. To make sure that they are compliant with Google’s requirements, Google advises creators to make sure that all AI-generated content provides value to users, avoids repetition within the content, demonstrates expertise, and meets the principles of E-A-T. AI is not an end-all, but is best used as a tool to assist people in creating high-quality content from scratch. 

As technology continues to evolve, Google will continue to update systems and guidelines to successfully detect and subsequently demote low-quality content while promoting content that will benefit searchers. Google does not currently have the ability to detect AI-generated content, but has not ruled out developing this capability in the future as both its technology and AI technology advances. 

Further Reading: Does Google Penalize AI Content? Here’s What We Know

Best Practices for AI-Generated Content

Before implementing a new marketing strategy involving content generator tools, make sure you understand the tool you have selected and set clear goals for any AI-created content you may develop. The content marketing process is not the same with human writers and AI-generated content, so it is important to make sure you are familiar with your tools and know what you want to create. To begin, create a clear and detailed prompt for your chosen AI. Once content has been generated, review and edit what has been written, and keep a close eye on its performance. Remember that AI is not intended to completely replace quality content writers; instead, it is best to use AI as a jumping-off point to improve the amount of time (and therefore money) spent on content. 

Developing an Internal Generative AI Policy

Developing an Internal Generative AI Policy

Developing your own internal AI policy is important prior to outsourcing your social content and web copy. Knowing exactly what to expect of your program and what to be on the lookout for can help make sure you are in compliance with copyright laws, and you are not infringing on any intellectual property. Adopting a top-down, comprehensive approach to writing tools involving AI will help ensure that you do not bring any damages down on your business or your brand. Part of developing this approach requires researching local laws and requirements, and ensuring that you are complying with those laws, including data rights and usage laws. 

Steps to Create a Generative AI Policy

1. Identify stakeholders involved in policy development, implementation, and enforcement. By IDing these parties, you can make sure you are keeping in line with all ordinances, laws, and guidelines required when using an AI writing assistant or generative tool. 

2. Assess the nature and risks of generative AI use within the organization. As previously mentioned, using AI is not without risk. Determine what those risks are, and how the AI tool functions overall. 

3. Develop a flexible policy that is able to be adapted to different and evolving AI tools and their regulations. When a policy or practice changes, you will be able to adapt quickly and easily. 

4. Incorporate generative AI policy into existing information technology and security policies (or create your own, standalone policy). By touching on AI in all aspects of regulatory proceedings, you protect yourself and the development of data from the beginning. 

5. Address data retention, deletion, and user data collection practices. Some AI tools may not be in alignment with rules and regulations regarding these practices, so it is important to do your own research and develop your policies. 

6. Establish guidelines regarding transparency and disclosure of AI-generated content. Again, to keep compliant, develop a policy or guidelines for transparency within usage, and create a disclosure process when AI-generated content is used. 

7. Implement monitoring and auditing processes to ensure policy compliance. It is not enough to develop a policy; you must also implement that policy on a regular basis. Conducting regular monitoring and auditing processes will help keep you compliant. 

8. Train employees on AI policies and encourage responsible use of AI. By training employees on your practices and encouraging its responsible use, you can help stay abreast of any issues regarding these tools. 

9. Continuously review and update the policy as needed. Just as you may need to adapt according to changes in programs or regulations, you may need to adapt the policy you’ve created. Review it regularly to stay on top of any potential issues regarding AI use. 

10. Integrate the generative AI policy into the organization’s overall AI risk management framework. No content development process is entirely without risk. Include generative AI into any existing AI risk management framework you may have. 

Types of AI-Generated Content

Above is just an example of some of the templates that can help you quickly create AI-generated content using Jasper. That being said, here are some of the most popular types of AI-generated content used by marketers today.

1. Social Media Posts

Social media content that is AI-generated may include text-based posts, image-based posts, and even videos for platforms like Facebook, Instagram, Twitter, and LinkedIn. Content can be used from beginning to end or can be used as a helper when creating content. 

2. Blog Posts and Articles

Blog articles can be automatically generated by AI, which may result in higher quality and more diverse content than posts written without aid. 

3. Emails and Video Scripts

AI-generated content can be used to create different personalized email campaigns (including image generation), and can even generate video scripts that are tailored to individual user preferences. 

Further Reading: 15 Best AI Email Writers to Check Out

4. Website Pages

AI can be used to generate content for web pages as well. Product descriptions, landing pages, and “about us” sections are all great examples of AI-generated content for websites. 

5. Ad Copy

AI-generated ad copy can be used to create targeted and persuasive advertisements for various platforms, even Google search and social media. Ad copy can be as simple or complex as you need. 

6. Newsletters

AI can help generate newsletter content, as well. AI-generated text for newsletters can include curated articles, personalized recommendations, and engaging headlines to improve engagement and provide value. 

7. Product Descriptions

AI-generated product descriptions can be used to deliver detailed, accurate information about products, which can help businesses improve their presence online, increase conversion rates, and save time. 

8. Ebooks and Whitepapers

Why stop at AI-generated images and articles? AI can be used to generate long-form content, as well. Ebooks and whitepapers can provide valuable insights and information for readers to build trust and provide value. 

9. Creative Writing

AI-generated content need not only be simple or straightforward; it can be creative, too. Generating story ideas, character descriptions, and entire novels are all within the scope of AI’s abilities. 

10. Multimedia Content

AI is able to generate multiple types of multimedia content. Images, video, and audio are all possible to be AI-generated, which can help businesses create more engaging and diverse content for their target audience. 

Further Reading: Generative AI in Ecommerce: 17 Ways to Boost Your ROI

Now that I have covered the many different ways AI can be used, let’s go over the many different tools currently on the market for successful AI-generated articles and content. 

1. ChatGPT


ChatGPT is a generative AI tool designed to use natural language processing in order to provide human-like conversational dialogue. ChatGPT can be used for various types of written content, including articles, social media posts, essays, code, and emails. It is the one-stop-shop of artificial intelligence. 

2. Bard

Google Bard

Bard is Google’s response to ChatGPT. Consequently, it has the same basic capabilities as ChatGPT, including the design to essentially mimic human behavior enough to carry on conversations. 

I actually prefer Bard to ChatGPT because of its ease of use and free business model. And because of the potential it has to work together with all of my Google apps in the future.

3. Claude


Claude is an AI chatbot developed by Anthropic. Claude assists with content summarization, research, creative and collaborative writing, Q&A, and coding. 

There are a growing number of content creators who prefer Claude over ChatGPT and Bard.

4. Jasper


Jasper, an advanced AI content creation tool, is used for branding. By generating on-brand messaging across multiple mediums, including social captions, emails, blogs, and more.

Jasper can be integrated into numerous platforms through its API. I am a big fan of Jasper and it is my preferred choice at the moment to create marketing copy using Generative AI.

5. Copy.AI

Copy.AI is an AI-powered platform used to write long-form articles, social media, product descriptions, content briefs, ad copy, and sales copy. As its name suggests, it is primarily used for more copy, versus smaller bits and pieces, like captions. 

Copy.AI is another solid choice which, based on its history and popularity, I would rank as being Jasper’s closest competitor.

6. Frase


Frase is an AI content generator used to help conduct research, and develop, write, and optimize SEO content quickly and efficiently. 

I don’t publish a blog post without first using Frase to analyze its semantic SEO to see if there are any content gaps, and I recommend it to all of my clients and mastermind members.

Further Reading: 15 Powerful AI Content Generators to Test Out

7. Surfer

Surfer SEO

Surfer is a powerful AI writing tool that is used to streamline content creation. Surfer helps produce high-quality articles that are able to align with user intent and SEO requirements to produce AI-generated text that is indiscernible as such. 

Surfer is Frase’s closest competitor. Some prefer it for its user interface, but I personally prefer Frase. You should definitely check both of them out.

8. ZimmWriter


ZimmWriter is another AI content generation tool. Developed by Matt Zimmerman, ZimmWriter uses OpenAI APIs to create high-quality AI-generated content. 

Further Reading: 19 Incredible AI Content Writers (2024)

9. Lex


Lex.AI is a word processor powered by AI. Lex offers suggestions and ideas for its users, based on the context of a piece of writing, helping overcome writer’s block and subsequently improving their writing. 

10. KoalaWriter


KoalaWriter allows its users to generate high-quality, SEO-optimized articles in only a matter of minutes. KoalaWriter is powered by GPT-4, and combines SERP analysis with real-time data to create pieces of content that rank well. 

8 Tips on Ensuring Content Quality and Relevance

No one would recommend you use AI-generated content as-is. Here are some steps you can take to ensure the quality and relevance of the final content you plan to publish.

1. Human Input and Editing

AI-generated content has come a long way and can be quite impressive; nevertheless, it does still require human input and editing to ensure accuracy and coherence, and to make sure adherence to brand guidelines occurs. 

2. Avoiding Low-Quality Content and Spam

AI-generated content can be perceived as being low-quality or spam without proper oversight. Make sure to focus on developing high-quality, informative, and engaging content that will add value to the target audience. 

3. Leverage for AI Data Validation

AI need not only be a content mill, as it can also be used to validate data quality during the content creation process. 

4. Follow Google’s E-A-T Model

Google’s E-A-T model involves demonstrating first-hand experience and expertise, matching brand voice, and speaking directly to a target reader’s pain points in order to produce valuable content. 

5. Prioritize Originality and New Insights

The nature of AI can make originality difficult. Make sure any AI-generated content is original, provides new insights, and raises unique ideas, rather than regurgitating ideas that are already circulating online. 

6. Edit and Expand AI-Generated Content

Editing and expanding all content generated by AI is essential to make sure all content meets quality standards, engages readers, and aligns with brand voice. 

7. Test and Validate Content

Content developed by AI is created through combing other people’s work and other articles and sources of information. Be sure to check for plagiarism, verify facts, and ensure that all content is coherent and engaging. 

8. Continuously Train and Improve AI Models

Think of your AI models of legitimate employees, who require ongoing training updates and brush-ups. Provide feedback on generated content and update your AI model with new data and any rules you have developed. 

What is the Future of AI-Generated Content?

The future of AI content relies on consistency among users and a regular look into how models are operating and how they need to be reined in and improved. To do so, considering the following: 

Evolving AI Policies and Guidelines

As content generated by AI becomes increasingly prevalent, policies and guidelines will need to continually evolve in order to adequately address ethical concerns, intellectual property rights, and responsible use. 

Balancing AI-Generated Content with Human-Created Content

Content creation moving forward will most likely be developed with a balance between AI and human-derived content. This will help ensure efficiency from AI and expertise, creativity, and authenticity from human creators. 

Applications Across Various Domains

Content from AI will continue to expand the many relevant applications across different domains. Marketing, journalism, UX design, and more will all likely be impacted by AI, which will provide new opportunities for businesses and individuals, alike. 

Ethical Considerations and Responsible Use

As AI-generated content becomes increasingly widespread, there are ethical considerations that must be taken into account, and responsible use concerns that will arise. Addressing these concerns will be important to ensure that this particular type of technology actually benefits society without causing undue harm. 

Human-AI Collaboration for Better Results

AI-generated content will likely always involve collaboration. The future of AI is likely not a lack of human collaboration, but an increase in collaboration, in order to leverage the strengths of both, to create more engaging and higher quality content. 

AI-Generated Content in Journalism

AI-generated content has the potential to be revolutionary in journalism, because it makes it possible to automate many different tasks required in journalism. Data analysis and reporting can be outsourced to AI, while in-depth analysis and storytelling can still be largely managed and produced by journalists. 

The Role of AI in Content Marketing

AI-generated content can be expected to pay an important role in content marketing moving forward. AI can help businesses develop more personalized content, which means greater engagement and more effective content to deliver to audiences. 

Further Reading: AI in Content Marketing: Benefits, Ways to Use, and 5 Case Studies

The Impact of AI on User Experience (UX) Design

AI-generated content does have the potential to improve UX design through creating increasingly personalized and relevant content. The design process is also helped by AI via automation and data-driven insights. 


Artificial intelligence is here to stay. From simple scripts for quick ads to more substantial, long-form content, AI generated text and materials are growing increasingly popular among business owners and content creators, alike. Nevertheless, the prolific nature of AI does not necessarily mean that all of the potential challenges of the technology have been ironed out and sorted through. While this does not mean that you should avoid AI altogether in your business or your content, it does mean that there are practices and habits that should be followed to ensure that your AI use adheres to best practices and high ethical standards, while creating the best possible content for yourself or your brand. 

Using the tips and ideas I have touched on here, you can begin using AI with confidence! 

Photo by Carl Heyerdahl on Unsplash

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Neal Schaffer
Neal Schaffer

Neal Schaffer is a leading authority on helping businesses through their digital transformation of sales and marketing through consulting, training, and helping enterprises large and small develop and execute on social media marketing strategy, influencer marketing, and social selling initiatives. President of the social media agency PDCA Social, Neal also teaches digital media to executives at Rutgers University, the Irish Management Institute (Ireland), and the University of Jyvaskyla (Finland). Fluent in Japanese and Mandarin Chinese, Neal is a popular keynote speaker and has been invited to speak about digital media on four continents in a dozen countries. He is also the author of 3 books on social media, including Maximize Your Social (Wiley), and in late 2019 will publish his 4th book, The Business of Influence (HarperCollins), on educating the market on the why and how every business should leverage the potential of influencer marketing. Neal resides in Irvine, California but also frequently travels to Japan.

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