Dangers of AI Content: Risks & Results of Using AI-Generated Content

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When you think about marketing tasks, what is one of the most time-consuming tasks to complete? If you’re like most people, you’ll say: Content marketing.

You may have started looking for ways to trim the time spent creating content — like artificial intelligence (AI) tools.

AI tools like ChatGPT, OpenAI, and Jasper.ai shine with possibilities for improving your content creation time. After all, these tools can generate entire pieces of content from a simple prompt. It sounds like the time-saving solution you need, right?

Well, as the saying goes — if it sounds too good to be true, it probably is. While AI tools seem like the silver bullet solution you’ve been seeking, there are a lot of dangers of AI copy you might not know.

This guide will break down everything you want to know about AI-generated content, including:

Is AI copy good for SEO?
Pros and cons of AI for content
Real-world case studies of AI content
How to use AI responsibly for content
AI vs. human copy
We’ll include statistics, data, and case business owner database that show the risk of AI copy to help you understand what will happen if you rely too heavily on it.

Is AI copy good for SEO?
Before we dive in, let’s start by saying this: Google does not ban the use of AI-generated content.

So, what does Google say?

statement from Google about content creation

Keep in mind, though, that just because Google doesn’t ban it doesn’t mean it endorses it either. What it does endorse is high-quality content that users want.

But how does AI content work with SEO and what impact does it have on your performance in search results?

Here are some reasons why AI-generated content isn’t good for SEO:

AI content doesn’t perform well over time
AI content is not always helpful, reliable content
AI content doesn’t consider the user experience
AI content falls short of meeting E-E-A-T
AI content risks violating Google spam policies
AI content isn’t competitive
AI content doesn’t perform well over time
One of the pillars of a successful SEO strategy is creating evergreen content that performs well over time. Creating high-quality content enables your business to drive valuable traffic to your website.

So, how does AI-generated content fit into this?

One of the biggest problems with AI content is that it doesn’t perform well over time. Many companies that rely on AI content produce it with no oversight or human influence. They copy and paste and publish it on their website.

And since these tools can produce dozens of pages of content within minutes, many businesses think it’s a great way to boost website traffic.

Here’s the thing: The “boost” you get from AI content doesn’t last long.

See the case study on Bonsai Mary, a website filled with AI-generated content that saw its organic traffic decrease by 95% after Google’s core update in March.


AI content is not always helpful, reliable content
Is AI content good for SEO? Not really, because it’s not always helpful, reliable content.

Here’s what Danny Sullivan, a Google Search Liaison, says about AI content:

Tweet from Danny Sullivan about AI content

As Sullivan puts it, AI content isn’t inherently bad, it’s content that’s written for search engines rather than users that’s bad.

Google’s guidelines back up that notion:

Google Guidelines on content creation

The problem with AI content is that it’s not created for the benefit of humans. When you ask an AI tool to generate content for you, it spits out information related to what you ask. It doesn’t consider the reader or your audience when crafting or formatting the content.

AI tools don’t use metaphors, examples, anecdotes, or stories to connect with readers. Those elements are often what help to make content, well, helpful. That, and the human ability to synthesize information and present it understandably.

Here’s a prime example: When you asked ChatGPT, “How do I build an investment portfolio,” it delivers a lot of good, basic information to help you understand how to build the portfolio.