Let’s talk about the hot topic of 2025–AI content writing. Marketers and copywriters everywhere are talking about it, business leaders are talking about it, and tech companies are rapidly delivering tools we can use.
So, how SHOULD we use them? What is the best practice? How has Google responded? I have opinions and am happy to share them, as I get this question more and more often when discussing website copywriting services.
AI Changes the Creative Process
Full disclosure. The easy access to and simplicity of these AI writing tools scares me. Not because it’s new. Not because I don’t think it’s useful. Not because it creeps into my line of work. Because it pushes us, as humans, further out of our brain, making NOT thinking for ourselves possible in a plethora of tasks.
Now, I know AI can be extra helpful to people with a skill set different from mine. My job lends me the practice to create efficiently without AI, but that’s not true for everyone. The skills we use develop into muscle memory that makes us faster and better than those who don’t use those skills at the same level.
Like Olympians on the podium, they started with a base-level skill and practiced until they became high-performing machines. I’m skeptical of AI used for SEO copywriting services for the same reasons we scoff at Olympians using performance-enhancing drugs.
It’s an AI brain vs. a human brain, and that’s not a fair playing field. One has limited capacity based on our inherent skillset, while the other has limitless possibilities based on skills outside of our own.
Where AI Answers Come From
AI content creation tools can help humans brainstorm thoughts and discover unexpected possibilities. I have used them for this purpose, and the gaps AI can fill to strategize are impressive.
Many others have also found the ease of use of tools like ChatGPT for copywriting and research.
The problem arises when people copy and paste what AI says and use it as their own words. This could come back to haunt you for ethical and legal reasons, so let’s dive into why a human brain still beats AI when it comes to professional copywriting services.
Using an AI tool to brainstorm so you can formalize your thoughts and opinions is one thing.
The problem comes in when a copy-and-paste situation occurs and you use generated content for marketing purposes instead of trusting the skills of an established technical copywriter.
This is particularly a problem when using AI-generated content for website copywriting services.
The content spit out by an AI tool, such as ChatGPT, is pulled from dozens or hundreds of existing pieces of content that already exist on the Internet. This means that someone, somewhere, has already said the things that are being shared with you in some capacity.
AI takes a little piece of one sentence and another section of another, and like patchwork, it pieces these content bits together to formulate its answers.
How AI-Generated Copy Affects Your Website
Google and other search engines are responding to the growing popularity of AI-generated content. In fact, Google has responded several times in the last year by creating algorithms that scan websites to detect non-human content.
Content that is yours and exists nowhere else is considered “unique.” When the algorithm discovers that your website uses too much content it does NOT consider “unique,” it gives a negative mark on your website’s ranking.
For example, original content, like a web page detailing green tea’s benefits from your own research and case studies, establishes unique value, boosting your website’s rankings.
Conversely, AI-generated articles on the same topic aggregate existing online information, resulting in content Google potentially deems unoriginal.
Unoriginal content scores hurt website performance and your position in the organic search engine optimization rankings. If unoriginal content impacts your search engine optimization score, your website will fall in the order it appears in search results.
The order in which you appear in search results can make or break the chances of a potential customer finding your website or a competitor’s.
For context, if you are in last place on the first page of results, you will only get about 1% of the clicks. The top spots are so coveted because you get closer to 10-30% of the clicks.
After the Google algorithm updates in 2024, many businesses experienced overnight changes in their website rankings and dropped out of top results. This happened because their site was deemed of lower relevance due to its use of “not unique” content.
In other words, it was flagged for plagiarism.
AI Use In The Future
All of this said, there are responsible ways to use AI and certainly ways it can engage our human experience.
But I encourage you to keep your human brain thinking for you and use the incredible ideas from within yourself when creating content for your website. Especially after the Google AI crackdown, a professional SEO copywriter will gain you more results than using chat GPT for your website content.
Ready to elevate your website with powerful, human-driven copywriting? Request a free discovery call and discover how we can help you stand out with our expert copywriting services.
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